Honoring National Veterans and Military Families Month with Purpose First
As a U.S. Marine Corps veteran, Gregor Coffaro has plenty of experience with completing missions. Now, the nonprofit he co-founded, Purpose First, is on a new one: Helping preserve San Diego’s natural environment while also building community. Purpose First, a member of the San Diego Tourism Authority’s Tourism Accelerator Program, organizes regular beach cleanups and other events that encourage people here to come together in the service of sustainability. To mark National Veterans and Military Families Month, we chatted with Coffaro about his organization’s mission and why San Diego is the ideal place to pursue it.
Q: Tell us a little about yourselves and what inspired the launch of your business.
Q: Tell us a little about yourselves and what inspired the launch of your business.
A: I served in the U.S. Marine Corps, and after two deployments I realized how powerful it is when people unite around purpose, not just mission. Purpose First was born from that same spirit of service, but aimed at healing our planet. We started by organizing small beach cleanups with friends, and it quickly grew into a certified 501(c)(3) nonprofit that has removed over 12,350 pounds of trash from San Diego’s coastline.
For us, this isn’t just about cleaning beaches. It’s a deep passion for building community. We wanted to create a platform where people could make an immediate, positive impact. That’s why we call it Purpose First, because once you find your purpose, everything else follows.
Q: What is a must-do experience at Purpose First?
Q: What is a must-do experience at Purpose First?
A: Joining one of our monthly beach cleanups is an absolute must. It’s more than a volunteer event, it’s a lifelong experience. We start with positive energy, music, an activity to ground to the earth, then head to clean the beach to make a visible difference together. Local sponsors often give away eco-friendly products, and our volunteers earn raffle prizes and recognition. You leave feeling connected to people, to purpose, and to the planet.
Our cleanups take place on the first Saturday of every month at 701 Thomas Ave., San Diego, CA 92109, in front of Baja Beach Cafe in Pacific Beach.
Q: How do you support or partner with local organizations, nonprofits or community groups to contribute to the well-being of the San Diego community?
Q: How do you support or partner with local organizations, nonprofits or community groups to contribute to the well-being of the San Diego community?
A: We believe collaboration drives impact. Purpose First partners with local businesses, nonprofit organizations and groups such as Keep America Beautiful to amplify our community reach. Recently, we refined our sorting process to join the nationwide Cigarette Litter Prevention Program, helping to eliminate cigarette pollution throughout San Diego.
Our Event Sponsorship Program also allows local companies to engage directly with volunteers and receive marketing coverage across our social platforms. These partnerships help build bridges between brands and the community. Everyone wins when we work together.
Q: How does your business have a sustainability focus?
Q: How does your business have a sustainability focus?
A: Our entire mission centers on sustainability. Every cleanup prevents plastic and pollutants from entering the ocean, protecting marine life and coastal ecosystems. We also emphasize education by teaching participants how small daily habits, like reducing single-use plastics or choosing sustainable brands, can have a lasting impact.
Long-term, we’re working to expand our programs into environmental education and recycling awareness initiatives to keep sustainability top of mind year-round.
Q: Locally, where do you go to connect with veterans and military families in San Diego?
Q: Locally, where do you go to connect with veterans and military families in San Diego?
A: We love connecting with veterans through local events and veteran-owned businesses such as Trident Coffee and Pacific Beach’s community gatherings. San Diego has such a strong veteran network and we’re proud to be part of it. Many of our volunteers are service members or veterans who still want to serve — this time in a different way, by protecting our coastline.
Q: What are some of your favorite veteran-owned or –focused businesses and places of interest in San Diego?
Q: What are some of your favorite veteran-owned or –focused businesses and places of interest in San Diego?
A: BluLite Bonfires for its community service and dedication to creating unforgettable volunteer experiences; Trident Coffee for its community vibe; Liberty Station for its history and veteran roots; and the USS Midway Museum, as a reminder of the service and sacrifice that built our city.
Q: If someone were coming to San Diego for the first time, what would you tell them to do? (Besides visiting your business, of course!)
Q: If someone were coming to San Diego for the first time, what would you tell them to do? (Besides visiting your business, of course!)
A: Start your morning in Pacific Beach or La Jolla with a walk along the coast, grab a local coffee, and then spend your afternoon at Sunset Cliffs in Point Loma. The energy here is contagious —it’s the perfect mix of nature, community and inspiration. If you happen to be here during one of our events, we’d love for you to join us for a cleanup!
Q: What do you think would most surprise a newcomer to San Diego?
Q: What do you think would most surprise a newcomer to San Diego?
A: How community-driven it is. People think of San Diego as beaches and sunshine, and that’s true, but what surprises most newcomers is how deeply people care about giving back. From veteran nonprofits to environmental groups, there’s a real culture of purpose here.
Q: Looking forward, what makes you excited about growing your business in San Diego? And do you have any new events or experiences that would be great for returning visitors?
Q: Looking forward, what makes you excited about growing your business in San Diego? And do you have any new events or experiences that would be great for returning visitors?
A: San Diego is just the beginning. We’ve built a strong foundation here, with over 1,000 volunteers joining our efforts and 13,000 pounds of trash collected. Now we’re ready to expand to new beaches and cities. Every event strengthens the bond between people and the environment. What excites us most is scaling that impact through sponsorships, educational programs and youth outreach.
We host monthly cleanups the first Saturday of every month with rotating sponsors, new themes, and partner spotlights. Each event feels unique: different people, same purpose. Returning volunteers often tell us that each month feels like a reunion with family. To learn more, follow us on Instagram or check out our website.
Q: And finally, what’s next for Purpose First?
Q: And finally, what’s next for Purpose First?
A: We’re focused on expanding our Event Sponsorship Program. We invite local companies, brands and mission-driven organizations to align with our cause. Sponsors receive community exposure, marketing coverage across our platforms, and the chance to connect directly with volunteers at our events. Every dollar raised helps us grow our team, reach more beaches, and keep our mission alive.
We believe conservation is contagious, and together we can make “Purpose First” a way of life.