The Festival Foods on University Avenue is encouraging customers to take part in the 10-gallon challenge on Wednesday to support farmers and a local food pantry.
The social media challenge began in August as a way to help keep dairy farmers in business.
Customers need to buy 1 to 10 gallons of milk, and then donate it to Paul’s Pantry in Brown County. Festival will also match the first 100 gallons purchased and donate it to the pantry at no cost.
The fundraising event begins at 9 a.m. on Wednesday, and will run for 24 hours.