Original Article in Jerusalem Post:

SECAUCUS, New Jersey – What a difference 30 years makes in the kosher food business! 

When Kosherfest, the first trade show of the kosher food industry was launched in 1989, there were 500 visitors, 69 exhibitors and an estimated 16,000 kosher products on the market. Today, the kosher food industry is a billion-dollar industry which boasts 12% annual growth. Nearly 250,000 kosher certified products bear hashgacha (kosher certification) from 1,500 kosher-certifying agencies around the world.

Kosherfest 2018, a two-day trade show that took place at the Meadowlands Exposition Center in Secaucus, New Jersey, featured food, wine, beverages and industry supply exhibitors from more than 21 countries and many states across the United States, as well as sessions on the latest trends in the kosher food industry. The 7,000 visitors could navigate the show’s eight long aisles with a special downloadable exhibit app, pray morning and afternoon services onsite, and sample dozens of dairy and meat items. Each new product competition award winner, conference session and item on display in the exhibit hall told an important story of the state of the kosher food industry.

Menachem Lubinsky, CEO and President of Lubicom Marketing and Consulting, opened the show with the “State of the Kosher Industry” address, noting, “Thirty years ago, who could have envisioned this?!” He noted the first show displayed five kugels and six types of gefilte fish. “There were twelve kosher cookbooks. Now, there are 140.”

Lubinsky offered observations about the current state of the kosher food industry. “The OU offers kosher certifi cation in 100 countries. Companies have no choice but to have kosher certification – unless they are kosher, they are locked out of the American market – they can’t sell to Coke, Danon, etc. When I go to Trader Joe’s – I am floored – there are so many kosher products! And online shopping is beginning to take off.”

“Kosher consumers are loyal customers and will buy the store,” Lubinsky playfully notes. “We have 52 holidays before our first holiday,” he added, suggesting that kosher consumers buy flowers, prepared foods, baked goods, wine and more each week in observance of the Jewish Sabbath, before even taking in to consideration products purchased for Rosh Hashanah, Passover and other Jewish holidays.

For the second year in a row, Yarden Horwitz was invited to deliver the keynote address on “Strategic Planning Using Valuable Trending Information.” She recently left Google to start Spate (spate.nyc), a company which uses data science to predict the next big trend. She explains that her company “takes machine intelligence and identifies key words to see what is declining and rising.”

As an example, she explains that the top three food trends include keto (high protein, low carb diet), superfoods (foods mostly plant based and rich in nutrients) and bowls (food deconstructed and served in bowls). Horwitz demonstrated what she called “millions of online signals and data points” by noting a huge spike in kosher sales each April, just prior to Passover. Specifically, her company has observed an increase in people searching for “kosher (for Passover) beer.”

Other sessions at Kosherfest included: “Maximizing Your Opportunities in Food Service,” “Newest Trends in Kosher Cuisine,” “Leveraging Technology and Online Grocery in Your Store,” “Using Technology to Upgrade Kashrus Supervision: New Challenges and New Opportunities” and “Building Your Online Presence: Effective Website and Social Media Practices.”

Glass display cases showed the new product award winners given in 16 categories, including Easy Onions by Bloom’s (diced, sautéed onions in a can), which was awarded Best in Show, Snack Delite Fruity Marshmallow Bars (Convenience breakfast), TropicMax All Natural Plantain Croutons (Savory Snack), Meal Mart’s Israeli Style Shwarma Sausage (Packaged Meats) and the ShabBulb, a Shabbat permissible LED bulb (Novelty).

How do we understand the winners and what they suggest about the kosher food industry in 2018? In an interview with The Jerusalem Post, Lubinsky explains, “As you might guess, the change in the kosher community has been nothing short of a revolution. You might say that kosher grew from a food category into an industry. What the winners of the New Product Showcase and indeed the show indicate is the movement towards convenience, especially since there is a new breed of housewife chefs who live by cookbooks and weekly magazine supplements.

 “The onions are a good example of using foods that can be incorporated into upscale home food preparation,” he continued. “Another amazing movement is the millennials moving steadily toward healthier foods, seen in almost every category from natural and organic ingredients to healthier portion controlled snacks like veggie snacks. Yes, we are dealing with a much more affluent and younger kosher consumer who is willing to spend on upscale foods but at the same time is looking for healthier foods.”

