Coles partners with historic ally Collingwood Football Club to enhance homelessness services

COLLINGWOOD Football Club and retailer Coles share a common history. Now they have partnered for a new initiative.

WHEN Collingwood won the 1958 premiership, the team celebrated in the boardroom of retailer Coles along with store founder Sir George Coles.

Sir George and his brothers had opened their first shop in Smith St, Collingwood, 44 years earlier.

The close link between the two Melbourne institutions has been re-established with Coles to financially support homelessness services through the Collingwood Football Club’s Community Foundation.

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Collingwood president Eddie McGuire serving food at the Salvation Army’s Bourke St cafe. Picture: Michael Klein

It will mean more than doubling the number of free meals served at the Magpie Nest Salvation Army cafe in Bourke St to over 4000 a week.

The funding will also more than double the number of houses available for the homeless to over 100, providing safe accommodation and support services for over 300 people.

Collingwood president Eddie McGuire said the support from Coles for its charity work was crucial given that the club had moved out of poker machines.

“A lot of people have fallen through the cracks, you’ve got to pull them out, but also get them going in life again and hopefully this is what we’ll be able to do,” he said.

Eddie McGuire sings the Collingwood club song with Mike Brady and others at the event.

Coles managing director John Durkan said the company and the club shared a common history, with Coles starting out in Collingwood with a mission to make groceries affordable for all in the community.

“A century later, we are delighted to reconnect with Collingwood to help support people facing hardship in our community,” he said.

The Salvos’ Maj Brendan Nottle with Magpie Jordan De Goey.

The Salvos’ Project 614 leader Major Brendan Nottle said the new partnership was exciting.

“The involvement of an important community organisation such as Coles sends a powerful message to people who are vulnerable and isolated that they are deeply valued, that they are not forgotten, and that there is a pathway out of homelessness,” he said.

Collingwood's Jeremy Howe speaks to a customer at the Salvos’ cafe.

Magpies players including Jordan De Goey and Jeremy Howe served meals to the homeless at a footy finals launch for the initiative, while musician Mike Brady performed his classic footy songs Up There Cazaly and One Day in September.

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