“Happy are those who dare courageously to defend what they love.”
-Ovid (Roman poet)
The Vietnam War, pitting communist North Vietnam against South Vietnam and its primary ally the United States, was a long and divisive conflict. It occupied American attention and involvement for over 20 years, with our combat forces in-country and on the ground from 1965-1973. Over 58,000 Americans lost their lives in the war. Those who served in Vietnam answered their country’s call when needed. They deserve our gratitude and respect for their service.
One of those who served was Mr. Ricardo Cortez, a combat- wounded veteran from Lytle, Texas. I recently had the honor of speaking with Mr. Cortez and wanted to share his story.
Ricardo (Richard) Cortez was just 18 years old in 1965 when he was drafted into the Army during the war in Vietnam. He experienced much as a member of the U. S. Army’s 4th Infantry Division (nicknamed the Ivy Division for the pronunciation of the unit’s number in Roman Numerals – IV). While engaged in combat operations, Mr. Cortez saw plenty of action. From Camp Jackson Hole, near the Cambodian border in the Central Highlands region of Vietnam, men of the 4th Infantry were tasked with continuing search and patrol missions. They scouted and tracked enemy positions engaging North Vietnamese and Viet Cong forces at every opportunity. The 4th Infantry endured some of the worst fighting of the war. After volunteering for an extra support and combat mission, Mr. Cortez was wounded when his unit was ambushed as their convoy navigated the Ho Chi Minh Trail inside Cambodia. In the midst of a firefight, the truck he was driving hit a landmine. Blown from the cab with severe injuries, he survived the fight, saved by stalwart Army medics and a medevac helicopter crew.
After treatment in-theater, he was sent to hospital in the Philippines and was later transferred to Madigan Army Medical Center in Seattle for recovery and rehab. With Purple Heart in hand, Mr. Cortez was discharged in 1967 (during his combat tours he also received a Bronze Star). In 1978 he joined the Army Reserve and went on to serve during the Gulf War in Operation Desert Storm as a 1st Sergeant with the 1st Cavalry Division. He currently serves as a member of the Honor Guard with his local VFW chapter. In the past 22 years he has helped perform ceremonial duties for more than 2,000 military funerals.
Leading a proud military legacy, Mr. Cortez’s sons have also served. Army veterans Sergeant First Class Dion Cortez and Staff Sergeant Richard Cortez, Jr. are proud of their dad. Along with Mr. Cortez and his twin brother Henry, both sons served in the Gulf War. Mr. Cortez’s life has been marked by a heart for service. He loves his country, and he was proud to serve. He is an ordinary hero. And those are the best kind.
Recently, students at Lytle High School produced a short documentary film about Mr. Cortez and his family’s military service. They were awarded a bronze medal for the film in the state finals for the UIL Young Filmmakers competition. You can watch the documentary on YouTube (“He Will Continue to Serve – UIL Young Filmmakers State Bronze Medal 1-3A Documentary Award”).
Mr. Cortez’s heart for service continues today with what started out as a simple idea to raise the spirits of his comrades. And this service is tied to America’s favorite soft drink, Coca-Cola.
Historically, the Coca-Cola Company has been a great supporter of our military. During WWII, the company pledged to supply every service member in uniform with a bottle of Coke. At the request of General Dwight D. Eisenhower, they even set up portable bottling plants to supply American G.I.s and Marines in combat with Coke. Today the company continues to support the military through partnerships with the USO and other organizations.
Albert Cortez, Mr. Cortez’s youngest son, shared with me his father’s artistic bent and new creative project idea involving Coke. His dad collects empty pill bottles and other containers. After disinfecting the containers, he creates a collage on each, using pictures for a military service theme along with Coca-Cola logos. He and his boys like Coca-Cola. He then fills the bottles with candy and other small gifts, giving them out to veterans and other VFW friends. He also passes these out to patients and nurses at the local hospital. His containers are beautiful, patriotic, and show his love for America…and Coke.
Inspired, Mr. Cortez had the brilliant idea of presenting this to the Coca-Cola Company. He would like to design special commemorative Coke cans for Veterans Day. I think this idea for Veterans Day Coke cans, designed and created by a veteran, is a genius-level marketing concept. Americans would surely love patriotic Veterans Day Coke cans.
I have forwarded a copy of this column, along with Mr. Cortez’s contact info to the Coca-Cola Company in hopes that they adopt his idea and enlist his help in creating Veterans Day Coke!
Thank you, Mr. Cortez. You are an inspiration to us all. We honor you, your beautiful wife Ninfa, and your family as you continue to serve…
© 2025 Jody Dyer
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