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
Jewish Foundation Endowment Book Of Life program Sunday, November 1st
By BERNIE BELLAN The Jewish Foundation of Manitoba first launched its Endowment Book of Life legacy programme in 1998.
This charitable initiative allows donors to promise a future bequest to the foundation in exchange for having their personal history, family experiences, and philanthropic values permanently inscribed in a physical and digital archive.
On Sunday morning, November 1, the Jewish Foundation held its most recent Endowment Book of Life event followed by a brunch at the Shaarey Zedek Synagogue. There were five new entries into the Book of Life, from: Brownie Fleishman – in memory of her parents, Beryl and Esther Pierce; Marilyn Goldberg – in memory of her husband, Dr. Norman Goldberg; Melissa Rice – in memory of her husband, Richard Rice; Sharon Wolchock, in memory of her husband, Sid Wolchock; and Anna and Lyle Silverman.
The signers were introduced by Jewish Foundation CEO John Diamond, who, in addressing the signers, said: “Your stories, your generosity, and your commitment to the future of our community will continue to inspire others for generations to come. Thank you for making this meaningful commitment.”
Diamond read excerpts from what the signers had written in the Book of Life or described what had led some of them to be motivated to want to be part of the Book of Life.
From Brownie Fleishman’s inscription about her parents, Beryl and Esther Pierce, Diamond read: “The story of the Pierce family began in Winnipeg in the early 20th century, when Beryl and Esther Pierce came to Canada to establish a new life for themselves and their children.
“Beryl Benjamin Pierce was born in 1883 in Poltova, then part of the Russian Empire, and now Ukraine. He immigrated to Canada in 1912 and settled in Winnipeg, where he became a pioneer in the fur industry. A skilled designer and cutter, he established Pierce Fur Company in the Exchange District. The building that housed that business was later designated a municipal historic building.”
From Marilyn Goldberg’s inscription about her late husband, Norman: “Norman had a deep connection to Judaism and to the Jewish community. He attended synagogue regularly and served on the boards of both the Rosh Pina and the Shaarey Zedek synagogues. He was a leader in the efforts to change the Shaarey Zedek cemetery rules to allow interfaith couples to be buried together. His commitment to Tikun Olam extended to reaching out to the larger world. He helped lead the community’s efforts to settle refugees from Darfur.
“Our children characterized his faith this way: ‘His was a Judaism that was not orthodox in practice, but deeply rooted in Jewish values, tradition, and faith. This led him to good deeds, good words, a good life.’ “
From Melissa Rice’s inscription about her late husband, Richard: “Richard was immensely proud of his Jewish faith and heritage. He celebrated his bar mitzvah, participated in Kadima and AZA, and formed friendships that would last a lifetime.
“His close friend circle included and many who shared countless adventures, misadventures, and laughs over the years. Their friendships endured because Richard understood something important. Relationships require time, loyalty, and commitment.”
John Diamond spoke about Anna and Lyle Silverman’s long commitment to the Jewish community: “Both Anna and Lyle have always been strong philanthropic supporters of the local Jewish community, of Israel, and of Holocaust education.
“A commitment that was reinforced a few years ago after they had participated in an emotionally draining and unforgettable March of the Living trip that took them to the gates of Auschwitz. Their ongoing support of the Jewish community is also inspired by Anna’s memory of the tremendous help that her family received from the Hebrew Immigrant Aid Society when they landed in Montreal as refugees. Their story goes on to say they have been lucky in love and in business, and now as they continue to enjoy a long, comfortable, and well deserved retirement, they are eager to share their good fortune with others. ‘We have a wonderful life and couldn’t ask for anything more,’ Lyle says, ‘so now it is time to give back.’
“Through hard work, a commitment to education, and a strong connection to their Jewish community, they built a family whose succeeding generations continue to benefit from the opportunities they created.”