Paula Shoyer, author of such cook books as The Kosher Baker, The New Passover Menu and The Healthy Jewish Kitchen, does cooking and baking demos across the United States and around the world. She is also a regular attendee at Kosherfest.

“The winners show that more and more every year, kosher people want to eat what everyone else is eating, which explains the popularity of the Korean sauces and the energy drink,” Shoyer said. “Israeli food is big, not just among Jews but in general in the US, so it’s smart to have shwarma sausage, date syrup marinade. Overall, I am happy to see international products among the winners. I am excited about the Korean sauces, which I have samples, and it allows me to create Korean food recipes for the kosher audience and not have to make everything from scratch, such as my tofu bibibop recipe in The Healthy Jewish Kitchen. I also love high quality pitted olives because I like shortcuts that do not involve packaged products.”

Yakov Yarmove, corporate director of ethnic marketing and specialty foods at Albertsons Companies, adds, “historically, we have migrated to national, non-kosher trends 30 years late. Now, Gen Z and millennials want it quicker. They work in the professional world and see it and want it. They want to know how they can do it as kosher. This is no longer your grandmother’s kosher!”

A walk through the aisles of Kosherfest reveals just how right Yarmove is. While old favorites like hot dogs, gefilte fish and deli slices are still available for the sampling and might be familiar to the generation of grandparents, there are many new and unique items which just may soon make it to the shelves of local supermarket chains and specialty stores.

The Rebbe’s Choice Herring offers a twist on the classic herring. Each flavor – including Jalapeño Matjes, Honey Mustard Sriracha, Smokey Zaatar and three others are “inspired” by such rabbis as Lelov, Kotzk, Reb Zusha and Rav Levi Yitzchak of Berditchev.

Jem’s Beer Factory, produced in Petah Tikvah, has been in the United States for two months. Eight flavors include berry ale, wheat and an IPA. Their brochure notes, “For me, brewing beer…serves as a catalyst for bringing people together and celebrate life, while contributing to the development of the beer culture in Israel and the realization of my personal Zionist dream.” Dagim Fish Co. has expanded to include zucchini fritters, mushroom fritters, pretzels and waffles.

Several curious women passed the Wandering Que and asked, “What is that?” When they realized they were giving out samples of smoked meat, one remarked, “I’m not becoming fleishig yet.” Signs throughout the exhibit hall warned visitors that both dairy and meat products were on display. Brian’s five flavors of calzones are “certified vegetarian.” Some of David’s Cookies are now pareve. Bongja Ziporah Rothkopf, CEO of KOKO Kosher Korean, which makes Gochujang red pepper paste, kosher kimchi and other Korean products, is excited to soon open a Korean Kosher restaurant in Jerusalem.

Vered Ben-Sa’adon, marketing and visitors center manager for Tura Estate Winery in Rechelim (Samaria), Israel, proudly points out, “There are not many religious women working in wineries!” A few booths away, Shay Fishbein, an engineer and teacher by training and his wife, explain how they began using the abundance of passion fruit plants on their moshav, Ein Iron (between Tel Aviv and Haifa) to bottle passion fruit liquor for family and friends. They now bottle and sell 15,000 bottles of Flora per year.

Perhaps the two exhibitors who traveled the furthest distance came from Sri Lanka and Malaysia. Audrey Peiris of PS Kosher Food Works in Sri Lanka explains that Sri Lanka exports coconuts, tea and spices. Peiris and Malaysian colleague, Mrs. Kalsaba, director of Bhavani Foods, maker of Uncle Saba’s Popadams (sitting at the next table), explain that they both learned about kosher when approached several years ago by the Star-K kosher certifying agency. They have been under their supervision ever since.

Christine Salmon, Kosherfest Show Director, proudly sums up the show and the kosher food industry.

“Some people don’t realize how diverse the kosher industry is today,” Salmon said. “Our exhibitors are showcasing some of the most innovative products in the world, and we are proud to provide a platform to introduce these products to the marketplace and connect professional kosher buyers and sellers to help move the industry forward. It’s incredible.”

