As online grocery sales surge — even for products in the fresh perimeter that consumers have traditionally preferred buying instore — it’s more important than ever for retailers to find ways of bringing people back to brick-and-mortar stores and keeping them there.

On Oct. 5, The Fresh Market launched a fundraiser to provide relief in the aftermath of Hurricane Ian. The supermarket retailer has promised to match up to $100,000 in roundup donations to provide fresh meals to those who have been impacted by the hurricane.