June 25, 2024

Coles has enlisted Richmond Football Club’s star players Jack Graham and Seth Campbell to rally customers behind the military charity Bravery Trust ahead of Anzac Day.

Graham and Campbell showcased their baking skills by crafting their own batch of Anzac biscuits under the guidance of Coles team members at Punt Road Oval.

Jack Graham wants to repay Tigers the favour

From now until Anzac Day (April 25), Coles will contribute 40 cents from the sale of every 12-pack Coles Bakery Anzac Biscuits to Bravery Trust. This donation also extends to all other 12-pack Coles Bakery biscuits and cookies sold in-store or online during the appeal, which kicked off last week.

The funds raised will aid Bravery Trust in supporting numerous Australian veterans transitioning from military service to civilian life, particularly those who have sustained injuries as a result of their service. Bravery Trust’s assistance ranges from covering essential expenses like groceries and rent to providing veteran-specific financial counseling, making a significant impact in the community for over 11 years.

Jack Graham, a two-time premiership Richmond midfielder, expressed the club’s commitment to backing the vital appeal. He highlighted Richmond Football Club’s longstanding support for Bravery Trust over the past three years, emphasizing the resonance of the cause across the club, with many players and supporters having direct or indirect connections to those who have served for the country.

Lieutenant Colonel Garth Callender, Bravery Trust Interim CEO, emphasized that the funds raised will aid some of Australia’s most vulnerable veterans and their families. He underscored the importance of showing support to veterans during the lead-up to Anzac Day, highlighting the nation’s solidarity with those who have served.

“While many Defense personnel transition smoothly into civilian life with newfound skills, there are instances where their service can leave a lasting impact. It’s our collective responsibility to offer support to those facing hardship when they need it most.”

“Bravery Trust actively works to alleviate the financial stress experienced by veterans and their families. A significant portion of those we assist are under 50 years old, and the majority have children to care for.”

“We encourage Coles customers to show their support for Bravery Trust by making a donation at the checkout or purchasing a participating 12-pack Coles Bakery biscuit or cookie. We also urge customers to take a moment with friends, family, or colleagues to reflect on the sacrifices made by our veterans.”

Coles General Manager Bakery Kate Roff expressed pride in Coles’ enduring partnership with Bravery Trust. She highlighted Coles’ history of supporting the organization and its commitment to assisting team members who have served or are serving in the Australian Defence Force or Reserves, tracing back to the company’s founder, GJ Coles, who fought in World War 1.

“Our bakers are dedicated to supporting Bravery Trust each year, producing nearly 500,000 Anzac biscuits in the lead-up to Anzac Day. It’s a cause our bakers are passionate about, and we encourage our customers to join us in showing their support by purchasing a 12-pack Coles Bakery Anzac biscuit on or before Anzac Day.”

Richmond Football Club players

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