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Executives in the soup for food drive

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Jewish Food Fund Yad Aharon & Michael has invited top chief executives to visit the organisation’s Johannesburg soup kitchen to raise awareness and funds for Jewish people in need.
by OWN CORRESPONDENT | Jun 13, 2019

In an initiative called the CEO Soup Kitchen, executives stand behind the counter, and chop, slice and dice, preparing soup for the week. They are filmed, and asked to nominate another chief executive to get their hands dirty for the benefit of those most in need.

“The objective of the campaign [which started in May 2019] is to educate the community about who we are, and what we do,” says Jody Eberlin, the marketing manager of Yad Aharon. “We want to get the community involved, from the top downwards, and to show that executives are finding the time to give back in a meaningful and tangible way, whether that be in the form of monetary donations, volunteering, or both.

Yad Aharon & Michael started a bi-weekly soup kitchen called Yad’s Soup for the Soul four years ago, after identifying the need for a kosher soup kitchen in the community. It serves food to Jewish individuals twice a week.

The executives committed to the project so far include Uber’s Alon Lits; Excel Academy founder Dan Stillerman; Latest Sightings founder Nadav Ossendryver; Discovery Soccer Park Chief Executive Ryan Kalk; Ukhuni Business Furniture director Michael Stein; Verpakt Management Services’ Amit Cohen; and Adrienne Hersch, the chief executive of Hersch Property Group.

By involving high-net-worth individuals, the CEO Soup Kitchen aims to raise funds for this year’s winter kitchen, and increase awareness among the community – including on social media – of the role Yad Aharon & Michael plays in meeting a real community need.

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