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Representatives from The New Israel Fund of Canada come to Winnipeg to speak to Winnipeg audience
By BERNIE BELLAN In 1977, Menachem Begin became Prime Minister of Israel when his Likud Party was able to form a very narrow coalition with two other parties, thus ending 29 years of dominance by Israel’s Labor Party.
That event set in motion a series of changes to Israel’s political, social, and economic landscapes that are still reverberating to this day.
In reaction to the strongly conservative tilt of Begin’s government – which threatened to undo many of the democratic underpinnings of what Israel’s founders had attempted to achieve when Israel became a state in 1948, a group in California created what was known as the New Israel Fund. According to Wikipedia, “The New Israel Fund was established in 1979 in California and is credited with seed-funding ‘almost every significant cause-related progressive NGO in Israel’. Since its inception the fund has provided over US$250 million to more than 900 organizations. NIF states that while its position is that ‘Israel is and must be a Jewish and democratic state’ it says it was among the first organizations to see that civil, human and economic rights for Israeli Arabs is an issue crucial to the long-term survival of the state.’ “
In 1986, The New Israel Fund of Canada was established as a separate entity, with full charitable status in Canada. Since that time, “NIFC has contributed over $10 million to more than 100 organizations in Israel that fight for socio-economic equality, religious freedom, civil and human rights, shared society and anti-racism, Palestinian citizens, and democracy itself,” according to information taken from the NIFC website.
On Wednesday, December 11, two representatives of the New Israel Fund of Canada who were in Winnipeg spoke to a small group of individuals who braved a bitterly cold night to attend an information session held in the basement of Temple Shalom.
Those two individuals were: Michael Mitchell, a former Winnipegger and a longtime member of the board of NIFC; and Ben Murane, the executive director of NIFC. It was the first ever visit for Murane to Winnipeg and he said that one of the reasons he came here was to help make the work that NIFC has been doing in Israel more widely known to Winnipeggers.
Michael Mitchell introduced himself to the audience, saying that “the person who introduced me to the The New Israel Fund was (the late) Vivian Silver” (who, most readers are no doubt aware, was killed in the October 7 massacre).
Mitchell explained that the The New Israel Fund started “in the 1980s in a very small way, funding certain groups as the problems in Israeli society grew more severe.”
The New Israel Fund of Canada adheres very closely to the rules set out by the CRA for Canadian charities, he said. “We have agents in Israel supervising our projects.”
“NIF in Israel has an international board,” Mitchell noted, including Palestinians and representatives from NIF from other countries.
“NIF has money; they’re nimble, they’re quick,” Mitchell said, “to take nascent Israeli organizations and bring them along.”
NIF “has become much more sophisticated these past five years,” he suggested.
He cited as an example of how effective NIF has been in advancing the work of various Israeli peace groups the drastic decline in violence within Israel itself this past year between Jews and Palestinians, as opposed to what followed in the immediate aftermath of the October 7 massacre, when communities like Lod were riven by violent clashes between Israeli Jews and Arabs.
“If you’re in the middle of a war then you have to tamp down the violence between Jews and Palestinians,” Mitchell said. And a lot of the reasons for the decline in that kind of violence is attributable to the work done by organizations funded by NIF, he suggested.
Where NIF has achieved particular success, he continued, “is in organizing on the ground if you’re opposed to the messianic tendencies of the current Israeli government.”
“There’s a much bigger audience – both in Israel and abroad, that wants to see progressive goals achieved,” Mitchell argued.
As for where The New Israel Fund of Canada stands, Mitchell noted that “the Canadian Jewish community is going through what the American and British communities went through 15 years ago, which is to stop waiting for mainstream organizations to represent them.” A lot of new groups have been formed, he noted, such as “Women Wage Peace” and “Stand Together,” both of which helped to sponsor the December 11 event.
