10 years of Maddie’s Month this November
Maddie’s Month celebrates 10 years as Flavorite and Coles aim to raise $1M
What’s happening?
This November marks the 10th anniversary of Maddie’s Month: a national fundraising campaign born from the partnership between Maddie Riewoldt’s Vision, Flavorite, and Coles.
The 2025 campaign aims to raise $100,000, pushing total funds raised since 2015 to an incredible $1 million to support Australians living with Bone Marrow Failure Syndromes.
Australians can get involved by purchasing specially marked Flavorite Mini Tomatoes, Mini Capsicums, and Vine Ripened Cherry Tomatoes at Coles, with 15 cents from every pack donated directly to Maddie Riewoldt’s Vision.
Why it matters
Every three days, an Australian is diagnosed with a Bone Marrow Failure Syndrome, often affecting children and young adults. Half of those diagnosed will not survive. Maddie Riewoldt’s Vision funds vital research, advances treatments, and delivers essential support to families living with these rare and devastating conditions.
Nick Riewoldt, AFL great and co-founder of the organisation, said:
“When Maddie was losing her fight at only 26, she asked us to promise that no one would go through what she did. A decade on, I know we are making that promise a reality.”
He added that the partnership with Flavorite and Coles shows “how much we can achieve when our community comes together.”
By the numbers
Since 2016, Maddie’s Month has raised $900,000 to support life-changing research and family support.
The 2025 campaign aims to raise $100,000, taking the total to $1 million over ten years.
Maddie Riewoldt’s Vision has invested $9.7 million into 36 research projects and two clinical trials involving more than 400 patients.
Over 160 patients and families have received personalised support through the Tele-Support and Peer Support Programs.
Researchers funded by the organisation have leveraged outcomes to secure an additional $24.2 million in external funding.
Zoom in
Maddie’s Month also welcomes back MasterChef judge and restaurateur Andy Allen as ambassador. After developing a friendship with Nick Riewoldt on Celebrity MasterChef, Allen continues to champion the cause.
“Food has a unique power to bring people together, and this campaign is a perfect example,” he said.
“It’s a privilege to be involved again as we celebrate 10 years and close in on the $1 million milestone.”
Flavorite Marketing Manager Tom Millis reflected on the campaign’s emotional significance:
“This milestone year is especially meaningful for us, as my dad, Mark Millis – Flavorite’s co-founder and driving force behind this collaboration – lost his battle with multiple myeloma in 2019. Today, our team proudly continues Mark’s vision and legacy through this special campaign.”
Zoom out
Since its establishment in 2015, Maddie Riewoldt’s Vision has transformed the landscape for people with Bone Marrow Failure Syndromes. Beyond research, the foundation continues to build networks of support, offering patients and families hope, connection, and guidance.
CEO Amy Coote said:
“This partnership has transformed the landscape for people affected by Bone Marrow Failure Syndromes, enabling us to deliver services like our Tele-Support Service and Peer Support Program. Over the past decade, we’ve committed $9.7 million into research, driving progress toward better treatments and prevention.”
Local impact
Across Australia, the funds raised through Maddie’s Month have supported research teams in major hospitals and universities while helping families in local communities gain access to care and information. Coles customers nationwide can contribute simply by adding Flavorite’s participating products to their basket this November.
Coles Acting Group Corporate and Indigenous Affairs Officer, Jace Armstrong, said:
“Coles is proud to be standing alongside Flavorite and Maddie Riewoldt’s Vision for the tenth consecutive year. Thanks to our customers’ generosity, we’re on track to hit the $1 million milestone, helping fund vital research for Australians living with Bone Marrow Failure Syndromes.”
What to look for next
Maddie’s Month runs through November in Coles stores nationwide. Australians can support the campaign by purchasing Flavorite’s specially marked:
Vine Ripened Cherry Tomatoes 200g
Mini Capsicums 175g
Mini Tomatoes 125g
For more information, visit www.mrv.org.au or www.flavorite.com.au.