In a heartfelt initiative coinciding with Anzac Day, Coles Supermarkets has launched a fundraising campaign to support Australian veterans through the Bravery Trust. From April 23 to April 29, 2025, for every 12-pack of Coles Bakery brand biscuits and cookies sold, including the beloved Anzac biscuits, Coles will donate 40 cents to the trust, with a total contribution capped at $150,000.
The appeal not only encourages customers to enjoy their favorite treats but also offers them a chance to contribute to a worthy cause. Shoppers can further support the initiative by making additional donations at any Coles supermarket checkout during the campaign period.
Garth Callender, CEO of Bravery Trust, highlighted the growing need for assistance among veterans, noting a staggering 49% increase in demand for their services over the past year. “The financial stress placed on veterans and their families is concerning, and the need to support veterans has never been greater,” he stated. This increase in demand has been underscored by findings from the 2024 Royal Commission into Defence and Veteran Suicide, which has drawn attention to the significant challenges faced by veterans transitioning to civilian life.
Callender emphasized the importance of Coles’ partnership with Bravery Trust, stating, “Coles’ partnership with Bravery Trust is a vital part of addressing these challenges and ensuring that veterans receive the care and support they deserve.” The funds raised through this initiative will provide essential financial relief to veterans in need, whether it’s helping with rent, utility bills, or offering free, independent, confidential financial counseling tailored to veterans.
Rory McDonald, Coles Business Category Manager for Bakery and a current serving member of the Army Reserve, expressed his pride in Coles’ support for veterans. “Coles bakers will be rolling up their sleeves this week to make more than 4.5 million Anzac biscuits to meet our customers’ love for this Aussie favorite during an important time of the year,” he said. The annual fundraiser is more than just a sales campaign; it serves as a tribute to those who have served the nation.
Since the inception of this initiative in 2014, Coles and its customers have raised an impressive $6.2 million for Bravery Trust, helping to support veterans and their families in times of need. “We hope customers can join us in supporting Aussie veterans by simply purchasing any 12-pack of Coles Bakery brand biscuits and cookies this week,” McDonald added.
This year’s campaign is particularly significant, as it aligns with the national observance of Anzac Day, a day of remembrance for those who have served in the Australian Defence Force. The appeal not only honors the sacrifices made by veterans but also actively contributes to their well-being.
The Anzac Day fundraiser exemplifies how corporate initiatives can make a tangible difference in the community. By purchasing Coles Bakery products, customers are not just indulging in a treat; they are playing a crucial role in supporting the men and women who have served their country.
As the campaign unfolds, Coles encourages all Australians to participate in this noble cause. Whether by buying a pack of biscuits or making a donation at the checkout, every contribution counts towards helping veterans navigate the financial hardships they may face.
Coles’ commitment to supporting veterans reflects a broader societal responsibility to ensure that those who have served are not forgotten. With the demand for Bravery Trust’s services at an all-time high, initiatives like this are essential in providing the necessary support to those who have dedicated their lives to serving the nation.
As the community rallies together this Anzac Day, the message is clear: supporting Australian veterans is a shared responsibility, and every small action can lead to significant change.
