NEW ORLEANS (WVUE) - The family of Michael Price pleaded for help finding the person who killed their loved one early Tuesday morning.
Price was making his final delivery of the shift just before 1 a.m. when he was shot and killed in his car before making the first delivery.
His sister, Laurena Price-Alfaro, waded through a sea of emotion as she spoke on behalf of her family about her brother.
"My brother was a loving father, husband, brother, and son," Price-Alfaro said. "He was a hard worker, loyal, funny, he had the biggest heart, he would do anything for anyone."
Price-Alfaro stood in front of the Domino's Pizza where her brother worked for a year as she begged for anyone with information about his murder to break the silence.
"We are beyond devastated by his loss, we pray that anyone with information about his murder will please come forward," Price-Alfaro said.
The incentive to come forward grew even more today, as Robert Tedesco, Vice President of the local Domino's franchise, announced he was donating an additional $2,500 to the Crimestoppers reward, upping the reward to $13,000 for information that could lead to an arrest.
While Crimestoppers' tips have been few and far between for Price's murder, the community is stepping up in a big way to support the slain delivery driver's family.
The store where he worked on Franklin Avenue will donate 50 percent of sales through the end of the week to Price's family and drivers are working full time to keep up with demand.
"They're working so hard, in the face of great tragedy and the loss of their co-worker, but more importantly their very good friend, Michael Price," Tedesco said.
Some businesses are even coming forward to pitch in to help, like Popeye's, which gave all their stores $75 to buy pizza in support of Price's family to feed their crews.
Another delivery driver recounted the story of a person handing him a $1,000 check to give to Price's wife and kids.
"We would like to thank the people of New Orleans for all of your support for our family and for my brother, he never really knew how important he was and how he impacted people and I know he'd be smiling if he could see it," Price-Alfaro said.
A GoFundMe account has been set up for anyone else who would like to donate to Price's family.