Wilson Farms is appealing to customers’ love of cuteness, while it looks to raise money for a worthy cause.

The Wilson Farms, located at 4981 Southwestern Boulevard, in Hamburg, N.Y., is hosting its first annual ‘Cutest Baby Contest,’ and is currently accepting photos of kids ages 0-3 for those who hope to vie for a chance at the title.

All entries collected will be posted within the store with a collection jar located below each photo. Store patrons can vote for the ‘cutest baby’ by dropping money into the desired container that corresponds with the photo. The deadline to submit photos is Wednesday, Sept. 8 and each participant may enter up to three different photos of three different children into the contest.

“Donations of any monetary size will be accepted and the baby with the most money at the end of the contest will be named the ‘Cutest Baby’ and receive a prize from our Wilson Farms Hamburg location,” said Michelle Dulak, store manager. “One-hundred percent of the money collected in each container will be donated to the Leukemia & Lymphoma Society.”

Wilson Farms Neighborhood Food Stores, established in 1969, currently operates 187 convenience store and gas station locations across New York State.