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Original Article in The Jerusalem Post:

PHILADELPHIA – If you want to get to the National Museum of American Jewish History in Philadelphia, go to Independence Hall to see the Liberty Bell, then grab a kosher falafel and tehina shake at Goldie’s, climb the “Rocky Steps,” see the Rocky statue and take a selfie at the Philadelphia Museum of Art Museum, take in a Philadelphia Flyers hockey game at the Wells Fargo Center, then take two SEPTA trains to the Fifth Street and Independence Mall Station. Pass through museum security, take the elevator to the fifth floor and you will be treated to “The Art of Rube Goldberg,” the first retrospective exhibit in 40 years, celebrating the groundbreaking art of Rube Goldberg. Sound complicated? Rube Goldberg would be proud!

Goldberg, who lived from 1883 to 1970, built his distinguished career on making the simple complicated. By age 48, as the exhibit points out, his name was part of the lexicon and was added to Merriam Webster’s Dictionary. Rube Goldberg, now an adjective, is defined as “accomplishing by overly complex and humorous means what seemingly could be done simply.” The exhibition opened on October 12 and runs through January 21, 2019. It begins with one such contraption that visitors can manipulate and proceeds to show – through cartoon strips, puzzles, board games and video clips – the many sides of Goldberg, including sports writer, political cartoonist, ad man and Pulitzer Prize winner.

Docent Paul Woolf repeatedly laughed out loud as he read and re-read cartoons mounted on walls throughout the gallery. “His imagination is just incredible. He takes simple things and makes them so complex – or stupid, like his “Foolish Questions” cartoons. Goldberg’s first Foolish Questions cartoon was published in New York’s Evening Mail in 1908 and became an “instant hit.” Woolf humbly notes, “There are some aspects of his life people don’t know about – I didn’t! People know about his inventions but not his other works. He had 50,000 things in print in his lifetime compared to Charles Schultz (of “Peanuts” fame) who had 18,000. And he popularized the term ‘Baloney!’”

Goldberg, the third child born in San Francisco, California, to traditional German- Jewish immigrant parents Max Goldberg and Hannah Cohen, wanted to be an illustrator from an early age. His father, described as “flamboyant, a former cowboy and a political operator,” had other ideas. Goldberg studied mining and engineering at the University of California, Berkeley, where he wrote for the college humor paper. He took his first job with a San Francisco sewer company – and took a big pay cut when he left to become a sports cartoonist for the San Francisco Chronicle.

GOLDBERG NEVER swayed from his true love, continuing to write and sketch works that included “Boob McNutt,” “Foolish Questions” and “Mike and Ike: They Look Alike.” His distinguished career included to a brief stint in Hollywood with friends the Three Stooges, Charlie Chaplin and Groucho Marx. He wrote the script for the Three Stooges movie, Soup to Nuts, designed many of the set pieces (chairs, tables) and even made a cameo appearance. Goldberg had two US patents in 1936 for the comic strip, “Lala Palooza.” As the exhibit notes, his cartoons “shifted focus with political discord mounting in Europe.” In 1947, Goldberg sketched a black and white cartoon of two people walking in the desert on what seem to be parallel paths. One is identified as “Jews” and the other “Arabs.” The caption reads, “When will they find a meeting point?” Goldberg received the Pulitzer Prize for Editorial Cartooning in 1948. He drew an editorial cartoon right after World War Two that focused on the threat of nuclear war in which the words “Atomic Bomb,” “World Control” and “World Destruction” appear in capital letters. The exhibit explanation says, “[Goldberg] never shied away from hot-button social and political issues, and temperance and prohibition were recurring themes.”

At the end of the exhibit, Goldberg appears in an advertisement for a gin company and for Lucky Strike cigarettes (1940s). It notes that he was an early ad man, penning content for Pennzoil Motor Oil, Goodrich Tires and Volkswagen. In an interview with The Jerusalem Post, Dr. Josh Perelman, chief curator and director of exhibitions and interpretation, playfully noted that his granddaughter Jennifer George said, “He never smoked a single cigarette in his life.” Goldberg was a lifelong cigar smoker. Goldberg’s work has universal appeal and has been credited with contributing to the rise of interest in helping students develop STEM skills (science, technology, engineering and math) by problem- solving. Yet, as Perelman notes, there is “a sense of Jewishness” in Goldberg’s work.

“He was a very observational cartoonist. As a member of a minority community, he was on the outside looking in. He walked the line between feeling he was a minority and feeling he was an integrated member of society. And there was a social awareness theme with political overtones throughout. This comes out of his formative years.” Perelman also noted there was something particularly Jewish in the “slapstick nature of his cartooning.”

