Local News
The debate over whether Jewish seniors’ homes need to be fully kosher
In recent issues of The Jewish Post & News we’ve been debating whether the Simkin Centre needs to remain a fully kosher facility. Following are a number of different letters that were published in the Feb. 16 issue of the print edition, followed by an article that ran in Tablet magazine in 2019 which examined the increasing number of Jewish seniors’ homes in the US that have gone non-kosher:
On Fri, Feb 4, 2022 I sent the following email to Rabbi Yosef Benarroch, who is both the spiritual leader of Adas Yeshurun – Herzlia congregation, also the head of the Vaad Hakashrut of Winnipeg:
Hi Rabbi,
I assume you’re still in Israel as I write this. I hope you’re staying warmer there than we are here.
As usual, I’ve asked a question that might get some people wondering about a subject that doesn’t get raised often, this time it’s kashrut at the Simkin Centre.
I’ve been trying to find out just how many of the residents there aren’t Jewish, but so far Laurie Cerqueti (the CEO of Simkin Centre) hasn’t answered that question.
The reason I ask is that some of the Jewish residents are wondering what’s happening to the home, what with all the non-Jewish residents who have come in in recent years.
At the same time, I’ve been wondering whether it would be possible to have non kosher food in the centre.
The CEO of the Louis Brier Home in Vancouver wrote to me that, while that facility still serves only kosher food, residents are allowed to bring non kosher food in, so long as they eat it only in their rooms.
Would such a policy be acceptable at the Simkin Centre?
Stay safe – and good Shabbes.
-Bernie
(I should note that in my Short takes column of Feb. 2 I suggested that the Simkin Centre ought to consider going nonkosher, as have so many Jewish seniors’ homes in the US. Further, since I sent this email I have been advised that residents are indeed allowed to eat non-kosher food, so long as it is eaten only in their rooms.)
On Feb. 6 Rabbi Yosef Benarroch responded
Bernie
I was quite surprised to read your piece on the Simkin advocating for the facility to go non kosher and provide packaged meals for those who want kosher. In the seven years that I have been overseeing Kashrut at the Simkin there has not been a single such request. Not from the administration, not from residents and not from families including the non Jewish residents. The quality of the food is excellent and I can say this first hand with my mother being a resident. I find it puzzling and shocking that the “Jewish” newspaper of the city would be advocating to turn the Jewish seniors home in Winnipeg not kosher.
My best
Rabbi Yosef Benarroch
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I am writing on behalf of the Board of Directors of the Saul and Claribel Simkin Centre regarding your column in the February 2nd edition of the Jewish Post and News. This relates to your questions about the Centre providing our residents with a Kosher diet, and the ratio of Jewish to non-Jewish residents.
Regarding our use of Kosher food, we are not attempting to “maintain a pretense of keeping Kosher,” as you stated in your column, but to adhere to the principles and values of the Centre going back to its days as the Sharon Home. This topic comes up at Board meetings from time to time, and the Board consistently supports the continuation of this tradition. We pride ourselves on the quality of the freshly made Kosher food we provide our residents, and plan to continue doing so.
Regarding the ratio of Jewish to non-Jewish residents, over the years approximately 60% to 65% of our residents have been Jewish. As Laurie Cerqueti noted when you contacted her, the numbers vary over time. While we welcome people of all faiths at the Centre, we try to maintain open rooms for Jewish people in the community who need the support we provide in a timely fashion. I was surprised when you stated that Laurie “is worried that the figures [regarding the number of Jewish residents] might come as shock to Jewish Winnipeggers.” Under Laurie’s leadership the Simkin Centre, during the current pandemic, has been one of the most open and transparent organizations in the city. The ratio of Jewish to non-Jewish residents is not a secret to be kept from the Community, but a fact based on the number of Jewish community members needing and wanting to reside with us.
Sincerely,
Gerry Kaplan, MSW
Chair,
Saul and Claribel Simkin Centre Board of Directors
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In your most recent Short Takes column you commented on the apparent declining percentage of Jewish residents at The Simkin Centre Personal Care Home. You attributed the decline in the Jewish census at the Centre to the fact that the actual number of Jewish people in the community had declined and that there were alternatives to personal care home care, such as assisted living, which together meant that demand for personal care home beds had declined within the Jewish community.
