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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.”

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Rady JCC Ken Kronson Sports Dinner to feature two heroes from Toronto Blue Jays World Series Championship teams of 1992 and 1993

Former Toronto Blue Jays Joe Carter and Cito Gaston

By MYRON LOVE This year’s 52ND annual Rady JCC Ken Kronson Sports Dinner – scheduled for Thursday, June 4, at the Convention Centre – will feature as special guest speakers two heroes from the Toronto Blue Jays World Series champion teams of 1992 and 1993: former player Joe Carter and former manager Cito Gaston.

The dinner will also mark the launch of a new athletic scholarship in memory of the late Evelyn Golden – a truly remarkable role model for living a healthy life.
Born to Russian immigrants who had the courage and foresight to immigrate to Canada, Evelyn married Dr. Norman Moss and moved to Calgary, where her husband established a dental practice.  In Calgary, she raised her three sons, Les, Mortie and Richard (who passed away at a young age) and was an active member of the local Jewish community. After her husband passed away in1970, she moved back to Winnipeg, where she met and married Don Golden.
Evelyn was an active recreational athlete all her life. Remarkably, her last golf outing was at age 100 with her second son. She walked the Glendale Golf Course three times a week until age 88 and had a hole-in-one at age 75.  Growing up, she enjoyed tennis, and played well into her 70s.  Evelyn was a wonderful homemaker and a dedicated community volunteer. She lived well, with an attitude of leaving disappointments behind, while living for today and planning for tomorrow.
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Throughout her long life, Evelyn never experienced a serious health crisis, nor had any surgeries.
Incredibly, Evelyn lived until the age of 103, passing away in 2019.
Her children feel that the Evelyn Golden Memorial Fund Scholarship is a fitting tribute to their mother.  The scholarship will be awarded each year to one Jewish female between the ages of 11 and 17 who has shown a passion for athletics in general and golf in particular, and who also has some financial need. 
The scholarship is the second new award to be established in the past two years.  Last year saw the introduction of the Meyer Rypp Memorial Basketball Scholarship – reflecting the lifelong passion that the late Winnipeg businessman had for basketball.  The scholarship is open to Jewish athletes – male or female – who have excelled in basketball at the school level.
The Max Labovitch Ice Hockey Scholarship is named for quite likely the only member of our Jewish community who made it to the NHL. The right winger played professional hockey for ten years – throughout the 1940s – including a stint with the New York Rangers – and is a member of the Manitoba Hockey Hall of Fame.
The scholarship is intended to provide some financial support to a young Jewish male hockey player (aged 12-16) “who demonstrates dedication, perseverance and growth in the sport of hockey.”
A second Labovitch scholarship – named for Max Labovitch’s wife, Loretta – is awarded annually to one Jewish female athlete – aged 12-16 – “who has dedicated a strong commitment to sport and personal growth.” 
The Brent Knazan Award recognizes two Jewish young athletes – ages 13-16 – who model “fair play, respect and consideration for others and who positively influence teammates and peers both on and off the field of play.”
Then there is the granddaddy of them all – the Idy and Max Nusgart Jewish Athlete of the Year Award – the Rady JCC’s highest athletic honour.  Each year, a winner is chosen from five nominees by an independent committee of sports journalists.  The award celebrates athletes whose commitment, discipline and performance distinguish them from among their peers while representing the values of sport and community at the highest levels of competition.”
The winner of the Nusgart award – which has been given out since 1986, also receives a bursary from the Fred Glazerman Memorial Fund.
With the exception of the Nusgart and Rypp awards, athletes cannot nominate themselves.
Rob Berkowits, the Rady JCC’s CEO, notes that all of the funds listed above are administered by the Jewish Foundation of Manitoba. “We work cooperatively with the donors and the Foundation in regard to the criteria and framework of the awards and scholarships,” he says.
Berkowits points out that the Rady JCC Ken Kronson Sports Dinner – which was founded by the late Ken Kronson – a long-time member of the Rady JCC and its predecessor the YMHA – is our community’s largest single fundraising event. 
“We normally draw about 1,300,” he reports, “and we are expecting another sellout this year.”
Another regular feature of the event will include honouring someone special – this year’s honourees being long time Rady JCC members and supporters Sally and Jeff Peel.
Berkowits reports that the Rady JCC – which opened in 1997 – currently has more than 5,000 members – two thirds of whom are not Jewish – from all ages and backgrounds.  In addition to its physical fitness activities, the Rady JCC also supports an array of cultural programs, including Shalom Square (our community’s Folklorama pavilion), the annual upcoming Jewish Film Festival, the Music and Mavens programs, and the annual Yiddish Festival.
Readers who are interested in attending the dinner, being a sponsor or supporting the Rady JCC with a donation can contact  Zac Minuk at 204 4806562 or online at zminuk@radyjcc.com

