Skyline Rotorua has an enviable record of leading from the front.
The company has become the first local business to jump on board and support the Rotorua Daily Post Christmas Appeal in aid of the Salvation Army foodbank.
Skyline Rotorua marketing manager David Blackmore said the Salvation Army was a "worthy cause" to receive a donation.
The company donated four family gondola passes - each including six luge ride passes, valued at $360 - to the appeal.
The gondola and luge tourist attraction, based on Fairy Springs Rd, is one of the city's dominant employers.