Whanganui will soon be "in the pink" again as the New Zealand Breast Cancer Foundation opens registrations for the 2016 Pink Ribbon Breakfast campaign to be held during May.
The foundation hopes to top last year's total of 21 breakfasts in Whanganui, where around 45 women are diagnosed with breast cancer each year.
Celebrity cook and author Chelsea Winter will be fronting the campaign this year and says she is honoured to do so.
"Food, friends and fundraising for a good cause, what's not to love?" she said.
"It's amazing to be promoting awareness for what is such a fantastic initiative on many levels.
"A great many of my fans have been involved in previous years' breakfasts using my recipes - and I'm glad I can do more to help.
"I encourage everyone to get involved and host a breakfast!"
Proceeds from this year's Pink Ribbon Breakfasts will go towards breast cancer research, with a focus on support for clinical trials, immunotherapies, preventing the spread of cancer, improving clinical practice for better patient outcomes, and treatments for advanced breast cancer.
NZ Breast Cancer Foundation chief executive Evangelia Henderson said the funds raised will help make up for the dire shortfall in dollars available for research in New Zealand.
-Visit pinkribbonbreakfast.co.nz to register to host a breakfast or learn more about the work of the NZ Breast Cancer Foundation.