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Jeff Lieberman discusses how, after years of serving as chair of major organizations, he’s actually going to be CEO of one: The Jewish Federation

By BERNIE BELLAN Longtime volunteer – and successful businessman Jeff Lieberman was the surprise choice to be the next CEO of the Jewish Federation of Winnipeg.

I say surprise because, after years of serving on numerous quasi-public boards – often as chair of those boards, one would not have thought that Jeff Lieberman was actually interested in becoming the full-time CEO of one of those organizations. But, that he’ll soon be.

Recently I chatted with Jeff about how he came to throw his hat into the ring for the position of Federation CEO.
I’ve known Jeff for many years now – and, along with Avrom Charach, I can’t think of anyone in our Jewish community who has committed themselves longer to serving our community in so many different capacities.
Among various volunteer positions Jeff has held, he’s been the President of Folklorama, Chair of the University of Manitoba Board of Governors, President of the Rady JCC, President of the University of Manitoba Alumni Association. He currently serves as a Board Member of the Jewish Foundation of Manitoba and the Jewish Federation of Winnipeg.
Jeff, now 63, is married to Robyn (née Buchwald), who is the Membership Manager of the Rady JCC. Jeff and Robyn have three children: Amy, 31, who is a teacher at Gray Academy (and who just had a baby December 31, making Jeff and Robyn grandparents for the first time); Josh, 28, who is a lawyer; and Noah, 24, who has now written two books – among other things (and who was profiled in our last edition – before we ever knew about Jeff’s becoming CEO).
I was curious to find out from where Jeff derives an abiding sense of service to the community, but we began our conversation by my asking Jeff about his long-time ownership of his company, “Great Canadian Promotional Products.”
Jeff said he started the company in 1989. “We sold clothing for local companies and organizations,” he said. Eventually, “people started asking for different promotional products…and I’ve been selling promotional products since then.”
“Around 18 years ago I associated my company with a really large promotional products company – Talbot Marketing… and it’s been really great – lots of staff and support, and it’s really made my business life simple.”
Jeff explained that he thought he would stay in business, eventually work less, then retire, “but the last couple of months (in which he began to think about applying for the CEO position) really changed that.”
His goal before was to sell the company in about a year’s time, he said, but not retire from marketing. With everything that’s now happened, however, he’s had to move much quicker to sell his company.
He said that he’s “spoken to a couple of people in the past couple of weeks” and he’s “hoping to sell it” before he steps into his new role on August 14.
At that point I turned the conversation to the process that led Jeff “to throw his hat into the ring.” I said to him: “I’m guessing you were approached to put your name forward. Is that correct?”
Jeff said that he had been the Jewish Foundation of Manitoba’s representative on the Jewish Federation Board the past couple of years and had been aware for quite some time that Elaine Goldstine was planning on retiring as Federation CEO.
“But, to be honest,” Jeff noted, “I had no interest in putting my name forward. I was happy with what I was doing – and had never even considered it (applying for the CEO position.”
He went on to say that he’s not sure exactly what led to his being approached, but “a few people in the community had approached me and asked whether I’d be interested. They thought I’d be a really good person for the position,” he said, “and I was really complimented. When the first person asked I was kind of surprised because I had never really thought of myself that way, but a few months ago two or three other people came up to me and said the same thing, so it gets you thinking a little bit. I knew that the search was still on and eventually I decided to put my name forward.
“I guess there were a number of people that they were interviewing and I was put in the interview process at the same time – and, amazingly, I was told that the search committee had decided that they’d like me to be the CEO. I certainly didn’t expect it and, as a matter of fact, when I did the interview I said: ‘I hope I’m not wasting your time.’
While Jeff has served – and headed, various boards of organizations in the quasi-public sector – as I noted at the beginning of this article, I suggested to him that he would be the first CEO of the Jewish Federation coming from the private sector, and I wondered how different it would be becoming “the CEO of a quasi-public sector organization as opposed to being the owner of a business?”
“It will certainly be different,” Jeff answered. “What I said in my job interview is that if you’re looking for someone who’s there to build relationships and be a good people person, honest, hardworking – that’s what I am – a person of integrity…and a humble person – that’s what I really am. That’s what I think I bring. I know a lot of people in our community and they know me. I think I’ve got a good reputation.
