Three Dog Bakery will donate to FISH—Food Industry Serving Heroes—an amount equal to 15% of the total sales of its products, whether through its bakeries, its retail outlets or online, made on Veteran’s Day (November 11, 2014). In addition, the company will contribute a year’s supply of its dog food and treats to the recipients of its service dog initiative to further lessen the financial burden on America’s veterans.

FISH is a non-profit organization designed to engage the food industry in serving US military veterans. With the donations from the Three Dog Bakery Veteran’s Day promotion, FISH will purchase service dogs to distribute to veterans in need.

Three Dog Bakery Co-owner Aziz Giga said the health and well-being of returning servicemen and women is a subject that is close to his heart. “I’ve always been humbled by the sacrifices the men and women of our military make on behalf of American freedom, and I recognize the struggles they have returning home,” said Giga. “It’s so important for those of us who have benefitted from their sacrifices to do what we can to help. For many, there is no greater need than simple, daily assistance—the kind that can often be provided with a service dog. We are encouraging our suppliers and service providers to participate with us by donating to FISH as well.”