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An Orange Debit Card Enables Hesed Clients in the Urals to Choose their own Food Package
A cart full of Passover-approved foods, Irena excitedly walks the aisles of the Kirovskiy supermarket. "I am most excited for the applesauce and bananas" she shares, pointing to the products in her basket. This trip to the food store is an exciting one for Irena, this is the first time she is using her new "SUPERmarket" debit card.
The "SUPERmarket" program in Yekaterinburg is modeled after the successful "COTO" card program in Argentina. In response to the collapse of Argentina’s economy in 2001, JDC sprung into action by giving food packages to the Jewish families in need. It quickly became evident that this form of aid was not well received by the Argentine culture. The food packages were replaced with monthly food vouchers and finally by debit cards accepted at COTO supermarkets. Before the program in the Ural Mountain region of Russia began, Irena would receive a food package filled with items already selected by the local Hesed. Today the participants in the food card program can shop with a sense of dignity and the freedom to choose their own food. To help with food choices, the Hesed-Menora worked with a local Jewish nutritionist to create a kosher-style food guide. 
The program, which began in September 2005, aims to expand to include 250 participants and every Kirovskiy branch in Yekaterinburg. JDC’s Urals office worked with one of the biggest banks in Russia, Vneshtorbank to set up the electronic debit cards. To guard against misuse, the cards are programmed to only be accepted at the Kirovskiy market, they can not be used at cash machines or other stores. Each month money is electronically transferred onto the card, the card can then be used between the 10th and 20th of the month. If the full amount is not used in any one month, the remainder rolls over to the following month. Program enrollees are also required to agree to buy foods that adhere to the kosher-style principle outlined for them. To make sure that proper food choices are being made the food store reports back to Hesed with lists of the products each individual purchased.
Gesturing to the long line behind her at the checkout Irena proudly hands her orange credit card to the cashier, "I am grateful for this card." After all, it is not every Russian pensioner that can boast a personal credit card! March 2006 |
