Local News
Jeff Lieberman discusses how, after years of serving as chair of major organizations, he’s actually going to be CEO of one: The Jewish Federation
By BERNIE BELLAN Longtime volunteer – and successful businessman Jeff Lieberman was the surprise choice to be the next CEO of the Jewish Federation of Winnipeg.
I say surprise because, after years of serving on numerous quasi-public boards – often as chair of those boards, one would not have thought that Jeff Lieberman was actually interested in becoming the full-time CEO of one of those organizations. But, that he’ll soon be.
Recently I chatted with Jeff about how he came to throw his hat into the ring for the position of Federation CEO.
I’ve known Jeff for many years now – and, along with Avrom Charach, I can’t think of anyone in our Jewish community who has committed themselves longer to serving our community in so many different capacities.
Among various volunteer positions Jeff has held, he’s been the President of Folklorama, Chair of the University of Manitoba Board of Governors, President of the Rady JCC, President of the University of Manitoba Alumni Association. He currently serves as a Board Member of the Jewish Foundation of Manitoba and the Jewish Federation of Winnipeg.
Jeff, now 63, is married to Robyn (née Buchwald), who is the Membership Manager of the Rady JCC. Jeff and Robyn have three children: Amy, 31, who is a teacher at Gray Academy (and who just had a baby December 31, making Jeff and Robyn grandparents for the first time); Josh, 28, who is a lawyer; and Noah, 24, who has now written two books – among other things (and who was profiled in our last edition – before we ever knew about Jeff’s becoming CEO).
I was curious to find out from where Jeff derives an abiding sense of service to the community, but we began our conversation by my asking Jeff about his long-time ownership of his company, “Great Canadian Promotional Products.”
Jeff said he started the company in 1989. “We sold clothing for local companies and organizations,” he said. Eventually, “people started asking for different promotional products…and I’ve been selling promotional products since then.”
“Around 18 years ago I associated my company with a really large promotional products company – Talbot Marketing… and it’s been really great – lots of staff and support, and it’s really made my business life simple.”
Jeff explained that he thought he would stay in business, eventually work less, then retire, “but the last couple of months (in which he began to think about applying for the CEO position) really changed that.”
His goal before was to sell the company in about a year’s time, he said, but not retire from marketing. With everything that’s now happened, however, he’s had to move much quicker to sell his company.
He said that he’s “spoken to a couple of people in the past couple of weeks” and he’s “hoping to sell it” before he steps into his new role on August 14.
At that point I turned the conversation to the process that led Jeff “to throw his hat into the ring.” I said to him: “I’m guessing you were approached to put your name forward. Is that correct?”
Jeff said that he had been the Jewish Foundation of Manitoba’s representative on the Jewish Federation Board the past couple of years and had been aware for quite some time that Elaine Goldstine was planning on retiring as Federation CEO.
“But, to be honest,” Jeff noted, “I had no interest in putting my name forward. I was happy with what I was doing – and had never even considered it (applying for the CEO position.”
He went on to say that he’s not sure exactly what led to his being approached, but “a few people in the community had approached me and asked whether I’d be interested. They thought I’d be a really good person for the position,” he said, “and I was really complimented. When the first person asked I was kind of surprised because I had never really thought of myself that way, but a few months ago two or three other people came up to me and said the same thing, so it gets you thinking a little bit. I knew that the search was still on and eventually I decided to put my name forward.
“I guess there were a number of people that they were interviewing and I was put in the interview process at the same time – and, amazingly, I was told that the search committee had decided that they’d like me to be the CEO. I certainly didn’t expect it and, as a matter of fact, when I did the interview I said: ‘I hope I’m not wasting your time.’
While Jeff has served – and headed, various boards of organizations in the quasi-public sector – as I noted at the beginning of this article, I suggested to him that he would be the first CEO of the Jewish Federation coming from the private sector, and I wondered how different it would be becoming “the CEO of a quasi-public sector organization as opposed to being the owner of a business?”