“Canadian Jews are not more conservative about Israel than American Jews,” Mitchell suggested, referring to the results of a survey of Canadian Jews for which NIFC was one of the sponsors. (For more on this turn to https://jewishpostandnews.ca/wjn/news-from-syria-shouldnt-distract-from-whats-been-going-on-in-gaza/.)
“There are at least 100,000 Canadian Jews who agree with us completely but are quiet because they don’t want to rock the boat.”
Ben Murane followed Mitchell, giving a lengthy presentation during which he fully outlined what the NIF is all about. He began by noting that “I am also making a pilgrimage to the place that made Vivian.”
Murane was just a youngster when Yitzhak Rabin was assassinated in 1995, he said. “A lot of the stuff I had heard about Israel – about how great it was, wasn’t quite true,” he noted.
Referring to the most recent Likud victory that returned Netyanyahu to the prime ministership in 2022, Murane said: “Let’s flash backward – a government got elected by a slim margin and announced a grand vision for rewriting Israel’s democracy. It was the first wave of what became a global populism.
“We (the NIF) started investing more in Israeli democracy projects.”
Two years ago, Murane reminded the audience, “hundreds of thousands of Israelis were on the streets” protesting what was then the Likud government’s attempt at judicial overhaul – which would have severely limited the power of Israel’s Supreme Court to intervene in cases where civil liberties were at stake.
“We (the NIF) were firmly there,” Murane said, helping Israeli civil liberties organizations to fight back at what the government was attempting to do.
Then, with the events set in motion by the October 7 massacre, Murane observed: “We knew what would happen. They (the Likud-led coalition) would use what happened as an excuse to advance the rest of their agenda.”
But, what happened after October 7 was the almost complete disappearance of many of the structures that held together Israeli civil society, Murane suggested.
Families were forced to evacuate from their homes near the Gaza Strip – with no support given by the government. Instead, groups that had sprung up in 2022 in response to the government’s attempted judicial overhaul stepped in to provide basic supports to those families, with food and housing. The NIF provided funding for many of those groups.
Something else soon became apparent after October 7, Murane said. “It was immediately obvious that the government didn’t care about the hostages…They weren’t their people.” (Many of the hostages came from kibbutzim that were strongly socialist in their orientation and not at all supportive of the right wing government coalition.)
In fact, Murane observed, within Israel’s current political atmosphere, the only opposition to the government is coming from “the organized support for the hostages.”
Something else Murane pointed out about the aftermath to October 7 is that “it wasn’t just Jews hurt on October 7.” There were members of other groups taken hostage, including Thai and Filipino workers, also Arab Bedouins.
The NIF has helped to provide support for evacuees ever since October 7, including to joint Jewish-Arab distribution centres that “have provided aid on a daily basis,” Murane noted.
“It is not Jew against Arab,” he said. “It is those who believe in life as opposed to those who believe in death…We will take care of each other. We will be the first to help civil society deliver aid.”
Murane suggested that there are several key components to what the NIF is attempting to do in Israel, including “pushback, partnership and peace.”
By “pushback,” he meant, pushing back at the narrative that the Netanyahu-led coalition has developed, which is that the hostages will not return until Hamas totally accedes to the demands put forward by the Israeli government.
“Freeing the hostages is a political matter,” he suggested. “The hostage families have been saying to Jews in the Diaspora: ‘If you want to support the hostages, then Bibi has to step down.’ “
As for “partnership,” Murane explained that “there are still many Jewish and Palestinian people who will stand together and find common cause.” He referred to groups such as “Omidm B’yachad” (standing together), whose members have been “protecting trucks bringing aid to Gaza” from Israelis who had been trying to stop those trucks from entering Gaza.
“We want to keep that flame of partnership alive,” Murane said.
He noted that on Yom Hazikaron (Remembrance Day in Israel) over “6,000 Jews and Arabs came together in one place to show compassion for one another.”
When it comes to “peace,” Murane pointed to the example of World Central Kitchen (an organization receiving funding from the NIF), which has been providing food to Palestinians in Gaza. Helping that group is “an act of morality showing people around the world Zionists giving support to their neighbours.”
