Warragul business Flavorite is aiming to raise $100,000 for a special cause through tomato and capsicum sales this month.
They are selling specially marked products for Maddie's Month in support of Australians diagnosed with bone marrow failure syndrome.
Former AFL player and Maddie Riewoldt's Vision co-founder Nick Riewoldt said the nine-year partnership with Flavorite had raised $800,000.
Mr Riewoldt said he launched the foundation as part of a promise to his sister Maddie before she lost her fight to aplastic anaemia - a bone marrow failure syndrome - at just 26-years-old.
"She asked us to promise that no one would would go through what she went through," Mr Riewoldt said of starting Maddie Riewoldt's Vision, which has funded $8.8 million into research as well as education, resources and support to more than 100 patients and families.
The late Mark Millis, co-founder of Flavorite, established the Maddie's Month collaboration back in 2016 after battling blood cancer. He was passionate about supporting medical research in this field.
Since starting in 2016, sales of specially marked Flavorite tomatoes and capsicums at Coles supermarkets have raised $800,000. With each purchase raising 15 cents, this year's fundraising aim is $100,000.
Mark's son and Flavorite marketing manager Tom Millis reflected on his father's battle with multiple myeloma and the importance of finding a cure.
"We were lucky to have close family to share the highs and lows, but many face this journey alone, which is frightening and overwhelming," Tom said. "Our Maddie's Month campaign with Coles and Maddie Riewoldt's Vision is raising awareness and improving outcomes for patients and families."
MasterChef's Andy Allen has also jumped on board to have some fun cooking and help support the worthy cause.
Every three days, an Australian is diagnosed with a bone marrow failure syndrome, many of whom are children or young adults. Unfortunately, 50 per cent will not survive.
Mr Riewoldt said the family knew nothing of aplastic anaemia prior to Maddie's diagnosis, with nowhere to go and nobody to talk to.
Now, Maddie Riewoldt's Vision offers hope by funding research to advance treatments and supporting patients and families impacted by these devastating conditions.
Maddie Riewoldt's Vision chief executive officer Amy Coote said they were the only organisation in Australia focused on bone marrow failure syndrome research, advocacy, education and support.
To get involved, grab a packet of Flavorite's specially marked cherry tomatoes, mini capsicums or mini tomatoes at Coles supermarkets during November.
$850,000 boost for Lardner Rd safety
After a high number of casualty crashes, Lardner Rd in Drouin is set for an $850,000 safety upgrade. Baw Baw Shire announced the road widening, guardrail installation and warning sign works would start between January and March after securing a state...