Over $48,000 was raised by Kinsley’s ShopRite of Brodheadsville in the Partners in Caring Cheerios contest to fight hunger. Kinsley is among the top five fundraising stores on the East Coast.

Placing second this year, Kinsley’s was the first-place fundraiser the previous four years.

Kayla Kinsley explained, “Everybody helps to raise funds at the register, bins or pin pad as well as fundraisers and fun activities for the associates.”

One of the big annual fundraisers is a golf tournament at Hideaway Hills, which is already sold out for this year.

Store associates donate their own funds in “penny wars.”

Each department has its own bin, and the goal is to get as many pennies as possible. You can sabotage another team by putting cash in their bin. In the end, all of the money goes toward donations.

Twenty-five years ago, Kinsley partnered with General Mills and Cheerios to start “Partners in Caring” which serves 2,500 food pantries and has provided $3.2 million a year directly to food banks. Since its inception, $65 million has been raised.

Matt Corser, general manager of retail for General Mills, said: “The numbers blew my mind. More than ever people need assistance.”

A $5,000 donation was made to the Pleasant Valley Ecumenical Network pantry. The West End Food Pantry received $2,500 as the bakery department won a cake contest.

Store mascot Scrunchy the bear was featured on the elaborate cake. His fur was made of chocolate, butter cream icing and his arms move to scoop up bowls of Cheerios. A spinning turntable on the cake had bears celebrating with party hats.

Kathy Lockwitch and her team of six bakers “took weeks to make Scrunchy’s arms move. We filled every nook and cranny of the cake.”

Store associates will be featured on a special Cheerios box with the theme of “team,” having each associate holding sporting equipment.

Cake decorators Amanda Reinhard and Maria Lastovickova, grocery manager Steve Schoch and cashier Diane Mayo were chosen for this year’s box.

The four were surprised when the store handed them each a set of 50 baseball cards with their own pictures on them.

Steve Hildner, community relations administrator for ShopRite, said: “Anytime you buy General Mills a portion goes towards this campaign. This is a family-owned store; we live and work in the communities we serve. It’s only natural to give back.”

State Sen. Rosemary Brown said, “There’s a culture here of family. The people I speak to love working here, we’re always champions.”

“It’s an honor to be part of a program that makes it possible to feed people. We are proud of our incredible associates,” Kayla Kinsley said.