“I may not bring the most amount of management skills, but I think what the Federation – and other organizations, need, are people to build relationships and build upon a future, because it’s all about the next generation. I think I can relate to younger people. I’m 63, but I feel like I’m 43…I’ve got lots of energy.
“They asked me in the interview how long I thought do I think I could work in this position? and I said, ‘Yah, I think I could work five – ten years.’’’
I asked whether there is a term attached to the CEO position?
Jeff said, “not really,” so I said “sort of like Vladimir Putin – you could just continue on as long as you want.”
I said though that, while I would want to discuss where Jeff thought changes were needed most at the Federation, I would give him a chance to “get his feet wet” before I’d ask him to start answering those types of questions.
What I wondered about though, is from where Jeff derived his strong sense of volunteerism? Was it something he grew up with? I asked.
“Not really,” Jeff responded. “My parents were hard working and they didn’t do a whole lot of volunteering. My mum (Dora, who died in 2011) did a little bit of that. My father (Aron, who died in 2022) was born in Poland. His family was all killed (in the Holocaust). When he had a chance to come to Canada, he came – on a boat. He was sick the whole way. When he got to Montreal he was told to come to Winnipeg. He was put on a train – didn’t speak a word of English. He worked in a factory all his life, worked hard. It was all about providing for my brother (Garry) and me – providing an education.” There was nothing specific in Jeff’s upbringing that led him to want to give back so much to the community, he added.
But, when he was much younger, he “was invited to go on a Federation mission – I think it was in 1988, and really after that I got the bug to volunteer. I started off at the Rady JCC – which then was the Y – and was on the board.
“Certainly I put in lots of hours volunteering, but I get so much out of it. I’ve met so many great people and experienced so many fantastic things.”
I said to Jeff that he’s such a nice guy, I wondered how it was going to be for him when he had to start saying “no” to a lot of people and organizations when they would be coming to the Federation with requests – especially for money. I noted that Bob Freedman, who had been CEO for 28 years, had a reputation for toughness – and wasn’t afraid to be confrontational at times. (I don’t recall hearing that Elaine Goldstine could be tough in the same way that Bob was tough but, on the other hand, the Goldstine reign is not quite over – and just like retired presidents, maybe the dirt will surface once Elaine has fully retired. Anyone who’s familiar with this newspaper knows that I like nothing more than to trade in gossip and innuendo, so watch out Elaine: We’re coming for you!)
I also mentioned to Jeff that I go back long enough to remember when the late Izzy Peltz basically ran what was then the Winnipeg Jewish Community Council as a one-man show.
Jeff recalled that “in those days, Robyn’s grandfather, Ralph Hamovich (whose daughter is Mira Buchwald, Robyn’s mother), was the other member of the team with Izzy (Peltz). I think Izzy ran the office, while Ralph ran the Combined Jewish Appeal part of it.”
“Yah,” I suggested, “it was really a small organization back then. You could have a two-man show.” (Boy, from a small seedling, mighty organizations with large staffs grow.)
And, speaking of staff, I noted that there have been many changes at the Federation recently, including two recent changes that were announced in our last issue: Sharon Graham as Community Planning and Allocations Lead (a position that had been vacant since the retirement of Faye Rosenberg-Cohen in December); and Graciela Najenson, as Interim Chief Development Officer (taking over from the recently departed Rebecca Brask).
Those are two hugely important positions in our community and, although both previous occupants of those positions may not have commanded a lot of attention outside of the Jewish organizational level, both Faye Rosenberg-Cohen and Rebecca Brask played key roles in determining how much money was available for the 12 beneficiary organizations of the Federation and how that money was distributed.
I said to Jeff though that I thought Elaine Goldstine’s last day as Federation CEO was going to be August 31. He said it was, “but that we’re going to have a few days together. Elaine and I have known each other forever. She has been so helpful. We’ve spoken every day and she said to me, ‘Jeff, I’m a phone call away and if you have any questions after that, just ask.’ I really appreciate that.”
On an end note, I said to Jeff that I thought his being hired was a refreshing change for the Federation and, while the piece I was going to write was going to be all “flowery,” (which this has been), “the muckraking was yet to come.”

