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Why Coles is giving out free gift cards

Coles has donated $3 million to firefighters. Images: Getty

Coles has donated more than $3 million in gift cards to volunteer firefighters, as the country continues to face its worst bushfire season in history. 

New South Wales is facing catastrophic fire conditions, with eight Australians having already lost their lives in the unprecedented blazes. 

Coles on Friday said it would donate more than $3 million in gift cards to around 6,000 rural fire brigades as a thank you. 

The supermarket giant said the gift cards were a tangible way for Coles to support firies to stock up on food and essentials for their stations over the hotter months. 

“As fires continue to burn across the country, tens of thousands of firefighters across Australia are volunteering their time to keep our communities safe. Some are based in fire-affected areas while others are travelling across borders and to other regions to help protect communities away from home,” Coles Group chief executive Steven Cain said.

“With a long, hot summer ahead of us, we wanted to show our appreciation of the enormous contribution these firefighters have already made and will continue to make. We are so grateful for their bravery and commitment.”

The NSW Rural Fire Service Commissioner Shane Fitzsimmons described Coles’ move as “generous”, and noted that the gift would also help members enjoy time together with their families once the threat has eased. 

“The efforts of our firefighters across the state during this unprecedented fire season has been extraordinary, but we also recognise that there are families and friends supporting those firefighters behind the scenes.”

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