Coles has launched its annual Anzac Day fundraising appeal for national military charity Bravery Trust.

Between 22 and 28 April, the retailer will donate 40¢ from every 12-pack Coles Bakery biscuits and cookies (including Anzac biscuits) sold in-store or on Coles online to Bravery Trust. Customers can also show their support by making a donation in-store to Bravery Trust on Anzac Day Eve and Anzac Day.

Funds raised will help veterans under financial pressure, with Bravery Trust’s annual Impact Report revealing the challenges Australian servicemen and women face upon transitioning to civilian life and beyond. The new report reveals:

• Demand from Australian Defence Force (ADF) current and ex-serving personnel seeking financial support and education from Bravery Trust increased by 77% over the past two years, with a six-fold increase in veterans seeking financial counselling since 2023.
• 55% of Bravery Trust’s beneficiaries are supporting children, meaning their support provides a safety net for the entire family unit, not just the individual.
• More than a quarter (26%) of veterans supported by Bravery Trust are battling both mental and physical health issues simultaneously.
• Before seeing Bravery Trust, only 20% of veterans had a household budget, with 94% having one after seeking help. Top requests for help from Australian veterans were rent and bond, relocation, motor vehicle expenses and essential utility bills.

Aussies encouraged to support campaign

Bravery Trust CEO Garth Callender encourages Australians to get behind the campaign.

“Our servicemen and women have already given up so much for our country – the least we can do is help them through their transition into civilian life,” he says.

“Since 2012, Bravery Trust has distributed more than $8.4 million in direct payments to veterans and successfully negotiated more than $1.1 million in debt to be waived for clients.

“This is made possible with the support of our partners like Coles, and the generosity of their customers. Our partnership is more than just about raising funds. We are also encouraging Australians to start a conversation about veterans and finances by hosting an Anzac biscuit morning tea.”

Coles Business Category Manager Bakery and current serving Army Reserve member Rory McDonald says the retailer is honoured to continue backing Bravery Trust and Australian veterans.

“At Coles, we have a proud history with the veteran community, dating back to our founder GJ Coles and his brothers’ involvement in the Great War,” he says.

“More recently, we’ve raised more than $6.4 million for Bravery Trust to support veterans doing it tough. However, the need is ongoing, and we hope our customers can continue to help make a difference by supporting this year’s Bravery Trust appeal.”