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
New play structure – “Gan Reut” (Friendship Garden) opens at Asper Campus

By BERNIE BELLAN It was a gorgeous Friday afternoon, October 3, when Lori Binder, Gray Academy Head of School (also Board of Jewish Education CEO) welcomed about 40 individuals to the opening of a brand new play structure on the Asper Campus – situated exactly where the old play structure (which had opened in 1997 with the opening of the campus) had been.
Most of the individuals who were there that day had played a role helping to see the new play structure built – either as donors, or as members of organizations that had participated in the planning and construction of the new play structure.

As Binder explained, “We wanted to call this the Friendship Garden. We wanted it to have a Hebrew name. ‘Reut’ – play, is the language of friendship and it’s also the language of learning. And so today for the very first time, as our kids were watching the structure be built – and that too was also an amazing learning tool, they began to learn to use the structure.”
Why was there a need for a new playground, some might wonder – when the old one was only 28 years old?
Binder cited several reasons for wanting a new play structure: “A lot of injuries were happening because there was pea gravel, and the pea gravel was surrounded by a border of wood. And if you did not have the ability to step over or walk through the pea gravel, you could potentially have an injury.”
She added that “pea gravel is only used in 3% of playgrounds today because you might skid and need a bandaid or have a cut.”

“But we also recognized that with the broken structure and the inability for all children in our community to play we wanted to begin to envision a new structure,” Binder added.


The actual project took shape in a relatively short period of time. Design and construction was handled by a company known as Playgrounds R Us. President of the company, Matt Lacroix, noted that “typically a playground of not even this size” would take much longer to plan and build.
“We typically work with schools probably three to five years, sometimes two. So, from start to finish, for us to start a year and a half ago to now is pretty phenomenal,” Lacroix observed.

There are many new innovations included in Gan Reut, including the resilient rubber foundation, the handicap accessible play structures (that can even accommodate children in wheelchairs) and, on an unexpectedly hot October day – something that proved to be most welcome: shade everywhere you went.
Getting the project done required cooperation among Gray Academy, the Rady JCC, and the Asper Campus. When Binder first approached the Jewish Foundation for funding assistance, however, she said that initially, “we got denied.” However, rather than that being an impediment to moving forward, Binder said “it turned out to be a blessing.”
The reason, she explained, is the Jewish Foundation “plays such an integral role in matching us with potential donors, helping us bring something to light or getting something started.”
In the case of the playground project, it was the Rich family, led by Gavin Rich, who stepped up as lead donors. There were many other donors as well. (You can see all the donors’ names in the accompanying photo.) Also, the Jewish Foundation did come through with a grant – for the rubber foundation.

Binder spoke of the important role that play serves in children’s development: “Diane Ackerman states that play is the brain’s favourite way of learning. And if you go into the daycare or into any of our early childhood classrooms, you will see that they learn through play. Dr. Stewart Brown notes that nothing lights up a child’s brain-like play. And I bet some of you will want to also play because even at as adults, we like to play.”
The blue and white colour of the playground was also a deliberate choice, Binder noted. “Blue and white,” she suggested, was “very purposely chosen to match the colour of the Israeli flag and give us a reminder every day of coming to this amazing Jewish community campus.”
When it came to planning what would go into the playground, Binder thanked Rob Berkowits from the Rady JCC and Curtis Martin from the Asper Jewish Community Campus, “who were along for the journey…We also have many of our educators, an occupational therapist, early childhood specialists, elementary specialists, student life coordinators, all coming together with all of the different ideas.”
“I have to say it is overwhelming,” Binder added. “I’ve not really been involved in such a renovation project; it’s hard to make decisions. You can have a million different kinds of playgrounds.”
Not only will the playground, however, serve as a major enhancement to be enjoyed by students at Gray Academy and the Rady JCC daycare during weekdays, it will be open to everyone in the community 24/7, Binder noted.

Following Binder’s remarks, attendees heard from Rob Berkowits, CEO of the Rady JCC, who acknowledged the key role Binder had played in bringing the project to fruition: “I want to extend a heartfelt thanks to Lori Binder, Head of School at Gray Academy, for unwavering leadership in bringing this vision to life.”

