To raise awareness about breast cancer, Fort Dodge-based Mid Country Machinery Inc. had the manufacturer apply pink paint and customized decals to two new JLG model 800S telescoping boom lifts.

Over 54 months, the dealer plans to donate 10% of all income from rental of the machines-possibly USD25,000 to USD30,000-to the Des Moines, Iowa chapter of the grassroots network Susan G. Komen for the Cure Foundation.

Partners Bud PeCoy, Mark Swedlund, Lucas Peed and Bob Conaway learned that the wife of a Mid Country Machinery customer suffered from breast cancer. They decided to create the awareness campaign and give back to the community.

Each lift carries the slogan, "Reach High for the Cure."

The rental boom lifts, which can rise to 80 feet (24 metres) in height, may be sent to assist at sites constructing and enlarging hospital facilities throughout Iowa. The equipment arrived in Fort Dodge in early July and, after rounds of publicity photos, will go to construction sites soon, PeCoy, Mid Country president, tells Forkliftaction.com News.

In addition to JLG machines, the firm sells, rents and services SkyTrak equipment, New Holland construction units, Kobelco excavators and Sidump'r trailers through sites in Fort Dodge and Waterloo, Iowa.