Hockey Goes On: Kraft Canada Launches $1M Program Supporting Minor Hockey

Kraft Hockeyville 2013 cancelled due to NHL Lockout

TORONTO, Nov. 20, 2012 /CNW/ - Due to the on-going NHL lockout, Kraft Canada is cancelling its 2013 Kraft Hockeyville program and investing in a new program called Kraft Hockey Goes OnThe program will award $1 million to Hockey Canada affiliated minor hockey associations across the country.

"Through our many years of involvement in community hockey, we realize there are countless unrecognized hockey volunteers and it's because of them that our favourite sport goes on," said Jack Hewitt, Vice President of Marketing Insight & Services, Kraft Canada. "There are over four million volunteers who dedicate themselves to ensure the game is played from coast to coast. This year, we're celebrating these heroes of the game."

Kraft Hockey Goes On is celebrating and recognizing local hockey volunteers and providing them with a way to give back within their community.  Through the program over $1 million will be given to Hockey Canada affiliated minor hockey associations across the country. Kraft Hockey Goes On will:

  • recognize the top 5 volunteers and award his or her local hockey association with $100,000
  • recognize an additional 20 volunteers and award his or her local hockey association with $20,000
  • provide $100,000 to Hockey Canada to distribute to Learn to Skate programs at the local level.

"There are many things that help set up a game of hockey but the magic of the sport is the people who make it happen," said Bob Nicholson, President and CEO, Hockey Canada. "It's the spirit of the Canadian communities that makes this sport so special.  You feel it when you catch a game at a local arena.  That's what hockey is about."

A new survey reveals that 77 percent of Canadians say that local and community hockey could not survive without the efforts of dedicated volunteers in communities across Canada.

Communities can nominate local hockey volunteers by going to KraftHockeyGoesOn.ca from January 21, 2013 until March 8, 2013. A panel will determine the top 100 individuals. Canadians can vote for their local hockey volunteer starting March 23, 2013. The top 5 winning communities will be announced March 30, 2013.

Starting today, communities can go to www.facebook.com/KraftHockeyGoesOn to find out how they can get involved.

About Kraft Foods Group
Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America's fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011.  Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse.  The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft

About the Survey
Innovative Research Group (INNOVATIVE) conducted an online poll on behalf of Kraft Canada from November 17 -November 19, 2012. A representative sample of 1,259 adult Canadians was conducted on INNOVATIVE's Canada 20/20 national research panel.  Online studies are based on representative samples rather than probability samples so margins of error do not apply.  An unweighted probability sample of the same size has a margin of error of + or - 2.76%, 19 times out of 20.

SOURCE Kraft Canada

Video with caption: "Video: Kraft Hockey Goes On". Video available at: http://www.youtube.com/watch?v=HuC-lJV-cLk&feature=youtu.be

Image with caption: "Kraft Hockey Goes On (CNW Group/Kraft Canada)". Image available at: http://photos.newswire.ca/images/download/20121120_C9692_PHOTO_EN_20941.jpg

PDF available at: http://stream1.newswire.ca/media/2012/11/20/20121120_C9692_DOC_EN_20944.pdf



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