Finally, Jill Winograd, who was representing the Asper Jewish Community Campus, offered remarks: “Spaces like this are more than slides or swings. They’re about belonging, imagination, and giving kids a safe place to grow together. So this project wasn’t about starting fresh, but renewal, taking something well used.
“So what makes this playground matter isn’t just the newer equipment or the safer surfaces, but the thoughtfulness behind it. Accessible roots, quiet corners. And spaces that welcome kids, parents and grandparents together. It’s built for inclusion and community. And I think grandparents is such a key word here because it’s really so lovely to see from our sponsors how many are in memory of grandparents and how special that time is at the playground for them.”

And, with that – and a ceremonial ribbon cutting by Gavin Rich and Marni Slonim, Grade 2 students from Gray Academy descended upon the structure – many with parents in tow, to demonstrate all the many features of the beautiful new playground.
Local News
Gray Academy registration numbers continuing their upward trajectory

By MYRON LOVE Lori Binder, Gray Academy’s Head of School and CEO of the Winnipeg Board of Jewish Education, is happy to report that this year’s enrolment stands at 517 – the highest back-to-school number since 2013-2014. “We have had to add a second Junior Kindergarten class and, for the second consecutive year, a third kindergarten class,” she says.
Gray Academy students speak of feeling safe and being able to connect with their roots. As Binder points out, many of the students have parents and even grandparents who attended Gray Academy or its founding high school, Joseph Wolinsky Collegiate. In addition, 25% of the staff are Gray Academy alumni.
The school also plays an integral role in helping families moving to Winnipeg from Israel, Argentina, Brazil and other countries to adapt to their new homes. Over the past two years, the EAL (English as an additional language) program has expanded significantly to accommodate growing needs.
Gray Academy is one of the only JK-12 Jewish day schools in Canada. The school remains committed to academic excellence, along with programming that builds community and connection. Gray Academy was the first Jewish day school in Canada to receive accreditation from Canadian Accredited Independent Schools (CAIS), a community of independent schools that meet and exceed rigorous national standards that inspire excellence and ongoing school improvement.
New this year, Binder notes, is the just-built AJCC Gan Re’ut (Friendship Garden), a fully accessible playground that children of all ages and abilities can use and enjoy. A new rubber foundation and accessible equipment make the new playground safer and more accessible for everyone.
She further reports that the four-year-old Gray Academy-Tough Duck Community Ice Rink, located on Danzker Field, has been enhanced with an asphalt base so that the facility can be used year-round for a wider variety of activities.
The school has also expanded its after-school music programs this year. In addition to traditional band and drumline programs, students can also take part in jazz, rock and vocal ensembles.
Binder notes that parents and grandparents of children are welcome to engage with the school. “Last year we launched a new “Grandpals” program for grandparents,” she says. “We offer several different ways for grandparents or any special seniors in students’ lives to engage with the school while being able to see their grandchildren.”
And did I mention that, over the years, Gray Academy’s outstanding debating program has been placing very well in national and international competitions?
In terms of tefillah and spirituality, Binder reports that the school is building on past informal connections with local clergy to allow more student interaction with our community’s rabbis and cantors. Throughout the year, clergy from various congregations will be coming in to the school in a more formal way.
A very important part of Gray Academy’s mission is fostering a love of Israel. Over the years, quite a few Gray Academy graduates have made Aliyah.
An important part of Israel education has been the nearly 30-year-long Jewish Federation of Winnipeg P2G (Partnership 2Gether) student and teacher exchange programs linking Gray Academy high school students with their counterparts at Danciger High School in the northern Israeli community of Kiryat Shmona and Nachshonei Hachula Elementary School in Yesod Hamala in the Hula Valley. For many years, Gray Academy would send groups of six to eight Grade 10 and 11 students to visit Danciger. Likewise, Danciger would send students to visit Gray Academy.
In fact, a group of Danciger students and faculty happened to be in Winnipeg on October 7, 2023. When the group was forced unexpectedly to extend their stay in Winnipeg until flights to Israel could resume, Danciger students and staff participated in our community’s subsequent show of support for our brothers and sisters in Israel.
While the program has been paused since then, Binder reports that she was in Israel in July and visited both schools. “With many Israelis having been able to return to their homes in the north after nearly 18 months of displacement, we are hoping to restart the exchange programs in the spring,” she says.
Binder adds that two young Israelis volunteering with Shaarey Zedek Congregation in something called the “ShinShinim program” (which is a year of service in the Diaspora prior to serving in the IDF) have recently arrived in Winnipeg and will be paying weekly visits to the school. The Jewish Agency for Israel’s ShinShinim program sends Israeli Grade 12 graduates to Jewish communities in the diaspora to enhance the teaching of Hebrew and love for Israel.
To commemorate October 7, the school – for the third year in a row – will be holding “Havdallah for Hope,” a memorial program for high school students, followed by Havdalah for the entire student body and community guests.
Binder points out that the school has a strong focus on affordability. “It is very important to us that no child is turned away because a family can’t afford to pay,” she says.
She notes that Manitoba is one of only a few Canadian provinces that fund independent schools such as Gray Academy, with the school receiving approximately 50% of comparable public school funding per student. Binder adds that the school offers a robust Bursary Assistance program, strongly supported by funding from the Jewish Federation of Winnipeg’s Combined Jewish Appeal. “Over 60% of our families receive some level of bursary support,” she reports. “We work with every family to ensure that no child is ever turned away because of inability to cover the full parental contribution.”
Just weeks into the new school year, Gray Academy is already looking ahead to enrolment for next September.
For more information about what Gray Academy has to offer and application dates, phone 204 477-7425 or email admissions@grayacademy.ca.
Local News
Former Prime Minister Stephen Harper headlines B’nai Brith Canada’s 150th anniversary celebration

