AboutFace USA

What AboutFace USA does

AboutFace-USA is a nonprofit veteran support organization headquartered in Cumming, Georgia, founded by Vietnam veteran Joe LaBranche and his wife Carol around 2015. The organization operates a Veteran Resource and Community Center at 188 Tri-County Plaza that delivers a portfolio of interconnected programs: licensed clinical therapy services for trauma and substance use disorders, veteran-led peer support groups (separate men's and women's cohorts), a four-session financial literacy coaching program, free healthcare transportation in Cherokee, Dawson, Forsyth, and Pickens Counties, and online trauma-informed holistic healing classes led by Carolyn Agosta. AboutFace-USA serves military veterans from all branches and eras, particularly those dealing with PTSD, substance abuse, homelessness, or reintegration challenges, as well as veteran families and local community members.

The organization's distinctive physical asset is AboutFace Farm — Cumming's first indoor aeroponic farm housed inside the Community Center, using Tower Gardens to grow pesticide-free lettuce (Oakleaf, Romaine, Butter Bibb, Summer Crisp) and microgreens with 90% less water than conventional farming. The farm serves a dual function: a revenue-generating produce operation sold via an e-commerce storefront and to local restaurants (notably Marie's Italian Deli), and a therapeutic gardening program (Project GROW) that supports veteran mental health and rehabilitation. Project RISE extends the farm's use to young adult learners through a weekly hands-on educational program.

AboutFace-USA is funded primarily through individual and corporate donations at $10-$500 tiers (one-time or monthly recurring), a SAMHSA federal grant supporting the Healthcare Ride Service Program through September 2025, and modest farm produce sales. It is embedded in The Warrior Alliance network of 40+ service providers across 10 service areas, and operates referral partnerships with Emory Healthcare Veteran Program, the Shepherd Center SHARE Military Initiative, and Common Courtesy (ride operations). All core veteran services are provided free of charge. The organization has 1-10 employees and reported 2024 operational metrics including 389 therapy sessions, 31 healthcare rides, 14 homeless veterans supported, 30 self-healing learners, and 5,843 outreach efforts.

Name

AboutFace USA

Legal name

AboutFace USA

Website

https://aboutface-usa.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

AboutFace USA is a Cumming, Georgia nonprofit founded by a Vietnam veteran that provides free mental health therapy, peer support, financial coaching, healthcare transportation, and an aeroponic farm program to veterans and their families, funded primarily by donations and grants.

Ownership category

akta.pro rank

Product category

Veteran Support Services

akta.pro primary industry

Environmental Education, Capacity Building & Community Engagement (BPADALAO)

Keywords

• Veteran support services
• Mental health therapy
• Peer counseling groups
• Financial literacy coaching
• Therapeutic gardening programs

Headquarters

HQ city

Cumming

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Contributions: Individual and corporate donations at various levels ($10-$500 one-time or monthly subscriptions) that fund veteran programs including mental health therapy, peer support, and financial literacy coaching.
2. Farm Produce Sales: Sale of aeroponically-grown produce including lettuce varieties (Oakleaf, Romaine, Butter Bibb, Summer Crisp) at $5.00 per head and microgreens at $8.00. Produce sold directly to local community and restaurants.
3. Government Grants: Federal funding through SAMHSA (until September 2025) specifically for the Healthcare Ride Service Program providing transportation for veterans to medical appointments.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

AboutFace USA is a nonprofit veteran support organization that provides free licensed clinical therapy, veteran-led peer support groups, holistic healing classes, four-session financial literacy coaching, and a healthcare ride service to veterans and their families. The organization also runs AboutFace Farm, an indoor aeroponic farm that grows lettuce and microgreens for sale while serving as a therapeutic gardening space (Project GROW) and a hands-on learning environment (Project RISE) for young adults.

Product overview

AboutFace USA is a nonprofit veteran support organization offering a portfolio of interconnected programs: Licensed Clinical Therapy Services, Veteran-Led Peer Support Groups, AboutFace Farm (aeroponic farming with Project GROW and Project RISE), Holistic Healing, Healthcare Ride Service, and Financial Literacy Coaching. The organization also operates an ecommerce shop selling fresh produce (lettuce varieties, microgreens) grown at their aeroponic farm. Programs are designed to address whole-health wellness including mental health, financial resilience, transportation, and community connection for veterans and their families.

Differentiator

Problem solved

Functional benefit

Brands

• AboutFace Farm: Cumming's first indoor aeroponic farm located inside the AboutFace-USA Community Center. It promotes health, healing, and hope through innovative indoor farming, growing fresh produce including lettuce varieties and microgreens.
• Project GROW
• Project RISE

Products and services

• Licensed Clinical Therapy Services Trauma-informed mental health therapy for individual veterans or veteran couples/families addressing the psychological aftereffects of trauma, delivered by compassionate licensed therapists.
• Veteran-Led Peer Support Groups Peer support program where veterans connect through shared experiences in safe spaces for connection, resilience, and healing, with separate men and women groups (women's groups meet online).
• AboutFace Farm (Project GROW & Project RISE) Cumming's first indoor aeroponic farm located at the AboutFace-USA Community Center, providing therapeutic gardening, occupational training, and fresh produce via the Project GROW gardening program for veterans and the Project RISE hands-on learning program for young adults.
• Holistic Healing Program Online program led by Carolyn Agosta using gentle, trauma-informed techniques like tapping to help veterans and their families release emotional pain and build lasting resilience.
• Healthcare Ride Service Free transportation for veterans to and from healthcare appointments, serving Cherokee, Dawson, Forsyth, and Pickens counties with rides to Atlanta VAMC and local clinics, operated through Common Courtesy and funded by SAMHSA through September 2025.
• Financial Literacy Coaching Four-session financial coaching program specifically designed for veterans, covering budgeting, debt management, savings, and planning for the future.
• Oakleaf Lettuce (Full Head) Fresh aeroponically grown Oakleaf lettuce at $5.00 per full head, sold online with pickup at About-Face FARM HQ.
• Romaine Lettuce (Full Head) Fresh aeroponically grown Romaine lettuce with vibrant dark green leaves at $5.00 per full head, sustainably produced using 90% less water than traditional farming.
• Butter Bibb Lettuce (Full Head) Tender aeroponically grown Butter Bibb lettuce at $5.00 per full head, with a delicate buttery flavor and rich in vitamins A and K, folate, and antioxidants.
• Summer Crisp Lettuce (Full Head) Aeroponically grown Summer Crisp lettuce with ruffled leaves and outstanding crisp texture at $5.00 per full head, abundant in vitamins A and K.
• Microgreens Spicy Mix Mixed microgreens grown at AboutFace Farm at $8.00 per package, sold to local businesses including Marie's Italian Deli for use in menu items.

