Every year, more than 9,000 Nebraskans are diagnosed with cancer, prompting NRMCA Producer member Kearney Concrete Company, which received the 2015 NRMCA Concrete Cares Award at the NRMCA Annual Convention in March, to help families by fundraising and sporting a little bit of color. It helped organize Concrete Cares of Nebraska, a non-profit organization that donates money to families battling all types of cancer, so it painted all their concrete trucks pink. "We did it to just make a stand and say we do care about cancer victims," said Kearney Concrete Company owner Stan Poff. "It's something that will touch everyone in their lives." The idea came from Poff's son, who is now battling leukemia.