Perelman sees great potential in exposing viewers to the full world of Goldberg. “For people of all ages, he was so well-known as an adjective. We have an opportunity to help him gain his due as a noun. A whole generation knows what a Rube Goldberg machine is, but they don’t necessarily know who Rube Goldberg was as a person.”

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Original Article in The JNS:

They got the billing right. The headliner of a charitable evening in Midtown Manhattan on Oct. 17 featured 30-plus Israel Defense Forces’ soldiers and officers—donned in uniforms and berets representing various military branches and units—on hand for “A Night of Heroes: A Spectacular Celebration of Israel and the IDF at 70.”

The event, sponsored by the Friends of the Israel Defense Forces (FIDF) National New York Gala Dinner and held at the New York Hilton Midtown for a crowd of 1,200, raised more than $32 million to support the well-being of and educational programs for Israel Defense Forces soldiers.

Capt. Amir Guttman, the naval attaché, came to New York from Washington, where he represents the IDF to the Pentagon and the Coast Guard. He was not permitted to disclose details of his job or his exact place of residence. Cpl. Idan Bakshi of the IDF musical ensemble was pleased to represent Israel and the IDF, and was enjoying his first trip to New York. “It is nice to know that people chutz l’aretz [‘outside of Israel’] value what we do,” he said.


An overview of the FIDF National New York Gala Dinner at the New York Hilton Midtown on Oct. 17, 2018. Credit: Shahar Azran.

Sgt. Eden Hadassi from Emek Yizrael serves in the Maglan unit as an instructor of special equipment. She movingly told JNS of her great appreciation for the Friends of the IDF. Thanks to them, she attended Camp Ramah in Ojai, Calif., when she was 12 years old, as part of the Legacy/Moreshet program.

“My oldest brother was killed in the Second Lebanon War when I was 10, and I was invited to go to camp with others in the same situation as me,” she related.

Hadassi recently returned from serving as a counselor on a trip to San Francisco for children who lost a sibling while serving in the IDF. “I wanted to be there 24/7 for those kids. I can understand them.” She noted that “FIDF does so much for us—for wounded soldiers, lone soldiers and more. FIDF donated a synagogue building and classrooms, and an excellent gym on my base. And there is a special memorial room with a picture of my brother and information about him.”

Honored guests included a staff sergeant and paramedic who had been involved with treating wounded Syrian civilians along the border with Israel as part of the IDF’s “Operation Good Neighbor.” Maj. Or Ben-Yehuda, who served in the Caracal Battalion—one of the only co-ed military units in the world—and her mother, Professor Dina Ben-Yehuda, shared their story of heroism passing on from generation to generation. Attendees viewed moving videos of Dr. Ben-Yehuda, who served in the IDF during the 1973 Yom Kippur War, and Or, who in 2014 single-handedly fought off a group of terrorists and was awarded for her courageous actions.

Or, who lives in Kiryat Ono, spoke with JNS about how she has personally experienced FIDF’s impact. “I visited a lone soldier in my company in his apartment. It was cold; there was no closets, no kitchen stuff. I called the FIDF and when I came again, it was all there!”

She further reports, “When I was wounded at the Egyptian borer and lingered in the hospital, FIDF gave me a box with all the things a soldier could need: shampoo, food, etc. I was most proud of a letter inside from a couple who didn’t even know me. They said, ‘We appreciate what you do!”

Distinguished guests included Israel’s Ambassador to the United Nations Ambassador Danny Danon; Consul General of Israel in New York Dani Dayan; Israel Defense and Armed Forces Attaché to the United States Maj. Gen. Michael Edelstein; FIDF acting chairman Peter Weintraub; FIDF chairman emeritus Arthur Stark; FIDF acting president Robert Cohen; FIDF national director and CEO Maj.-Gen. (Res.) Meir Klifi-Amir and his wife, Brig.-Gen. (Res.) Gila Klifi-Amir; radio personality and voice over artist Valerie Smaldone, who presided as master of ceremonies; and FIDF tri-state executive director Galit Brichta.

On a lighter note, Israeli singer and actress Shiri Maimon, who recently starred as Roxie in “Chicago” on Broadway, performed several Hebrew and English songs.