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Beloved former Gray Academy teacher Sharon Freed honoured by appreciative former students

The late Sharon Freed engaging in one of her favourite pastimes: playing Scrabble

By MYRON LOVE Nicole Freed was inspired to become a teacher by her mother’s example.  “I remember the moment I decided to become a teacher,” the daughter of the late Sharon Freed, who passed away suddenly in December 2019, told a gathering of some of her mother’s former colleagues and students. The event, which was held to share memories of Sharon Freed took place in the Kaufman-Silverberg Library at the Asper Campus on Thursday, March 26.
As Nicole Freed recounted, “I was sitting at the kitchen table. Mom was helping me with my homework when she suddenly got up to call a parent. I remember my mom asking if a particular student was okay because she had missed two days of school.  After she hung up, I asked her while she called. I suggested that the student was probably just sick. My mother’s response was that she cared about all of her students and wanted to make sure the girl was alright. That moment stayed with me. I wanted to be a teacher – like my mom – who cared about all of her students.”
Sharon Freed hold the record for the longest serving teacher in our Jewish school system. When she retired in 2015, she had taught continuously for 47 years, starting at the former  I.L. Peretz School, then moving on to Joseph Wolinsky Collegiate, and finishing her career at Gray Academy. Over that time, she inspired two generations of students.  Among them were former students Josh and Samantha Morry and their father, Howard.  (Their mother, Hope, grew up in the south end.) In appreciation, the Morry Family has established the Sharon Freed Collection at the Kaufman-Silverberg Library in their former teacher’s memory.
Books and words were very important to Freed, recalled Kaufman-Silverberg head librarian Ana Esterin. “Sharon liked multigenerational novels, historical fiction, romance, and Russian novels, Esterin noted..  “She would frequently come in and ask what well-written new novels were in.”
Freed’s choice of literature is reflected in the new Sharon Freed Collection at the library   The collection – behind glass doors in a bookshelf in the library’s foyer sits across from a giant mural with Freed’s visage in the centre of it and a table with a scrabble board with the former teacher’s name spelled out. (Scrabble was another of her passions.)
In formally introducing the Sharon Freed Collection, Lori Binder, Gray Academy’s Head of School and CEO of the Winnipeg Board of Jewish Education, welcomed Freed’s family members, friends and former colleagues and students in attendance either in person or via Zoom. Binder (who is also a  former student of the beloved teacher) said the tribute to Freed was  “a deeply moving afternoon filled with laughter, tears, and the tradition of storytelling that Mrs. Freed cherished so dearly.
“As we continue to reflect on Sharon’s impact, we are reminded of the words of Rabbi Sacks (z”l), who said that to be a Jew is to know that those who came before us live on in us. Yesterday was a testament to the truth of those words. Sharon lives on in the books we have curated in her honour, the students she mentored, the friends and family she loved, the colleagues she confided in, and the community she helped build.
Thank you for helping us ensure that Sharon’s story continues to be told. That is the thing we can all hope for, that when someone passes, they are remembered through stories.”

Speaking from Israel via Zoom, Freed’s older daughter, Andrea, remembered her mother as “a very special person. It seems that everywhere I go, I run into former students of my mother who want to share with me fond memories of her.”
Nicole added that “it is evident from today’s wonderful event that my mom truly did care about all her students and had special relationships with them. I realize now more than ever what  a lasting impact a teacher can make.”
She also thanked Binder and Skye Kneller (Gray Academy’s Director of Advancement and Alumni Relations) for including Freed’s two daughters in the planning of the event.  “It meant a lot that you both wanted to make sure that our opinions and thoughts were heard,” she noted.
 
