PEOPLE “We set out to unite hockey
fans under a single cause” Richard Loat, founder, Five Hole for Food
A Richard Loat 12
volunteer-driven, non- profi t organisation in Canada is using ice hockey – the country’s national game – as a
vehicle for social change, and reaching a new generation of social entrepre- neurs. Five Hole for Food (FHFF) is a nationwide project with a bold, enter- prising and entrepreneurial approach aimed at helping those most at need. Over the past four years, FHFF has raised in excess of 1 million pounds of food in support of local food banks across Canada. Armed with national partners, more than 40 volunteers and an identity borne from social media, FHFF has set out to bring com- munities together.
The organisation is the brainchild of
Richard Loat, a young serial entrepre- neur who described the project’s aim as mobilising the disengaged. “We want to use the power and passion of sport to inspire micro activism which creates a signifi cant collective impact,” he said.
“Our goal has always been to
mobilise people, and disrupt typical philanthropic processes in sup- port of charity. At the moment, this is directed specifi cally towards food security, but it's not limited to that in its future development.“
The idea of using hockey for social good came to Richard following the 2010 Olympic Games, held in Vancouver. “There was a real energy around hockey following the 2010 Games, as it was the great unifi er for Canada. As a result we set out to unite
In an annual tour, FHFF travels across Canada playing hockey for local food banks
hockey fans under a single cause. From there, we started hosting ball hockey events for people to partic- ipate in and to donate to the local food bank – and the idea has taken off since then.”
FHFF has since grown under the
umbrella Sport for Food, to include Footy for Food (a football programme) and a soon to be launched Hoops for Food (a basketball programme). Loat is also planning to make the concept global. “I think the most ambitious part so far has been taking things outside of Canada and start- ing to lay a footprint in Continental Europe,” he says. “It's been exciting
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veholeforfood.com ISSUE 4 2014 © cybertrek 2014
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