Alsum Griller Russets from Alsum Farms & Produce, Friesland, Wis., have gone pink in honor of October being National Breast Cancer Awareness Month.

The pre-washed, individually foil-wrapped russets traditionally come packed four to a tray.

During October, the tray will be pink.

The idea came from a retailer who contacted Alsum about building product offerings that highlight breast cancer awareness, said Heidi Randall, Alsum’s marketing manager.

The suggestion meshed with the grower-shippers’ long-standing efforts to give back to the community.

“I think most people, if they haven’t personally been affected by breast cancer, they know a family member or friend who’s been affected by it,” Randall said.

Alsum Produce will donate a portion of the proceeds to the Breast Cancer Research Foundation, New York.