Two community organizations left grateful after a ‘Big Assist’ from Kruger and Whitecourt Minor Hockey

The Whitecourt Minor Hockey Association (WMH) is competing to take home a $75,000 grand
prize from Kruger Big Assist. Kruger, the parent company for Cashmere, Purex, Scotties,
Sponge Towels, and Bonterra, opened submissions for the program last fall. WMH was selected
as one of five regional winners earlier this year, winning $25,000, which they will use to help
offset registration costs and other financial barriers that hinder youth participation in their
association.
On top of the cash prize, they also received paper products from Kruger. The considerable
delivery of paper towels and toilet paper arrived after the hockey season ended. Rather than
find a spot for a bunch of boxes to sit until next season, the association decided to pay it
forward. “The program core value is that every assist counts, and in the true spirit of that, WMH
decided to make a donation to Wellspring Family Resources & Crisis Centre and the Whitecourt
Foodbank by splitting the big shipment in half,” explained WMH President Rand Richards.
“We believe our hockey program focuses on building good people and athletes on and off the
ice. Our athletes always participate in initiatives that give back to the community. Both
organizations, the Foodbank and Wellspring, support vulnerable members in the community, so
the decision was very easy,” she said. “Giving back helps unite the community and bridge some
of the social and economic gaps,” added Richards.
Wellspring’s Executive Director, Becky Wells, said the donation was unexpected and very
generous. “We are always needing things like paper products. We give those to clients and help
set up others and also for use at our shelter. Everything has gone up in price, so this is really
exciting, and we are really thankful.”
Wells said Joanne Belke, Wellspring’s board Treasurer, was the initial point of contact. “Joanne
had mentioned that Whitecourt Minor Hockey had received this wonderful donation, and
unfortunately, it was kind of past the time that they could utilize it, so she asked if we could
utilize it. I said absolutely,” explained Wells.
Wells said playing sports is good for kids as it helps them connect with others and be active. For
those who find sports restrictive because of financial constraints, funding, like the $25,000 WMH
received in the first stage of the competition, will go a long way to helping community youth get
on the ice. She said Wellspring’s store, Twice Is Nice, also plays a role by helping provide
sports-related items, along with many other things, to families in need. “People don’t realize that
our store is tied to Wellspring. That’s part of us. And part of us is giving back to the community.
If you can’t afford things, and your kid would like to play, come and talk to us. We can try to see
what we can round up for you and see what we have at the store that can help you if that’s the
barrier.”
The synergy of WMH sharing their prize and helping Wellspring and the Food Bank is another
example of the power of community. As Richards alluded to, it plays right into the spirit of the
competition they are still part of. On April 16, WMH will find out if they are crowned the overall
champ, which comes with another check, this time for $75,000.

Since 2021, The Kruger Big Assist program has given over $600,000 to more than 40 hockey
communities across the country. This year will add another $200,000 to that tally. The four other
finalists alongside WMH, who received $25,000 each and are awaiting the announcement for
the extra $75,000, are the Fernie Minor Hockey Association, St. Catharine’s CYO Minor Hockey
League, Beaujeu Minor Hockey Association, and TASA Minor Hockey Association.
Kruger asked that associations REACH those in their community in need of financial assistance,
INSPIRE youth to fall in love with the sport, SUPPORT youth in developing life skills they can
use outside the arena, and ENCOURAGE diversity and inclusion in the community through
hockey initiatives.
In its grand prize submission, WMH detailed how it would use the $75,000 to create the Root
Beer League Inclusion Initiative, a new, accessible format of hockey that would include all ages
and skill levels with no formal teams or travel necessary. They would also create an Equipment
Loan Program to loan out skates, sticks and protective gear to remove financial barriers from
parents whose children want to play but can’t afford the equipment needed.
The submission also detailed that they would promote the league throughout the community,
including schools, community centers and local businesses, recruit and train volunteers to keep
things fun and safe for everyone, and continuously evaluate the program for future expansion or
enhancement possibilities. If Whitecourt Minor Hockey wins the top prize, the program will
launch in late summer, just in time for the new hockey season.
“I voted for them. I’m rooting for them to win the big prize,” said Wells. WMH was named the
finalist in the Prairies category, beating out associations across Alberta, Saskatchewan, and
Manitoba. Community members from each finalist association voted their hearts out last week.
The grand prize winner will be announced on Tuesday, April 16, between 4:40 pm and 5:00 pm
MDT on TSN.