Don Cherry is known best for two things: Hockey opinions and his beloved Blue.

The voice of Coach’s Corner never hesitates to take a stand for what he believes in, which is why the dog-loving hockey icon partnered with Simply Pets to launch Don Cherry’s Pet Rescue Foundation (DCPRF). The foundation directly helps those who dedicate their time and money to saving homeless and abused animals.

According to its mission statement online, the organization “will provide financial assistance to register pet rescue organizations and educate the public on animal welfare across Canada.”

The foundation, which includes a new line of Simply Pets treats, was launched Thursday morning.

“I’ve had pets my whole life,” Cherry wrote in a statement on the foundation’s website. “There has always been a special place in my heart for dogs. I feel if you meet someone who is mean to a dog, chances are, the way they treat people will not be far off.”

Cherry also writes that he has long admired those who care for the well-being of homeless and abused animals, and that “In my heart I always wished I could do more.”

Cherry’s daughter, Cindy, will serve as the organization’s president.

Learn more about the foundation at doncherryspetrescue.org