“It will certainly be different,” Jeff answered. “What I said in my job interview is that if you’re looking for someone who’s there to build relationships and be a good people person, honest, hardworking – that’s what I am – a person of integrity…and a humble person – that’s what I really am. That’s what I think I bring. I know a lot of people in our community and they know me. I think I’ve got a good reputation.
“I may not bring the most amount of management skills, but I think what the Federation – and other organizations, need, are people to build relationships and build upon a future, because it’s all about the next generation. I think I can relate to younger people. I’m 63, but I feel like I’m 43…I’ve got lots of energy.
“They asked me in the interview how long I thought do I think I could work in this position? and I said, ‘Yah, I think I could work five – ten years.’’’
I asked whether there is a term attached to the CEO position?
Jeff said, “not really,” so I said “sort of like Vladimir Putin – you could just continue on as long as you want.”
I said though that, while I would want to discuss where Jeff thought changes were needed most at the Federation, I would give him a chance to “get his feet wet” before I’d ask him to start answering those types of questions.
What I wondered about though, is from where Jeff derived his strong sense of volunteerism? Was it something he grew up with? I asked.
“Not really,” Jeff responded. “My parents were hard working and they didn’t do a whole lot of volunteering. My mum (Dora, who died in 2011) did a little bit of that. My father (Aron, who died in 2022) was born in Poland. His family was all killed (in the Holocaust). When he had a chance to come to Canada, he came – on a boat. He was sick the whole way. When he got to Montreal he was told to come to Winnipeg. He was put on a train – didn’t speak a word of English. He worked in a factory all his life, worked hard. It was all about providing for my brother (Garry) and me – providing an education.” There was nothing specific in Jeff’s upbringing that led him to want to give back so much to the community, he added.
But, when he was much younger, he “was invited to go on a Federation mission – I think it was in 1988, and really after that I got the bug to volunteer. I started off at the Rady JCC – which then was the Y – and was on the board.
“Certainly I put in lots of hours volunteering, but I get so much out of it. I’ve met so many great people and experienced so many fantastic things.”
I said to Jeff that he’s such a nice guy, I wondered how it was going to be for him when he had to start saying “no” to a lot of people and organizations when they would be coming to the Federation with requests – especially for money. I noted that Bob Freedman, who had been CEO for 28 years, had a reputation for toughness – and wasn’t afraid to be confrontational at times. (I don’t recall hearing that Elaine Goldstine could be tough in the same way that Bob was tough but, on the other hand, the Goldstine reign is not quite over – and just like retired presidents, maybe the dirt will surface once Elaine has fully retired. Anyone who’s familiar with this newspaper knows that I like nothing more than to trade in gossip and innuendo, so watch out Elaine: We’re coming for you!)
I also mentioned to Jeff that I go back long enough to remember when the late Izzy Peltz basically ran what was then the Winnipeg Jewish Community Council as a one-man show.
Jeff recalled that “in those days, Robyn’s grandfather, Ralph Hamovich (whose daughter is Mira Buchwald, Robyn’s mother), was the other member of the team with Izzy (Peltz). I think Izzy ran the office, while Ralph ran the Combined Jewish Appeal part of it.”
“Yah,” I suggested, “it was really a small organization back then. You could have a two-man show.” (Boy, from a small seedling, mighty organizations with large staffs grow.)
And, speaking of staff, I noted that there have been many changes at the Federation recently, including two recent changes that were announced in our last issue: Sharon Graham as Community Planning and Allocations Lead (a position that had been vacant since the retirement of Faye Rosenberg-Cohen in December); and Graciela Najenson, as Interim Chief Development Officer (taking over from the recently departed Rebecca Brask).
Those are two hugely important positions in our community and, although both previous occupants of those positions may not have commanded a lot of attention outside of the Jewish organizational level, both Faye Rosenberg-Cohen and Rebecca Brask played key roles in determining how much money was available for the 12 beneficiary organizations of the Federation and how that money was distributed.
I said to Jeff though that I thought Elaine Goldstine’s last day as Federation CEO was going to be August 31. He said it was, “but that we’re going to have a few days together. Elaine and I have known each other forever. She has been so helpful. We’ve spoken every day and she said to me, ‘Jeff, I’m a phone call away and if you have any questions after that, just ask.’ I really appreciate that.”
