Life, Values & Legacy: Our Chat with Luis Prieto of Marrieta

We recently had the chance to connect with Luis Prieto and have shared our conversation below.

Luis, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What do you think others are secretly struggling with—but never say?
First of all, I would like to dedicate this article to my little brother Carlos, who is currently in the Intensive Care Unit (ICU) at Emory University Hospital in Atlanta. We love you, brother. Stay strong and keep fighting — we’ve got your six.

I’ve been struggling deeply with the pain of seeing my little brother in the hospital. It’s hard to get up in the morning and go to work, but I remind myself that I have to keep pushing forward — to lace up my work boots and continue serving our community. The feeling brings back memories of being deployed in Afghanistan, when we had to continue the mission even after suffering a friendly casualty. It’s never easy to keep moving when your heart is heavy, but somehow, you find the strength to keep going.

Life is tough, and everyone faces their own battles. Many of my customers are also going through difficult situations, and we try not only to provide our services but also to listen and care for them in their time of need. I truly believe God places us in these moments to make us stronger. Each day, things will get a little better.

Be kind to everyone — you never know what someone else is going through

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Luis Prieto, and I’m the owner of Cavalry Junk Removal, a proud veteran-owned business based in North Georgia. I served seven years in the U.S. Army as both a Cavalry Officer and an Air Defense Artillery Officer, including a tour in Logar Province, Afghanistan, in support of Operation Enduring Freedom X.

After the Army, I knew my mission wasn’t over — it had just changed. Instead of serving overseas, I wanted to serve closer to home. These days, my uniform looks a little different — usually a work shirt and a pair of steel-toe boots — but the mission remains the same: to help people when they need it most.

That mission led me to start Cavalry Junk Removal, where we help families and businesses clear away clutter and stress from unwanted junk. What started with one truck and a big dream quickly grew into something much more meaningful. We discovered that we weren’t just hauling debris — we were helping people breathe again. A clean space often means a fresh start, and it’s amazing how something as simple as clearing out a garage or basement can lift a burden off someone’s shoulders.

Our team has been blessed to meet people in all kinds of circumstances — some happy, some heartbreaking — and we’ve learned that a little kindness goes a long way. We take pride in being there not just to do a job, but to listen, care, and restore peace of mind. Sometimes that means sharing a laugh, other times it means offering a quiet word of encouragement. Either way, we always try to leave our customers — and their spaces — a little better than we found them.

Recently, we expanded our mission with the launch of Broken Arrow Restoration, a company focused on fire, water, and mold damage restoration. This new chapter allows us to help families and businesses recover from difficult situations, offering a full circle of support — from cleanup to complete recovery.

At the heart of it all, our motto remains: Mission First, People Always. Whether it’s removing an old couch, cleaning out a property, or restoring a home after disaster strikes, we approach every task with the same dedication, purpose, and heart that guided me in uniform.

Because in the end, service doesn’t stop when the deployment ends — it just finds a new battlefield.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
It may sound like a cliché, but without a doubt, my parents taught me the most about work. They came to the United States with nothing but the shoes on their feet and a dream. From the cherry orchards of Yakima, Washington, to the carpet mills of Dalton, Georgia, they worked tirelessly to build a better life for my brothers and me.

They never let us go hungry, and they raised five hardworking men who understand the value of sweat, sacrifice, and family. Everything I know about perseverance, humility, and service started with them. I’m extremely proud of my parents for their strength and determination — and equally proud of my brothers for the hardworking men they’ve become.

Their story is the foundation of mine. Every time I lace up my work boots, I carry their example with me — a reminder that no matter how tough things get, faith, family, and hard work will always light the way forward.

What did suffering teach you that success never could?
Suffering taught me gratitude, perspective, and what truly matters in life — lessons that success alone could never give. Right now, my family and I are going through one of the toughest times of our lives. Our hearts ache for my brother, who is fighting for his life. He is the most important person in our lives right now, and everything else feels small in comparison.

I am fortunate to have the flexibility to prioritize him and my family’s needs during this time. Moments like these remind me, in the clearest way possible, that family is the ultimate mission. Work will always be there, but the people you love — they are what truly matter.

Pain also teaches compassion and resilience. It strips away distractions and ego, leaving only faith, family, and purpose. I’ve learned that even in the hardest moments — like watching my little brother fight in the ICU or losing a comrade in Afghanistan — there is strength in simply showing up and putting one foot in front of the other.

Suffering reminds us that everyone is carrying unseen burdens, and that understanding allows us to connect with people, serve them, and be present in their lives. It has re-amplified the reason I chose to start my own business: to be there for my family when they need me most, and to serve others with the same heart and dedication.

Suffering taught me to never take a single day for granted, to love harder, and to keep moving forward — not because it’s easy, but because family and community are counting on you.

Next, maybe we can discuss some of your foundational philosophies and views? Where are smart people getting it totally wrong today?
I feel like a lot of smart people today are making logical decisions for their careers but not following their hearts. They work jobs they don’t enjoy, chasing stability or prestige, instead of pursuing what truly makes them come alive. I think this is holding many people back from living fully.

I’ve been there myself. When I first started my business, I approached it with logic — small trailer, careful plan, and a “safe” approach. But then COVID happened. Suddenly, the world slowed down, and I had time to think, time to reflect, and time to spend with my family. It opened my eyes. I realized I had been neglecting what mattered most: the people I love.

It’s been five years now, and I can honestly say I love every single day. I get to help people, serve my community, and prioritize my family first — period. That balance, that alignment between heart and mind, is priceless.

Sometimes the smartest decision isn’t the most logical one. Sometimes it’s the one that feeds your soul, strengthens your family, and makes life feel meaningful.

Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
I hope people don’t just remember what I did — I hope they remember how I made them feel. Titles, money, and accomplishments fade, but the way you treat people leaves a mark.

I’d like the story people tell about me to be one of a man who loved his family fiercely, who always showed up for his community, and who lived by the values of service, integrity, and compassion. I want them to say, “Luis always had our back. He cared. He listened. He gave more than he took.”

I hope my children, my brothers, and everyone I’ve worked alongside can say, “He showed us that you can serve with honor, work hard, and still put family first.”

In the end, I don’t want to be remembered for the trucks or the trailers or even the companies. I want to be remembered for living by the motto that’s guided my life and my work: Mission First, People Always — and for proving that you can follow your heart, build something meaningful, and still be there for the ones you love.

Contact Info:

• Website: https://www.cavalryjr.com
• Instagram: luis.prieto.14606
• Linkedin: https://www.linkedin.com/in/lprieto06
• Facebook: https://www.facebook.com/CptLous
• Yelp: https://www.yelp.com/biz/cavalry-junk-removal-dalton