For the fourth straight holiday season, Al Madsen says demand at the Penticton Salvation Army's food bank is as high as it's ever been.

"The need is greater than ever, and our donations are down," said Madsen, the community ministries director at the local branch of the non-profit, as he stood in front of Real Canadian Superstore for the third annual Cram the Cruiser event on Dec. 13.

Madsen was joined by members of the Penticton RCMP and Community Policing, Penticton Fire Department, Penticton Bylaw Department, Penticton Search and Rescue, Canada Border Services Agency, and BC Corrections, as they accepted non-perishable food donations for the one-day event.

The campaign started at 11 a.m., and by noon, one RCMP cruiser full of food, toys, and cash had already been donated.

A fast fundraising start on Friday meant Cram the Cruiser was on track to collect more than 1,000 pounds of food for the day, Madsen said.

"We were heading into Christmas as empty as we've ever been," Madsen said about the local food bank. "With all the food drives and with what's happening here with Cram the Cruiser has been really helping."

Friday's event was a holiday-themed fundraiser, but Madsen says demand at the food bank goes well beyond Christmas time.

Local stories of people choosing to either pay rent or buy groceries are becoming more common, as a result.

"I hear stories like that all the time," he said. "But if you look at what's happening in Penticton, we're seeing it at (Salvation Army locations) across our country."

Things have gotten so dire, Madsen added, that the local Salvation Army even changed its slogan.

"You could be helping your neighbour, that's our new motto," he said. "Families, seniors, single parents...we're seeing more of our community in need."

The Cram the Cruiser event was scheduled to end at 3 p.m. on Friday.

Among the most common items donated include crackers, soup, cereal, pasta, toiletries, Kraft Dinner, canned vegetables and canned proteins.

In December 2023, close to 1,100 pounds of food was collected at Cram the Cruiser for the Salvation Army.

Madsen said Friday afternoon that the event was well on track to at least match that number.

"I'm so grateful and humbled that our community can come together for our neighbours."