Quantifiable outcome

• 389 therapy sessions completed in 2024
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Marie's Italian Deli, Bakery & MarketminorGTM or Marketing PartnerLocal restaurant located in the same shopping center as AboutFace-USA. The mother-and-son team (Marie and Matt) purchases microgreens from AboutFace Farm and created the 'Ranger Buddy Sandwich,' a top-selling menu item that honors and supports AboutFace-USA veterans. A community partnership that provides farm revenue while spreading awareness.
• Emory Healthcare Veteran ProgramcoreStrategic or Co-development PartnerFree treatment program for post-9/11 veterans and service members for conditions including PTSD, traumatic brain injury, military sexual trauma, anxiety, and depression. Offers two-week evidence-based program in-person in Atlanta or via telehealth. AboutFace-USA provides referrals and connections to this resource.
• The Shepherd CentercoreStrategic or Co-development PartnerPrivate not-for-profit hospital specializing in spinal cord injury, brain injury, stroke, and other neuromuscular conditions. The SHARE program offers free specialized care for veterans. AboutFace-USA connects veterans with this rehabilitation resource.
• The Warrior AlliancecoreStrategic or Co-development PartnerPersonalized network connecting veterans and families with a partner network of over 40 service providers across 10 service areas including health/wellness, education, legal services, employment, housing, and VA benefits. AboutFace-USA participates as a resource provider in this network.
• Common CourtesyminorOthersTransportation service provider that operates the rides for the Healthcare Ride Service Program. Veterans schedule rides through Common Courtesy to access Atlanta VAMC and local healthcare appointments.
• Project RISEminorOthersHands-on learning program led by teachers Erin and Jodi that brings young adults to AboutFace Farm every Wednesday and Friday. Students help tend Tower Gardens, harvest produce, and maintain farm operations while building their own skills and confidence.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wounded Warrior Project: Large, nationally branded nonprofit providing mental health, physical康复, and economic empowerment programs to post-9/11 veterans. Compares to AboutFace as the dominant scale player in the same veteran-support service categories (mental health therapy, peer support, financial coaching) that AboutFace delivers at a regional level.
• Disabled American Veterans (DAV): Large established veterans service organization providing benefits assistance, transportation, and advocacy. Comparable to AboutFace through its veteran transportation program (similar in concept to AboutFace's Healthcare Ride Service) and broader veteran support mission.

Direct peers

• Hire Heroes USA: Nonprofit focused on veteran employment and financial stability through personalized coaching. Directly comparable to AboutFace's Financial Literacy Coaching four-session program serving the same veteran transition-to-civilian-life pain point.
• Team Rubicon: Veteran-led nonprofit that combines disaster response, community service, and veteran reintegration through volunteer-led operations. Compares to AboutFace as a peer-sized veteran nonprofit using service activity itself as a therapeutic mechanism (volunteering = healing), with comparable community-driven GTM and grant/revenue mix.
• Soldier On: Nonprofit serving homeless and at-risk veterans through transitional housing, employment, and behavioral health. Comparable to AboutFace in addressing veteran homelessness (14 veterans supported in 2024) and wraparound service delivery in a regional footprint.
• Stop Soldier Suicide: Nonprofit focused on preventing veteran suicide through clinical care, peer support, and outreach. Directly comparable to AboutFace in the veteran mental health and peer-support service category, with a similar outreach-driven model targeting the same at-risk veteran population.
• Headstrong Project: Nonprofit providing confidential, no-cost mental health treatment to veterans and their families. Directly comparable to AboutFace's licensed clinical therapy and family-inclusive program design, with a similar donor-funded free-service model.
• K9s For Warriors: Nonprofit providing service dogs to veterans with PTSD, TBI, and military sexual trauma. Comparable in mission focus (PTSD treatment for veterans), funding model (donations + grants), and program-based delivery at a single regional hub expanded to serve veterans nationally.
• The Mission Continues: National veteran service nonprofit deploying veterans as community leaders through volunteer impact programs. Highly comparable to AboutFace in its model of using purposeful community engagement as a vehicle for veteran wellness and reintegration.

Emerging players

• Warriors and Quiet Waters Foundation: Nonprofit using therapeutic outdoor activities (fly fishing, ranch programs) to support post-9/11 veterans with PTSD and TBI. Comparable to AboutFace's Project GROW therapeutic gardening program in using nature-based, hands-on activity as a clinical wellness intervention for veterans.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@AboutFace-USA
• Facebookfacebook.com/24hrveteransassistance
• Instagraminstagram.com/aboutfaceusa
• TikToktiktok.com/@aboutfaceusa
• LinkedInlinkedin.com/company/aboutfaceusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AboutFace USA