It is a big day for Larry Wilson's Hoopla Yogurt in Utica.

To celebrate the location's grand opening the store, located at 90 North Genesee Street, is offering free yogurt all day.

Owner Larry Wilson started the venture after his son come up with the idea to open a frozen yogurt franchise in New York.

Part of Hoopla's business model includes giving back a significant portion of the company's proceeds back to the community.

The Utica location joins stores in other New York cities including Cortland, Binghamton, Auburn, and Cayuga.

On WIBX First News with Keeler in the Morning Larry Wilson encouraged organizations looking to do fundraisers to contact the store.

For more information visit Hoopla's Facebook page.