Insofar as the road to peace is concerned, Murane suggested that “there are ways out of this mess.” He noted that the idea for the Abraham Accords, in which Israel signed peace agreements with Bahrain, the United Arab Emirates, Morocco, and Sudan, in 2020, was actually first advanced by an Israeli peace group known as “MITVIM.”
Murane posited that a “reinvigorated Palestinian Authority” is one component that would lead to advancing the peace process, but “of course the Israeli government doesn’t want to hear about that.”
The NIF has been active in supporting many different Israeli peace groups, Murane noted, including “Breaking the Silence,” which is made up of IDF veterans who want to draw attention to what Israel’s occupation of the West Bank is truly like.
“The way out of this mess is not going to come from the government,” Murane suggested. “It’s going to come from civil society.”
Yet, time is short, he said. There will be another election in Israel within the next year or two. “We have two to three years to see who will win the civil war in Israel: the annexationist camp or the pro-democracy camp,” he said.
To that end, the NIF has greatly increased funding for many Israeli human right groups, Murane noted. (In 2023, the NIF provided $19 million in funding to over 234 different organizations in Israel, of which $1 million came from The New Israel Fund of Canada.)
Local News
Human Rights Museum announcement of “Nakba” exhibit sets off hornet’s nest
By BERNIE BELLAN On November 19, during its Annual Public Meeting, the Canadian Museum for Human Rights (CMHR) announced it will be mounting an exhibit titled “Palestine Uprooted: Nakba (sometimes spelled as ‘Nagba) Past and Present,” focusing on Palestinian experiences, confirming it will open in June 2026. The CMHR website said that “This announcement follows years of advocacy from Palestinian Canadian groups, with the exhibit aiming to share Palestinian perspectives on the 1948 catastrophe.”
That announcement set off a storm of reaction from within the Jewish community, especially from the Jewish Heritage Centre for Western Canada, the Jewish Federation of Winnipeg , and the Centre for Israel and Jewish Affairs.
The primary concern raised by representatives of all three of those groups was that having an exhibit on the Nakba without also having an exhibit on the forced displacement of Jews from Arab countries in 1948 would offer a distorted perspective of what happened during Israel’s 1948 War of Independence.
We have been reluctant to wade into this hornet’s nest as no matter what we write it is bound to lead to some individuals saying that we haven’t been balanced, but we did decide to go ahead and try to offer some idea of how this exhibit came about.
Our primary source was an interview that Isha Khan, CEO of the Canadian Museum for Human Rights, did with Sierra Sanders of CBC’s Information Radio on November 21.
Following are some excerpts from that interview. (It has been edited for clarity): Khan began by explaining that what the museum will be mounting is “an exhibit that shares the experiences of Palestinian Canadians who have experienced the Nagba or our intergenerational survivors. And it uses multimedia, so a number of different art forms, text and art and interactive to share their experiences and the human rights violations that are related to force displacement.”
Sanders asked: “And so I understand the Palestinian community has been lobbying for years for an exhibit like this or something like this. When was it decided that the museum would be doing an exhibit like this?”
Khan: “So it’s both true that Palestinian Canadians and others have been asking us – demanding that that there be more content in the museum that it shares their experiences. And we’ve been working on this for the last four years because we made the decision that absolutely we need to share these stories that are human rights stories about displacement and and so we’re at the stage where we can announce the exhibit and want people to come see it.”
Sanders: “… I understand the Palestinian community was a part of the conversations when it came to this exhibit. Who did you if you can tell me, who did you consult with during the process of this exhibit?”
Khan: “Yeah. So, in the same way that we really tell any story that you see in an exhibit here in the museum, we rely on the lived experiences of people who have experienced those atrocities or affected communities. And so we’ve been working and consulting with a really wide network of Palestinian Canadians and others from across Canada to to help ensure that we share their story that they’ve entrusted and their stories that they’ve entrusted with us in a responsible way.”
