Years ago, Dale Kooyenga wanted something meaningful to hand out at a parade. Now, he's launched Hero Cards.
After more than a decade in politics, state Sen. Dale Kooyenga is diving into a passion project that has nothing to do with bills or budgets.
Instead, it's all about honoring those who served and sacrificed in America's wars.
The startup project is called Hero Cards, billed as "collector cards honoring those who gave 'the last full measure of devotion.' "
"They're cards that highlight, educate and show gratification for American service members who have died for our country," said Kooyenga, a member of the U.S. Army Reserve who recently announced he won't run for re-election.
In the planning stages for several years, Kooyenga and co-founder Craig Du Mez launched the venture at the end of March.
The business will rely on a subscription program, providing 12 cards per month along with a display box to contain a year's worth of cards.
Each card has a portrait of the service member, along with details of their story. The cards will honor those from the Revolutionary War to the present day. The stories will also appear online.
"When you look at the online stories this isn't an obituary site," Du Mez said. "It's a celebration."
Among the first service members celebrated in the collection is Mannert L. Abele, the grandfather of former Milwaukee County Executive Chris Abele. The elder Abele, who was posthumously awarded the Navy Cross, commanded the U.S.S. Grunion, a submarine that was reported missing in the summer of 1942.
Hero Cards is registered as a benefit corporation, which Kooyenga said is a company that pledges to make a positive impact on society. Kooyenga, a Republican from Brookfield, was among a bipartisan group of lawmakers who co-authored the bill creating such a designation in Wisconsin in 2017.
Hero Cards plans to provide a portion of every subscription sold to support veteran-focused nonprofits.
In addition, if the business grows, there are plans to employ veterans to research, write and create artwork for the cards.
The aim is to grow slowly and consistently.
"You need to get out there and tell your story to people," Kooyenga said. "We want to crawl before we walk and walk before we run."
How did this all come about? It was a few years back before one Memorial Day when Kooyenga and Du Mez struck up a conversation.
Kooyenga wanted to hand out something meaningful at a Memorial Day Parade.
"I just thought, what a fantastic idea," Du Mez said. "But it shouldn't be limited to one parade and one politician."
They brainstormed. Perfected the idea. Got an infusion of cash from an investor.
And now, here they are. The first cards are printed. And Kooyenga is excited.
On Monday, he'll march in the Elm Grove Memorial Day Parade.
And he'll bring along the Hero Cards.
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This article originally appeared on Milwaukee Journal Sentinel: Outgoing Wisconsin state senator starts project honoring fallen heroes
