Veterans Day, celebrated every November 11, stands as a powerful reminder of the sacrifices made by all military veterans. This holiday was born from the armistice that ended World War I on the eleventh day of the eleventh month in 1918. The armistice brought an end to ‘the war to end all wars’ and with it, gave Veterans Day its historical significance; a day that symbolizes military service as well as peace.
This year, as businesses across the country prepare to honor veterans, there is one business leading the way in recognizing the value veterans and their families bring to the workforce: Glendale Parade Store. For over seventy years this company has been a cornerstone for military and first responder parades, memorials, and celebrations, known for the quality of its products. However, the value that the company carries is what sets it apart the most.
“At Glendale, we have twenty employees, and seven of them are veterans. Four are disabled; we also employ spouses of retired veterans,” explains Captain Jose Alejandro Barreto Martinez, the owner of Glendale Parade Store. For Glendale, Veterans Day is a day to reflect on how they, as a society, can support veterans beyond a simple thank you and celebration.
A veteran himself, Captain Barreto understands firsthand the struggles these ex-servicemen face when transitioning to civilian life. Departing from military service into civilian life is more challenging than it appears, whether it is within their own personal life or a professional one. Veterans, despite their incredible work ethic, leadership, and discipline, frequently struggle to find the right employment. As a result, veterans are frequently unemployed or underemployed, and in the worst cases, homeless.
“Veterans come from a world where they’re trained to endure, adapt, and lead,” says Captain Barreto. “But when they leave the military, many are overlooked by corporate America simply because they don’t fit the ‘conventional’ mold. Some don’t have the corporate etiquette, or the exact qualifications businesses expect. They forget that these veterans possess intangible, invaluable, and much-required qualities—resilience, loyalty, and problem-solving skills.”
These struggles extend beyond veterans themselves. Even their spouses sacrifice their own careers to follow their partners from base to base. “Often, military spouses have worked in various industries, adapting to new environments and cultures every few years, and their diverse experience makes them incredibly adaptable employees. But unfortunately, their frequent job changes are often misinterpreted as ‘instability’ rather than flexibility and strength,” shares the Glendale owner.
Captain Barreto emphasizes that small businesses, in particular, can benefit from hiring veterans. While large corporations may overlook candidates due to a lack of corporate experience, smaller companies can leverage the unique skills veterans bring to the table. “Small businesses thrive on employees who are capable, adaptable, and able to handle high-pressure situations. Veterans, because of their military background, fit that description perfectly.”
At Glendale Parade Store, Veterans Day is viewed as more than just a day to honor military service. “Of course, we honor the sacrifices of our service members, but it’s also about remembering what their service was for—peace. The armistice that ended World War I was a symbol of hope, and Veterans Day carries that forward,” the owner states. “Not every military symbol is about violence. Many are about respect, honor, and the pursuit of peace.”
One of Glendale’s veteran employees, Christina Lozano, who served 20 years in the Air Force, shares her gratitude: “I love working at Glendale Parade Store. After retiring from the greatest Air Force in the world, this company allows me to continue serving my military with products I’m proud of.”
Another employee, wife of a veteran, Lupe Thompson, who takes pride in working at the company, says, “Glendale is an outstanding company to work for! They have an excellent work-family balance. As the wife of an Air Force veteran with diverse work experience, it’s wonderful to work for a company that understands how to leverage that experience. Glendale Parade Store cares a lot about all its employees and their families.”
This Veterans Day, as flags are flown and parades are held in towns and cities across the nation, Glendale Parade Store stands as an example of how small businesses can make a big impact. These individuals have already given so much to the country, and they deserve a chance to thrive in civilian life. “They’ve made sacrifices for our freedom, and now it’s our turn to give back,” Captain Barreto insists. “Hiring veterans and their families isn’t just about filling a job—it’s to honor their service by offering them meaningful employment.”