SAN FRANCISCO (KCBS)— The world’s largest software conference is officially underway in San Francisco. Dreamforce 2014 is being held at the Moscone Center October 13-16 and in the tradition of the Salesforce CEO’s previous philanthropic efforts, this year’s convention organizers are launching a campaign to help those in need.

Perhaps to counter claims that some of the biggest and most profitable software companies are taking part in the conference, CEO and Chairman, Marc Benioff has a food-donation component in place in a city that has historically struggled with its homelessness rate.

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“We’re able to give back with this incredible food drive that’s happening for one million meals and I just want to thank Tony Robbins for matching that with one million more meals,” Benioff said.

Each of the estimated 135,000 convention goers has been asked to bring a can of food with the goal of contributing to one million meals in mind.

Also in on the food driver was San Francisco Mayor Ed Lee.

“When the people and employees of Salesforce say, ‘yes’, we can give another million meals; joining Tony. That again, warms our heart,” Lee said.

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There’s also a commitment to local hospitals.

“We also have an amazing program tomorrow night where we’ve raised over $8 million for our new children’s hospitals in San Francisco,” Benioff said.

Dreamforce has raised over $23 million for UCSF Benioff Children’s Hospitals, according to Benioff.

The mayor was joined by U.S. House Minority Leader Nancy Pelosi for the event’s kickoff Monday morning. She commended the company for their efforts to support veterans through special technology training.

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Howard Street at Third will be closed for the duration of the event. Aside from the live attendees, three million more are expected to track the conference online.