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
Newly announced Vivian Silver Centre for Shared Society to further former Winnipegger’s lifelong efforts to foster Jewish-Arab co-operation in Israel
By MYRON LOVE Vivian Silver (oleh Hashalom) devoted her life to working toward dialogue and collaboration between Arabs and Jews in Israel. The culmination of her efforts was the Arab-Jewish Center for Empowerment, Equality, and Cooperation – Negev Institute for Strategies of Peace and Economic Development (AJEEC-NISPED), which she co-founded 25 year ago with her sister peace activist, Dr. Amal Elsana Ahl’jooj.
Tragically, Vivian was of the 1,200 Israeli Jews, Bedouin and foreign farm workers who were slaughtered during the Hamas-led pogrom of October 7, 2023.
Last month, AJEEC-NISPED announced plans to create the Vivian Silver Center for Shared Society in her memory – a new national hub for Jewish-Israeli Arab collaboration and social innovation in Be’er Sheva – backed by an initial $1 million donation from UJA-Federation of New York, along with support from the Meyerhoff Foundation, the Gilbert Foundation, and other philanthropic partners committed to strengthening shared society in Israel.
“It’s a great honor and a beautiful gesture,” comments Vivian’s son, Yonatan Zeigen, “and I hope it will be a central building for civil society, both in the physical sense, that it will become a substantial home for the organization and for other initiatives that will use the spaced and also symbolically, as a beacon for this kind of work in the specific location in the Negev.”
As this writer noted n an article earlier this year in relation to the announcement of the launch of the Vivian Silver Impact Award by the New Israel Fund (NIF) – of which she was a long time board member, and which was developed in conjunction with her sons, Yonatan and Chen), Vivian made aliyah in 1974. She first went to Israel in 1968 – to spend her second year at university abroad at the Hebrew University of Jerusalem, studying psychology and English literature.
In an article she wrote in 2018 in a publication called ”Women Wage Peace,” she related that during her final year at the University of Manitoba, she was among the founders of the Student Zionist Alliance on campus and was invited to its national conference in Montreal. There she met activists in the Habonim youth movement who planned on making aliyah and re-establishing Kibbutz Gezer. The day she wrote her last university exam, she boarded a flight to New York to join the group.
She spent three years in New York, where she became involved in Jewish and Zionist causes, including the launch of the Jewish feminist movement in America.
“It was a life-changing period,” she recalled. “I came to understood that in addition to being a kibbutz member, I was destined to be a social change and peace activist.”
Vivian and her group made aliyah in 1974 and settled on Kibbutz Gezer. In 1981, she established the Department Promoting Gender Equality in the Kibbutz Movement. She moved to Kibbutz Be’eri near the Gaza border in 1990, along with her late husband, Lewis, and their two sons
In 1998, Vivian became the executive director of the Negev Institute for Strategies of Peace and Development in Beer Sheva, an NGO promoting human sustainable development, shared society between Jews and Arabs, and peace in the Middle East. Soon after, she was joined by Amal Elsana Alh’jooj as co-directors of AJEEC-NISPED, winning the 2011 Victor J. Goldberg Peace Prize of the Institute for International Education.
In the article she wrote for “Women Waging Peace,” she noted that “while we later focused on empowerment projects in the Bedouin community in the Negev, initially we worked with Palestinian organizations on joint people-to-people projects. I spent much time in Gaza until the outbreak of the second intifada. We continued working with organizations in the West Bank. I personally know so many Palestinians who yearn for peace no less than we do.”
According to a report in the Israeli newspaper Arutz Sheva, in the November 24th edition, the Vivian Silver Centre – which is expected to open in the spring – will be located within AJEEC-NISPED’s soon-to-open AJEEC House, and will provide a permanent home for programs that promote equality, leadership, and cooperation among Israel’s diverse communities.
“The Vivian Silver Center for Shared Society, within AJEEC’s headquarters, “the Arutz Sheva report noted, “will serve as a regional platform for dozens of Israeli Arab and Jewish social organizations. Through AJEEC’s educational, vocational, and leadership programs, the center will support thousands of young adults each year – offering mentorship, professional training, and opportunities for cross-cultural collaboration.
“These programs,” the report continued, “already reach more than 15,000 participants nationwide, helping young people integrate into higher education and meaningful employment while narrowing social and economic gaps.”
