AUSTIN, Texas Friday, H-E-B donated $100,000 to the American Red Cross and began accepting customer donations for the victims of the recent tragedy in Japan.

Customers are encouraged to donate now through Monday, April 11, as part of an in-store tear pad campaign.

All monies accepted will benefit the American Red Cross, which will be directed toward relief efforts in Japan. One hundred percent of all funds received will go toward providing safe shelter, necessary medical care, consistent food supplies and clean drinking water.

We are deeply saddened by this tragedy, said Winell Herron, group vice president of public affairs and diversity for H-E-B. H-E-Bs tear pad campaign offers a convenient and efficient way for our customers to support the needs of the victims in Japan.

The campaign offers H-E-B customers an opportunity to join H-E-Bs aid by adding a donation in increments of $1 $3, or $5 to their total grocery bill.

When a natural disaster occurs, H-E-B focuses on helping and serving people, Herron said, saying that since 1985, H-E-B has supported emergency response missions to provide critical supplies to victims of earthquakes, hurricanes and flooding.

The company invested in the H-E-B Eddie Garcia Mobile Kitchen, a 45-foot food preparation trailer that can prepare about 2,500 hot meals per hour and is easily dispatched to a community in need. In addition, H-E-B created a mobile disaster relief unit, a 57-foot trailer retrofitted with a mobile pharmacy, business center and ATM window.

Working as a team, H-E-B and its partners are proud to give their time, resources and labor to help communities recover, Herron said.