Mar 25, 2015 • By

Hockey tournament raises money and hope

As we’ve written about here on “A Taste of General Mills,” many of our employees donate their time and talents through volunteerism.

What’s remarkable about Jesse Abrams, who works for General Mills Canada in digital marketing, is that he and several friends turned their grief over the loss of a friend’s brother into the creation of their own non-profit to benefit kids with developmental disabilities.

Jesse grew up playing hockey, and believed that the sport could provide a meaningful and fun way to raise money for their cause.

And five years later, the Joel Schwartz Memorial Hockey Tournament has become an annual success – raising a total of nearly $800,000.

The 2015 tournament takes places this weekend on Sunday, March 29 at the Chesswood Arena in North York, Ontario.


Jesse Abrams of General Mills Canada, second from left.

The tournament donates 100 percent of the proceeds to Joel’s Ongoing Inclusion Network, an endowment that supports inclusion programming at Reena – a non-profit social service agency that helps people with developmental disabilities.

In our latest MyStory video, hear from Jesse about the legacy of Joel Schwartz, where the money has gone and why it is needed, and how this tournament has made a positive impact on his life, too.

Wish Jesse luck in the comments section as he gears up for this weekend’s tournament.

Check out the stories of other General Mills employees featured in our MyStory series on or in the Life category here on A Taste of General Mills.

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