While I think your reasoning on why there are fewer Jewish people in The Centre is correct, it is important to recognize the significant difference in the eligibility criteria for personal care home admission currently in Manitoba as opposed to 30 years ago when the Sharon Home on Magnus would have had a 100% Jewish population. In the old days places like the Sharon Home were more like retirement residences and people could move into them experiencing far less disability than is currently required for PCH admission. People who moved in were much younger and lived in the Home much longer. With a significantly larger Jewish population in Winnipeg in those days it was a given that very few non Jewish people would be admitted, if at all. Currently, people who are admitted into personal care homes are much more debilitated both physically and cognitively and the turnover in residents is much quicker. Combined with the decline in the Winnipeg Jewish population from its peak of 25,000 to what is now probably less then 15,000 it is a given that when a bed becomes available at the Centre it is more likely to be occupied by a non Jewish person – this in spite of the fact that Jewish people continue to be a priority for admission. Within 5 years the Jewish population at the Centre could fall to 25% or less.
Your comments about the continued provision of solely kosher food at the Centre are good ones. According to surveys in the United States only 15% to 20% of Jewish people are kosher. Fully 65% of non orthodox Jewish people in the US eat pork products and only 10% of American Jews identify themselves as orthodox. I suspect that the Canadian Jewish population is not much different. Being kosher is not a characteristic that defines Jewish identity for a great majority of Jewish people. In my time at The Centre it was clear that many Jewish people entering the facility had not been leading kosher lives before they entered. When you combine that reality with the fact that a majority of the Centre’s residents are not Jewish it might be time to rethink the current kosher policy. As you have pointed out this is already happening in Jewish care facilities and seniors’ residences in the United States.
Irwin Corobow
Ed. note: Irwin Corobow is a former CEO of the Simkin Centre.
The figures Irwin gives for the Jewish population of Winnipeg are not quite correct. The highest number ever reported in the census occurrred in 1961, when the Jewish popuation was just short of 20,000. The 2011 National Household Survey (which replaced the census that year) indicates that there were, at most, 12,500 Jews in Winnipeg that year. The 2016 census reported only 7,640 Jews in Winnipeg, but that figure has been largely discredited. We’re anxiously awaiting results of the 2021 census.
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Jewish senior residences shift away from kosher food
Whether it’s done to save money, or to respect residents’ personal choices, the menus are changing
The following article appeared in the online magazine, “Tablet”, on April 28, 2019.
By JUNE D. BELL
Before the Sinai Residences in Boca Raton, Florida, opened in 2016, several hundred Jewish seniors who’d put down deposits received a survey about meals. Specifically, how important was kosher food?
Not important at all, it turned out. If Sinai were exclusively kosher, the vast majority said, they’d rescind their deposits. “They said having a kosher option was great, but being completely kosher would deter them from moving in,” said Chris Newport, Sinai’s executive director.
The Jewish Federation of South Palm Beach County, which developed the not-for-profit senior community, scrapped plans for a kosher kitchen. Pork and shellfish aren’t on the menu, but residents can dine on cheeseburgers and chicken Parmesan. All 234 independent-living apartments are occupied, and more than 60 people are on the waiting list.
Sinai is far from the only senior residence touting nonkosher fare in a Jewish communal setting. From Philadelphia to Silicon Valley, communities for aging Jews have been succumbing to a host of pressures to expand their menus beyond the limits of kashrut.
Some of that pressure is financial. Facilities pay a premium for kosher supervision of two kitchens with at least two sets of dishes and cutlery, and hekhshered meats, cheeses, and other products cost more than their nonkosher counterparts. But residents themselves exert an outsize influence on the menus of the communities where they plan to spend their last years. Many find kosher fare at best uninspiring and at worst, irrelevant. Their perspective reflects the paradoxical, quixotic relationship that most American Jews have with kosher food: It may be a good thing, but it’s not necessarily my thing.
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About 1 in 5 Jewish Americans—22%—keep kosher at home, according to a 2013 Pew Research Center . The more observant you are, the more likely you are to have a kosher home: 92% of Orthodox Jews said they have kosher kitchens, as did 31% of Conservative Jews and 7% of Reform Jews. The survey didn’t ask about food choices in restaurants or elsewhere.
