Not to be outdone by Woolworths, Coles is chasing pity money from consumers in the name of helping farmers. Coles has signs at their checkouts calling for donations to a Salvation Army fund with the pitch that Coles will match the funds donated dollar for dollar. The signs are not prominent suggesting to this cynic that they are not driving this campaign to be a success. There is nothing at their website promoting the fund raiser.

If Coles really wants to help farmers, it ought to give what it can direct and not connect its giving to a charity weary community.