It's called Treats for Troops.

A local store at the El Paso International Airport pilots the program to help soldiers in need.

It's quickly spread across the country and continues to grow and help more and more.

"We're very fortunate and proud to be the location that actually initiated the program," said Joann Kirkland, GM of the Paradies Shops.

What started as a pilot program, quickly became so much more.

"We put the program together. We put a little basket at our counter and we asked our associates to ask the traveling public if they would like to donate to the local USO here at Fort Bliss," said Kirkland.

The Paradies Shops is an airport retail business with stores nationwide.

Their El Paso location was asked to come up with a way to get people to donate for the united service organizations, more commonly known as USO.

It's a non-profit that provides programs and services to troops and their families.

"What we did is we let all the rest of the locations know about it and they in turn did the same thing," said Kirkland.

It's really a simple concept -- each sales associate asks passengers and customers coming through if they'd like to donate a snack, magazine, or any other item of the sort to their local USO chapter.

"We have collected, to date, over a million dollars for the USO's across the United States," said Kirkland.

Shonda and Robert Bambace, visitors from Fort Lauderdale, donated to the local chapter.

"We have a lot of respect for people in the military and thank God everyday for people like that," said the Bambaces.

Kirkland hopes the program gets picked up by more and more locations. She was awarded an innovation award by the company.

"My name may be on the plaque but in essence, because of all the associates, in all the locations across the United States, it has been a resounding success," said Kirkland.