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This is the ultimate amount of selflessness."​Īnd yet, he told FoodNavigator-USA, all too often returning members of the armed forces or their families struggle to put food on the table or make ends meet – a “heart wrenching”​ reality “that should not sit right with anyone in America.”​ And they are putting themselves in danger that takes them away from their families – all for their country. “We have a lot of veterans here at Chobani and a lot of veterans who work in our factories and plants,”​ and we wanted do something to recognize this “important group of people who have given back to their country more than anyone,”​ said Peter McGuinness, chief marketing and commercial officer for Chobani.