HeroVet: Layton Baker, U-Haul

For Layton Baker of U-Haul, supporting the troops is more than an important corporate initiative. It suits a higher purpose, one that reminds us this Veterans Day of the service and sacrifice of the men and women who have served our country and preserved our freedoms.

"There are a lot of good young men in the service right now, and the rest of us need to get the public's attention to support these people," said Baker, the Vice President of Marketing at U-Haul, and a Vietnam Veteran.

"We didn't have that support [in Vietnam]. And the truth of the matter is that Vietnam Veterans now are trying to go out of their way to see that the new Veterans are remembered and taken care of. And that we never again leave anyone behind."

For Baker, one way to demonstrate support is through U-Haul's national sponsorship of "Soldier Ride," a coast-to-coast cycling journey by wounded veterans from Iraq and Afghanistan. Founded in 2004, the cyclists asked U-Haul to donate the use of a trailer to transport gear and necessities for the cross-country trek. U-Haul did them one better by selling wristbands at its locations nationwide to raise funds for the Ride.

Last year alone, U-Haul raised and contributed $250,000 to the cause from the effort, with another $37,000 through corporate and employee contributions. And more is on the way.

For Baker, U-Haul's commitment is inspired by the Soldier Ride Vets—many of whom have suffered loss of limbs. The cycling event provides these wounded warriors a foundation for the development of a positive self-image and outlook on life, which speeds the process of rehabilitation and recovery. This year's ride took 3 months and over 50 wounded service members and families participated in it. It allowed these brave men and women to tell their inspirational stories of courage, sacrifice and hope for the future.

"These guys have lost something, and they are willing to give something more on top of it. To me, I almost start crying when I think about that," Baker adds.

Baker's career at U-Haul traces back 37 years, with a first stop through Vietnam. The Arizona State University graduate, newlywed, and budding sports journalist was called to duty with millions of other young Americans. By October of 1967, he found himself with the 1 st Infantry Division, where he served through November 1968, decorated with the Bronze Star and Army Commendation Medal.

"Many did not come back," he adds solemnly about his colleagues. As a correspondent for "Danger Forward" magazine, Baker saw plenty of action, and had his share of near-death experiences.
Like many Veterans, Baker found talking about the war difficult. It wasn't until the special honors and parades of the mid-1980s when the service of Vietnam Vets was first acknowledged, 17 years after his return, that he felt more comfortable speaking about his experiences.

Baker feels that by honoring the current generation of war Veterans, no one is "left behind" with a late "Thank You." He has even written a poem honoring the cyclists, which he has read at Veterans events, including the Vietnam Veterans of America's annual leadership conference and the "Broadway to Baghdad" event in NYC:

No mission too difficult, no sacrifice too great
Courage and valor, that was their main trait,
It wasn't for money, or for fame or for glory
It was duty to country that authored their story
Without sacrifice, there can be no freedom of speech
Without freedom, the right to protest is not within reach
Remember to make today and every day a day of thanksgiving
For those who have died and wounded veterans still living

"We've always had a soft spot for veterans," Baker says about U-Haul, which was founded by a Veteran after WWII. With 18,000 employees, and an HR staffer specifically assigned to hiring Veterans, the company employs at least 1,000 veterans. Baker suspects even more are employed by U-Haul but they, like Baker, may not talk about it.

"Veterans make great employees. They have discipline, and understand goals and how to reach them," Baker said. "It's important for the public to know the asset they can be."