Parma or Parmi? ALH Hotels Reignites Debate to Raise Funds for Aussie Farmers
January 2026
It is the argument that divides the nation - is it a parma or parmi? This February, Australian Leisure & Hospitality Group (ALH) is embracing the debate to unite the country for a common cause.
Partnering with Rural Aid for a fourth consecutive year, ALH is launching its most ambitious fundraising month yet. $1 from every chicken parmigiana sold in February will go directly to Rural Aid to support Australian farming families facing hardship.
And for the first time, ALH is also introducing a major prize incentive. All pub+ members who scan their loyalty card when purchasing a participating Parma or Parmi will automatically receive an entry to win 1 of 2 Into The Wild vouchers (valued at $750 each) so they can enjoy a luxury farm stay.
To kickstart the drive, ALH’s generous suppliers have donated an initial $50,000.
Lukas McKay, General Manager of Operations at ALH Hotels emphasised that while the name debate is fun, the mission is serious.
“We know everyone loves a good pub meal, but we wanted to give our customers an extra reason to get down to their local. By enjoying a meal at one of our ALH Hotels this February, our customers will be directly contributing to a cause that’s close to all of our hearts,” McKay said.
“We’ve heard the country loud and clear - it’s a ‘Parma’ in Victoria and ‘Parmi’ everywhere else. But no matter what you call it, the result is the same: supporting our Aussie farmers. We encourage everyone to join us in supporting our farmers and giving generously to this important initiative.”
The funds raised will help farmers recover from the compounded effects of unpredictable weather and economic pressures.
John Warlters, CEO of Rural Aid expressed his gratitude for the continued partnership, noting the tangible difference these donations make.
“Farmers are resilient, but the challenges of drought, flood, and financial pressure are relentless,” Mr Warlters said. “The funds raised this February aren’t just numbers - they translate into hay and water deliveries, financial assistance, and mental health support for families who are doing it tough. Every dollar donated makes a difference in the lives of those who feed and sustain our nation.”
Direct donations to Rural Aid are also encouraged, with every contribution helping to sustain the efforts that keep our farmers going strong. Donations can be made at www.ruralaid.org.au/donate.
ENDS.
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About ALH Hotels
ALH offers a diverse hospitality experience including sports bars, bistros, restaurants, cafes, accommodation, nightclubs, live sports, racing and electronic gaming. Our hotels are located in capital cities and urban and regional centres across Australia. ALH employs over 15,000 people across Australia at more than 350 licensed venues. Our main business activities are pub operations such as bar, foods, accommodation, functions and entertainment. We also acquire, redevelop and refurbish venues to optimise our portfolio and offer state-of-the-art, comfortable and interesting places to visit.
About Endeavour Group
Endeavour Group is Australia’s leading retail drinks and hospitality business, with more than 28,000 team members united around the group’s purpose of “creating a more sociable future together”. Its portfolio of trusted brands includes Dan Murphy’s and BWS, as well as the nation’s largest portfolio of hotels, including many Australian icons such as Brisbane’s Breakfast Creek Hotel and Melbourne’s Young & Jackson Hotel. In total, Endeavour Group has more than 2,000 retail stores and hotels across Australia.
About RuralAid
Rural Aid is Australia’s leading rural charity, committed to supporting farmers and rural communities through good times and tough. Since 2015, Rural Aid has been a vital lifeline in times of hardship, delivering practical assistance such as mental
health counselling, hay, drinking water, and community connection initiatives. The organisation continues to stand shoulder to shoulder with rural Australians, helping them overcome hardship, build resilience, and create stronger, more sustainable futures.
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