Beverly Gareleck, who has kept a kosher home for more than five decades, lives in one of the 182 apartments at MorseLife’s Levin Palace in West Palm Beach, Florida. She regularly eats in the kosher dining room, which is supervised by the Orthodox Rabbinical Board of Broward and Palm Beach Counties. “I’m very happy to have the kosher restaurant. It means a lot to me,” said Gareleck, a Buffalo, New York, native. “It’s silly, but I feel it’s healthier, and it’s been looked at and taken care of in a better way.”
But if shrimp is on the menu in the nonkosher dining room, Gareleck will forgo kosher chicken pilaf, brisket, or prime rib. And when a group of friends plans a nonkosher meal, she’ll join them. About half of the 220 Palace residents opt for a kosher dinner each night, but only about 45 eat solely kosher food, said Keith A. Myers, president and CEO of MorseLife Health System.
The kosher versus nonkosher debate at Jewish senior residences was absent from this month’s conference agenda of the Association of Jewish Aging Services—not because it’s a topic members are afraid to discuss, but because they’ve already discussed it so much. “People are tired of talking about it,” said Stuart Almer, the conference’s co-chair and president and CEO of the Gurwin Jewish Nursing & Rehabilitation Center on Long Island. “It’s a sensitive issue to remain kosher or not.” About 20 of Gurwin’s 460 residents eat nothing but kosher food. At Long Island’s Parker Jewish Institute, where Almer previously worked, 20 of about 525 residents consistently ate food prepared in the kosher kitchen.
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Relocating to a senior independent living community can be a fraught decision. Seniors must leave a familiar neighborhood and acknowledge the potential need for services such as assisted living and skilled nursing that “continuum of care” facilities offer.
Communal meals in a new residence help ease that transition and combat the loneliness and isolation many seniors experience. “It is really important; I can’t emphasize it enough,” said Joan Denison, executive director of Covenant Place in St. Louis, where as many as 100 seniors—most of them Jewish— eat a subsidized kosher meal five nights a week.
Matzo ball soup and challah are a comforting sight on a Friday night table, invoking a shared culture and history. “The food is a very easy item to say what makes a facility Jewish,” Almer said. “Food is a big part of it. It’s an obvious and tangible thing.”
When seniors choose a community, the meals—their quality, variety, taste, and presentation—carry disproportionate weight. “If you’re in your 80s or 90s, what’s the only thing you can control?” said Newport, of Sinai Residences. “You maybe can’t drive any more, your family has passed away or your kids are grown up and your spouse may have died. You can control only one thing: your food.”
Administrators are paying close attention, particularly as 10,000 baby boomers turn 65 every day, a that will continue through the next decade. “The preferences of our senior-living residents are what’s really going to drive our business model,” Newport said. “As long as the residents are able to have the things they want in their lives, that’s what’s going to really trigger them to move into senior living.”
Enticing Jewish elders means accommodating their preferences, said Martin Goetz, CEO of River Garden Senior Services in Jacksonville, Florida. “If there is a trend, it’s away from kosher or ‘kosher is optimal.’ That’s for survival.” That shift is occurring across the country, either in one fell swoop or by degrees.
In Philadelphia, ownership changes and residents’ preferences led two predominately Jewish senior residences—Martins Run Senior Residential Community and the Golden Slipper Health and Rehab Center—to eliminate their kosher kitchens. Golden Slipper, now the Glendale Uptown Home, transitioned to kosher-style meals in 2013 for its 200 residents, most of whom were Jewish.
Martins Run in Media, Pennsylvania, added a nonkosher kitchen after requests from prospective and current residents. The community was eventually acquired by Wesley Enhanced Living, which has roots in the Evangelical Association of Churches. Wesley’s still touts its “kosher food of the highest standards under strict rabbinical supervision.” The four remaining residents who keep kosher eat their prepared dinners together at a single table. “Am I disappointed? Yes,” said Ethel Hamburger, 91, who chose Martins Run 12 years ago for its kosher food and Jewish population. “It’s not the place it was.” A Wesley spokeswoman declined comment.