On an end note, I said to Jeff that I thought his being hired was a refreshing change for the Federation and, while the piece I was going to write was going to be all “flowery,” (which this has been), “the muckraking was yet to come.”
Local News
Marty Green expands his protest against extremist Jewish settlers to two more venues – and continues to be arrested – despite the Crown having dropped all charges
(Monday, November 9) In earlier posts we wrote about Marty Green having been arrested several times after continuing to protest Israeli settler attacks against Palestinians on the West Bank.
Here is an update to what has been happening to Marty:
The Rady JCC was quick to call police on the weekend to have Marty Green arrested for the third time since September. Released after his original arrest on September 23, and again, after his subsequent arrest on October 14 – even after Green’s agreeing to an undertaking not to return to the campus, police charged Green yet again – this time on November 7. The charge this time was breaching his release conditions. His placard, which proclaims the IDF to be complicit in outrages carried out by settlers in the West Bank, was confiscated by the Major Crimes unit, which is investigating him for hate crimes.
However, Green suggests the Campus ought not to celebrate prematurely. He disputes the Breach charges, saying that the Crown Prosecutor had already decided not to proceed with the earlier charges that were filed last month and, as a result, the restraining order that had been imposed upon him was, therefore, null and void at the time he was arrested on November 7.
Green says that the police eventually realized that was a problem, which is why they decided to add a new charge of “Disturbing the Peace.” Green describes this new charge – based as it was on conduct identical to the earlier conduct which the Crown investigated and decided not to prosecute – as a “shallow pretext for once again interfering with (his) hard-fought right to Freedom of Expression.” He further claims the confiscation of his placard prevents him from communicating its message “even in places where (he) still has every legal right to protest.”
The final word, according to Green? The campus may not have seen the last of him, his placard, his accordion… and his little dog, too.
(Tuesday, October 27) We received the following press release about Marty Green being arrested again, both at the University of Manitoba and at Shaarey Zedek Synagogue:
Both sides came to blows on Saturday, October 24, at the Shaarey Zedek Synagogue as security personnel sought to prevent Marty Green from interfering with synagogue traffic as he protested just outside synagogue grounds against the actions of religious settlers in Israel’s occupied West Bank territory. Synagogue Executive Director Rena Secter Elbaze quickly intervened to prevent further escalation. Police arrived shorty thereafter and detained Green for 45 minutes before driving him home and releasing him. It is not clear whether their decision not to lay charges was the result of their own onsite investigation or whether it was at the request of the synagogue executive.
Green has now been arrested four times in the last month and faces multiple charges for disturbing the peace, including two episodes at the Asper Campus and one more this past Friday (Oct. 23) at the University of Manitoba. While Green says initially he was merely handing out leaflets (at the Asper Campus), since his first arrest on September 23, he has returned to the campus with a large placard and an acccordion, accompanying himself while singing songs with lyrics that include such phrases as “The Jews Are Bananas….B-A-N-A-N-A-S”. In addition to listing actions of the religious settlers as including arson, vandalism, and theft, he pointedly alleges that the IDF has been backing up the settlers in their actions.
Green had earlier notified the Shaarey Zedek that he was contemplating bringing his protest to the synagogue. He was told that if he attempted to enter the grounds he would be prevented from doing so. At that time, Secter Elbaze told Green that his intentions were inappropriate, declaring the synagogue to be “a house of worship dedicated to prayer, learning, community, and spiritual engagement.” Green responded that if the synagogue were willing to contact the Crown and inform them that “that there was never any legal basis for their claims that I was conducting myself inappropriately at the Asper Campus” (with regard to his earlier arrests) that he would “voluntarily refrain from carrying his informational campaign to the synagogue(s).”
Green further argues that the recent “psak” (religious ruling) by leading Israeli rabbi Rov Dov Lior, in which Lior declares that it is not merely permissible but praiseworthy for Jews to steal olives from Arab orchards….that this ruling brings his protest within the proper realm of religious discourse. He says further that if the local rabbis were willing to speak out to their congregations against the aforesaid psak, that he might have refrained from taking his campaign to their grounds.