By MYRON LOVE There have been very few – if any – Western leaders who have been more supportive of Israel and the Jewish people than Stephen Harper. On Wednesday, September 10, Canada’s former prime minister (2006-16) was the guest of honour at B’nai Brith Winnipeg’s gala evening in celebration of B’nai Brith’s 150th anniversary.
In a fireside chat with media personality Ben Mulroney, Harper demonstrated that he continues to maintain his moral clarity.
Two hundred B’nai Brith supporters showed up at the Fort Garry Hotel to celebrate the longevity of Canada’s oldest human rights organization. The discussion between Harper and Mulroney was preceded by about 90 minutes of fine dining and shmoozing. The formal program began with Dr. Ruth Ashrafi, B’nai Birth Canada’s Winnipeg Regional Director, reciting a prayer for the release of the remaining hostages held in Gaza.
Ashrafi introduced B’nai Brith Canada COO Judy Foldes and Jay Harris, Chair of B’nai Brith Canada’s Board, – who were both in town for the event – along with Simon Wolle, BBC’s new CEO, who is replacing the late and much appreciated Michael Mostyn.
Just before Harper and Mulroney began their conversation, Mulroney spoke with Jay Harris via video about the organization’s storied history and ongoing wrap-around services. Mulroney highlighted B’nai Brith’s long record of fighting antisemitism and advocating for human rights and its many programs aimed at bringing people together and helping the needy – not only in the Jewish community but in the broader community as well.
Stephen Harper congratulated B’nai Brith on its 150th anniversary and praised the organization for its unflinching efforts in pushing back against antisemitism and fighting for human rights.
“I really grieve for the Jewish people” he continued. “I understand how tough it is out there right now. When I took strong stands in support of Israel as prime minister, I always believed that the great majority of Canadians supported my positions. They were just quiet about it. While the loudest voices get all the attention, I still believe that most Canadians still quietly support Israel and understand that not only is Israel a democratic sates and an ally, but also that the Jewish people in Canada have made such a disproportionate contribution to our business life, charitable life, and public service. So just know that you are widely appreciated across the country.”
Following some discussion on the assassination of young American conservative leader Charlie Kirk a couple of weeks ago, the dangerous state of public discourse in the United States and concomitant worsening situation in that regard in Canada as well, Harper commented that “I just hope that people on both sides of the border will begin to pull back and can engage in vigorous arguments without ostracization, cancellation and assassination,” he said.
In response to a question from Mulroney about what is driving antisemitism in Canada, Harper suggested that “we have allowed certain institutions to make antisemitism – framed a certain way – socially and politically acceptable. After the Second World War,” he noted, “we, as a society, agreed that what we considered far right ideology– the idea that dividing people into categories – with some groups considered superior to others – and the people in inferior groups could be discriminated against, marginalized and, ultimately, killed – was socially and politically unacceptable – beyond the pale.
“But we have permitted in our universities and media the idea to germinate far left ideology, but that is the mirror image of the far right – that people can be divided into oppressors and oppressed – and that the oppressors can be ostracized, marginalized and killed. This is rampant in academic institutions – institutions that we overwhelmingly fund with public money – given on the basis that they represent free and democratic values such as individual, human dignity and small l liberal values. This should not be acceptable”
