Serving Those Who Served – Our Commitment to Veterans, Quality, and Fiscal Responsibility

By Sean M. Loosen, CEO, PDS Optical

Over the past year, PDS Optical has been subjected to public scrutiny, focused on unsubstantiated allegations regarding our operations and service to the U.S. Department of Veterans Affairs (VA).

While we respect the role of the media in informing the public, it’s crucial to set the record straight and provide a clear, factual perspective on our unwavering commitment to our nation’s Veterans, the quality of our products, and our significant contributions to taxpayer savings.

PDS Optical’s mission is fundamentally about serving Veterans with pride, dignity, and exceptional service. This isn’t just a slogan; it’s the bedrock of our company, guiding every decision we make.

As a Service-Disabled Veteran-Owned Small Business (SDVOSB), our roots are deeply embedded in the military-connected community, and our leadership team, including myself, comprises Veterans who understand firsthand the needs and values of those who have served. We are deeply committed to building a positive reputation within this community.

One of the persistent, and frankly baffling, claims by a competitor, and amplified by a media mouthpiece, has been that PDS Optical, “lowballs prices to win a contract…then making up that money on the backs of Veterans through higher prices for upgrades and aggressive sales tactics.

This assertion contradicts our company’s core values and operational policies.

It’s also not true.

PDS Optical does not impose monthly sales quotas on employees, nor do we pressure them to “upsell” frames to Veterans or make retail sales. Our employees are not cash registers, they are valued members of our company and community.

For example, when devastating floods swept through Kerrville, TX and the surrounding Hill Country on July 4th, Cristina Caudle, a PDS Optical Optician responded with extraordinary compassion. Known locally as “the fixer,” Cristina volunteered after hours to repair eyewear for flood victims and search teams—often working from the tailgate of her truck with tools she’s carried for over 30 years. From food distribution centers to church parking lots, her quiet acts of service became a lifeline for many.

We have hundreds of other values-led employees like Cristina, who join our team and serve Veterans daily.

We explicitly communicate in our training and onboarding that high-pressure sales tactics are strictly prohibited. Our policy states: “Once a Veteran declines additional items, the conversation should respectfully conclude.

Part of the scrutiny characterized our sales goals as mandatory “quotas,” which is disingenuous. Goals are not quotas, and our employees are not required to meet any. Any assertion otherwise is made in bad faith.

Any reasonable business owner understands this distinction and knows goals drive a company’s success. It’s a shame some members of the media do not grasp these simple business concepts. Our focus is on providing high-quality, affordable eyewear, not pushing unnecessary upgrades.

Another point of contention raised concerns about the quality of eyewear and delivery times, with anecdotal reports of “poorly crafted” products and extended waits.

This is also not true.

We take all feedback seriously, and our performance is continuously addressed through official VA channels. In fact, PDS Optical has received positive past performance reviews from VA, indicating their satisfaction with our contract performance. It’s the reason why VA selected our team to be the eyeglasses provider in over 70% of its medical centers across the country.

Our success in securing contracts, such as the VISN 7 award, saving tens of millions in taxpayer dollars, is a testament to our adherence to established VA processes and our ability to provide high-quality products at competitive prices.

Our commitment extends beyond providing eyewear. We are dedicated to supporting the military-connected community. We employ nearly 700 people, many of whom are Veterans and military spouses. In the past three months (April – June 2025) we’ve shipped more than 380,000 pairs of eyeglasses to Veterans and their loved ones.

Our eyeglasses and lenses support American jobs and manufacturing. We proudly collaborate with corporate partners and support nonprofit programs, such as sponsoring Honor Flight, to act as good stewards within the Veteran community.

Our strategic goals include enhancing our brand reputation as a valued partner in the military-connected community, emphasizing our Veteran-owned status and commitment to eyewear services.

PDS Optical is a company that takes immense pride in its service to those who have served our country. We are a fiscally responsible partner with VA and a net positive to the Veteran community.

Our focus remains squarely on providing affordable, high-quality prescription eyewear to Veterans, continually improving our operational efficiency, and expanding our reach to serve even more of our nation’s heroes.

We believe our actions and track record speak for themselves, demonstrating our unwavering dedication to quality, integrity, and the well-being of every Veteran we are privileged to serve.

Sean Loosen is a West Point graduate and a service-disabled U.S. Army Veteran who defended our country in Iraq. He is currently the CEO at PDS Optical – a wholesale provider of optical goods to the U.S. Department of Veterans Affairs for more than 20 years.