HALLS GAP - A simple question from a volunteer firefighter in the wake of the Grampians bushfire threat prompted Coolas Ice Creamery owner Paul Grainger to start up a collection.
On the first day alone, the business raised $400 for the local Country Fire Authority brigade.
Since then collection tins placed at the counter for both the local CFA and wildlife rescue have netted hundreds of dollars.
Other businesses in Stony Creek have joined the fundraising drive that will continue tomorrow at the Halls Gap Recreation Reserve.
"We decided to open up on the Sunday and give firefighters a discount of 50 cents," Mr Grainger said.
"One of the members came in and said well where can I put it, where is your collection tin?
"So we left a cup at the counter and people were donating $10 and $20 notes, it was quite amazing."
Mr Grainger said he was also amazed by the support from people of local communities inparticular that have returned to Halls Gap in large numbers following the fire threat.