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Hockey is part of the fabric of Canada where for the past eight years Kraft has spent $1.6 million to refurbish local rinks and turn them into showcases for televised, preseason NHL games. Now, the food giant is taking its grassroots push to America.
And while football is king in the U.S., there are still plenty of hockey-hungry towns—particularly in the Midwest and Northeast. So, naturally, Kraft will seek participants from those regions in particular, according to Dino Bianco, evp and president of Kraft Beverages.
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