FREDERICTON (GNB) – In response to the recent forest fires in British Columbia, NB Liquor is partnering with the Canadian Red Cross to raise funds for the relief efforts.

Beginning today, the public can support the Canadian Red Cross BC Fires Appeal to help affected residents by making a donation through NB Liquor’s prompt-at-cash campaign at any of the 43 corporate stores. The campaign continues until 9 p.m. on Saturday, July 15.

“New Brunswick always shows compassion when it comes to donating in response to natural disasters,” said Brian Harriman, president and CEO of NB Liquor. “Our teams at NB Liquor are always happy to provide the avenue to help raise funds. I ask all New Brunswickers to consider donating when visiting our stores.”

NB Liquor has partnered with the Canadian Red Cross on many relief efforts over the years, such as those following the New Brunswick ice storm in January; Fort McMurray, Alta. wildfires; floods in Perth-Andover and St. Stephen; the shooting of RCMP officers in Moncton; and the 2010 earthquake in Haiti.

“We are grateful to our friends at NB Liquor for providing an easy way for people to reach out and help their fellow Canadians who are affected by the fires in British Columbia,” said Kimberley Nemrava, vice-president of the Canadian Red Cross in British Columbia and Yukon. “Thank you to NB Liquor and their customers for their support. These donations will help us provide on-the-ground efforts and emergency resources for those in need.”

New Brunswickers who wish to help financially may do so through the NB Liquor campaign or through other channels, including online or by phone, toll-free, at 1-800-418-1111. People may also text FIRES to 45678 to donate $10.