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New cafes opening this spring on Jewish community center campuses that include senior residences in St. Louis and West Palm Beach will be serving nonkosher food to Jewish seniors, their families, and the community.
The kosher kitchens on the 50-acre MorseLife campus in West Palm Beach feed residents of the assisted living center, adult day care programs, a kosher Meals on Wheels program, students at four Jewish schools, and seniors who eat in the kosher dining rooms in the Palace, where Gareleck lives. But the bistro that opens on campus in June—where Palace residents will be able to eat at no charge, since their meals are included—will serve food from the nonkosher kitchen in the independent-living building.
Covenant Place in St. Louis is part of the Millstone Campus, which includes the St. Louis JCC, the federation, and the va’ad. In June, a new building is set to open that will include
medical services, physical therapy, and geriatric care facilities, as well as a new café. Seniors who live in Covenant Place’s 355 apartments—which each have kitchens—can eat at the new bistro on campus if they wish; it’s also open to everyone else, including health-care staff who serve the seniors and families who use the JCC.
“We had a big debate: Should we be kosher or nonkosher,” said Denison. The compromise was a dairy kitchen under rabbinic supervision and a meat one that is not. As many as 100 seniors who pay $3.50 for subsidized communal dinners catered by Kohn’s Kosher Meat and Deli Restaurant will have to opt for a dairy dinner if they want a kosher meal; meat meals will be made in-house, in the nonkosher kitchen.
Denison views the two cafes as a win-win: Kosher-observant families can enjoy a meal out together, and those who want more choices and affordable options can have that, too. “The key is to just be respectful,” she said, “and try to serve the whole gamut of those choices.”
Despite pressures to abandon kosher fare, some proponents are holding their ground, at least for now. When Alexander Ben-Israel became executive director of the 193-unit Moldaw Residences on the Taube Koret Center for Jewish Life in Palo Alto, California, three years ago, prepackaged kosher entrees were “miserable” and mushy. Ben-Israel brought the kosher program in-house, adding a mashgiach, multiple sets of dishes, and meat and dairy dishwashers. Participation doubled to about 25 residents.
“We had a philosophical commitment to the residents to offer kosher dining,” Ben-Israel said. “It’s just the right thing to do, that people who lived a kosher life all their lives would be able to continue to do it. … We call ourselves a Jewish facility, and it would feel kind of funny not offering it.”
But a nonkosher meal costs $15 to make, and a kosher one costs $27, adding an extra $70,000 a year to Moldow’s expenses. The facility is covering the difference for now, though it may eventually be passed on to residents.
In Jacksonville, kosher food costs River Garden an additional $300,000 a year even with staff—not rabbinic—supervision, “but that’s the cost of being who we are,” Goetz said. “We hold ourselves out to serve the entire community. … If Jews no longer connect with their synagogues, at least they are in a place that feels Jewish, does Jewish, and sounds Jewish, even if they’re not observant.” River Garden is Northeast Florida’s sole Jewish senior residence and nursing home.
Goetz, who has been CEO for 40 years, knows better than to ask the seniors what they want to eat. “We don’t put kosher on the agenda to be voted on by residents, because it would fail,” he said. “The residents here love bacon, ham, shrimp, and lobster.”
One day, some might get it. “I see the trend continuing away from kosher. I think it’s inexorable,” Goetz said. “I’m not willing to go out of business because I’m a kosher facility. If no one’ll come here because I’m kosher and it’s too expensive to serve it, I’d need to revisit our mission and our philosophy.”
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This story originally appeared in Tablet magazine, at tabletmag.com, and is reprinted with permission.
Local News
Newly announced Vivian Silver Centre for Shared Society to further former Winnipegger’s lifelong efforts to foster Jewish-Arab co-operation in Israel
By MYRON LOVE Vivian Silver (oleh Hashalom) devoted her life to working toward dialogue and collaboration between Arabs and Jews in Israel. The culmination of her efforts was the Arab-Jewish Center for Empowerment, Equality, and Cooperation – Negev Institute for Strategies of Peace and Economic Development (AJEEC-NISPED), which she co-founded 25 year ago with her sister peace activist, Dr. Amal Elsana Ahl’jooj.
