As part of its various efforts to quell the COVID-19 impact, Brookshire Grocery Co. has ushered in a 5% discount on any of its private brand products for first responders (medical emergency service providers, active military, and fire and police department employees) through May 5.

The store brands include items under the Brookshire’s, Super 1 Foods and Spring Market brand names, as well as the Goldenbrook, Pure Harmony, Top Care, Simply Done, Paws, Tippy Toes, Full Circle, CharKing, Wide Awake Coffee Co., Over the Top, That’s Smart, and Culinary Tours private label products.

Eligible recipients simply show their specific badge at checkout.

“We believe it is important to show appreciation to those who are serving on the frontlines caring for our neighbors,” said Brad Brookshire, chairman and chief executive officer for Brookshire Grocery Co. “These providers are the pride of our communities and we want to offer this as a symbol of our gratitude for their service during this time.”

“Supporting first responders and military heroes is a pillar of our Giving Back program and this discount is an extension of our commitment to honoring them for their incredible service,” said Trent Brookshire, chief operating officer for Brookshire Grocery Co. “BGC is committed to making a difference in the communities we serve.

Like all retailers, the company has also instituted safety measures in stores such as increased sanitation practices, prioritizing the first two hours of shopping each day for senior citizens and emergency responders, social distancing practices like distance decals on the floor and partitions at checkout, the additional hiring of 1,700 employees, bonus pay for associates and logistics workers, and on-site meals provided for workers.