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
Thank you to the community from the Chesed Shel Emes

We’re delighted to share a major milestone in our Capital Campaign, “Building on our Tradition.” Launched in November 2018, this campaign aimed to replace our outdated facility with a modern space tailored to our unique needs. Our new building is designed with ritual at its core, featuring ample preparation space, Shomer space, and storage, creating a warm and welcoming environment for our community during times of need.
We’re grateful to the nearly 1,000 generous donors who contributed over $4 million towards our new facility. A $750,000 mortgage will be retired in November 2025, completing this monumental project in just seven years.
We’re also thrilled to announce that our Chesed Shel Emes Endowment Fund has grown tenfold, from $15,000 to $150,000, thanks to you, the Jewish Foundation of Manitoba’s FundMatch program, and Million Dollar Match initiative in 2024. Our fund helps ensure that everyone can have a dignified Jewish funeral regardless of financial need.
As we look to the future, our goal remains to ensure the Chevra Kadisha continues to serve our community for generations to come. Our focus now shifts to replenishing our savings account and growing our JFM Endowment fund.
We’re deeply grateful for your support over the past several years.
It’s our privilege to serve our community with care and compassion.
With sincere appreciation,
Campaign cabinet: Hillel Kravetsky, Gerry Pritchard, Stuart Pudavick,
Jack Solomon, and Rena Boroditsky
Murray S. Greenfield, President
Local News
Winnipeg Beach Synagogue about to celebrate 75th anniversary

By BERNIE BELLAN (July 13) In 1950 a group of cottage owners at Winnipeg Beach took it upon themselves to relocate a one-room schoolhouse that was in the Beausejour area to Winnipeg Beach where it became the beach synagogue at the corner of Hazel and Grove.
There it stayed until 1998 when it was moved to its current location at Camp Massad.
On August 2nd members of the synagogue will be holding a 75th anniversary celebration.

As part of the celebration anyone who is a descendant or relative of any of the original members of the first executive committee (as seen in the photo here) is invited to attend the synagogue that morning.
If you are a relative please contact Abe Borzykowski at wpgbeachshule@shaw.ca or aborzykowski@shaw.ca to let Abe know you might be attending or for more information about the 75th anniversary celebration.
We will soon be publishing a story about the history of the beach synagogue, which is something I’ve been writing about for over 25 years.
Local News
Vickar Family cuts ribbon on new Tova Vickar and Family Childcare Centre

By MYRON LOVE In the words of Larry Vickar, the Shaarey Zedek’s successful Dor V’ Dor Campaign “is not only a renewal of the synagogue but truly a renewal movement of Jewish life in our community.”An integral part of that renewal movement was the creation of a daycare centre within the expanded synagogue. On Monday, June 23, Larry and Tova Vickar cut the ribbon, thereby officially opening the Tova Vickar and Family Childcare Centre in the presence of 100 of their family members, friends and other supporters of the project.
The short program preceding the morning ribbon-cutting began with a continental breakfast followed by a welcome by both Fanny Levy, Shaarey Zedek’s Board President, and Executive Director Dr. Rena Secter Elbaze. In Elbaze’s remarks, she noted that Larry and Tova wanted their family (including son Stephen and family, who flew in from Florida) and friends at the event to celebrate the opening of the Tova Vickar and Family Childcare Centre, “not because of the accolades, but because, as Larry put it, he hopes that their investment in the congregation will inspire others to do the same.”
“When Larry and I spoke about what this gift meant to him and the message he wanted people to take away,” she continued, “I couldn’t help but connect it to the teachings of Reb Zalman Schachter-Shalomi whose book – Age-ing to Sage-ing – changes the whole way we look at the concept of ageing and basing it on our ancestral teachings.”
She explained that his concept of “Sage-ing” is based on three key ideas – Discover your meaning and purpose; accept our mortality and think about the legacy you want to leave.
“Larry spoke about these exact concepts when we met,” she said.
Elbaze also noted the presence of Shaarey Zedek’s newly-arrived senior Rabbi Carnie Rose, former Rabbi Alan Green, and area MLAs Mike Moroz and Carla Compton.
Larry Vickar expressed his great appreciation for all those in attendance. “Tova and I are deeply moved to stand here with you today for this important milestone in our community”, he said. “We are grateful to be surrounded by all of you, the people we care about, our family and friends… you who have touched our lives and played some part in our journey.”