Sanders: “…and why is this exhibit important to the CHR?”
Khan: “The CHR is a museum for human rights and our job is to tell stories, to share stories that enable people to reflect, to understand human rights, to navigate the human rights issues of our day. This exhibit is going to be in our rights today gallery. So, it’s about contemporary issues and there’s no question that people are looking for information. They’re looking to better understand what to do with the information that they have around them, around the Nagba and the Palestinian experiences.”
Sanders: “And what does the museum hope visitors will take away from it and what kind of conversations are you hoping to start with this exhibit?”
Khan: “We hope that people will come and see this exhibit. We hope that by being exposed to or being able to touch and and feel Palestinian experiences of forced displacement that they’ll be able to understand the human rights impacts that displacement can have on people and draw connections to other situations in history and today. Every exhibit that we tell takes stories from the past often and allows people to apply those principles and the feelings and the reflections that they have so that they can better understand human rights today and they can actually take action and do something about it.”
Sanders: “So the announcement of this exhibit has stirred up some concern from the Jewish Heritage Center of Western Canada and they’re worried the exhibit will lack balanced scholarly research and and key historical and current geopolitical context. What’s your response to this concern? “
Khan: “We understand that there are people who are who are concerned, who are worried about what the exhibit may do. What I can share is for one, we’ve had a long really long good history working with the Jewish Heritage Center of Western Canada on Holocaust remembrance and other important issues related to combating anti-semitism. This exhibit isn’t a historical retrospective. This exhibit is about the experiences of Palestinian Canadians who have lived through forced displacement and their families. So it’s told from their perspective, from their eyes, just like many other exhibits in the museum are. Currently we’re running a major exhibition on the LGBTQ purge and it’s told through the eyes of survivors, their words, their stories in order to impact others and help them understand what happened at that time. The Palestinian and Jewish community – they are kind of intertwined in their own ways.”
Sanders: “Do you think that the Jewish community should have been consulted in the curation of this exhibit?”
Khan: “The exhibits that we develop are for all people. As a museum for human rights, we try to share stories that allow people to make connections between human rights violations occurring around the world and here in Canada. We understand that there is a question about how the exhibition was developed. This exhibition was developed with a big team of researchers, academics, a curator who leads the choice making around art and design and many others. And that’s how we do our work. The development of this exhibition has the same rigour as any exhibition we develop. And we do that because we feel responsible for ensuring that if a community or individuals entrust us with their stories, we’re going to make sure we share them responsibly. We really steward others other people’s stories and we really encourage people to come and see the exhibit to help answer some of those anxieties that they may have.”
Sanders: “Now, so the Jewish Heritage Center of Western Canada is pulling out of a partnership with the museum to mark International Holocaust Remembrance Day because of the this exhibit. How will this impact the museum’s ability to provide Holocaust education and programming to combat antisemitism?”
Khan: “We remain absolutely, unwaveringly committed to combating antisemitism. We have a gallery that allows people to examine the Holocaust. We do Holocaust Remembrance Day programming every year in addition to talking about anti-semitism in our school tours and education programs and public tours. We will continue to do that work. We’ve worked with Holocaust memorial sites and organizations across the country and around the world. We hope to continue to work with the Jewish Heritage Center of Western Canada in the future.”
As has been noted, there was fierce reaction from many different organizations in the Jewish community over the announcement that the CMHR would be mounting an exhibit on the Naqba. However, it’s not clear whether there is an official spokesperson for the Jewish community – or if there ever was just one spokesperson.
But, what we were really interested in finding out from the CMHR was when did this idea to mount an exhibit about the Naqba really begin so, on December 7, we sent this query to someone by the name of Amanda Gaudes, who was listed as a Media Relations Specialist for the CMHR on its website:
Hi Amanda,
I’m the consulting editor of the Jewish Post newspaper, also publisher of the jewishpostandnews.ca website.
