This is the sixth year in which the Roldin confectionery chain is participating in the 'Esther Hearts' project, which this time takes on a topical and particularly touching meaning: women who inspire and break new ground, who, despite the lack of an emotional and physical shell in their lives, managed to break through boundaries and enlist in a significant position.
The Esther Hearts project is a project of utmost importance for the 'Roldin' chain, with the intention of empowering women and girls in Israel. The project is based on the story of the difficult lives of individual female soldiers, full of challenges and obstacles that could easily divert them from the path. Where it was seemingly easy to give up, they continued despite the difficulty, with the aim of contributing to the country and rendering significant military service.
In this context, the connection to the story of Purim is particularly powerful: just like Queen Esther, our biblical heroine, who challenged reality and became an inspiring woman, so too do the lone female soldiers succeed in proving that with a little will and courage, anything is possible for each and every one of them. The Esther Hearts project is a project of utmost importance for the 'Roldin' chain, with the intention of empowering women and girls in Israel.
The network chose to put Queen Esther at the forefront of the holiday, who in her courageous actions challenged reality as it was and led with her aunt the rescue of the Jewish people in a difficult and dangerous time. Queen Esther is the proof that anyone can go far, challenge and not accept a negative reality as the reality of life.
The selection of the Lone Soldiers Association, and the emphasis on Lone Soldiers, comes in the continuity of the network's activity since October 7th for the security and rescue forces in Israel.
The Es Michael Levin Lone Soldiers Center was established in 2016 with the aim of helping immigrant and Israeli lone soldiers and its main focus is care for lone soldiers without a family background, ultra-Orthodox society veterans and at-risk youth.
Since the beginning of the Iron Swords War, the association strives to create a feeling of home, starting with housing, through thermal clothing and underwear and hygiene, to fresh hot meals and food products that they take with them to the front.
In addition, the association provides immediate and continuous support through mental health treatments and provides a solution to deal with the current expenses and financial pressure due to the fighting.
Noa Bacher Aharoni, CEO of Roldin: "The network's choice to donate this year for individual female soldiers is natural and necessary in view of the complex times we are in, and is intended for the female empowerment of IDF female soldiers who are without a cover during and after service. It is a privilege for us to create the project Esther Hearts for the sixth time in a row and to join the association. The donation will help provide a package of support that includes food assistance, housing solutions, emotional support, trips and more.
The cooperation with the association is managed by Dafna Guy-Stegman from the content company Agendas, a company engaged in the development of social agendas, building strategic partnerships between businesses and the community and marketing strategy. As part of the project, a box of "Esther Hearts" cookies will be offered for sale, and for each box sold, Roldin will donate NIS 10 to the association.
It can be purchased at all network branches, starting on 10.3.