Although Green was released on Saturday without charges, police confiscated his placard. They explained that it was being held as evidence pending an investigation by Major Crimes as to whether it constituted hate literature.
There was no further information given as to what happened at the University of Manitoba.
Local News
Former Winnipegger Adam Druxman living the Hollywood dream
By MYRON LOVE A dwindling number of Post readers may still remember the song “You Ought to be in Pictures.” Adam Druxman may not be in “pictures,” but his life’ s work is the next best thing. For almost 40 years, the former Winnipegger has had the privilege of being behind the camera helping to make magic happen.
“I always loved the movies,” says the son of the late George Druxman and the recently deceased Joan Druxman. But, growing up in Winnipeg (Old Tuxedo largely),” he recalls, “the prospect of actually having a career in movies in the ‘80s was quite a reach.”
As a young adult, the closest Druxman came to the movie business was working for Adi’s Video Shoppe (which most of us of an older generation will no doubt remember). Ultimately, it was a chance exposure to the Winnipeg Film Group that turned out to be his entry into film production.
The young, aspiring filmmaker signed up in 1988 to take a course in filmmaking – through the WFG – with acclaimed Winnpeg-based filmmaker John Paisz.
“From John, I learned to write, shoot and edit a film,” Druxman recalls. “At that moment, I knew this is what I wanted to do.”
With a grant from the National Film Board of Canada and the WFG, the young filmmaker created a five-minute film called “The Guinea Pig Age,” a satirical look at how humans have become test subjects for products and the environment.
The next evolution in Druxman’s pursuit came in 1989 with a move to Toronto where he hoped to enrol in Ryerson’s film program. “I decided in August that I wanted to go to film school, but it was way too late for enrolment,” he recounts. “I wasn’t able to get into the program until the following year, but I decided to move to Toronto anyway. That was my first time living away from home. I enrolled in some night courses and and also began looking for a job.”
He was, he says, encouraged to seek work in the industry as a production assistant – essentially a “gofer”, he points out. “I didn’t know that was a thing I could do. So I send out 1,000 resumés –with nothing on them because I didn’t have any experience.”
His break came when he got a call at 2:00 A.M. from a production company looking for a production assistant. “My roommate, Shanno Zaslov, answered the phone,” he recounts. “She was so excited that I had received a call that she told them not to contact anyone else while she tried to find me at a surprise birthday party. After that first job, I never looked back.”
Over the past nearly 40 years, Druxman has never been out of work for long.
His first credited role – as third assistant director – was in a 1992 production called “Stay Tuned, shot” in Vancouver. It starred Pam Dawber (of “Mork and Mindy” fame) and the late John Ritter. Druxman’s responsibilities included organizing the extras, maintaining quiet on the set, blocking out pedestrians and outside traffic during a take, helping to ferry actors between their trailers and the set, and alerting the performers.
After that movie, Druxman moved to Los Angeles. He was soon promoted to second assistant director and – four years later – was promoted to first assistant director – a role he has performed with distinction ever since.
“ As first assistant director,” he continues, “in prep, you manage scheduling, logistics, day-to-day operations and locations. During the shoot, you run the set, give cast and crew their call times, deal with issues such as weather delays, safety on the set, and manage the time of the shooting day.”
Among the better known movies that Druxman has been involved with have been: Adam Sandler’s “The Waterboy,” “50 First Dates,” “Boogie Nights,” “Transformers,” “Magnolia,” and two of the “Super Trooper” films.
Some of the TV series that he has worked on have included: “Weeds,” “Prison Break,” “Fargo,, Dark Matters,” “Las Vegas,” and “Cosmos: Possible Worlds” – a remake of the popular series first created by Carl Sagan 45 years ago.
“The crazy thing about living in LA,” Druxman observes, “is that I could drop in at any random Starbucks for a cup of coffee and run into a writer or director who might ask if I am available for a movie or TV show.”
It was a tough decision for Druxman to leave LA behind and move his family to Seattle about 14 years ago. “”We moved to Seattle to be closer to my wife’s family while our son was in his formative years,” he says.