Marilyn Beloff, Freed’s younger sister, flew in from Vancouver for the inauguration.  “It’s clear to me why I’m here,” she said. “I’m here because of this deep love and respect for my sister and how much she’s taught me and lives within me each day.”
“The best way to honour her is to speak about her and keep her in your mind’s eye whenever you can…this wonderful collection will live on.”

 Former colleague Lawrence Goldstine spoke about his service with Freed on the Jewish school teacher’s union leadership team.  “Sharon was dedicated to fighting for the benefit of Gray Academy’s teachers,” he noted. “I considered her a mentor to me in that regard.”
Former student Ben Waldman credited Freed with how she inspired him to pursue a career in journalism. “Within this school, there’s a tradition of storytelling that begins the moment we enter,” noted the Winnipeg Free Press reporter. We become a part of the Winnipeg Jewish community in such a meaningful way, and I don’t think I fully understood how much Mrs. Freed had to do with that until after I graduated.
“As a teenager, I, like many other young people, was still trying to figure myself out,” he continued. “We were malleable and Mrs. Freed was very much a fixed entity. She knew who she was. And when you came into her room, she knew that she could help shape you, even if you weren’t ready to be shaped.
“I couldn’t think of a better way to remember her than with this gift of a collection in her memory… A celebration for Mrs. Freed is a celebration for this institution that we really do care about and love. I’m happy that a new generation of kids who may not have had the chance to be in her class will now at least know her name.”

Speaking on Zoom on behalf of the Morry family, Josh Morry said that “we had been talking for a long time about doing something to honour her memory.  I’m so happy. This collection is so perfectly themed for what she loved, which is books and imparting that to other people. I do hope that her memory will live on.  I am sure it does through all of us.”
Morry also spoke of wanting to create a “Mrs. Freed commemorative Scrabble tournament.” “I remember we used to come to her classroom and we would play Scrabble at lunch,” he recalled.  “We would talk about the Queen, and we would try to impress her with the way in which we read when she called on us.
“I think as a lawyer, I use a lot of the writing skills that she taught us.”
 
Lori Binder concluded the presentation with a “very special thank you”  to the Morry family, who joined the launch virtually.  “Their generous gift made this collection and this launch possible,” she said.
She also thanked the Jewish Foundation of Manitoba for their ongoing and vital support of the library.
 
Librarian Ana Esterin reports that the initial Sharon Freed Collection includes 13 books.  The library is encouraging individuals to consider a donation to the library to add to the collection.

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Friends of JNF Canada to honour Jewish Physicians Association of Manitoba at upcoming Negev Gala