AJEEC House is located in Be’er Sheva’s Science Park, near Ben-Gurion University. The three-storey AJEEC House has been designed to foster cooperation and dialogue. It will host community partnerships, provide shared workspaces for social entrepreneurs, and serve as a hub for initiatives addressing social and economic development across the Negev and beyond.
Readers who may be interested considering a donation can dial into NISPED’s website – – for further information.
Local News
Stanley Schwartz- it’s a long way from Waterloo
By GERRY POSNER For Stanley Schwartz, it all began on Waterloo Street. For those who remember the 1950s and 60s – take yourself back to the south end of Winnipeg. Waterloo between Corydon and Fleet had enough Jewish families to form its own High Holiday congregation. That is to say, there were a whole bunch of Jewish families there. Not quite McAdam Avenue in the north end – but close enough. One such family was that of Harold and Faye Schwartz, along with their children: Anita, Ruth, and Stanley.
Stanley graduated from Kelvin High School. In fact, he played football for the Kelvin Clipper. In addition, he was a participant in typical Jewish teen activities at the time, particularly AZA. He had a wide network of friends, some of whom remain vital connections to this day. Remember, in those days, there were no cell phones, no internet, and barely the beginnings of TV. So, as a teenage boy, Stanley spent a lot of time with his buddies.
Stanley went on to the University of Manitoba from where he graduated law in 1967. That was Stanley’s first step into a career that lasted close to 50 years. His second big step was his decision to forgo an offer to become a partner in a well known and established law firm in Winnipeg, and instead, go out on his own in a shared space arrangement. The shared space arrangement lasted several years and, during that time, he also opened up an office in Morris, Manitoba. Morris was once home to several Jewish families, but not when Stanley moved there to live.
Along his way to practicing law, Stanley got married – to the former Shirley Hooper, a woman originally from England who had moved to Vancouver and whom Stanley met by chance in Hawaii. They were blessed with two children and now have five grandkids. But the family did not end up in Winnipeg. In what was a huge life changing decision at that time, Stanley and Shirley boldly packed up their belongings and moved to Vancouver. Now, some of the thinking that entered into this move might well have been Shirley’s lack of fondness for the Manitoba winters (even though she had formed close relationships with many people in Winnipeg at that time – relationships she still maintainsto this day). But Stanley was also open to a fresh start in a new place. That decision, looking back on it now in 2025, was a wise one for both Stanley and Shirley Schwartz. For starters, who knew that Vancouver would explode with an immigrant population and with it, a dramatic increase in the value of property, caused in part by non-residents buying up land and buildings in Vancouver? Aside from that, Stanley had a specialty in his practice of law that was a perfect fit for Vancouver’s growing population- family law.
For the entirety of his legal career, Stanley focused on matrimonial law in every aspect, not the least of which was litigation. As a former lawyer myself, let me say that if there is an area of law filled with tension, aggravation, and sadness, it surely must be the field of marriage, children and custody battles, access, division of assets and all that goes with those issues. You often are not just a lawyer, but also a psychologist, father confessor and a lot more. You really have to be able to be able to watch some of the worst in humanity. And you have to be ready to, as they say, “ go for the jugular.”
You may never have to do it, but you have to be ready. Stanley Schwartz was ( nd remains so this day, in my view) on the face of it, not a likely candidate to be thought of as aggressive.That is because he was then and still is now, a friendly guy who does not seem to be one cut out for courtroom battles. But clearly, he was able to be “ rough and tough” when he had to be. When I asked Stanley what advice he would give to somebody wanting to employ him in a family law situation, he was quite frank. His immediate response to these kinds of clients was: “If you want a war, the winners will be two people -the two lawyers. The losers will be your children ( f there are kids in the picture.”)
Stanley might still have been at it, but he had medical issues relating to his back over a period of many years. He has had three spinal surgeries, and none of them has really worked satisfactorily. Standing for periods of time was hard for Stanley. He says he knew it was time to give up his practice of law when one day in court six or seven years ago, while he was in argument, he leaned against the dais and the judge told him that it was ok for him to sit down and argue. That episode confirmed what he had thought for a while: time to call it a day and a career. So with two metal rods in his back and pain in his legs, Stanley retired.
