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Larry McIntosh is looking forward to a special present for his 49th birthday later this month.

The president and chief executive officer of Winnipeg, MB-based Peak Of The Market said in a press release that the firm's growers will donate 50 pounds of fresh vegetables to the Winnipeg Harvest Food Bank for every person that signs up to receive its free e-mail recipes between now and his birthday, Feb. 27.

"I can't image a better birthday present than knowing that thousands of people around the world want to help those less fortunate," Mr. McIntosh said in the press release. "People that, for whatever reason, need a hand. People that could easily be you or me given different circumstances. People helping other people simply by taking a few minutes out of their day. We held this food drive two years ago and 9,703 people subscribed, which meant 481,150 pounds went to the food banks. We hope we can top this number this time, and with your help, we know we can."

Those interested in the program can sign up at www.peakmarket.com, and the press release noted that "the only information required to subscribe is your e-mail address and province or state or country. You can watch the success of this food drive live at peakmarket.com. The results are updated every 15 minutes and will show the number of people who have signed up and the amount of vegetables going to the food banks."

The press release continued, "The donations will benefit Winnipeg Harvest, which distributes food to over 300 food banks, soup kitchens and low- income day cares. It shares food with more than 40,000 people every month, more than half of which are children."

"Peak of the Market growers are not only helping the food banks get more vegetables for those less fortunate than ourselves, but more people are going to enjoy Peak of the Market recipes around the world [which is] truly a win- win," he said in the release. "Peak of the Market free recipe e-mails, which are sent on a daily to weekly basis, currently go to over 35,000 people in 84 countries. [The firm] does not share e-mail addresses with anyone. You can instantly unsubscribe or update your subscription anytime, change your e- mail address, how often you receive the recipes or stop delivery while you are on vacation."