In the wake of the devastation caused by Hurricane Melissa in Jamaica, Golden Krust restaurant group says it is leading an effort in the United States to raise over US$250,000, supporting on-the-ground relief initiatives led by The American Friends of Jamaica (AFJ).

Golden Krust, which was the first Caribbean-owned business in the U.S. to be granted a franchise licence, has launched an initiative system-wide at over 100 restaurants to create a $250,000 relief fund, seeded by a US$10,000 donation from the company.

Guests at Golden Crust restaurants will also be able to give donations at checkout, contributing $1, $3, or $5, with 100 per cent of proceeds benefiting Hurricane Melissa relief efforts. The programme will run through the end of the year.

In addition, the restaurant chain will allow customers to  donate relief goods for Jamaica, with their ‘Boxes of Hope’ initiative, to be shipped directly to affected areas.

“Golden Krust was built on the values of community and compassion passed down from our founders in Jamaica,” said Vice President of Marketing Steven Clarke. “In partnership with AFJ and our fellow organisations, we are committed to delivering meaningful aid and hope to those most affected by Hurricane Melissa.”

The campaign involves Golden Krust, AFJ, and a coalition of trusted partners, including the NCB Foundation, Food For The Poor (FFP), Global Empowerment Mission (GEM), Sanmerna Foundation, Office of Disaster Preparedness and Emergency Management, JetBlue, and Dennis Shipping.