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Inaugural Magen David Adom fundraising gala evening  recognizes generous donors Ida and the late Saul Alpern

Ida Alpern

By MYRON LOVE On Tuesday, May 7, the Winnipeg chapter of Canadian Magen David Adom (CMDA) hosted its first ever fundraising gala – billed as “A Night of Appreciation – honouring generous supporters Ida and the late Saul Alpern, as well as recognizing several other individuals who have contributed to the success of the local chapter.
The event helped to raise the profile of MDA in Winnipeg.  In addition to funds raised – going towards the purchase by the Winnipeg chapter of CMDA of an ambulance to be stationed in the northern IsraeI community of  Kiryat Shemona where a MDA ambulance was recently destroyed by a Hezbollah missile, the event also honoured the memory of  the late Yoram (Hamizrachi) East.
Ami Bakerman, the Winnipeg chapter president, reported that, to date, the local group has raised slightly more than $100,000 toward the $140,000 cost of the ambulance.
Over 200 members of the Jewish and Christian communities and other supporters of Israel came out for the evening at Caboto Centre to show their appreciation for the work of the Magen David Adom.
For readers who may be unfamiliar with MDA, the organization doubles as both Israel’s Red Cross and the country’s blood services organization. MC for the evening Kinzey Posen noted that MDA was founded on June 7, 1930 and acquired its first ambulance a year later.  The MDA has over 4,000 staff and has on its roster 26,000 volunteers.  The organization operates over 2,000 ambulances, first responder scooters, helicopters and life-saving boats. 
“It takes 8.2 seconds from the time a MDA dispatcher receives an emergency call to the time that the ambulance reaches the caller,” Posen noted.
The really remarkable fact is that the MDA operates without any financial support from the government of Israel. That is why it is so important that donors such as the Alperns have to step up.
Saul, who passed away in October, 2022, had a particularly strong connection to Israel.  His younger brother, Avrum, also the last surviving family member (the others died in the Holocaust) died fighting for the Jewish homeland in the War of Liberation in 1948.
Alpern published his autobiography – “No One Waiting For me” – in 1961.  Although most Romanian Jews living in Rumania proper were left in place, in 1941 the members of the Alpern family were among the thousands of Jews living in the northern  regions of Bessarabia and northern Bukavina – which had been recently annexed by Rumania – who were deported to neighbouring Transnistria. They were expelled from their homes and forced to walk all the way to Transnistria.   Saul Alpern’s parents and older sister died shortly after their arrival as a result of the hardships of the walk – leaving 12-year-old Saul and younger brother Avrum to fend for themselves.
“No One Waiting for Me” is largely an account of the two brothers’ struggle to survive in a hostile environment and desperate circumstances.\
After the war, while Avrum went to Palestine while Saul found his way to Winnipeg –  where he eventually  met and married Ida (Reiss) and built a successful business as a cattle buyer.
Ida was born in the Jewish farm colony at Edenbridge, Saskatchewan. She was youngest of four children and the own daughter of Ira and Raizel Reiss.  The family moved to Winnipeg around 1950.
In October 2020, Ida and Saul donated $160,000 to the MDA to buy a mobile intensive care unit.  At the time, Saul told The Jewish Post & News that the couple made the donation in memory of his parents and siblings ,who died in the Holocaust.
Saul added that the gift was “an expression of my love for my family and my love for Israel”.
The couple had been donating small amounts to the MDA for years before that.  And, just a few months before Saul’s passing, the couple donated another $170,000 toward the purchase of a second mobile intensive care unit with off-road capabilities.
Speaking on behalf of the family, Ida’s nephew, Cary Reiss, recounted how Sail and Ida met in 1963 and were engaged after just a three-week courtship.  “They were married for almost 60 years,” he noted. “They were a great couple.  They were always there for each other through good times and bad.”
Reiss further noted that he was in Israel last year with his Aunt Ida for the delivery of the second mobile intensive care unit.  He praised the MDA for the great work the organization does in Israel.
He also reminisced about the other focus of the evening, the late Israeli-born Winnipegger, Yoram East, who was a prominent social activist in the wider community.
In Ron East’s description of his father he painted a picture of man who was larger than life – and an individual who overcame early adversity.
Yoram was born in 1932 in Jerusalem to Jewish immigrants from Germany.  He struggled in school due to being dyslexic.  At 16. he dropped out of school and was accepted into the Israel Defense Forces based on false documents.
“In the IDF, he found a home and a purpose,” Ron East recounted. 
He rose through the ranks.  After taking a break from the military to  study art and build a career as a journalist, Yoram rejoined the IDF in the 1970s.  From 1976-82, Colonel Hamizrachi was the IDF liaison with the Christian communities  in southern Lebanon.
“My dad quit the IDF in 1982, when Israel went to war with Hezbollah in Lebanon,” Ron East recalled. “He strongly opposed the war.”
Hamizrachi moved his family to Winnipeg where he continued to work as a journalist – with regular columns on Israel in The Jewish Post.  He also became a social activist and did a lot of work with Indigenous communities.
“Two First Nations communities made him honorary chiefs,” Ron noted. 
In Winnipeg, he helped found the Manitoba Intercultural Alliance and became the co-director of the Winnipeg-based Counter-Terrorism Centre.
In addition to honouring Ida and Saul Alpert, CMDA also recognized several other individuals who have contributed to the growth of the CMDA chapter in Winnipeg – among them:Ami Ba kerman,  Ron East, donors Bill and Judy Mahon, Barbara Reiss (for organizing the event) and John  Plantz who, along with colleague Roy Hiebert – presented a cheque to the CMDA for $10,000 from the Christian Friends of Israel Ministry.
There was much more to the evening.  Sharon Fraiman, CMDA’s director for Western Canada, called for a moment of silence in memory of the MDA personnel who were murdered in the terrorist attack on Israel on October 7.  She also screened several short videos of the actions of heroic MDA staff and their actions on that horrific day in fighting back as well as rescuing those tthey could.
There were also remarks by Sidney Benizri, CMDA national executive  director, and Wayne Ewasko, PC MLA for Lac du Bonnet and interim Opposition leader.
The evening concluded with a half hour show by New York-based stand-up comic Talia Reiss – who happens to be married to the aforementioned Cary Reiss – riffing on Jewish themes contrasting Reform and Orthodox and Sephardi and Ashkenazi differences, reflecting the different backgrounds that she and her husband have brought to their relationship, as well as commentary on parenthood and schooling.  For good measure, she also threw in  some Winnipeg in-jokes.

