Canadian Packaging

Kruger Products scores #KrugerBigAssist with $100,000+ fund to support minor hockey families across Canada

By Strategic Objectives   


Kruger Products, maker of Cashmere®, Purex®, SpongeTowels® and Scotties® announces national financial relief initiative to help Canada’s hockey families make it onto the ice in 2021

Wednesday, September 23, 2020 ― Help is on the way for Canadian hockey families in need of financial relief! Kruger Products, proud maker of Cashmere, Purex, Scotties, and SpongeTowels tissue products, today announced Kruger Big Assist, a national $100,000+ funding initiative designed to help minor hockey associations across Canada cover the cost of registration for hockey families in need of an off-ice assist. Minor hockey fans across Canada are invited to nominate their favourite, most deserving local hockey association at until January 31, 2021. An elite panel of judges will select 10 deserving winners from across Canada to be announced next March, with an additional 5 selected in June 2021.

Enable, Enhance, Empower, Encourage.

“Hockey simply wouldn’t be hockey, without assists,” says Susan Irving, Chief Marketing Officer at Kruger Products. “They’re the greatest part of the game. Whether it’s a pass on the ice, help tying skates in the locker room, or carpooling to practice, assists bring our teams, community and country closer together. They make hockey Canada’s national game, and it’s why we’re committed to assisting minor hockey,” she explains.


To nominate a Canadian minor hockey association for the Kruger Big Assist, Canadians are encouraged to visit Nominations can be written, or in video format, and must also reference one (or more) of Kruger Products’ four Es: Enable (enable more youth to play), Enhance (enhance the sport experience), Empower (empower youth to impact the community), and Encourage (encourage multicultural participation in the game).

No Kid’s Hockey Dreams Should Miss a Season

“We are hockey parents ourselves, and understand how costly it can be to see your children through minor hockey,” says Dino Bianco, Chief Executive Officer at Kruger Products. “We know Canadians are now facing unprecedented financial strain, especially in view of the pandemic. As hockey fans, players, and parents, we want to do our part to lend a hand to Canadian hockey families in need.”

The Assist is Bigger than the Game

In addition to sponsoring the Kruger Big Assist, Kruger Products is the National Hockey League’s official tissue partner and intends to celebrate every one of the NHL’s 2020-21 Regular Season assists by making additional donations for each assist recorded. Additional details to follow. The Big Assist welcomes submissions supporting Canadian minor hockey associations until January 31, 2021. The ten winning associations will be announced in March 2021, with an additional 5 being announced in June 2021. For more information or to submit a nomination, please visit

About Kruger Products L.P.
Kruger Products is Canada’s leading manufacturer of quality tissue products for household, industrial and commercial use. Kruger Products serves the Canadian consumer market with well-known brands such as Cashmere®, Purex®, SpongeTowels® and Scotties®. A Greater Toronto Area Top Employer for the past eight years, Kruger Products has approximately 2,500 employees and was once again named one of Canada’s Best Managed Companies in 2020. The Company operates eight FSC® COC-certified (FSC® C-104904) production facilities in North America. For more information, visit


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