Breakfast Club of Canada and Walmart Canada are kicking off their annual campaign to support kids’ school breakfast programs, with the aim of breaking a major milestone.

Customers can donate and “add a child’s breakfast to your bill” at the checkout at Walmart stores across Canada and online on Walmart.ca until Oct. 4. The average breakfast served through one of these programs costs Breakfast Club of Canada $2. With this season’s campaign, Walmart is expecting to surpass $50 million raised for the Club since the partnership started 17 years ago.

The funding makes a big difference for kids’ lives as one out of four Canadian children is at risk of starting the day without the proper nutrition. It helps sustain the 1,809 breakfast programs, which together serve more than 243,500 healthy morning meals every school day. But there are still thousands more schools, communities and youngsters across the country who need the Club’s help.

“We have always believed that the collaboration of every part of civil society is essential in making sure that all children have access to a nutritious breakfast before they begin their school day,” said Tommy Kulczyk, general manager of Breakfast Club of Canada. “We cannot thank Walmart Canada and the rest of our network of trusting partners enough for their unwavering support in strengthening our communities and eradicating child hunger.”

“Supporting organizations such as Breakfast Club of Canada is something that comes naturally to us at Walmart, as we strive to make a difference in the communities that have lived and grown with us in Canada for the past 25 years,” said Susan Muigai, executive vice president, People Division and Corporate Affairs, Walmart Canada. “We want to do our part to help children get a better start to their learning day, and we believe Breakfast Club of Canada is a fantastic partner to achieve this.”