Coles launches national appeal in the lead up to Anzac Day

In honour of our nation's veterans, Coles will be donating 50 cents from every pack of Coles Brand Bakery Cookies or Biscuits sold to Bravery Trust between Wednesday, 21 April and Sunday, 25 April. 

Chairman of Bravery Trust Lieutenant Colonel Garth Callender with Coles ANZAC biscuits.

Chairman of Bravery Trust Lieutenant Colonel Garth Callender with Coles ANZAC biscuits.

Shoppers can show their support by purchasing a pack of Coles Bakery Cookies or Biscuits or by making a donation of their choice at the checkout.

Funds raised from the appeal will enable Bravery Trust to provide emergency financial relief to Aussie veterans who have an injury or illness as a result of their service by covering essential items such as medical fees, food vouchers, energy bills and education costs.

New data from Bravery Trust shows COVID-19 has created significant challenges for veterans and their families, with 10,000 calls for assistance to Bravery Trust since the start of the pandemic.

Bravery Trust CEO Belinda Wilson encouraged Coles customers to get behind the appeal in the lead up to Anzac Day.  

“It has also been a very challenging 12 months for many of our veterans who have been impacted by the pandemic, bushfires and recent floods,” Ms Wilson said.

“Bravery Trust has seen an increase in demand for services to provide financial welfare and financial counselling for Australian Defence Force veterans and their families. By providing financial support, it means that the veteran can focus on their wellness journey, employment and their family, without financial pressures. 

Coles began as a single Melbourne store not long before the First World War in 1914, with its founder GJ Coles volunteering at the age of 32 to serve on the Western Front.

GJ Coles served with the 60th Battalion in Europe and was shot in the knee; however, tragically his two brothers, Jim and David were among Australians killed in WWI. 

Coles Group CEO Steven Cain said Coles, together with Bravery Trust, was proud to support current and former members of the Australian Defence Force.

“As a long-standing Australian business, we sincerely appreciate the service of current and former members of the Australian Defence Force and together with our customers, we want to remember and support service men and women who are facing hardship as a result of injuries or illness from their service,” he said.

Since 2014, Coles has raised more than $5.2 million for Bravery Trust to help current or former members of the Australian Defence Force who have a serious illness or injury as a result of service a