Diamond said this about Sharon Wolchock’s inscription about her late husband, Sid: “Sid was Sharon’s biggest supporter. Her volunteer work with the National Council of Jewish Women and the Jewish Federation mattered as much to him as his own legal career, and he backed it fully. He wanted Sharon and their daughters rooted in the Jewish community in whatever way suited each of them. In 1983, on Sid and Sharon’s first trip to Israel, Sid’s lifelong connection with the Jewish state was born.
“Sid’s love of aviation and history and his pride in being a Jew emerged during that trip. He became a passionate supporter of Israel’s soldiers and donated club rooms on two Air Force bases named for his brothers Harvey and Bernie so that the hardworking and often underappreciated technical crews had somewhere pleasant to relax.”
Following the ceremonial signing ceremony, guests in attendance were treated to entertainment by a quartet of talented singers: Julia Kroft, Josh Bellan, Alyssa Crockett, and Vinnie Alberto.
Closing out the day’s programme, current Jewish Foundation Board Chair Dafna Shore paid tribute to this year’s signers – and to the more than 800 signers of the Book of Life who had preceded them:
Shore said: “What makes this program so extraordinary and why it continues to resonate with so many people is the opportunity it gives us to share the stories that shape who we are, stories that might not otherwise have been told.
“Through the Endowment Book of Life, these stories are given a permanent home. Together, they form a living history of Jewish life in Manitoba, one filled with resilience, compassion, humor, and hope. These stories are more than a record of the past. They offer lessons for the future, showing generations to come, what it means to belong, to give, and to take responsibility for the strength of our community. Thank you for adding your voice and your vision.
“To this collection and for making a legacy commitment to the Jewish Foundation of Manitoba, your generation helps ensure that the programs, schools, and organizations that sustain Jewish life here will continue to thrive for generations to come.
“One of the great privileges of serving as chair is helping advance the Foundation’s mission, securing our community’s future while supporting its growth today. The Endowment Book of Life embodies that mission beautifully. It reminds us that each of us in our own way has the power to make a lasting difference.
“As we reflect on the importance of leaving a lasting legacy, I’d also like to take a moment to remember two valued members of the Jewish Foundation and Manitoba family who we lost this past year, Sheldon Berney and Lillian Neaman.
“Both served as governors of the Foundation, demonstrating their commitment to our community through their leadership and service. We are grateful for their contributions and the role they played in helping strengthen the foundation. Their memories remind us that a lasting legacy is built through the generosity, dedication, and commitment of those that came before us. May their memories be a blessing.
“As long as members of our community continue to invest in tomorrow, through their generosity, their readership, and their willingness to share their stories, Jewish life in Manitoba will continue to flourish. Thank you all for being part of that story.”
Local News
Application filed by two former members of Etz Chayim Congregation against the congregation to have their memberships restored dismissed by judge
The following is taken from the Canadian Jewish News website: “Manitoba’s Court of King’s Bench has dismissed Hadass Eviatar and David Hoult’s application challenging the termination of their membership at Congregation Etz Chayim. In his decision, Justice Vic Toews noted that, although Hoult’s letter describing a hypothetical attack on the synagogue may have lacked sensitivity given the political climate, he did not intend to threaten violence against congregants. However, the judge ruled that the court did not have jurisdiction to intervene in the membership dispute under Manitoba’s Corporations Act, finding that the couple had no financial, proprietary or economic interest that would entitle them to the remedies they sought. The judge concluded that religious organizations are generally free to determine their own membership rules and ordered each side to bear its own legal costs.”
If you would like to read the original article that broke the story about the battle between Hadaass Eviatar and David Hoult with Etz Chayim Congregation you can go to Epic Court Battle.”
Local News
Jewish Federation now says Jewish population of Winnipeg in 2021 (according to the census) was 13,940 – not the 16,000 figure that the Federation had been touting for years
By BERNIE BELLAN (Posted Oct. 27, 2026) Longtime readers of The Jewish Post & News (and this website) would probably know that I have long had a very strong interest in establishing as accurate figures as possible when it has come to reporting the size of Winnipeg’s Jewish community.
For years I argued that our Jewish Federation was exaggerating the size of our Jewish population. I heard the figure of 16,000 bandied about by leaders in our community quite often when it came to reporting the size of our Jewish population – without any empirical evidence to back that figure up.
