The Lubbock, Texas-based United Supermarkets LLC and its Market Street and Amigos stores have launched the company’s annual fight against breast cancer with the “Who Do You Pink For” promotion.

Through Nov. 1, shoppers may help raise research and awareness program funds by purchasing specially marked products found throughout every store, according to a news release. Suppliers of those products have agreed to donate a percentage of the sales.

“We are pleased as a company to once again help bring awareness to the ongoing battle against breast cancer, and we’re especially pleased that so many of our partners have joined us in this effort,” Wes Jackson, chief merchandising officer, said in the release.

New to the stores this year is the opportunity for shoppers to sign in-store posters to indicate who they “pink for.” Shoppers also may share their breast cancer stories on the company’s Facebook pages, and United will donate to breast cancer research and awareness $5 for each story posted up to $10,000, according to the news release.