Kraft Heinz Canada announced a partnership with the Hockey Diversity Alliance (HDA) to support initiatives to eliminate systemic racism in hockey.
The partnership is an extension of Kraft Heinz Canada’s Kraft Hockeyville program, which has awarded $4.1 million to communities across Canada.
Kraft Heinz Canada is committing $1 million over four years to HDA to connect underrepresented communities with hockey equipment and encourage participation.
"At Kraft Heinz Canada, one of our core values is We Demand Diversity, so this partnership makes perfect sense in that it will help make hockey a more inclusive game," says Bruno Keller, president, Kraft Heinz Canada. "While hockey is often a means of bringing Canadians together, there are significant barriers preventing participation. Our partnership with the Hockey Diversity Alliance will help break down those barriers and increase access to, and encourage participation in, Canada's national sport."
The HDA’s mission is to eliminate systemic racism in hockey in Canada and was formed in June 2020.
"We couldn't be more pleased to partner with Kraft Heinz Canada to help continue the great momentum the HDA has built over the last year," says Akim Aliu, founder, HDA. "With their support, we will be able to connect young, competitive children with the grassroots programs they need to participate in the game of hockey. Together, we are helping create a new generation of players and fans."