During October — Breast Cancer Awareness Month — the Pink Ribbon Produce campaign has joined with three major retailers to promote the Fresh Plate Challenge to their customers.

The effort, led by Roseville, Calif.-based AugustineIdeas, supports the National Breast Cancer Foundation and encourages consumers to fill half their plates with fruits and vegetables to lower cancer risks, according to a news release.

The partnering retailers are Harris Teeter Supermarkets Inc., Matthews, N.C.; Meijer, Grand Rapids, Mich.; and Price Chopper Supermarkets, Schenectady, N.Y.

Stores direct shoppers to participating produce suppliers with Pink Ribbon Produce icons on posters and adjacent point-of-sale signs.

Donations made by the suppliers support the cancer foundation to provide mammograms and education for uninsured women.

As part of the campaign, social media and the www.pinkribbonproduce.org website will help educate consumers about living more healthful lifestyles while promoting awareness and support for breast cancer.

An Instagram photo contest as well as other interactive activities will use the hashtags #donateNBCF, #freshplate and #pinkribbon. Winners receive a retailer gift card and a donation to the cancer foundation in their name.

“This is a challenge that makes it easy for everyone to get involved in and benefit from no matter who you are,” Debbie Augustine, AugustineIdeas chief executive officer, said in the release.

Pink Ribbon produce has raised more than $409,000 for breast cancer since its inception in 2006, according to the release.