By Claudie Benjamin
Abundance is unmistakable at the Morton Williams at 2015 Broadway as it is at all 17 Morton Williams supermarkets in the New York metropolitan area. The array of fresh fruit, vegetables, canned, frozen, and boxed foods, along with condiments and prime cuts of meat, poultry, and fish, provide a variety to match anyone’s grocery list. It’s an awesome display of American bounty. Even bottled water is in abundance. Supervisor Steve Schwartz estimates there are roughly 30 brands of flat and sparkling water sold, including straightforward spring water to waters with natural flavorings like lime and raspberry. Harvard Medical School advises, “For healthy individuals, the average daily water for men is about 15.5 cups and for women about 11.5 cups.” For many consumers with a preference and a place in their budget for bottled water, Morton Williams provides a wide selection that encourages looking for just the brand of choice.
Avi Kaner, co-owner of the third-generation Morton Williams supermarkets, Is proud of the family’s commitment to give back in the form of an annual fundraising golfing event whose substantial proceeds support community service in parts of the world where bare survival is more familiar than abundance. The recipients of this generosity are the people of the towns and villages in developing countries like Uganda in Africa where aquifers are located so far beneath the earth’s surface that drawing water out has been virtually impossible.
Villagers have coped with lack of water, Kaner explained, with women taking on the responsibility of walking miles with babies strapped to their backs to find water in swamps that are often contaminated. The consequences of scarcity of water are dire in terms of health and well-being. But, thanks to Innovation Africa, change for the better by making water accessible continues to improve the way of life in the villages that have become part of the project.
“More than one million people have already benefited from the program,” said Kaner in talking about how he and his wife Liz became involved over the past ten years as being part of a global community. He described how he was introduced by Innovation Africa’s CEO Sivan Yaari to what he called “a simple” concept to address the water storage. “The idea is pumping water from deep in the ground to the surface using solar energy, an endless resource.”
Depending on Israeli technology and engineering support, the implementation of this innovation has brought and continues to bring water to villages across Africa. Not only has health improved, but water has made agriculture possible. Sales of produce contribute to the reality of building stone houses rather than thatched huts, further improving lives.
Family members have traveled twice to see the remarkable results. They are in regular communication with the communities served by the project, receiving photos and videos of activities related to the project’s successes.
There is also an ongoing remote communication tech support system between the village and the engineering experts to ensure repairs can be made when needed.
Kaner said awareness of Innovation Africa is brought into his supermarkets during the holidays when customers are urged to contribute $1-$5 at check out. Another fundraising effort encourages youth to become involved with family contributions of funding and the opportunity to engage personally with Innovation Africa.