Apr 20, 2023

Supermarket partners with Bravery Trust to support our veterans

coles presser

From today until ANZAC Day, Coles supermarkets are donating 50 cents from the sale of every 12-pack of Coles Bakery biscuits and cookies sold in-store or online to military charity Bravery Trust, to help service men and women facing hardship. 

To kick off the campaign, Coles will donate gift cards to Bravery Trust to help around 100 veterans and their families buy emergency food and groceries. Customers can also make a donation of their choice in-store at Coles checkouts. 

Aussie sporting heroes and veterans have helped launch Coles’ annual Bravery Trust Appeal including Australian cricket legend  Justin  Langer,  Australian  Wheelchair  Rugby  League star Pete Arbuckle and Bravery Trust  Chair and decorated veteran Lieutenant  Colonel, Garth Callender. 

Richmond Football Club has also thrown its support behind Bravery Trust and is supporting the appeal. 

Australian Army veteran and Bravery Trust beneficiary, Pete Arbuckle, said even small amounts of money could mean a lot when battling unforeseen expenses on a fixed income. 

“Bravery Trust is such a vital charity – they can help when other agencies can’t. They’ve not only provided financial assistance when I needed it most but also moral support and hope when I was recovering from my injuries,” he said. 

“The Coles Bravery Trust Appeal is not just about raising funds, it is also about raising awareness of the great work of Bravery Trust and encouraging other veterans to reach out and seek help.” 

Since it was founded 10 years ago,  the charity has provided financial support to more than  6000 veterans and their families across Australia by helping with medical fees, energy bills,  rent, education costs and food vouchers.  The charity also offers a veteran-specific financial counselling service to help rebuild lives. 

Mr Callender said funds raised from the Coles initiative will help some of Australia’s most at-risk veterans and their families.  

“70% of veterans assisted by Bravery Trust have left the Australian Defence Force due to a physical or mental illness, meaning their departure can be sudden and unplanned,” he said. 

“We understand each veteran has their own unique journey to recovery and we begin by assisting with their immediate financial needs to resolve the crisis. We then work longer term with veterans and their families to grow skills and confidence.

“Money raised in this year’s Coles Bravery Trust Appeal will not only help individuals but their families and communities as well – nearly three-quarters of our beneficiaries have children to support and 70% are aged 50 years or younger.” 

Coles Group General Manager Corporate & Indigenous Affairs, Sally Fielke, said Coles is proud to support Aussie veterans and their families and encouraged shoppers to buy a Coles Bakery biscuit or cookie for the cause.  

“Coles is honoured to raise funds in our stores again for Bravery Trust in the lead-up to ANZAC Day and to provide them with gift cards for emergency food relief,” she said.  

“Our connection to the Australian Defence Force goes back to the First World War when Coles founder, GJ Coles, and his brothers served in Europe and today we are extremely proud of our team members who are active Army Reservists, helping local communities in times of need.” 

“We hope our customers can get behind Bravery Trust and help those who have served our country by buying a Coles Bakery ANZAC Biscuit or other Coles Bakery 12-pack cookies and biscuits this ANZAC Day.”

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