‘Strong IDF, strong bond between Israel and America’

Highlighting the unique cooperation between the United States and Israel, Brig.-Gen. Tal Kelman, head of the Strategic Division of the IDF Planning Directorate and former Chief of Staff in the Israeli Air Force (IAF), discussed working together with U.S. Air Force soldiers during the Juniper Cobra joint military exercise earlier this year. He was joined on stage by Cpt. Or, the first female soldier to command a Patriot Battery, who recently employed an advanced air-defense system to shoot down the Syrian airplane and drone that invaded Israeli airspace this past July.

“Since its birth 70 years ago, Israel has continuously fought for its right to live as a free country in the Middle East. A true ‘Start-up Nation,’ Israel not only survives but thrives, with accomplishments and innovations that greatly contribute not only to her own citizens, but also to the rest of the world,” said Klifi-Amir. “The success of the State of Israel is rooted in many factors—most importantly, resting on two pillars: a strong IDF—one of the best militaries in the world, with the highest moral and ethics—and the strong bond between Israel and the great United States of America.

“Standing together is the most powerful way to continue to thrive, flourish and face the challenges yet to come,” she continued. “We were honored to have so many highly distinguished guests join us at this momentous annual gala, as we celebrated 70 years of Israel and saluted the heroes of the IDF.”

IDF Chief of the General Staff Lt. Gen. Gadi Eizenkot was scheduled to speak at the event, but had to return to Israel due to recent security developments. “He was on his way from Washington to New York at 9:30 p.m. when he was called back by the Prime Minister’s Office,” said Weintraub. “We therefore need to show solidarity and support or the IDF. We can’t forget the thousands on the ground protecting every inch of Israel, as we speak.

“The miracle called Israel has continued to exist as a strong and thriving country over the past 70 years, and it will continue to exist thanks to the heroic soldiers of the IDF, who put their lives on the line every day to defend the home of the Jewish nation,” he said. “I am proud to chair this extraordinary event and salute Israel’s soldiers for their countless sacrifices, historic victories and commitment to our people.”

Notable among the donations was a $5 million Planned Giving gift. Or Lachayal pledged $2.5 million; FIDF national vice president Marc Perlman pledged $1.6 million; Nefesh B’Nefesh pledged $1.3 million; FIDF Young Leadership New York pledged $1.2 million; FIDF national board member and New York Real Estate Division chairman emeritus Ofer Yardeni pledged $1 million on behalf of FIDF New York Real Estate; Brothers for Life pledged $1 million; Genesis Philanthropy Group pledged $700,000; and the Iranian American Jewish Federation pledged $550,000. Weintraub’s granddaughter pledged $180 for each of his 14 grandchildren.

Funds raised at the gala will provide much-needed and well-deserved services such as academic scholarships to combat veterans; financial assistance for soldiers in-need; support for “lone soldiers” throughout their service and upon release; crucial aid for wounded veterans and the families of fallen soldiers; weeks of rest and recuperation for entire IDF units; as well as educational, cultural and recreational facilities for all soldiers.

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Original Article in The JNS:

 When Jay Feinberg learned in 1991 that he had leukemia, he was told that he needed a bone-marrow transplant to survive. “My doctor said, ‘You will never find a match. Make your bucket list now.’ ”

Feinberg, 22 at the time, was in shock and disbelief. “When I asked why, he said “because you are Jewish, and the best chances of a match are people with the same genetic background.” There were no family members who were potential matches, and at the time, Jews were not well-represented among potential donors.

“I wasn’t prepared to give up,” he said. Feinberg, his family and their circle of friends were fighters. “I found a donor, the last one tested after four years!”

Feinberg survived the harrowing journey, remains in good health, and has devoted his life to helping create “The Gift of Life Marrow Registry,” which seeks to educate people about blood cancers, and to increase the numbers of Jews and people in general around the world to bone-marrow registries. By 1995, more than 60,000 people had been tested. Currently, 310,833 people are registered donors; 15,409 matches have been made; and to date, some 3,321 transplants have been facilitated.

Feinberg, who serves as president and CEO of Gift of Life, reports that “we went from less than a 5 percent chance of a match to a 75 percent chance of a match for Jewish patients.”

The Oct. 10 Gift of Life Gala raised $9.5 million, and honored Dr. Miriam and Sheldon Adelson with the Partners for Life Award. It was an emotional affair, featuring a swab table, and moving stories of donors and recipients. To mark the gala, Gift of Life’s orange brand color lit the peak of the Empire State Building and Renaissance Clock in Times Square on Wednesday night, while the Helmsley Building at 230 Park Avenue glowed orange on Tuesday.


