More than 50 businesses are participating in the "Honoring our Heroes" program in Monmouth County, a new military appreciate program spearheaded by Clerk Christine Hanlon.
ASBURY PARK -- Bill Kessler, one of the owners of Taka restaurant, knows offering discounts to veterans isn't going to change the way veterans are treated nationwide.
But he's hoping if enough people come together on a local level, it will help stir the conversation about what the country can do better.
"When you pick up the paper and read about how vets are being shortchanged, it's very annoying," Kessler said. "... It doesn't make sense to me that we're not taking care of our vets."
Kessler, whose father was a World War II veteran, said he has a great relationship with the local VFW post in Asbury Park, located about a block away from his restaurant. He offers them a 25-percent discount and rents out their parking lot at times.
And soon Taka will join the more than 50 businesses participating in a new veterans appreciation program in Monmouth County, "Honoring our Heroes." The program, spearheaded by county Clerk Christine Hanlon, provides discounts to veterans. Hanlon officially launched the program on Tuesday at Taka in Asbury Park.
"The veterans of our military services have put their life on the line to protect the freedoms we enjoy and so often take for granted," Hanlon said, standing at a podium in front of members of the VFW Harold Daley Post 1333 in Asbury Park. "They have dedicated their lives to their country and we must recognize them for their service."
There are more than 33,000 veterans living in Monmouth County, Hanlon said. Many of them are on fixed incomes, struggling financially or homeless, the clerk added.
"So many people say, 'What can I do? I'm only one person and I don't know how to help,'" Hanlon said. "Well, here's something you can do. If you're a business owner, consider signing up for our program."
From Footlocker and Old Navy to Pizza Hut and Boston Market, many of the businesses onboard provide anywhere from 5 percent to 20 percent discounts to veterans in Monmouth County. Veterans need to provide a Veteran ID card to receive the benefits. The clerk's office has offered Veteran ID cards for the past two years, Hanlon said.
Participating businesses will display a window claim. The first 500 window claims were donated by VFW Post 1333 in Asbury Park.
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Frank Brogna, an Iraq war veteran and commander of the VFW Harold Daley Post 1333, said the clerk's program is way local businesses can start a groundswell of support for Vietnam veterans.
"Today's efforts mark a reversal of a failure of the country so long ago to properly welcome home many of my friends (who are) Vietnam veterans," Brogna said. "We have come a long way from that time in the 1960s and 70s."
Wilbur V. Martin, 77, is a Vietnam veteran and a member of Post 1333. He said he takes advantage of discounts some businesses already offer.
"It's long overdue, especially for Vietnam vets," Martin said of the clerk's program. "It's good they're recognizing the vets."
World War II veteran, Lou Parisi, was also in attendance at Tuesday's launch of the Monmouth County program. Parisi, 89, said the program is a way to honor those who have risked their lives defending life, liberty and the pursuit of happiness.
"It's a gift for those using it," Parisi said. "It's also a constant reminder for those who have sacrificed every time a veteran enters a restaurant. It's a reminder of sacrifices for the liberty we enjoy."
Freeholders John P. Curley and Serena DiMaso, Assembly members Mary Pat Angelini and Caroline Casagrande, and Sheriff Shaun Golden also joined Hanlon at Tuesday's press conference.
Curley, who is the liaison to the Office on Aging, Disabilities & Veterans Services, said Washington, D.C., has failed its veterans.
"The work that is being done is not coming from Washington," Curley said. "This is a wonderful day as we move forward and we make Monmouth County the premier county not only in the state but in the country in getting things done for all of you who have served this nation and protected our freedoms and liberties."
Alex Napoliello may be reached at anapoliello@njadvancemedia.com. Follow him on Twitter @alexnapoNJ. Find NJ.com on Facebook.