With the holiday season in full swing, Ayr Wellness aims to spread cheer with hyperlocal charitable giving.

Through Dec. 31, the multistate operator will donate a portion of proceeds from the sale of Ayr’s flagship cannabis brand, Kynd, to nonprofits selected by the teams at its three dispensaries in New Jersey.

At Ayr Eatontown (59 Main St.), the effort will benefit Arc of Monmouth, a Tinton Falls-based nonprofit serving those with Down syndrome, autism, and other disabilities in Monmouth County.

Ayr’s storefronts in Woodbridge (950 Route 1) and Union (2536 Route 22) will support City Relief, an Elizabeth-headquartered mobile outreach initiative that connects impoverished and homeless individuals with hot meals, supplies and resources for housing, employment and health care.

As part of Ayr’s “Season of Kyndness” campaign, employees at Woodridge and Union will also organize a volunteer outing with City Relief, according to the company.

Additionally, Ayr – which is one of the biggest players in New Jersey’s cannabis market – plans to triple match any individual donation made at point of sale by customers and patients, as applicable per state law.

“We believe kyndess is something we can practice all year long,” the company said. “Even the smallest actions can go a long way in lifting up our neighbors and communities.”