Coles centenary pledge of $5 million to salute our Aussie heroes

To mark its Centenary as an Australian company on 9 April 2014, Coles has pledged to raise $5 million for current and former members of the armed services and their families who are in need of the nation’s help.

Over the next 12 months in the lead up to Anzac Day 2015 - when the nation commemorates 100 years since Australian troops landed on Gallipoli - Coles will raise $5 million through corporate and customer fundraising in its stores across the country.

On April 9 – which is officially 100 years since GJ Coles established his first store in the Melbourne suburb of Collingwood – Coles will announce its multi-million dollar Centenary Pledge and seek customer donations to salute our heroic Australian families. Donations can be made at all Coles’ supermarkets and online to the Australian Defence Force Assistance Trust at https://www.adfassistancetrust.org.au/donate-or-get-involved.html.

Digger Discounts

Coles will also provide “Digger Discounts” in all of its supermarkets on selected days over the next 12 months, to give members of the Armed Services and their families a 10% discount on their groceries – the first “Digger Discount” will be on offer this coming weekend, 12-13 April.

All funds donated or raised by Coles will be directed to the Australian Defence Force Assistance Trust, which was established as a nationally registered charitable organisation in 2012. The purpose of the Trust is to care for and support current and former members of the Australian Army, Navy and Air Force and their families whose lives have been adversely affected by their military service. Support is provided in a range of areas such as financial, medical, educational, re-training, and special needs.

Coles Managing Director, Ian McLeod, said the company wanted to mark its Centenary in a way which honoured its founders who fought in the First World War, while also helping to assist the men and women who serve their country in the Australian Army, Navy and Air Force and their families.

“Within twelve months of GJ Coles opening his first store in Collingwood, the First World War started and Australian troops landed at Gallipoli”, Mr McLeod said. “GJ – who later became Sir George Coles - was profoundly affected by the events of the war 100 years ago.

“GJ, who volunteered at the age of 32 to serve his country with the 60th Battalion on the Western Front in Europe, was shot in the knee and left with a limp for the rest of his life. Two of his brothers – Jim and David – were amongst more than 60,000 Australians who lost their lives in the First World War.

Sir Arthur Coles also served, initially at Gallipoli at the first landing and later in France, and was wounded three times. After returning from the war, Arthur joined his brother George in a partnership in the first Coles store established after the First World War.”

“So on behalf of Coles’ 100,000 team members around the country this is an important way that we can honour our founders who were so affected by the events of the First World War while also saying a very big thank you to all those Australians who serve this country today.”

The Minister for Defence, Senator the Hon David Johnston, welcomed support for the Australian Defence Force Assistance Trust.

“With the Centenary of ANZAC being commemorated next year it is important that we take time to remember all of the Australians who have lost their lives or been injured in the defence of our nation. I am very supportive of the Australian Defence Force Assistance Trust and the support that our industry partners provide to current and former members of the ADF and their families.”

Australian Defence Force Assistance Trust Chairman, Dr Ken Michael AC, said the Trust served to remind Australians that they could honour the sacrifices made by our servicemen and women in the line of duty.

“The Australian Defence Force Assistance Trust gives companies and individuals the opportunity to help support our Defence families who have given so much, particularly in more recent conflicts,” he said. “Through this Trust, we honour the sacrifice of those who have fallen in war, and pledge our
support to their loved ones left behind. Injury or incapacity can also have a devastating impact on serving or former members of the ADF and their families.

“The Coles Centenary Pledge will help provide practical assistance to ADF members, veterans and their families, such as help with long-term medical care, special needs support, education or retraining, mental health rehabilitation for those suffering Post-Traumatic Stress Disorder and carer’s assistance.”

Note for Editors
Since 2001, there have been more than 60,000 Australian Defence Force personnel deployed across the Middle East alone. There are currently more than 2,000 Australians on active duty overseas. As a result, the Australian Defence Force Assistance Trust expects a significant increase in assistance
requests over the next few years from Armed Services men and women who are suffering injury or post-traumatic stress disorder and depression or the families of the fallen.

For further information, contact:
Jon Church, Coles Head of Communications, 03 9829 4008 or 0419 748 653
Allison Stephens, Executive Officer, Australian Defence Force Assistance Trust on 0499 994 025