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New JCFS program aims to help community members feeling fearful and hurt by the increase in antisemitism.

JCFS clinical supervisor Denise Rubin

By MYRON LOVE The Hamas-led attack on southern Israel on October 7 and ensuing exponential increase in open-antisemitism in what had been, prior to that fateful date, our generally peaceful Jewish communities, has created a great deal of anxiety in Jewish communities throughout the United States and Canada – and our community is no different.
“There is a lot of fear out there,” reports Denise Rubin, a clinical supervisor at Jewish Child and Family Service.  “People are fearful of the future. They are concerned for their safety.  They are hurt that some of their non-Jewish friends don’t understand their feelings of concern, that they are not receiving much support in their schools or workplaces, and in many ways have lost their sense of belonging.”
In order to help traumatized Jewish Winnipeggers, the Jewish Child and Family Service (JCFS) has created a new program that is open to people of all ages.
“We began getting calls to the office almost immediately after the attack” recalls Rubin, who had been in private practice offering psychotherapy counselling for a few years prior to joining the JCFS just over a year ago.  “We created a War Response Committee very soon after.”
Rubin notes that JCFS offers a variety of services for the community, including one-on-one counselling, workshops and even group events to bring the community together.
JCFS brought on a new counsellor, Brooke Zelcer, to take on the role of meeting with individuals for one-on-one counselling sessions to address, work through, and find support during this difficult time. For those who are feeling the effects of this war and the rise in antisemitism, JCFS offers 5 free one-on-one sessions with Brooke and Denise.
“In our one-on-one counselling, we focus on managing clients’ fears and worries, but also address some very real-life issues that many people in our community are facing ” Zelcer points out. As well, she adds, many members of our community have a more direct connection to the horrific events of October 7 in that they knew one or more of those who were murdered or taken hostage.
“If the client and I see that there is a need for further counselling services after the 5 free sessions, we will address that proactively with our counselling department.”
Support, events and workshops are intended to encourage clients to talk through their emotional issues and share their feelings to foster healing safety.
The next Unity in Community event is being held on May 29th, 2024 from 7-8:30PM at the Asper  Jewish Community campus
 To register for this event or if you have been impacted by the conflict in Israel and/or the rise in antisemitism and are in need of a safe space to talk, call 204-560-6736 or email bzelcer@jcfswinnipeg.org

