In the lead up to ANZAC Day, Coles has launched its annual fundraising appeal for national military charity Bravery Trust.
From today until Tuesday 29 April, the retailer will donate 40 cents for every 12-pack of Coles Bakery brand biscuits and cookies, including Anzac biscuits, sold in-store or online to Bravery Trust, up to a maximum of $150,000. Customers can also support the appeal by making a donation to Bravery Trust at any Coles supermarket checkout during the period.
The appeal comes as Bravery Trust reported a 49% surge in demand for their service among current and former Aussie servicemen and women over the past 12 months.
Bravery Trust CEO Garth Callender said the financial stress placed on veterans and their families is concerning and the need to support veterans has never been greater.
“The need to support our Aussie veterans is critical, with approximately 6000 members transitioning out of the Australian Defence Force each year,” he said.
“The importance of supporting veterans has been further highlighted by the findings of the 2024 Royal Commission into Defence and Veteran Suicide. The Royal Commission has brought to light the significant challenges faced by veterans, including experiences of financial stress when transitioning from military to civilian life.
“Coles’ partnership with Bravery Trust is a vital part of addressing these challenges and ensuring that veterans receive the care and support they deserve,” Mr Callender said.
Funds raised during Coles’ Bravery Trust appeal will help provide necessary financial relief to veterans facing challenging circumstances – whether that’s by helping pay rent and utility bills or by providing a free, independent, confidential and veteran-specific financial counselling service.
Coles Business Category Manager Bakery and current serving Army Reserve member Rory McDonald said the annual Anzac Day fundraiser is a cause that resonates strongly with Coles and its customers.
“Coles bakers will be rolling up their sleeves this week to make more than 4.5 million Anzac biscuits to meet our customers’ love of this Aussie favourite during an important time of the year,” he said.
“Coles’ support for Bravery Trust is a way to honour those Australians who have served our nation over generations, including many of our current team members and customers. We hope customers can join us in supporting Aussie veterans by simply purchasing any 12-pack Coles Bakery brand biscuits and cookies this week.”
Since 2014, Coles and its customers have raised more than $6.2 million for Bravery Trust to help support Aussie veterans and their families in times of need.
