A sticker marks Millie's on Clark Road as a Green Zone Hero business

Whether through special hiring programs or discounts on dinner, plenty of businesses do their part to support military veterans, but no sort of standard recognition has existed to spotlight such practices. Now, Sarasota entrepreneur John Krotec has created a branding program that not only recognizes soldier-friendly business but could create the foundation of a national network of like-minded establishments. “We wanted to create an association of businesses nationally that would be proud to be recognized and honored for helping veterans,” he says. With the new Green Zone Hero designation, he hopes to do just that.

Krotec has been developing the concept since mid-February, and has applied to make Green Zone Hero a Florida-based benefit corporation. Businesses can pay $350 for the association and get special “medals” to use in advertisement to denote a number of pro-veteran services: special pricing for veterans; employing veterans; owned by veterans; donating to resources for veterans; or hiring disabled veterans.

Once the concept was developed, Krotec established an online presence and was surprised to have 37 companies reach out about Green Zone Hero designations within the first two weeks. Now, almost 130 companies are involved. He also has picked up sponsorship from such major brands as Sonny’s Real Pit Bar-B-Q and such local establishments as Gecko’s Grill and Pub. And it’s not just storefront establishments that have gotten involved; companies like PGT Industries and RBC Wealth Management have become supporters. And while the bulk of companies involved right now are headquartered in Florida, Krotec envisions Green Zone Hero as a national brand. In the future, Krotec hopes to employ mobile technology to evolve the business further, perhaps getting apps that make it easy for visitors to cities to quickly look up what businesses offer discounts to veterans, or that support veteran causes, as they decide what restaurants and stores to frequent.

The idea is simple, but its scope could become huge, Krotec says. The potential struck him during a meeting, Krotec says, where a business owner noted the branding created not just a designation but a network of companies with similar values. “He said, ‘You are creating the veteran-friendly business community, but you are also creating the non-veteran-friendly business community,’ “ Krotec recalls. “I know which one I want to be part of.”

A sticker marks Millie's on Clark Road as a Green Zone Hero business