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The Ashkenazie Synagogue is the last of the old North End synagogues still remaining – can it be saved? An imaginary proposal to do just that

artist's rendering of the existing Ashkenazie synagogue with new museum building to be built alongside it

By BERNIE BELLAN Two and a half years ago, in our Dec. 4, 2021 issue, we wrote about a proposal that was developed by the board of the Ashkenazie Synaogogue, Winnipeg’s oldest still-in-use synagogue building, and the last of what once were 18 synagogues dotting Winnipeg’s North End.
In that story we explained that Ashkenazie members were faced with some stark – and very difficult choices. As we wrote back then: “Unable to sustain a regular minyan and with a membership that is a mere fraction of what it once had, the few remaining members of the Ashkenazie are faced with a difficult choice: Either find a new use for the building or close it as a house of worship.”
We also noted that, under the leadership of Dr. Yosel Minuk, the Ashkenazie board had “come up with an imaginative proposal that would see the Ashkenazie retain a core area for services, while reconfiguring the rest of the building into a ‘living’ museum of Winnipeg’s Jewish North End.”
As Dr. Minuk wrote in a letter to us at that time,”the idea has been developed to reconfigure the Ashkenazie into a museum that commemorates all the previous (17) synagogues and at the same time, continue to offer services to its regular attendees, museum visitors and staff.
“Essentially, our ‘vision’ entails the following: the main body of the synagogue would remain intact for daily and/or holiday services. However, the flanking pews would be converted into cubicles that contain narratives, photos and 3 dimensional items recovered from previous synagogues in the area, largely drawing upon collections and exhibits previously displayed by the Jewish Heritage Centre. If the memorabilia exceeds the space available, the flanking pews of the upstairs ladies gallery could be utilized for the same purpose.
“Certain cubicles would also feature former North-Enders who went on to national or international acclaim (ex. Monty Hall, David Steinberg, Sydney Halter, etc.) and computer stations that would enable visitors to look up old relatives and friends who were amongst the first immigrants to the North-End. Similar information would be offered for Jewish owned North-End businesses that helped contribute to the area’s economy.

Proposed kosher café to be built in the new synagogue/museum


“In addition, the Chedar-shaynee (anteroom to the main synagogue) would be repurposed as a small café, gift shop and washrooms. Depending on public feedback, the kosher kitchen and undeveloped downstairs area would be renovated and used for either hosting exhibits/seminars/events/dinners.”

In that article, we also advised readers who were interested in commenting upon the proposal that they could do so by responding to an online survey. (We offered a link to the 8-question survey.)
In our Dec. 18, 2021 issue, Dr. Minuk noted that there had been 20 responses received as a result of the article we had published in the previous issue. He wrote the following:
“I’m pleased that our initiative to reconfigure the Ashkenazie synagogue into both a museum and synagogue has generated so much reader interest as it underscores the importance of what we hope to create: a site that offers visitors a historical account and pays tribute to these synagogues and the individuals who built and supported them.
“We were also very pleased with the feedback we received from readers who completed our on-line questionnaire Of the 20 respondents, 17 rated the initiative 10/10 in terms of being worth pursuing. There was one response in particular that we considered rather compelling: ‘Please do this before we lose our tradition.’ Some also offered memorabilia they had stored while others pledged financial donations, which we are not accepting – at this time. Overall, we were quite encouraged by the responses.”