Though no longer involved in the legal world, Stanley has managed, very easily he would add, to settle into his non working life with as much travel as he and Shirley are able to do. That travel includes trips back to Winnipeg, also Winnipeg Beach – where he spent much of his youth. His visits also include time with his sister, Anita Ruth Neville, a name not exactly unknown to Manitobans given her role as the 26th Lieutenant Governor for the Province of Manitoba. And, with one daughter in Toronto, Shirley and Stanley also make regular stops in that city to see his family there.
Not that long ago, Stanley stepped into the world of octogenarians. He is quick to say that getting old is not for sissies, but at the same time, he is one to embrace what each phase of his life has brought.
Local News
Farah Perelmuter – a former Winnipegger in the spotlight
By GERRY POSNER From the north end of Winnipeg, Garden City to be exact, comes yet another Winnipeg woman who has almost singlehandedly built a prosperous business in Toronto – almost out of the blue. And who is this Winnipeg woman? None other than Farah Perelmuter, bornFarah Vinsky, the oldest of Toby and Irv Vinsky’s three daughters.
Farah attended Talmud Torah and Joseph Wolinsky Collegiate, also spent a year at the University of Winnipeg Collegiate. Upon graduation from high school, Farah took a gap year in Toronto working in the modelling industry. During that year, she had a chance to visit Western University in London, Ontario. That visit inspired her to apply there and, after one year at the University of Winnipeg, she was off to Western. Interestingly, not that long ago, Farah served on the Western Alumni Board – a role she filled for six years.
As a teenager in Winnipeg, Farah indicated that she had an entrepreneurial gene, as evidenced by her creating what was a “ self development “ program for teenage girls. When she started that program, Farah was all of 16 and was already working in her spare time in a modelling agency. When she came to Toronto after her graduation from university, she began working at a marketing agency, but the desire to be her own boss was so strong that, in 1995, Farah, along with her husband, Martin Perelmuter, started a business known as “ Speakers Spotlight.”
The business’s purpose was to bring prominent speakers to address audiences at locations all over the world. The couple initiated the business right from the spare bedroom in their apartment – with only one phone and one computer. Worse than that, Farah and her husband had no clients, no experience, no staff and, of course – no money. What they had was a clear vision. That vision was to put the right speaker in front of the right audience and, if they could do that, the impact would be significant and lasting. They also had so little business experience that they tried out different ways of doing things in their business and were not afraid to be innovative. That willingness to create and change likely propelled them speedily into the forefront in their field. As proof of their standing in the industry, Farah and Martin were selected twice as Entrepreneurs of the Year by Ernst and Young.
From that modest beginning emerged what is today called “ Speakers Spotlight,” a business that has grown into one of the world’s largest and indeed most respected speakers’ agencies. Farah and Martin have developed a team of people working for and with them (now up to 35 people, who work both in and out of the office) and, as well, they have created an incredible roster of extraordinary speakers. Their list of speakers includes people with deep experience in their respective fields. That combination of prominent speakers and a loyal, dedicated group of people putting the speakers on to platforms has allowed “Speakers Spotlight” to raise the bar of professional service and integrity within the industry. Would you believe 40,000 speaking engagements over 50 countries are now part of the history of a business that started in Farah’s spare bedroom? Just the list of names who have participated with Speakers Spotlight is staggering. Google Speakers Spotlight and I promise you will be overwhelmed, both by the quantity and quality.
Along the way, the company has received numerous awards and accolades. Most importantly, they have, through the various people that have been involved as speakers, helped to plant the seeds for people in the audience to make changes, alter plans and to inspire them to go forward. Sometimes, it’s as little as hearing the right person tell a story that can affect one person and from there, big things often develop. For Farah, that is what keeps her excited about her business.
In 2017, the couple started another business related to the first one, called “ The Spotlight Agency.” This company connects celebrity talent with opportunities all over the world. The talent comes from every area of life including the fields of entertainment, sports, food, decor and more. What the Spotlight Agency does is to unite these personalities to a brand of partnerships, with digital and creator content,TV, streaming, podcasts and publishing.
Even with the real success of Farah’s business ventures, what pushes her are her two children, Jade and Cole, both now in their 20s, and forging their own trails. As well, Farah appreciates from whence she came and she looks forward to what lies ahead. She treasures her return trips to Winnipeg to see her parents, relatives and indeed, old friends. So much is Farah Perelmuter a true Winnipgger that she still roots for the Winnipeg Jets, especially when they play the Toronto Maple Leafs. So, let the spotlight shine on Farah Vinsky Perelmuter.
