Community Magazine March 2014

ADAR II 5774 MARCH 2014 37 compromising their dignity. Hundreds of Sephardic families have benefited from this kindness and are eminently grateful to Moisha’s. Furthermore, some of the store’s proceeds go towards the Binik “wedding program,” in which $5,000 a month is given to needy couples to offset wedding costs. Moisha also allocates proceeds toward two kollels – one in Flatbush and the other in Lakewood – and to mentorship programs that have kept thousands of rebellious children from venturing off course. Our Place, located in Flatbush, is staffed by psychologists and rabbis who counsel at-risk Jewish children and lead them back to normal, productive lives. Initially founded and funded by Moisha, Our Place now receives partial government funding. The second, based in Lakewood, is a preventative program through which specially trained teachers identify potentially at-risk elementary school children. A trained staff of guidance counselors and psychologists work with these students to help keep them safe and ensure they grow to become responsible and successful Jewish adults. A Long-Awaited Expansion But while Moisha’s Flatbush store was always beloved for its super prices – enthusiastic customers have exclaimed, “They’re the best,” and “You can’t beat their prices, anywhere!” – there were some drawbacks. As Moisha recalls, customers complained about the crowded conditions, which made the shopping experience inefficient and unenjoyable. “The aisles are too narrow, the lines are too long and you can’t park anywhere,” Moisha recalls hearing from dissatisfied customers. Scores of people would flock to the store to take advantage of the incomparable prices, and there simply was not enough room for all the customers to park and shop. People would circle around the neighborhood in search of a place to park, and then go inside to fight for breathing room, ramming their shopping carts down the narrow aisles, only to emerge and face a long wait at the checkout line. Patient shoppers were able to deal with these minor tribulations, but customers in a rush simply had no way of quickly getting in and out. In response to the complaints, Moisha got to work to expand the facility. A multi-million dollar investment produced an additional 18,000 square feet, bigger and brighter aisles, more than double the amount of registers (including three express lanes for faster service), and an expanded parking area on top of the store that can accommodate 50 more vehicles, run by a team of valet professionals. “It’s so convenient,” says one mom, glowingly expressing her appreciation of this luxury service. “You pull up to the ramp, they hand you a ticket, you walk into the store and eventually you come out with your wagon. Of course they help you to your car as you unload packages.” The upgrade has been welcome news for customers who had grown accustomed to the time-wasting, nerve-wracking struggle to find a parking space in this busy neighborhood. Shopping Made Easier Customers have found that the newly designed spacious aisles make shopping easier and much more enjoyable. One long-time customer, who had always endured the store’s crowded hustle and bustle, says that in the new supermarket she leaves quicker than ever before and barely notices the people around her. New and Improved Meat Dept. Overseen by Rabbi Moshe Cohen, BYL closely supervises the entire process of preparation. A full crew of professional butchers prepares the meat in a state-of-the-art facility. Beef, chicken, veal, lamb, turkey, marinated, oven-ready items, pickled meats, corn beef, pastrami, chicken cutlets, spicy, sweet, whatever you wish – can all be found in the newly expanded meat department.