For Populus Group, being a veteran-owned business has never just been a line on a certification. It’s part of who we are. It shapes how we show up, how we build relationships, and how we honor the people and communities we serve. That’s why the National Veteran Business Development Council (NVBDC) is such an important part of our story. NVBDC provides certification, access, and visibility for service-disabled and veteran-owned businesses, but even more than that, it creates a space where service, purpose, and economic opportunity come together.
Each year, PG climbers attend NVBDC events, and every year, the experience leaves a lasting mark. Below, we’re sharing some of those reflections: why this event matters, what it represents, and why we’ll continue showing up.
Carrying Forward a Legacy of Service
For many Climbers, NVBDC is far more than a professional event. For Jason Smith, it touches something deeply personal. Jason grew up in a proud military family. Both of his parents served in the U.S. Army, meeting at Fort Jackson before building a life grounded in purpose and service. His father, Capt. Jim Smith, was part of the Army Rangers and later deployed with the Psychological Operations (PSYOP) team in Bangkok, Thailand where Jason was born.
“Attending NVBDC is more than a professional experience — it’s a personal tribute. It’s a way for me to honor my parents’ service, to connect with others who share that spirit, and to contribute to a community that uplifts veteran-owned businesses.”
— Jason Smith, PG
Jason’s reflections put into perspective what makes NVBDC unique: service doesn’t end when someone leaves the military. It evolves. And this community continues to live out that calling.
A Community Rooted in Purpose
For many attendees, NVBDC feels different from any other business conference. There’s a sense of unity that’s hard to describe unless you’ve been in the room. That shared feeling is something PG’s CEO, Bobby Herrera, recognizes immediately.
“The sense of unity shared by attendees differs from a standard business conference. At NVBDC it’s about lifting the whole tide, not the individual wave.”— Bobby Herrera, CEO, Populus Group
Bobby sees NVBDC as an extension of the values that define PG — service, access, and opportunity. “Few things give PG more joy than knowing we’re helping veterans take more control of their story.” This is why showing up every year matters: it aligns to our purpose and our belief that everyone deserves an opportunity to succeed.
Amplifying Veteran Voices and Opening Doors
For Jessica Bitell, attending NVBDC is both inspiring and energizing. The most meaningful part for her is hearing firsthand from veteran entrepreneurs - their stories, their resilience, and how they turn military experience into business leadership.
“NVBDC provides a critical platform for veteran-owned businesses to be seen, certified, and taken seriously by major corporations.”— Jessica Bitell, PG
She also shared a moment that has stayed with her, one that captures the heart behind NVBDC: Last year, a woman from NVBDC was recognized for helping veterans navigate the complex VA system on her own time. When asked who she’d helped, roughly half the room raised their hands. “That is not her day job… but because she navigated the system as a 100% Disabled Navy Veteran, she has paid it back by helping so many others get the benefits they deserve.” Moments like this remind us why this organization is so much more than certification. It’s a community built on service, generosity, and lifting each other up.
Why PG Will Continue Showing Up
Every climber who shared their reflections echoed the same message: NVBDC isn’t just an event we attend, it’s a community we’re proud to be part of.
Here’s why it matters:
1. It aligns with our purpose. We believe everyone deserves an opportunity to succeed - including those who have served.
2. It strengthens veteran-owned businesses. NVBDC creates legitimacy, visibility, and access that many veteran entrepreneurs wouldn’t otherwise have.
3. It honors the legacy of service. For veterans, spouses, military families, and those carrying that history forward, this space feels like home.
4. It brings together a community committed to impact. As Bobby said, together is better.
5. It reinforces our responsibility as a veteran-owned business. Showing up is how we honor the path that came before us and open doors for the ones coming next.
At Populus Group, veteran events aren’t a checkbox in our strategy - it’s a story we’re committed to telling with integrity and heart. NVBDC gives us a space to do that, surrounded by people who understand what service means and what it inspires. We’re proud to show up each year. We’re proud to listen and learn. And we’re proud to stand with the veteran-owned business community. Not just in November, but all year long!
Ejay Oravecz
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