I had long maintained that the only reasonably accurate figures when it came to reporting the size of Winnipeg’s Jewish population were those produced by the late Evelyn Katz, when she was the unofficial demographer for the Jewish Federation – over 30 years ago. What Evelyn would do is keep careful track of births, deaths, numbers of newcomers but, perhaps most important: the number of people who had left our community.
Thus, in August 2022 when I interviewed Faye Rosenberg Cohen who, at the time, was just about to retire as the Jewish Federation’s Chief Planning and Allocations Officer, I was somewhat astonished to hear Faye say, when I asked her what proportion of our Jewish community was made up of immigrants, she answered that “I can honestly say when I look at those numbers it’s somewhere around 1/3 of the community.”
In response, I asked: “So you’d say it’s somewhere between 4-5,000?”
Faye said: “I think it’s more than that.”
I wrote in that article, “I indicated my skepticism at that time, saying ‘You know that I’ve always been skeptical about the numbers that have been used by the Federation for the population of the Jewish community. I think though that it’s always been more of a case of identification – who identifies as Jewish.’ ”
Later, after the results of the 2021 census were released, I wrote that “if you take into account the results of the 2021 census, the Jewish community cannot be larger than 14,270 at a maximum. But that figure would also include anyone who had either said either their ethnic origin was Jewish or their religion was Jewish.”
Since many of the individuals who had said on the 2021 census that their ethnic origin was Jewish, but their religion was something else, I maintained that ascertaining the real size of our Jewish community was highly problematic.
Still, for the sake of argument I was willing to accept that, realistically, it was somewhere between 13,000-14,000 – but nowhere close to the figure of 16,000 that had come to be suggested by our then president of the Jewish Federation or by other leading figures in our community.
So, it was with a sense of satisfaction that I heard Sharon Graham, who is now the Jewish Federation’s Community Planning and Allocations Lead say to an audience of over 50 people who were at the Gwen Secter Centre on Thursday, October 22, that the Jewish community in 2021 was – at a maximum: 13,940.
Sharon was at the Gwen Secter Centre to speak to Remis Lecture attendees. Her presentation preceded a presentation by Jewish Federation CEO Jeff Lieberman. Sharon used a PowerPoint presentation to provide some very interesting insights into where our Jewish community was at in 2021- and I’m offering some parts of her presentation here for you to read because I thought they were so interesting.
I had actually made many of the same observations about the results of the 2021 census in my own reporting back in 2022, but seeing what I had written confirmed by the Jewish Federation’s point person on planning told me that Sharon has a much more realistic view of our community than did Faye Rosenberg Cohen.
Here, for instance, is a slide that shows the proportion of our Jewish community that is made up of immigrants. It’s slightly under one fifth, not the one third percentage that Faye had suggested.
But, what really set Sharon’s presentation apart from anything else I’ve ever seen presented by someone from the Jewish Federation – other than the aforementioned Evelyn Katz, was the slide she projected which showed that, while there had been a large influx of newcomers to Winnipeg’s Jewish community between 2016-2021 there had also been a significantly high number of people who had left our Jewish community in those same years, as you can see in the following slide:
That is something we just don’t hear discussed by leaders of our Jewish organizations, but let’s be realistic: For many newcomers who came to Winnipeg and were counted as new members of our Jewish community, Winnipeg – for a variety of reasons, was a stepping stone to other communities. It may have been for reasons of better job opportunities, moving closer to other family members, or – the reason that we hear so often when it comes to people saying they want to leave Winnipeg: the weather.
But, whatever the reason, Sharon’s figures show that, as much as GrowWinnipeg may have been an abiding success when it’s come to attracting newcomers to our Jewish community here, getting them to stay long term is a different story.
And, while there were other aspects of Sharon’s presentation that certainly merit discussion, especially the figures she produced about intermarriage, rather than delving into them here, I thought it useful simply to insert them for you, the reader, to see – and draw your own conclusions.
