MEDIA CONTACT:  Judd Anstey RELEASE NO. 04-002 RELEASE DATE: January 2004 AAFES set to receive the American Spirit Award DALLAS - At the National Retail Federation (NRF) Annual Convention in New York next Tuesday, the Army & Air Force Exchange Service (AAFES) will be awarded the prestigious American Spirit Award. The Board of Director of the NRF selected AAFES to receive the award based on its legendary support to the troops wherever they go. “AAFES support in contingency operations is unprecedented in the history of retail, and we are honored that such a respected Trade Association would recognize the commitment, skill, hard work and courage it takes to fulfill our pledge ‘We Go Where You Go,’” said AAFES Commander Major General Kathryn Frost. AAFES’ greatest achievement in its efforts to support the troops came when it set up operation in Iraq almost as quickly as the military. On 7 April, 2003, AAFES began providing merchandise to soldiers out of the back of a Toyota Land Cruiser. The build up began in earnest in November of 2002. AAFES made its first sale at Tallil AFB, in Iraq on 7 April, 2003. With merchandise carried in backpacks by AAFES folks on site survey the first store was set up on 9 April. AAFES was in Iraq before the mail, the showers, the latrine or the dining facilities.  General Frost went on to say that the American Spirit Award is, “an honor to so many of our associates who have served in harsh, dangerous and demanding operations; those who have provided the support behind the scenes to enable AAFES contingency workforce; and those who have kept the home fires burning by picking up the slack at home station while key personnel have been deployed to serve the ‘best customers in the world.’ This is an award AAFES truly deserves. No one else does what we can do.”  Today AAFES has nine stores in Kuwait and 30 in Iraq, with about 450 associates deployed at any given time. Those associates live and work right alongside the deployed troops. In addition, AAFES supports 88 unit run Imprest Funds that serve forward operating bases where it is too remote or dangerous to set up a store. Additionally, AAFES runs phone centers throughout the Area of Responsibility where deployed troops can go to make a call home to their loved ones.  AAFES’ Vice Commander Brigadier General Toreaser Steele summarized AAFES’ excitement regarding the NRF award by saying, “Whenever America sends its sons and daughters to fight our Nation's wars, one American retailer goes with them...AAFES. Those who participate in that process truly epitomize the American Spirit.” -- 30 -- Home | History | About AAFES | Store Locator Contact AAFES | Employment | AAFES Sale Flyers | Online Shopping