Coles is donating a portion of Anzac biscuit sales to Bravery Trust this week, as new data from the veteran financial support charity paints a sobering picture of life after service.
From today until April 28, 40 cents from every 12-pack of Coles Bakery biscuits and cookies, Anzac biscuits included, goes to Bravery Trust.
Customers can also make a direct donation in-store on Anzac Day Eve and Anzac Day, with trading hours varying by location.
The numbers behind the need
The timing coincides with Bravery Trust’s annual Impact Report, and the numbers are not easy reading.
Demand from current and ex-serving Australian Defence Force personnel seeking financial support has increased by 77% over the past two years, with a six-fold increase in veterans seeking financial counselling since 2023. More than a quarter of those supported, 26%, are dealing with mental and physical health issues at the same time. 55% are supporting children, meaning the flow-on effect of that support reaches entire families.
Before contacting Bravery Trust, only 20% of veterans had a household budget. After seeking help, 94% did. The most common requests for assistance were rent and bond, relocation costs, motor vehicle expenses and essential utility bills.
Sonya’s story
Sonya’s story sits behind those numbers. She served in the Australian Army for over 16 years, full-time and part-time, starting in the Reserves before completing several overseas deployments. A single mum for much of that time, she managed postings, courses and time in the field while raising her children.
Medically discharged in 2012 with injuries that have prevented her from working, she first reached out to Bravery Trust in 2020 when her council rates and home insurance landed in the same week, and again in 2025 when her car needed fixing to keep her mobile.
“When I first reached out to Bravery Trust, I was very hesitant – pride had a lot to do with that. But the Bravery Trust team made the whole process so easy, putting any fears I had at ease,” she says. “On both occasions, they helped me move forward, and I would encourage other veterans to pick up the phone and ask for help.
“Transitioning is hard, but with the support of friends and organisations like Bravery Trust, I’m now making the most of every moment, enjoying what’s out there.”
Bravery Trust x Coles
Since its inception, Bravery Trust has distributed more than $8.4 million in direct payments to veterans and negotiated more than $1.1 million in debt waivers for clients. Coles has contributed more than $6.4 million to the charity to date, a relationship that traces back to founder GJ Coles and his brothers’ service in the First World War.
Bravery Trust CEO Garth Callender puts the stakes plainly. “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.
“This is made possible with the support of our partners like Coles, and the generosity of their customers. Our partnership is more than just about raising funds.”
Coles Business Category Manager, Bakery and current Army Reserve member, Rory McDonald says, “At Coles, we have a proud history with the veteran community, dating back to our founder GJ Coles and his brothers’ involvement in the Great War.
“More recently, we’ve raised more than $6.4 million for Bravery Trust to support veterans doing it tough. However, the need is ongoing, and we hope our customers can continue to help make a difference by supporting this year’s Bravery Trust appeal.”
Bravery Trust is also encouraging Australians to host an Anzac biscuit morning tea as a way to open up conversations about veterans and finances.
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