Starbucks CEO Howard Schultz told Jim Cramer that he wants to raise the national awareness of what it means to serve by hiring veterans to recruit veterans within his company.

"What we need inside Starbucks in the HR group is we need veterans recruiting veterans who understand their language, their challenges, their issues. So the people who are recruiting veterans at Starbucks are the people who have worn the cloth of the nation," Schultz told the "Mad Money" host.

In 2013, Starbucks took on the commitment to hire at least 10,000 veterans and military spouses by the end of 2018. It has now hired more than 8,000 since making that commitment. The company has also shipped 60 pallets of whole bean coffee and more than 175,000 sticks of VIA instant coffee to troops serving overseas.

"What I would say is simply we should not be acknowledging veterans who have served the country only on Veteran's Day. We should be doing it every single day. We owe them a great, great debt of gratitude," Schultz said.

Additionally, the Schultz Family Foundation has committed $30 million to help veterans with the challenges associated with transitioning successfully into the civilian workforce.

Schultz said that when former Defense Secretary Robert Gates joined the Starbucks board four years ago, he educated the company about the people coming home from Afghanistan and Iraq that not only did not receive a parade on their return, but were received by Americans that had no skin in the game for the war. This inspired Schultz to have a better understanding of how to help, and what to do to hire veterans.

"What we have learned is that the level of attrition rate among veterans is lower. The level of performance is higher, and these are great, great young men and women," Schultz said.

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