Gift of Life Marrow Registry founder and CEO Jay Feinberg (left) with Gift of Life Marrow Registry Partners for Life Award honorees Dr. Miriam and Sheldon Adelson. Credit: David Nicholas Photography.

Guests were greeted by Gift of Life staff member Lindsay Katz and the table with swab kits. She explained the simple directions of how to join the registry by downloading SwabApp, completing a few forms and a cheek swab. “When I was 10, my 11-year-old cousin went through this and responded to medicine. I have been involved with Gift of Life ever since,” she said.

Isaac Zablocki, senior director of film programs and the Israel Film Center at the Marlene Meyerson JCC Manhattan, attended with his wife, Aviva, to witness his 6-year-old nephew, Idan, as he met his donor, Alex, for the first time. “I am prepared with tissues,” revealed Aviva Zablocki during the cocktail reception.

Giant screens in the orange-decorated room in Cipriani, the famed restaurant in the equally famous Bowery Building (built in 1921), displayed stories of donors and recipients including: “Peter met his recipient Etty at a Taglit Birthright convention in Tel Aviv,” and “David met his recipient Missy at Steps for Life 5K in South Florida.”

Each speaker movingly described his or her connection to Gift of Life, often quoting the well-known passage in the Talmud that states “he who saves a single life, it is as if he has saved an entire world.”


The Empire State Building in New York City displays the Gift of Life Marrow registry colors on Wednesday night, Oct. 10, 2018. Credit: Andrew Tess.

Dr. Miriam Adelson first learned this verse as a student in Haifa and recited it in Hebrew. “I am an emergency-room doctor, and we save lives every day. With just a swab, we can all save lives!” Her husband, Sheldon Adelson, echoed, “I have been in business for 73 years, but I can’t think of anything more important than saving a life. When I look at all of the philanthropic gifts that we make, I can’t see anything more important than the gift of life.”

While the crowd was inspired by the Adelsons’ commitment and philanthropic generosity, the true heroes of the evening were the donors and recipients. Idan, of New York City, who battled the potentially fatal immune deficiency Hyper IgM Syndrome (Hyper IgM), met his stem-cell donor, 22-year-old Alex Weiss, a New York financial analyst originally from Fort Lauderdale, Fla.

Weiss joined Gift of Life during a Birthright Israel trip. “The process has helped me realize how precious life is and how incredibly important it is to do mitzvot for others,” said Weiss upon meeting Zablocki. “I am so excited to meet my recipient, Idan. To my new little buddy, we will always be connected through DNA, and you will be always be connected through my heart.”

Weiss presented Zablocki with a jersey from University of Michigan, his alma mater, and a teddy bear. He also made a donation to Gift of Life.

‘We could do a 100 percent … ”

Psychologist Jon E. Perlman, 69, received his diagnosis just before Passover, referring to it as “the 11th plague.” Perlman, who battled Acute Myeloid Leukemia, met his stem-cell donor, Seth Benzell, 27, of Allston, Mass., a research associate at the Massachusetts Institute for Technology’s Initiative on the Digital Economy. The two noted living just 20 minutes from each other in Massachusetts. Benzell also joined Gift of Life during a Birthright trip.


Gift of Life Marrow registry donor Seth Benzell of Allston, Mass. (left) and recipient Jon Perlman of Sudbury, Mass. Credit: David Nicholas Photography.

The Adelson Family Foundation has enabled thousands of new donors to join the registry through Birthright Israel, resulting in more than 1,600 potential matches that have led to 209 transplants so far. Thomas Stern, chairman of the board of the Birthright Israel Foundation, noted that Benzell is “No. 200”—the 200th Birthright participant out of 214 who have thus far donated marrow to people with blood cancer.

“We will do 25,000 swabs this year out of our 50,000 participants. We could do 100 percent if we had an extra $1.5 million annually,” declared Stern.

Gift of Life’s expansion plans include relocating to a new larger headquarters in Boca Raton, Fla. The new offices will include an on-premises stem-cell collection center. The organization recently opened an office in Jerusalem to support its collaboration with Birthright Israel. Efforts also continue to expand the registry for currently underrepresented populations.

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