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
Winnipegger Randy Wolfe reunites with founders of Israel program 44 years after having been in Tzfat, Israel
We received an interesting message from someone by the name of Michal Laufer, who wrote that he was “Communications Director for Livnot U’Lehibanot — an Israel-based nonprofit that has been connecting young Jewish adults from around the world to Israel and their Jewish identity for over 45 years.”
Michael went on to share a story about one of the earliest participants in a Livnot U’Lehibanot program – some 44 years ago, when Winnipegger Randy Wolfe was in Tzfat.
Here’s what Michael wrote, along with a video that he attached in his message:
“I’d love to share a heartwarming story that beautifully reflects the bond between the Jewish Diaspora and Israel.
“Reuven (Randy) Wolfe, from Winnipeg, Canada, recently returned to Tzfat — 44 years after participating in one of Livnot’s earliest programs — to reunite with the founders of Livnot U’Lehibanot and revisit the place that changed his life.
“It’s a touching story about roots, identity, and belonging that I believe would resonate deeply with your readers.
“Attached is the full story.
“A short video: https://drive.google.com/file/d/1Ech3OOGO7ElnttWIWgaIQtQ2PIeQl2mT/view
Local News
Winnipeggers recount experiences growing up in smaller communities
By MYRON LOVE “The place we call home,” observed Bruce Sarbit, “ – shtetl, town, city, country – is essential to who we are. We endow the place with personal meaning and it, in turn, provides us with a sense of identity and stability as we adapt to life’s circumstances in a rapidly changing world.”
For many Jewish Winnipeggers of an earlier era, like Sarbit, that sense of identity was first forged in smaller communities throughout Manitoba, Saskatchewan and Northwestern Ontario where our parents and grandparents – my own father and his family among them – found general acceptance as farmers, merchants and professional people while they also successfully strived to retain their sense of Judaism.
On Sunday, September 28, Sarbit was one of a group of four Winnipeggers who participated as part of the Jewish heritage Centre of Western Canada’s program “Beyond The Perimeter: Jews Outside of Winnipeg”, which was held at Temple Shalom. The four, in addition to Sarbit, were: David Greenberg, Sid Robinovitch and Lil Zentner – who began their lives growing up in Selkirk (for Sarbit), Portage La Prairie, Brandon and Esterhazy (Saskatchewan) respectively. The program grew out of the research conducted by Chana Thau, on behalf of the JHCWC, into Jewish life in smaller communities in Manitoba and Saskatchewan.
In Thau’s introduction, she noted the existence of several Jewish farm colonies that were established in the early years of the last century by German-Jewish Baron de Hirsch. At the same time, other Jewish immigrants (also all from the former Russian empire) to Canada were following the railroad and establishing themselves in the towns and cities that had grown up alongside the rail lines.
In the smaller communities, such as Shoal Lake – where I first lived (we were the only Jewish family) or Esterhazy (where Lil (Bober) Zentner’s family lived with two other Jewish families, the Jewish presence was minimal. In larger communities – such as Brandon, Portage and Selkirk – the number of Jewish families may have been between 20 and 30 at their peaks in the interwar years and into the 1950s. Brandon and Portage had their own synagogues.
The four speakers described many commonalities about Jewish life where they grew up. Their parents were storekeepers. Zentner’s parents, Max and Eva Bober, operated a general store in Esterhazy. Sid Robinovitch’s parents, Jack and Ethel Robinovitch, were proprietors of the Army and Navy Clothing store (which was a separate entity from the Army and Navy chain of stores which were headquartered in Regina, Sid pointed out) in Brandon. Sarbit proudly reports that his family’s Sarbit’s Department Store in Selkirk was, at one time, the largest independent store in western Canada. While David Greenberg’s father, the late I.H. Greenberg, was a lawyer in Portage la Prairie – and David and his brother, Barry, carried on the family legal practice in the community – his grandfather was first a journeyman lather who did plaster work on homes. The family later opened a second-hand store and subsequently constructed a grocery store – Greenberg’s Groceteria.
“The Greenberg grocery store extended credit to farmers and purchased their produce, which enabled it to thrive,” David Greenberg recalled. “I was once told by a friend years later that “Greenberg’s kept us alive” in the winter when they had virtually no money for food.
While the Greenberg, Robinovitch and Sarbit families arrived in Portage, Brandon and Selkirk respectively in the early 1900s – as part of the wave of Jewish immigration from Russia at the time –meaning the three were among the third generations in their communities, Lil Zentner’s parents, Max and Eva Bober were considerable later arrivals – having come to Canada respectively – in 1926 and 1930. They opened their general store in Esterhazy in 1936.
The Bobers, being newcomers, were more observant than Greenberg’s, Robinovitch’s, and Sarbit’s parents. Zentner was the only one of the four speakers who brought up the challenge of keeping kosher in a town far removed from shechita and kosher food. She recounted how her parents brought in kosher meat from Regina.
“We would buy chickens from local farmers,” she recounts. “We would take them to Melville (which numbered perhaps 30-40 Jewish families in the 1930s and 40s) to have them killed and then we would remove the feathers, cut off the heads and clean them at home.”
