From today, people can get behind Red Cross' work to support communities affected by Monday's devastating earthquake by donating at selected supermarkets.

Donations can be made to the Red Cross Earthquake Appeal at Countdown, SuperValue and Fresh Choice stores around the country.

The stores have kick-started fundraising with a $25,000 donation to the appeal, and team members at support offices will also be taking part in a mufti day on Saturday, with all funds raised going to the Red Cross.

Managing director Dave Chambers said supporting the appeal is an easy way for people to help, no matter where they live.

"Our teams and customers are from the regions affected and we want to help our communities get the support they need so that they can start to tidy-up and try to get back on their feet as soon as possible following this terrible disaster.

"I have been travelling around our stores this week ... I have seen first-hand the impact the earthquake has had on our communities and the damage that this earthquake has caused.

"We want to do our bit to ensure that those most in need are receiving help and the Red Cross are best placed to manage this," said Chambers.

Some Countdown, SuperValue and Fresh Choice stores around the country are also collecting grocery donations in support of Civil Defence efforts to deliver food parcels, water, and necessities to remote farmlands in and around Kaikoura.