Druxman admits that it was scary leaving LA. “At first, I was didn’t tell anyone I had left LA,” he recalls. “I was afraid that some producers wouldn’t consider using me because I wasn’t in LA anymore.”
Nonetheless, he felt confident that he was well-established in the industry and that – with movie and TV production largely moving out of what used to be described as “the movie capital,” -he would still be in demand. His assumption turned out to be correct.
Seven years ago he and his family moved again – this time to Chicago – after working on the movie “Candyman.”
“Housing was far more affordable in Chicago as compared to Seattle,” he says. “I had shot in Chicago four times before. I love Chicago. It’s a beautiful city. And I love the people here. It’s like a giant Winnipeg.”
“I’ve been lucky to have had a good career and met a lot of great people over the years,” Druxman says.
Currently, Druxman notes, he is in between projects. It is always a concern, he concedes – either feast or famine – especially since the industry is going through a lot of changes between the Covid lockdowns, multiple union strikes, the streaming services reducing their content, and more production going overseas. But, he remains confident that something will turn up sooner or later.
“This business is cyclical,” he observes. “There is always a ying to the yang.”
Local News
Young entrepreneur Jonah Shapiro balances business pursuits with university studies
By MYRON LOVE While most of us may not know what we wanted to do for a living when we “grew up,” Jonah Shapiro is an exception. The son of Sean and Kera Shapiro has been in business for himself since he was 14. Currently, he is balancing the responsibilities of running two businesses while taking commerce courses at Huron University in London, Ontario.
The entrepreneur’s business career began six years ago while in Grade 9 at St. John’s-Ravenscourt – evolving out of a business class he was taking at the school. “My project,” he recounts, “was marketing a golf shirt brand. After six months, the business was so successful that I expanded my product line to include team and club apparel.”
His first customers, Shapiro recalls, were students in his class. He then took over providing BBYO apparel. (He served as BBYO treasurer for two years.) He was soon providing apparel for local high school teams, businesses and specific events.
“It was rather challenging at first getting my foot in the door, he concedes. “Here I was, 14 years old, showing up and having had to have my father drive me to the appointments.”
Nonetheless, he made enough of an impression that he was soon receiving a lot of referrals.
Last September (in 2025), Shapiro began classes at Huron University with Advanced Entry to the Ivey School of Business at Western University in London, Ontario.
At the same time, he officially incorporated “Student Merch”- and expanded his reach nationally. The online Student Merch provides custom apparel and other merchandise for Canadian university groups.
Shapiro reports that he currently has contracts with student groups at Western, Queens, UBC, McMaster, McGill and York. “There are more than 300 universities across Canada,” he says. “We will soon have ambassadors at all of them.”
This past summer, the enterprising young man started a second business venture in his home town. “Benny’s Home Services” cleans windows. Shapiro reports that Benny’s provided its services over the summer to 325 customers in and around Winnipeg. This past summer, he says, the Benny’s team also provided its service to BB Camp – where Shapiro was a camper for many years as well as a counselor – free of charge.
He notes that the Winnipeg company has a crew of 14. With Student Merch, Shapiro handles all the managerial work by himself.
This fall, the young entrepreneur received some prestigious recognition. He was one of 12 students to participate in the Morrissette Institute for Entrepreneurship’ s Founders Program, which recognizes Western’s top student entrepreneurs and community builders and pairs them with alumni mentors, along with an opportunity for leadership roles within the Morrissette Institute. The inclusion in the program comes with a $20,000 scholarship.
The newest feather in Shapiro’s cap is his being invited to be a part of Tangerine Bank’s brand new Tangerine Business – a mobile-first digital banking platform for Canadian entrepreneurs and small businesses. Tangerine is Canada’s original digital bank.
“Tangerine asked entrepreneurs across Canada to help develop its new banking program,” he says. “I was invited to provide a young entrepreneur’s perspective.”
No doubt about it, to use an old phrase: “The world is currently Jonah Shapiro’s oyster,” and his potential would seem to be unlimited. I am sure readers will be interested to follow his career achievements over the coming years.