I’m interested in doing a story about the upcoming Nakba exhibit but, unlike others in the Jewish community who may have been in touch with you, I aim entirely for objectivity – much as that term seems to have been devalued in recent years.
I have no interest in rehashing the arguments that have been raised by members of the Jewish community about fairness and giving equal weight to the expulsion of Jews from Arab countries in 1948 if I’m reporting on what had led the museum to want to mount this exhibit at this time. While I don’t dismiss the validity of those arguments, I find them all too predictable in the sense that they level the same tired criticisms of an exhibit simply because the name “Nakba” is offensive to them in and of itself.
I, myself, can appreciate what impact the expulsion of Palestinians from their homes had. I’ve lived in Israel and have seen the results of that expulsion first hand.
What I’d like is the opportunity to give a full airing of what had led the museum to want to mount this exhibit after all these years – without rebutting anything anyone might have to say. Of course, I’d love to know more about the decision making process, but I rather expect that much of that will remain confidential. However- if you take a look at what’s been said about me online, you can see that I’m not afraid to plunge into discussion of subjects that many in our community would rather remain untouched.
Then, if there are responses from members of the Jewish community that would want to criticize the museum, they can appear at a separate time, so that we don’t immediately plunge readers into a debate the first time we have a mention of the issue which, so far, I can tell you, has gone completely uncovered in the Jewish Post to date.
Thanks
-Bernie Bellan
We received a response from Amanda Gaudes, Media Relations Specialist for the CMHR two days later:
Good afternoon Bernie,
The Canadian Museum for Human Rights announced several new exhibits that are part of the Museum’s core gallery renewal including Palestine Uprooted: Nakba Past and Present. It will be a smaller scale exhibit in our Rights Today gallery on Level 5 of the Museum and will open in late June 2026. This exhibit is about the lived experiences of Palestinian Canadians and the human rights impacts of forced displacement that they have faced over generations. It will use art, first-person reflections, and personal artifacts to share the stories of Palestinian Canadians who were displaced during the 1948 Nakba to today.
There are always individuals or groups who are interested or concerned in the nature of our content and we think it’s important to emphasize that the exhibit is about the personal experiences of Palestinian Canadians. The exhibit is not a historical retrospective, or an examination of the founding of the State of Israel or a commentary on current Israel-Palestine relations.
We began working on this exhibit four years ago to look at the issue of forced displacement of Palestinians. Exploring this content in no way diminishes the experience of others who have also faced displacement including the Jewish community.
We also share the community’s concerns about rising antisemitism and take our mandate as educators very seriously. We are continuing to develop and deliver antisemitism education programs and teaching resources, which have their foundation in our renowned Examining the Holocaust gallery. All of our education programs are designed to not only examine the Holocaust, but to delve into antisemitism today. We are increasing programming in this area in January to coincide with International Holocaust Remembrance Day.
Our role as a museum is to help people understand our world through the lens of human rights. Through that lens, we can see that every individual – and this includes Palestinians and Jewish people everywhere – has the right to live in safety and security and dignity and that all people have the right to self determination.
Thank you,
Amanda Gaudes (she/her|elle)
Media Relations Specialist | Spécialiste des relations avenc les médias
I did send a follow-up email to Amanda Gaudes, but did not hear back. Here’s what I wrote:
Thanks for this Amanda but can I ask you to elaborate on a number of points you mentioned:
What are the other exhibits that the museum will be mounting in addition to the one on the Nakba?
You say you began working on this exhibit four years ago. But, had the idea been tossed around prior to four years ago? If so, I’m curious where the idea came from? Was it someone from within the museum or did it come from someone outside the museum?
