West Des Moines, Iowa-based Hy-Vee is in the middle of a fundraising effort to benefit the American Red Cross of Nebraska and Southwest Iowa as they respond to historic flooding across the region.

Since Tuesday, customers at all Nebraska and Council Bluffs, Iowa Hy-Vee locations can donate any amount at the register or customer service counter. Hy-Vee will match customer donations up to $50,000.

“Our mission at Hy-Vee is to help all our communities and our customers, especially in times of crisis,” says Frank Woodward, senior regional vice president of Hy-Vee’s western region. “We know many of the communities we serve are facing immediate challenges when it comes to getting supplies, and they’ll face an even longer road recovering from these floods, which is why we want to do everything we can to help.”

People unable to visit one of the stores to make an in-person donation also can donate online at https://www.redcross.org/local/nebraska.html.