Tragically, Vivian was of the 1,200 Israeli Jews, Bedouin and foreign farm workers who were slaughtered during the Hamas-led pogrom of October 7, 2023.
Last month, AJEEC-NISPED announced plans to create the Vivian Silver Center for Shared Society in her memory – a new national hub for Jewish-Israeli Arab collaboration and social innovation in Be’er Sheva – backed by an initial $1 million donation from UJA-Federation of New York, along with support from the Meyerhoff Foundation, the Gilbert Foundation, and other philanthropic partners committed to strengthening shared society in Israel.
“It’s a great honor and a beautiful gesture,” comments Vivian’s son, Yonatan Zeigen, “and I hope it will be a central building for civil society, both in the physical sense, that it will become a substantial home for the organization and for other initiatives that will use the spaced and also symbolically, as a beacon for this kind of work in the specific location in the Negev.”
As this writer noted n an article earlier this year in relation to the announcement of the launch of the Vivian Silver Impact Award by the New Israel Fund (NIF) – of which she was a long time board member, and which was developed in conjunction with her sons, Yonatan and Chen), Vivian made aliyah in 1974. She first went to Israel in 1968 – to spend her second year at university abroad at the Hebrew University of Jerusalem, studying psychology and English literature.
In an article she wrote in 2018 in a publication called ”Women Wage Peace,” she related that during her final year at the University of Manitoba, she was among the founders of the Student Zionist Alliance on campus and was invited to its national conference in Montreal. There she met activists in the Habonim youth movement who planned on making aliyah and re-establishing Kibbutz Gezer. The day she wrote her last university exam, she boarded a flight to New York to join the group.
She spent three years in New York, where she became involved in Jewish and Zionist causes, including the launch of the Jewish feminist movement in America.
“It was a life-changing period,” she recalled. “I came to understood that in addition to being a kibbutz member, I was destined to be a social change and peace activist.”
Vivian and her group made aliyah in 1974 and settled on Kibbutz Gezer. In 1981, she established the Department Promoting Gender Equality in the Kibbutz Movement. She moved to Kibbutz Be’eri near the Gaza border in 1990, along with her late husband, Lewis, and their two sons
In 1998, Vivian became the executive director of the Negev Institute for Strategies of Peace and Development in Beer Sheva, an NGO promoting human sustainable development, shared society between Jews and Arabs, and peace in the Middle East. Soon after, she was joined by Amal Elsana Alh’jooj as co-directors of AJEEC-NISPED, winning the 2011 Victor J. Goldberg Peace Prize of the Institute for International Education.
In the article she wrote for “Women Waging Peace,” she noted that “while we later focused on empowerment projects in the Bedouin community in the Negev, initially we worked with Palestinian organizations on joint people-to-people projects. I spent much time in Gaza until the outbreak of the second intifada. We continued working with organizations in the West Bank. I personally know so many Palestinians who yearn for peace no less than we do.”
According to a report in the Israeli newspaper Arutz Sheva, in the November 24th edition, the Vivian Silver Centre – which is expected to open in the spring – will be located within AJEEC-NISPED’s soon-to-open AJEEC House, and will provide a permanent home for programs that promote equality, leadership, and cooperation among Israel’s diverse communities.
“The Vivian Silver Center for Shared Society, within AJEEC’s headquarters, “the Arutz Sheva report noted, “will serve as a regional platform for dozens of Israeli Arab and Jewish social organizations. Through AJEEC’s educational, vocational, and leadership programs, the center will support thousands of young adults each year – offering mentorship, professional training, and opportunities for cross-cultural collaboration.
“These programs,” the report continued, “already reach more than 15,000 participants nationwide, helping young people integrate into higher education and meaningful employment while narrowing social and economic gaps.”
AJEEC House is located in Be’er Sheva’s Science Park, near Ben-Gurion University. The three-storey AJEEC House has been designed to foster cooperation and dialogue. It will host community partnerships, provide shared workspaces for social entrepreneurs, and serve as a hub for initiatives addressing social and economic development across the Negev and beyond.
Readers who may be interested considering a donation can dial into NISPED’s website – – for further information.