“This is not just about the Jews,” he added. “It is an entire intellectual framework and people who propagate it should be defunded and removed from their posts. My father taught me that antisemitism, no matter from the left or the right, is the first sign of a political movement and a society going to a dangerous extreme,” Harper said.
Mulroney observed that anti-Israel, antisemitic groups can never be propitiated. (Ed. note: I had to look up the meaning of “propitiated.” Here’s what I found:
Mulroney continued: “We have the most pro-Palestinian government in our history, yet we still see protests popping up in front of government ministers’ homes.”
In response to Mulroney’s questions, Harper pointed out the long-standing and close friendship between Canada and Israel (at least up until this current federal government). “There should be no question that Israel has the right to exist,” he stated, “and every country should be fighting terrorism.”
In response to a question about why Canada should support Israel, Harper noted that it is not about geopolitics or religion, it is a matter of basic common sense. “Israel and Canada are both free and democratic countries,” he pointed out. “The friends of Israel are friends of Canada. The enemies of Israel are enemies of Canada – who are also intent on destroying Canada. If the leaders of a country don’t get that, I don’t know what they understand about international affairs. To me, it is distressing that you have to explain this to so many world leaders.”
Mulroney asked Harper about the worldwide condemnation of Israel for “escalating the conflict by taking out Hamas leaders in Qatar.
“This not escalation,” Harper said. “This is de-escalation. By taking out Hezbollah, Israel has made Lebanon a better place. And the subsequent fall of Assad in Syria has made Syria a better place – although the jury is still out on that. The Israeli and American bombing of Iran has made the world a safer place.
“When I was prime minster, I was in virtually daily battles with the people in Canada’s Foreign Affairs department who wanted to oppose Israel,” he recalled. “It was just so ingrained. I saw it in a lot of other Western foreign affairs departments.”
One of Israel’s challenges, Harper pointed out, is that while there are 50 Muslim states (not all of them hostile to Israel ) in the world and 25 Arab states, there is only one Jewish state. He recalled that, “Too often, diplomats see their responsibility not in representing the interests of their home countries but rather, representing the global community.
“With so many more Muslim and Arab states, he observed, “it is all too easy to go along with the consensus to get along.”
Harper noted that in many of his meetings with foreign leaders, they privately agreed with him – but they didn’t want to fight the media and the academic establishment, so they just went along. “That is not leadership,” he said. “And leaders who don’t support Israel are jeopardizing their own countries’ future.”
Turning to the political situation in Canada, Harper was strongly critical of the Trudeau government which, he said, left Canada in a really bad place. He is hopeful that Mark Carney, our current prime minister, will adopt many of the policies that Conservative Leader Pierre Polievre is proposing, and make the necessary changes. If not, he noted, there will be a change in government.
In closing, Ruth Ashrafi thanked Earl and Cheryl Barish, the honorary gala co-chairs, noting how much their generosity and leadership has enriched both our Jewish and the wider community at large.