The heads of welfare departments met with the CEO of Blue Square Group, Zev Vurembrand and the Director of Meir Panim, Racheli Ibenboim and told them of the terrible poverty many Israelis face. In response, a partnership was formed aimed at aiding the families most in need. For weeks prior to the holidays, cashiers at checkouts in all Blue Square stores collected donations towards funding this project. Zev Vurembrand , CEO of Blue Square group , said: “we see it as a mission of our company to assist families in need and were proud to be able to help families start the New Year with joy.

Racheli Ibenboim, Director of Meir Panim, expressed her appreciation for the partnership by saying: “It is a great honor for me to work with a corporation that takes its responsibility to the community so seriously. I hope that other corporations will follow in the footsteps of the Blue Square Group and will do what they can to help the less fortunate.”