Local News
Stanley Schwartz- it’s a long way from Waterloo
By GERRY POSNER For Stanley Schwartz, it all began on Waterloo Street. For those who remember the 1950s and 60s – take yourself back to the south end of Winnipeg. Waterloo between Corydon and Fleet had enough Jewish families to form its own High Holiday congregation. That is to say, there were a whole bunch of Jewish families there. Not quite McAdam Avenue in the north end – but close enough. One such family was that of Harold and Faye Schwartz, along with their children: Anita, Ruth, and Stanley.
Stanley graduated from Kelvin High School. In fact, he played football for the Kelvin Clipper. In addition, he was a participant in typical Jewish teen activities at the time, particularly AZA. He had a wide network of friends, some of whom remain vital connections to this day. Remember, in those days, there were no cell phones, no internet, and barely the beginnings of TV. So, as a teenage boy, Stanley spent a lot of time with his buddies.
Stanley went on to the University of Manitoba from where he graduated law in 1967. That was Stanley’s first step into a career that lasted close to 50 years. His second big step was his decision to forgo an offer to become a partner in a well known and established law firm in Winnipeg, and instead, go out on his own in a shared space arrangement. The shared space arrangement lasted several years and, during that time, he also opened up an office in Morris, Manitoba. Morris was once home to several Jewish families, but not when Stanley moved there to live.
Along his way to practicing law, Stanley got married – to the former Shirley Hooper, a woman originally from England who had moved to Vancouver and whom Stanley met by chance in Hawaii. They were blessed with two children and now have five grandkids. But the family did not end up in Winnipeg. In what was a huge life changing decision at that time, Stanley and Shirley boldly packed up their belongings and moved to Vancouver. Now, some of the thinking that entered into this move might well have been Shirley’s lack of fondness for the Manitoba winters (even though she had formed close relationships with many people in Winnipeg at that time – relationships she still maintainsto this day). But Stanley was also open to a fresh start in a new place. That decision, looking back on it now in 2025, was a wise one for both Stanley and Shirley Schwartz. For starters, who knew that Vancouver would explode with an immigrant population and with it, a dramatic increase in the value of property, caused in part by non-residents buying up land and buildings in Vancouver? Aside from that, Stanley had a specialty in his practice of law that was a perfect fit for Vancouver’s growing population- family law.
For the entirety of his legal career, Stanley focused on matrimonial law in every aspect, not the least of which was litigation. As a former lawyer myself, let me say that if there is an area of law filled with tension, aggravation, and sadness, it surely must be the field of marriage, children and custody battles, access, division of assets and all that goes with those issues. You often are not just a lawyer, but also a psychologist, father confessor and a lot more. You really have to be able to be able to watch some of the worst in humanity. And you have to be ready to, as they say, “ go for the jugular.”
You may never have to do it, but you have to be ready. Stanley Schwartz was ( nd remains so this day, in my view) on the face of it, not a likely candidate to be thought of as aggressive.That is because he was then and still is now, a friendly guy who does not seem to be one cut out for courtroom battles. But clearly, he was able to be “ rough and tough” when he had to be. When I asked Stanley what advice he would give to somebody wanting to employ him in a family law situation, he was quite frank. His immediate response to these kinds of clients was: “If you want a war, the winners will be two people -the two lawyers. The losers will be your children ( f there are kids in the picture.”)
Stanley might still have been at it, but he had medical issues relating to his back over a period of many years. He has had three spinal surgeries, and none of them has really worked satisfactorily. Standing for periods of time was hard for Stanley. He says he knew it was time to give up his practice of law when one day in court six or seven years ago, while he was in argument, he leaned against the dais and the judge told him that it was ok for him to sit down and argue. That episode confirmed what he had thought for a while: time to call it a day and a career. So with two metal rods in his back and pain in his legs, Stanley retired.
Though no longer involved in the legal world, Stanley has managed, very easily he would add, to settle into his non working life with as much travel as he and Shirley are able to do. That travel includes trips back to Winnipeg, also Winnipeg Beach – where he spent much of his youth. His visits also include time with his sister, Anita Ruth Neville, a name not exactly unknown to Manitobans given her role as the 26th Lieutenant Governor for the Province of Manitoba. And, with one daughter in Toronto, Shirley and Stanley also make regular stops in that city to see his family there.