In Robinovitch’s telling, Jewish religious life in Brandon was “basic”. “We kept kosher in our home,” he remarks. “We brought in kosher meat from Winnipeg. We had a synagogue but, aside from the odd community event, it really only functioned on the High Holidays.”
David Greenberg noted that, for the first couple of decades, the Jewish community’s members davened in people’s homes. Portage’s Jewish community didn’t build a proper synagogue until 1950. Services were largely restricted to Friday evenings and the High Holidays. The merchants had to work on Saturdays. The community also made attempts to have a cheder, but with limited success.
While it would seem (from my own memories as well) that the general communities in those small towns respected the Jewish merchants in their midst – none of the four speakers mentioned any incidents of antisemitism – the Jewish families – even in the already more secular and integrated second and third generations – primarily socialized with other Jewish families.
In Portage – although the Jewish families did largely socialize with each other, the second and third generations also held leadership positions in the larger community. Greenberg noted that Jack Shindelman, Ben Kushner, and Irwin Callen all became aldermen, and Harold Narvey was re-elected chairman of the school board many times.
“My mother served as President of the Imperial Order Daughters of the Empire (IODE),” Greenberg noted, “and as a longtime volunteer at the Portage General Hospital Auxiliary. My father and his brother Allan became Exalted Rulers of the Elks Lodge, My Uncle Michael was leader of the Elks Band.”
In Zentner’s remembering, although she had many non-Jewish friends among the girls in her classes – her parents only got together socially with the other two Jewish families in town or Jewish families in nearby towns.
“In the summers, we would join other Jewish families at Round Lake, vacationing at Round Lake,” she recalled. “One summer, my parents sent me to a Habonim camp in the Qu’Appelle Valley where I met a lot of other Jewish kids.”
“For their social life, my family mixed almost exclusively with other members of Brandon’s Jewish community,” Robinovitch said. “There were Saturday evening poker nights and Sunday afternoon gatherings at Crystal’s Delicatessen. On Saturday afternoons, I would go to the movies and a couple of other Jewish kids in my school and I belonged to the Cubs and Boy Scouts.
“I had a few friends from school, but I always felt that I was different,” Robinovitch continued. “I was aware of being Jewish – although I had no real sense of what Jewishness was all about. I would say that the only time that I had any exposure to Jewish culture was when my parents sent me one summer to Herzl Camp in Wisconsin when I was 12 years old. It was a real eye opener being in an environment with so many other Jewish youngsters. I was exposed to a lot of Hebrew songs and, to this day, I still remember the Birkat Hamazon and V’ahavtah prayers that I learned there.”
The next year, the Robinovitch family moved to Winnipeg and young Sid quickly became immersed in Jewish life here. “In Brandon, I felt that we were defined by what we didn’t do,” he observed. “We didn’t go to school on the High Holidays. We didn’t have a Christmas tree. And we didn’t go to visit grandpa and grandma on the family farm.
“It was in Winnipeg where my identity as a Jew really began to take shape. Brandon was a nice place to live, but it could not provide the strong Jewish community values that emanate from a lager centre. A remnant of Jewish values still prevailed from the shtetl, but by my generation, they had worn thin.”
For Lil Zentner, the end of her time in Esterhazy came when she began dating a local boy. Her parents wouldn’t tolerate it when they found out. After a mighty blow-up, she challenged them to send her to Winnipeg where she could meet fellow Jews. Her older brother, Harold, was already here, going to university. Her parents agreed and they followed a year later.
For the Jewish community in Selkirk, Bruce Sarbit noted, being so close to Winnipeg, it was almost an extension of the larger city. His remarks were as much about nostalgia for Winnipeg as they were about Selkirk. “In my case,” he said, “I came into Winnipeg for everything Jewish – Hebrew lessons. Sunday Jewish history classes and YMHA clubs.”
The smaller city, he observed – at its peak home to perhaps 20 Jewish families, “fostered a strong sense of community among the Jewish families and helped them to hold onto their cultural and religious traditions, celebrate Shabbat, observe holidays, practise kashrut and maintain their Yiddish language as they ran businesses that necessitated interactions with the non-Jewish population”.
He added that his own father, Syd, who came to Portage at the age of three, was immersed in the general community as well – having twice served as president of the Chamber of Commerce, was also a member of the Rotary club, and once ran for election to the Legislature.
Unlike Portage and Brandon, though. Selkirk was close enough that the Jewish residents of Selkirk often drove into Winnipeg, attended High Holiday services here, visited relatives and, in general, partook of the activities, Jewish and otherwise, that the larger city provided.
Unlike Robinovitch and Zentner though, Sarbit did not spend all of his adult life in Winnipeg. He left Selkirk at the age of 18 for Brandon. For 40 years, the psychologist turned playwright served as a counsellor at Brandon University.
“The descendants of the first residents chose not to remain in Portage,” Greenberg concluded – in summing up the decline and disappearance of the other Jewish communities on the Prairies – with the exception of Winnipeg, Regina and Saskatoon. “Intermarriage was frowned upon and the children were too few in number and not close enough in age to socialize, so for girls to meet Jewish boys they were required to move to alarger centres, primarily Winnipeg. I believe culture was the motivating factor in their decision.
