(June 14) BC Hot House Foods, Inc., Surrey, British Columbia, and the Canada Safeway Foundation, Calgary, Alberta, joined forces June 4 in an effort to generate funds for the Prostate Cancer Research Foundation, Toronto.

The campaign, scheduled to run until July 1, donates 50 cents from the sale of each 1-pound clamshell of BC Hot House campari tomatoes.

The cancer-fighting chemical lycopene that is found in tomatoes makes using a tomato-focused campaign a natural choice, said Renee Hopfner, manager of the Canada Safeway Foundation.

Blue-and-white boxer short symbols adorn the packages participating in the project, and the clamshells will only be found in Canadian Safeway stores.

“Prostate cancer awareness is an important subject that can touch so many lives,” said Dawn Gray, BC Hot House executive vice president of sales and marketing.

Along with the tomato promotion, the Canada Safeway Foundation created pin and card sets. The $3 set has a pin that reads “Fight to Win against Prostate Cancer” attached to an informational card. All proceeds go directly to the Prostate Cancer Research Foundation.

After the first 11 days of the promotion, $63,000 had been raised with tomato and pin-set sales, Hopfner said. She said she expects the campaigns to exceed more than $100,000 in funding, she said.