Bravery Trust Sees Increased Demand for Assistance
Coles has launched its annual Anzac Day fundraising appeal. From April 21st to 28th, the company will donate 40 cents from every pack of 12 Coles Bakery biscuits and cookies sold to the national military charity, Bravery Trust. This initiative aims to support Australian veterans who are facing financial challenges.
The recent Impact Report from Bravery Trust highlights a significant 77% increase in demand for assistance from Australian Defence Force personnel over the last two years. Meanwhile, requests for financial counselling have risen six-fold since 2023.
Garth Callender, CEO of Bravery Trust, emphasised the importance of community support, saying, "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."
Rising Needs Among Veterans
The report reveals that more than 55% of beneficiaries are supporting children, providing a safety net for entire families. over 26% of veterans face both mental and physical health challenges, creating a complex need for support.
Sonya, a former Australian Army member, shared her experience. After being medically discharged in 2012 due to injuries, she turned to Bravery Trust when unexpected bills became overwhelming. "Transitioning is hard, but with the support of friends and organisations like Bravery Trust, I'm now making the most of every moment," Sonya stated.
Coles has a longstanding relationship with the veteran community, having raised over $6.4 million for Bravery Trust. Rory McDonald, Coles Business Category Manager Bakery, commented, "We hope our customers can continue to help make a difference by supporting this year’s appeal."
Customers are encouraged to make direct donations in-store on Anzac Day Eve and Anzac Day at participating Coles locations. Trading hours may vary, and further details can be found on the Coles website.
Bravery Trust provides crucial support for veterans, focusing on areas like rent, relocation, motor vehicle expenses, and essential utility bills. Before receiving help, only 20% of veterans had a household budget, but after assistance, this figure rose to 94%.
Sonya's story is one of many. She served in the Australian Army for over 16 years, juggling her responsibilities as a single mother with her military duties. Her courage and resilience highlight the importance of the support provided by organisations like Bravery Trust.
Last updated: 22 April 2026, 11:34 am
