Publix is helping those in need by donating $1 million to the American Red Cross for Hurricane Matthew relief efforts along the southeast coast of the United States.

The supermarket-chain also launched a program that will allow customers to donate any amount by adding it to their grocery totals when checking out.

According to a Publix spokesperson, all of the collected money will be channeled through the American Red Cross and designated specifically for disaster relief in support of their effort to help people affected by Hurricane Matthew.

“Our customers and associates have always shown great compassion and generosity toward others,” said Maria Brous, director of media and community relations. “As the grocer of choice in the communities we serve, we are trusted to react quickly and help those affected by tragic circumstances. This devastating disaster hits close to home as we have many associates and their families who have already been and still may be impacted. As we continue to watch Matthew’s path , we encourage our communities to prepare.”

Based on customer response, the program is expected to last for a couple weeks.

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