Over the past four years, FHFF has raised in excess of 1 million pounds of food in support of food banks
A
volunteer-driven, non-profit 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 entrepreneurs. Five Hole for Food (FHFF) is a nation-wide project with a bold, enterprising and entrepreneurial approach aimed at helping those most in need. Over the past four years, FHFF has
raised in excess of 1 million pounds (454,000kg) 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 communities together. The organisation is the brainchild of
Richard Loat, a young entrepreneur who describes 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 significant collective impact,” he says. “Our goal has always been to mobilise
people, and disrupt typical philanthropic processes in support of charity. At the moment, this is directed specifically 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
sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014
We want to use the power and passion of sport to
inspire micro-activism Richard Loat, founder, Five Hole for Food
the 2010 Games, as it was the great unifier for Canada. As a result we set out to unite hockey fans under a single cause, as opposed to the different crests on club shirts. From there, we started hosting ball hockey events for people to participate in and to donate to the local food bank – and the idea has taken off since then.” FHFF hosts a national tour across
Canada each year, which visits 13 cities in 17 days. It also works to support other communities and food banks who want to raise food and funds through the programme. The activity 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 now planning to take the Sport for Food concept global.
Details:
www.fiveholeforfood.com 11
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