“Only my Uncle, Allan Greenberg, a bachelor, Harold and Mildred Narvey, and their son Bruce, who opened a chiropractic practice, remained. Bruce Narvey, as I mentioned, was the last of the resident descendants, before leaving after his mother died.”
Although Greenberg himself – and his brother, Barry – have lived most of their lives in Winnipeg, they continue to practise law in Portage and have had a history of community involvement in the Portage community. In recent years, David co-chaired the Portage and Area Beautification initiative committee through the Chamber of Commerce, resulting in seven years of service in the planning and implementation of the project. As a result, the committee was awarded its Citizenship of the Year award by the community. As for Barry Greenberg, he is a past president of the Portage & District Chamber of Commerce.
Local News
Holocaust survivors group “Cafe Europa” celebrates 25th anniversary
By MYRON LOVE On October 12, 2000, the Jewish Child and Family Service (JCFS) invited Holocaust survivors in our community to attend an information session at the Gwen Secter Creative Living Centre to discuss how the community could better serve the needs of that segment of our community. What grew out of that meeting was the establishment of the Winnipeg chapter of Cafe Europa, an international organization originally established by the Conference on Jewish Material Claims Against Germany, which brings together Holocaust survivors to forge connections and community with others who have shared their experience.
On Thursday, October 23, 2025, a small group of our community’s rapidly dwindling survivors joined some of the JCSF staff who have been involved with the program over the years – including current president and CEO Al Benarroch, his predecessor, Emily Shane, JCFS seniors case worker Adeena Lungen, recently retired Cheryl Hirsh Katz, along with Keith Elfenbein and Heather Kraut – the current JCFS staff overseeing JCFS seniors programming – also Shelley Faintuch, who was the Jewish Federation of Winnipeg’s Director of Community Relations 25 years ago – for the for lunch at the Gwen Secter to celebrate the 25th anniversary of the founding of Winnipeg’s Cafe Europa.
“It is a really special moment for me to stand before you today as we commemorate the 25th anniversary of our Holocaust survivors’ social lunch program,” said Adeena Lungen, JCFS social worker. Lungen herself is the daughter of Holocaust survivors.
Al Benarroch, President and CEO of JCFS, added, ““Our Holocaust survivors are truly precious jewels, the living legacy, resilience, an embodiment of Jewish survival, and of ‘Am Yisrael Chai’. We owe them so much for their stewardship of Jewish truth and justice. They are truly righteous among us.”
Lungen continued: “It began with a simple idea to bring Holocaust survivors together and evolved into a regular biweekly group where survivors meet, share a meal, enjoy a program and find comfort in each other’s company. It has grown into an environment where survivors have been able to come together year after year supporting each other through illness, loss, and hardship, as well as celebrating together successes and family simchas.”
Lungen was one of two JCFS social workers who were at that original meeting 25 years ago, along with Shelley Faintuch – also the child of Holocaust survivors – representing the Federation. “Our initial idea was just to create a space where survivors could come together as a community of people with shared experiences and history,” Lungen recounted.
The name, “Cafe Europa”, she explained, comes from a cafe of the same name in Stockholm where survivors met in the early years after the war in the hopes of finding family and friends who had also survived the Holocaust.
Lungen recalled that the survivors who attended that first meeting were very clear about their vision for the group. “They weren’t looking for a therapy or support group – nor did they want to talk about their wartime experiences,” she said. “They simply wanted a program where they could socialize with other survivors. I came to understand their needs and desires to meet with others who understood loss and suffering in a way that only other survivors could.”
Speaking directly to the 15 survivors at the 25th anniversary lunch, Lungen praised them for their “indomitable will to live a life of purpose and meaning. You have shown all of us – in very real ways – what it means to rebuild your lives, to persevere and to believe in the possibility of goodness after unimaginable loss.
“We at JCFS are grateful for the opportunity to work with you, to learn from you and to be inspired by you.”
As the number of survivors in our community continue to decrease year after year, so too do the numbers attending Cafe Europa programs. Keith Elfenbeinn noted, “when Heather (Kraut) and I began working with the survivors 12 years ago, we had close to 50 attending our bimonthly programs (which feature lunch followed by speakers or performers). Now we get fewer than 20.”
He added that most survivors are in their late 80s or 90s now – including 100-year-olds Charlotte Kittner and Saul Fink.
Lungen in particular noted Elfenbein’s role in co-ordinating all aspects of Cafe Europa’s programming, including phoning survivors to arrange transportation, booking the speakers and entertainment, and liaising with the Gwen Secter Centre.
Shelley Faintuch delved into Canada’s sorry history with regard to largely having banned Jewish immigration here before the war and limiting the numbers after the war. She provided an overview – in her years as the Federation’s Community Relations director – to reach out to governments and build bridges to other faith and ethnic communities –as well as high school students, aimed at raising awareness of antisemitism and taking measures to fight this pernicious hatred.
The 25th anniversary program finished with a musical performance by Rabbi Matthew Leibl and Cantor Steven Hyman.
