KINGSTON, Jamaica — PriceSmart has teamed up with UNICEF to raise funds for the Homestead Place of Safety in Stony Hill, St Andrew.

The funds will be used to purchase recreational equipment, books and computers for the young residents.

The initiative, this year dubbed ‘Children First’, is part of PriceSmart’s annual Christmas charity fundraising tradition.

The promotion will run from October 19 to December 16. Patrons of the membership shopping chain will be encouraged to donate $100, $500 or $1,000 at the cash register. The organisations hope to top last year’s total of over $700,000.

UNICEF Jamaica Representative, Robert Fuderich, says the move is more than a charitable act. “Each donation by PriceSmart shoppers is an investment in the welfare and development of the children at the Homestead Place of Safety. We need to do far more for children in state care, and this is one way for every day citizens to give back and make a difference.”

The promotion will be launched on Friday October 19, at PriceSmart.  Children First is also being implemented overseas in Trinidad and Barbados.