A 23-year-old U.S. veteran and proud Mississippi native with a passion for community, coffee, and conservation is the driven mindset behind it all! After serving this country, he came back to his hometown to build something meaningful — and today, he is the founder of two renovated coffee shops and salons right here in Mississippi, as well as the franchise owner of The Southern Reserve — a trademarked, nonprofit-driven based brand that supports wildlife reserves and state parks across the United States.

The Southern Reserve was built on the belief that our natural beauty and outdoor way of life are worth preserving for future generations. “We’re not just a brand — we’re a movement that gives back.” says the owner, Ethan Michael.

The mission is deeply rooted in their hometown values. They have proudly and successfully partnered with other local businesses like My Brother’s Coffee Company, a brand that shares the same purpose: to support nonprofit initiatives and empower small businesses with integrity, skill, and heart.

“Every person who walks through our doors means something to us. We don’t just say “thank you” — we show it through action, service, and genuine gratitude. We’re proud of what we’ve built here in Mississippi, and even prouder of the impact we’re making nationwide and to our way of life.” -Ethan Michael