Not that long ago, Stanley stepped into the world of octogenarians. He is quick to say that getting old is not for sissies, but at the same time, he is one to embrace what each phase of his life has brought.
Local News
Farah Perelmuter – a former Winnipegger in the spotlight
By GERRY POSNER From the north end of Winnipeg, Garden City to be exact, comes yet another Winnipeg woman who has almost singlehandedly built a prosperous business in Toronto – almost out of the blue. And who is this Winnipeg woman? None other than Farah Perelmuter, bornFarah Vinsky, the oldest of Toby and Irv Vinsky’s three daughters.
Farah attended Talmud Torah and Joseph Wolinsky Collegiate, also spent a year at the University of Winnipeg Collegiate. Upon graduation from high school, Farah took a gap year in Toronto working in the modelling industry. During that year, she had a chance to visit Western University in London, Ontario. That visit inspired her to apply there and, after one year at the University of Winnipeg, she was off to Western. Interestingly, not that long ago, Farah served on the Western Alumni Board – a role she filled for six years.
As a teenager in Winnipeg, Farah indicated that she had an entrepreneurial gene, as evidenced by her creating what was a “ self development “ program for teenage girls. When she started that program, Farah was all of 16 and was already working in her spare time in a modelling agency. When she came to Toronto after her graduation from university, she began working at a marketing agency, but the desire to be her own boss was so strong that, in 1995, Farah, along with her husband, Martin Perelmuter, started a business known as “ Speakers Spotlight.”
The business’s purpose was to bring prominent speakers to address audiences at locations all over the world. The couple initiated the business right from the spare bedroom in their apartment – with only one phone and one computer. Worse than that, Farah and her husband had no clients, no experience, no staff and, of course – no money. What they had was a clear vision. That vision was to put the right speaker in front of the right audience and, if they could do that, the impact would be significant and lasting. They also had so little business experience that they tried out different ways of doing things in their business and were not afraid to be innovative. That willingness to create and change likely propelled them speedily into the forefront in their field. As proof of their standing in the industry, Farah and Martin were selected twice as Entrepreneurs of the Year by Ernst and Young.
From that modest beginning emerged what is today called “ Speakers Spotlight,” a business that has grown into one of the world’s largest and indeed most respected speakers’ agencies. Farah and Martin have developed a team of people working for and with them (now up to 35 people, who work both in and out of the office) and, as well, they have created an incredible roster of extraordinary speakers. Their list of speakers includes people with deep experience in their respective fields. That combination of prominent speakers and a loyal, dedicated group of people putting the speakers on to platforms has allowed “Speakers Spotlight” to raise the bar of professional service and integrity within the industry. Would you believe 40,000 speaking engagements over 50 countries are now part of the history of a business that started in Farah’s spare bedroom? Just the list of names who have participated with Speakers Spotlight is staggering. Google Speakers Spotlight and I promise you will be overwhelmed, both by the quantity and quality.
Along the way, the company has received numerous awards and accolades. Most importantly, they have, through the various people that have been involved as speakers, helped to plant the seeds for people in the audience to make changes, alter plans and to inspire them to go forward. Sometimes, it’s as little as hearing the right person tell a story that can affect one person and from there, big things often develop. For Farah, that is what keeps her excited about her business.
In 2017, the couple started another business related to the first one, called “ The Spotlight Agency.” This company connects celebrity talent with opportunities all over the world. The talent comes from every area of life including the fields of entertainment, sports, food, decor and more. What the Spotlight Agency does is to unite these personalities to a brand of partnerships, with digital and creator content,TV, streaming, podcasts and publishing.
Even with the real success of Farah’s business ventures, what pushes her are her two children, Jade and Cole, both now in their 20s, and forging their own trails. As well, Farah appreciates from whence she came and she looks forward to what lies ahead. She treasures her return trips to Winnipeg to see her parents, relatives and indeed, old friends. So much is Farah Perelmuter a true Winnipgger that she still roots for the Winnipeg Jets, especially when they play the Toronto Maple Leafs. So, let the spotlight shine on Farah Vinsky Perelmuter.