Thanks
-Bernie
Then, on December 11, we received this message from reader Irwin Corobow:
I am embarrassed for the Jewish Community here in Winnipeg for the absurd and ill conceived push back by the Jewish Heritage Centre to the plans by the Canadian Human Rights Museum to stage an exhibit reflecting the Palestinian community history during the Nakba. Why in the world should the Museum have to consult with the Jewish Community in order to plan this exhibit? What is there in the Heritage Centre’s mandate that gives the authority to speak on issues that are not related to its mandate? None that I can see. Why is the Executive Director Centre of the Heritage Centre given apparently freedom to act as spokesperson for the Community on such matters such as perceived anti-semitism. I challenge anyone to read through the mission and purpose of the Centre and find anything that supports this reactive behaviour. Ironically this dust up involving the Centre and the Museum will likely increase attendance at the exhibit when it occurs.
Local News
Shalom Residences board announces hiring of Tamar Barr as new executive director
By BERNIE BELLAN The board of Shalom Residences, the agency that provides housing and support for adults in our community who have special needs, will soon have a new executive director, effective December 22.
Tamar Barr, whose name is well known in the Jewish community, is set to take over from Mike Goldberg, who will be leaving Shalom Residences after having served as executive director since the spring of 2022.
It was in March 2022 that the previous – and to that point, only executive director Shalom Residences had ever had, Nancy Hughes, retired from the position after 31 years at the helm. Mike is moving on to take a senior position elsewhere.
In an email received from Mike, he wrote about his leaving Shalom Residences: “It was a difficult and emotional decision as I have become very close to the residents, families, and staff in the Shalom community. I’m transitioning to Executive Director of Community Financial Counselling Services, a non profit that provides free financial counselling and support to low income Manitobans. They provide free tax clinics during tax season as well as support for people experiencing gambling addiction. It will be different than my role with Shalom but I’m excited to support another vulnerable population group with this important work.”
Shalom Residences maintains six different houses in Winnipeg on: Enniskillen Avenue (home to the very first Shalom Residence), Hartford Avenue and Seven Oaks Place – all three of which are in West Kildonan; McAdam and Cathedral Avenues – in the North End; Daffodil – in Garden City; and Oxford Street, in River Heights.
The smallest home has three residents and the largest one – five.
Twenty-nine adults live in those homes, while another nine live in supported independent living apartments, and three adults are supported in community outreach.
Tamar Barr is probably best known in the community for her many years at both the Rady JCC and its predecessor, the YMHA. Tamar served as program director at both the YMHA and the Rady JCC from 1990-2013 and was Assistant Executive Director at the Rady JCC from 2013-2021.
Since then Tamar has filled a variety of different roles, including working in donor relations at the University of Manitoba; project coordinator at the Mennnonite Heritage Centre Gallery; and Alternate Funeral Director for Congregation Shaarey Zedek.
Tamr obtained her B.A. and Bachelor of Social Work from the University of Mantioba; and her Masters of Social Work from Yeshiva University in New York.
Tamar had this to say about her moving into the role of executive director of Shalom Residences: “Stepping into the role of Executive Director feels like a full-circle moment for me. Some of my most meaningful and formative experiences have been alongside people living with intellectual disabilities, whose strength and spirit continue to inspire me. I am honoured to join an organization rooted in Jewish values and dedicated to supporting individuals living dignified, connected and fulfilling lives in a community-based setting.
“I look forward to bringing my enthusiasm, experience and compassion to support and strengthen Shalom Residences important mission.”
In welcoming Tamar as Shalom Residences’ new executive director, the board of Shalom Residences said: “Shalom Residences Inc. is pleased to announce the hiring of Tamar Barr as our new executive director effective December 22, 2025.
“Tamar has a Masters degree in Social Work and brings a wealth of management experience in the non-profit sector and at the Rady JCC. She is looking forward to meeting our residents with intellectual disabilities, families and staff as she transitions into her new role with the kind assistance of our current executive director, Mike Goldberg.
“We wish to thank Mike for his outstanding contributions to Shalom Residences and wish him well in his new leadership role at Community Financial Services where he will be assisting individuals and families facing financial challenges.”
