$1 million to be awarded to Hockey Canada-affiliated minor hockey associations across Canada

TORONTO, Jan. 21, 2013 /CNW/ - Starting today, Kraft Hockey Goes On is helping Canadians share their passion for the game by recognizing important local volunteers who make hockey happen in communities across Canada.  Through the program, 25 individuals will be celebrated and $1 million will be awarded to Hockey Canada-affiliated organizations.  Nominations are now open!

"There are over four million hockey volunteers across Canada and it is because of their passion and dedication that Canadian children have the chance to play the game and dream big," said Jack Hewitt, Vice President of Marketing Insight & Services, Kraft Canada.  "This is our way of saying thanks to these local hockey supporters for their commitment to Canada's favourite sport."

Kraft Hockey Goes On is celebrating the top five individuals who keep hockey going in communities by awarding their chosen local hockey associations each with $100,000. An additional 20 individuals will be recognized and their chosen hockey associations will each receive $20,000. The program will also donate $100,000 to Hockey Canada to distribute to Learn to Skate programs at the local level. Kraft Hockey Goes On partners include Christie, TSN, RDS and Hockey Canada. 

How to Submit a Nomination
Starting today (at 12:00 PM EST) through March 8, 2013, Canadians can nominate someone who dedicates their time and effort to ensure hockey goes on within their community by visiting www.KraftHockeyGoesOn.ca.  A panel of judges will narrow the nominations down to the top 100 nominations. Canadians can then vote online for their top choice amongst the 100 nominees from March 23 - 24, 2013. The top nominees receiving funds for their chosen minor hockey association will be announced on March 30, 2013. For a complete list of rules and regulations, please visit www.KraftHockeyGoesOn.ca

"Every day we watch local hockey supporters come together to share their love of the game and make hockey happen at the community level," said Bob Nicholson, President and CEO, Hockey Canada. "Whether it's a coach or a parent driving carpool, these people are at the heart of hockey in this country. We're so pleased that this program will recognize their hard work and dedication to the sport."

As part of an exclusive partnership with TSN and RDS, Kraft Hockey Goes On is supported with a multi-platform promotion across all TSN and RDS outlets. The partnership officially kicked off earlier this month and will continue through to the end of the program with regular updates on THAT'S HOCKEY on TSN and HOCKEY 360 on RDS. Canadians can also follow TSN and RDS on Twitter and Facebook for regular updates and stay tuned to Canada AM and etalk for upcoming features.

Follow www.facebook.com/KraftHockeyGoesOn for program details and updates.

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, refrigerated 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.

SOURCE Kraft Canada Inc.