News release – Friday, 30 April 2021 

In just five days leading up to Anzac Day, Coles team members and customers have raised $222,250 for Bravery Trust to help us continue our vital work in the veteran community.

From April 21 to April 25, shoppers at more than 800 supermarkets nationwide supported Bravery Trust through the purchase of Coles Bakery cookies and biscuits.

The funds raised will provide much needed financial relief to around 150 veterans and their families. This comes as our data shows COVID-19 has created significant challenges for veterans and their families, as we have received over 10,000 calls for help since the start of the pandemic, and a 20% surge in requests for assistance since pandemic financial support ended last month. 

Funds raised will also assist an additional 50 families with financial counselling to help with longer-term financial wellness. 

Bravery Trust’s CEO Belinda Wilson said, “we are incredibly grateful for the generosity of Coles and their customers in the lead up to Anzac Day, helping to support vulnerable veterans and their families in financial crises. This support will help so many families with their financial wellness”.  

“The bravest journeys can’t be taken alone, and we thank everyone for supporting our partnership with Coles this year.”  

Our ambassador Kevin Sheedy said: “I am proud to be associated with Bravery Trust which does such important work helping a group of people we owe so much for their service and sacrifice.”  

Bravery Trust Ambassador Kevin Sheedy with Coles ANZAC biscuits, Monday, April 19, 2021 – Picture: Renae Droop/RDW Photography

“The money raised through this campaign will help support and transform the lives of around 150 veterans and their families. This is vital, urgent assistance because some of these people will have lost their jobs during the pandemic, or simply suffered a setback caused by sickness or an unexpected bill,” he said.  

“Our support is a small price for us all to pay but will make a massive difference to this group of brave Australians.” 

Coles General Manager Corporate Affairs Sally Fielke thanked customers and team members for their support.   

“We’re so proud of the generosity shown by our team members and customers across the country to support such an important cause. Shoppers can feel proud knowing their donations will help to provide immediate financial relief to cover costs for day-to-day expenses such as rent, food, fuel, electricity, gas and water for our service people and their families doing it tough,” she said.  

Since 2014, Coles has raised more than $5.4 million nationally to support Australian veterans.  

For media enquiries, please contact: Gwen O’Hanlon 0400 389 718 gwenohanlon@braverytrust.org.au

Bravery Trust is a registered business name of the Australian Defence Force Assistance Trust, a nationally registered charity.