Now, two and a half years later, that proposal still remains simply that: a proposal.
Dr. Minuk advises that a request to the Jewish Foundation for a grant to conduct a feasibility study of the proposal was turned down, although upon speaking with a member of the Board of the Jewish Foundation, we were told that the Foundation would certainly consider the request again if it were to be submitted a second time, but this time for less money.
In the meantime, upon speaking with Dr. Minuk via a Zoom meeting, we were able to see a very effective PowerPoint presentation he had prepared which fulyl outlined what the proposed reconfiguration of the Ashkenazie Synagogue would look like.
Yet, within that same PowerPoint presentation, Dr. Minuk also addressed head-on the many challenges that would accompany any plan to redevelop the Ashkenazie, including:

  • Engineering
  • Architectural Design
  • Curator
  • Safety
  • Parking
  • Appeal to youth
  • Inclusiveness (appeal to other communities that have strong roots in the North End, including First Nations, Filipino, Ukrainian, and others)
  • Business model (capital and operating costs)

  • I asked Dr. Minuk how much he sees this total project as costing?
    He answered that he thought it would be from $3-5 million.
    I said to him that the proposal reminded me of a story Bob Freedman, former CEO of the Jewish Federation, had told me years ago about how the federal government came to provide $3 million toward the construction of the Asper Campus.
    The very powerful federal minister from Manitoba in what was then the federal Liberal government under Prime Minister Jean Chretien was Lloyd Axworthy. When Freedman (accompanied by Marjorie Blankstein and Sheldon Berney) finally managed to corral Axworthy for a meeting (and in Freedman’s recounting of the story, it was when Axworthy was in a room at the Westin Hotel, getting ready to speak at some particular function there – and he met with the trio while he was stripped down to his underwear, putting his tux on – much to Marjorie Blankstein’s chagrin, Freedman said.)
    According to Freedman, Axworthy asked the three of them: “Are you going to have a museum there?”
    “Museum?” replied Freedman. “No, we don’t have plans for a museum.”
    “Well, put a museum in there and we’ll give you $3 million,” said Axworthy.
    And that’s how the federal government came to contribute $3 million toward the building of the Asper Campus.
    Unfortunately, as many readers are now probably aware, once the campus was built, the decision was taken to substantially reduce the amount of space that was to be given to the Jewish Heritage Centre of Western Canada and, rather than build a museum, those glass panels that house some permanent and some temporary exhibits along the corridor between the Berney Theatre and offices in the campus are what we have instead of a full-fledged museum.
    Many of the artifacts that were intended to be part of the JHCWC museum at the campus and which could be put on display in this new Ashkenazie “Musynagogue” (as Dr. Minuk puts it), are being held in storage in the basement of the Asper Campus.
    The point of my writing this is to illustrate how difficult it would be for the Ashkenazie proposal to get off the ground – unless there is federal government funding. (Despite the federal government continuing to run massive deficits, there is nothing governments like more than “shovel-in-the-ground” projects which can prominently display the federal government logo on a sign in front of the project. Also, think of the number of jobs a project like this can generate. It would be a lot cheaper than the billions the federal government has shelled out in recent years for pipelines, auto plants, and lithium battery plants.)
    Also, by including a variety of other ethnic groups in the project, especially First Nations – who have a long and storied connection to the North End, this proposal might just have a chance of succeeding.
    And, with a federal election required to be held no later than 2025, the timing is right to approach federal representatives for support.
    As for those naysayers who would dismiss the proposal outright on the grounds that the Ashkenazie is located in an unsafe area, can you imagine how an idea of this sort might help to revitalize that part of the North End?
    The fact is, however, that right now, it’s Dr. Yosel Minuk who’s carrying the ball on this one pretty much by himself. If he is able at least to obtain the funds to do a feasibility study then he can pursue the idea of the project more fully, but first he has to get past first base.

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