Dr. Charles Bernstein, Chair of the Jewish Physicians of Manitoba

By MYRON LOVE In the words of the late, great Nazi hunter Simon Wiesenthal, “for evil to flourish, it only requires good men to do nothing.”  In light of the ongoing Iranian and Muslim Brotherhood- (of which Hamas is a charter member) pogrom, not only against Israel but also Jews throughout Western Europe and North America, it is fitting that the upcoming Friends of JNF Canada Negev Gala – which is scheduled for  Wednesday, May 5, will be recognizing a group of Winnipeggers who are taking action against the unprecedented upsurge in antisemitism in Manitoba’s medical system – with particular emphasis on the situation at the University of Manitoba’s Maxwell  Rady College of Medicine.
“We are honoured to be recognized by the Friends of JNF Canada for our efforts to support Jewish trainees studying at the Medical College who are dealing with ongoing anti-Semitic discrimination and harassment,” says Dr. Charles Bernstein, the current chair of the still relatively new Jewish Physicians Association of Manitoba (JPAM). 
“We know that most Jews in Winnipeg love Israel and support the JPAM’s goals.”
Bernstein described the project that is being funded by this year’s gala –  the Medical Clinic at the Ashdod Rehabilitation and Therapy Centre – as  a worthwhile institution that helps provide critical care and rehabilitation services in Israel to those who need it most.
(The gala this year is also featuring Yohay Sponder. the creator of his hit show “Self Loving Jew,” in which he is  known for his sharp wit and bold humour, Yohay has performed for audiences around the world.)
“I have never seen the level of antisemisim here that we have been experiencing since October 7, 2023,” says Dr. Bernstein, an internist and gastroenterologist  – with a particular focus on inflammatory bowel disease – who has been practicing in Winnipeg since1993.
While there were restrictions limiting the number of Jewish students who were allowed to enrol in medicine at the University of Manitoba prior to and during World War II, he notes, that quota system was brought to an end in the late 1940s.
(I would refer readers who wanted to learn more about the efforts to abolish the quota system to read Eva Wiseman’s account in her book, “Healing Lives: A Century of Manitoba Jewish Physicians,” which is available at the Kaufman-Silverberg Library.)
“We have had a comfortable life here in the medical school since the quota system was ended more than 75 years ago,” Bernstein observes. 
“In my medical class of 100, 35 of us were Jewish.  There was never any problem with antisemitism in the medical profession, the medical school or the hospitals.  In fact, the St. Boniface Hospital and Health Sciences Centre allowed large menorahs in front of their entrances without any incidents.”
That changed suddenly after October 7 – especially in the medical school. Bernstein referenced in particular the notorious case of the 2024 medical school valedictorian who sparked a tsunami of outrage when he chose to use his valedictory speech to his fellow 2024 University of Manitoba Max Rady College of Medicine graduates to disparage Israel.
 He gave over half of his 25 minute presentation to the Israel-Hamas conflict, demanding an immediate ceasefire in the conflict with Hamas, which was raging at that time, while decrying the widespread destruction in Gaza and claiming that the number of dead Palestinians was 35,000– a figure that even the United Nations had discredited.  He further charged Israel with deliberately targeting healthcare workers.  He specifically challenged Doctors Manitoba and the Canadian Medical association to add their voices to the call for a ceasefire.
“It has been a difficult couple of years,” Bernstein says.  “Despite entreaties by JPAM and other Jewish community organizations, Newman faced no consequences – from the medical school, the university, Doctors Manitoba or the College of Physicians and Surgeons of Manitoba.
“We pointed out (in letters to the above-mentioned institutions and organizations)  that this kind of hatred against any other religious, racial or ethnic group would not be tolerated – to no avail.”
 He reports that there may be some hope that karma will catch up to the antisemitic valedictorian. He is still posting hateful messages online. As a result, there is hope (and an expectation) that the requisite medical bodies will investigate and take action. 
Bernstein, however, is not optimistic about a positive outcome.
Of greater concern, Bernstein notes, is that a Muslim Brotherhood-0influenced group on campus called “Students for Justice in Palestine” has put out a “target list” of six Zionist University of Manitoba professors – including Bernstein.
“We have a real concern that someone may be influenced to take action and attack one of us,” he says.
Last year, he continued, Belle Jarniewski, the executive director of the Jewish Heritage centre of Western Canada and a world leader in Holocaust education, was invited to speak to the Medicine I  class about antisemitism. 
“She gave a detailed and informative speech,” Bernstein says.
After her presentation, he points out, there was an online campaign led by a first year medical student to demonize her as “being unworthy and inflammatory to other groups ,” and demanding that she be prevented from speaking to medical students again.
 “The problem is not so much in the hospitals as it is in the medical college,” Bernstein notes.
Bernstein reports that the idea behind JPAM originated with Drs. Michael Boroditsky and Laura Chisick in the fall of 2023. The official launch was in June 2024, with Bernstein being chosen as the first chair.
He notes that the membership currently stands at  161 and this year has opened up associate membership to other health care professionals such as nurses,  chiropractors physiotherapists, and occupational therapists.
He adds that since JPAM’s founding, Jewish physicians in most other provinces have formed sister organizations (although Ontario already had such a group.) and that there is now a Canadian Alliance of Jewish Physicians led by Toronto-based Dr. Ayelet Kuper, who is best known for publicly exposing – in December, 2022 – the alamring level of antisemitism at the University of Toronto’s Temerty Faculty of Medicine.
Bernstein also reports that current Jewish students in medicine here have formed their own junior version of JPAM (the Jewish Medical Students Association)
“We are not demanding special treatment,” Bernstein says of JPAM.  “We are only asking that Jewish physicians and trainees be treated like any other ethnic or racial group and that there be consequences for hateful words and actions directed against Jews.”   
Readers who are interested in supporting JPAM, the Friends of JNF Canada, and the medical clinic in Ashdod, can contact the Friends of JNF Canada office at 204 947-0207 or online at Winnipeg@friendsofjnfca.org.

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