Local News
Canadian produced kosher wine now available in Winnipeg
By BERNIE BELLAN With the imposition last February of a ban on the sale of American liquor in Manitoba, the only type of kosher wines that were available here were from Israel, specifically wines produced by the Galil winery.
Since the latter part of September, however, kosher wines produced by a Canadian winery are now available in Manitoba liquor marts, also the Kenaston Wine Market.
The wines – a red and a white, are produced by a winery known as Tzafona Cellars – located in the Niagara region of Ontario.
On Tuesday, December 2, Rabbi Avraham Gislason, who is a a rabbi in Thornhill, as well as a Tzafona Cellars winemaker, spoke to a large crowd at the Jewish Learning Centre, where he not only explained how kosher wine differs from non-kosher wine, he brought along bottles of five different wines produced by Tzafona Cellars for members of the audience to taste.
So – what makes a wine kosher? you might ask. According to the internet, “A wine is kosher if it is made according to Jewish dietary laws… with strict supervision and handling by Sabbath-observant Jews from the crushing of the grapes to the bottling of the finished product. The winemaking process must use only kosher-certified ingredients, such as yeast and fining agents, and rabbinically-approved equipment.
Rabbi Gislason himself started Tzafona Cellars in 2014. According to the Tzafona website, Rabbi Gislason saw that the “soil, air, and microclimate of the Niagara Peninsula all come together to create an up-and-coming world class wine region, yielding a unique experience that cannot be recreated anywhere else in the world.”
While he appreciated the quality of the wines being produced in the Niagara region, there was one problem: None of the wines were kosher.
According to the Tzafona website, “Starting with the 2014 vintage, Tzafona began to produce kosher wines using the same techniques and high-quality grapes used in producing other premium non-kosher wines. Since then, Tzafona has continued to produce a variety of different wines, namely Cabernet Sauvignon, Riesling, and Chardonnay. We have produced award-winning Icewines in the Vidal, Riesling, and Gewurtzraminer varietals. Tzafona is the only kosher Icewine producer in North America. Their Cabernet Franc Icewine won a Gold Medal at the All Canadian Wine Championships in 2025.
In 2016 we began to produce a line of refreshing semi-sweet wines under our brand “Nava Blanc” and “Nava Ruby.” (It is the Nava Blanc and Nava Ruby wines that are now available in Manitoba). Both of these wines are Tzafona’s bestsellers here in Canada and the USA.
The process of getting Tzafona wines approved in Manitoba was set in motion by Winnipeg marketing specialist Marsha Friedman, who for many years has worked as a marketing consultant and sales agent for businesses looking to offer premium kosher foods to their customers.
Her business, Excellence & Kosher, focuses on identifying unmet needs in the market. “I see a need and I try to fill it,” Marsha says.
“We also ensure that the most needed Kosher food products for the stores that carry Kosher are available, including Canadian Kosher wine,” she adds.
Marsha explains that she approached Tzafona—the only truly Canadian kosher wine company—some time ago with the idea of opening the Manitoba market for them and introducing their wines to local consumers.
Afterward, she contacted tManitoba Liquor and Lotteries (MBLL), which agreed to begin carrying two Tzafona wines: Nava Ruby (Red) and Nava Blanc (White).
Since that initial success in making Tzafona wines available for purchase in Manitoba, Marsha says that she and her daughter Shira have been making similar progress in Alberta and hope to expand into the British Columbia market as well.
For more information about Tzafona Wines, including the addresses of stores in Winnipeg and throughout Manitoba that carry their products, please visit the MBLL Liquor Marts website:
https://www.liquormarts.ca/liquormarts
Go to “Find a Product” and type “Tzafona.” Both wines will appear. Select the wine you’re interested in, then click “Store Inventory.” A list of all MBLL Liquor Marts that carry that product will be displayed.
Marsha adds that “We are hoping to have more listings of Tzafona wines available for Pesach this year, and we will be presenting them to MBLL for their approval.
“L’Chaim!”