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Shaw's and Star Market have teamed up with Kraft Hockeyville USA to lend support to area hockey communities. Together with the Boston Bruins organization, each of the banners' 155 stores has made a $500 donation to a local hockey team.
The donations mark the first time that the Hockeyville program, originally rolled out in Canada by Northfield, Ill.-based Kraft Foods Group, has expanded to the United States. Through March 18, hockey teams across the country can compete for the title of Kraft Hockeyville USA and enter for a chance to win the grand prize of hosting an NHL pre-season game televised live on NBCSN, along with $150,000 in upgrades.
"From pickup games on the local ponds after school to the ice rinks filled with families throughout the week, the fine tradition of hockey thrives here in New England," said Jim Rice, president of West Bridgewater, Mass.-based Shaw's and Star Market, which operate stores in five states in the region.