Every organization has a founding story. Ours started with a simple idea: what if we could use BBQ to bring comfort and morale to IDF soldiers? Looking back from where we are today—234,000 meals served—it’s amazing how far that simple idea has come.
The Beginning: 2020
Moshe Rosenberg and I were discussing ways to support Israel during what was already a challenging time. Both of us love grilling, both of us felt called to do something meaningful, and the idea just clicked: combine our passion for BBQ with our desire to support IDF soldiers.
We started small. Really small.
The First Event
Our first event was at a base near Tel Aviv. We brought two portable grills, marinated chicken, some sides we’d prepared at home, and a lot of enthusiasm.
We served maybe 50 soldiers that day.
But their reactions—that’s what hooked us. You could see the surprise, the gratitude, the genuine enjoyment of a fresh, hot meal that wasn’t military rations.
One soldier said, “You really did this just for us?”
Yes. Yes, we did.
Building the Organization
After that first event, we knew we wanted to do more. But scaling from 50 meals to hundreds, then thousands, required more than just good intentions.
Becoming a Non-Profit
We incorporated as a 501(c)(3) organization in the United States, allowing tax-deductible donations from American supporters. In Israel, we obtained our Certificate of Good Standing (Nihul Takin), legitimizing our operations and allowing us to work officially with military bases.
This wasn’t just paperwork—it was about accountability, transparency, and building something sustainable.
The Early Challenges
Funding – We started with our own money and small donations from friends and family.
Logistics – Learning how to source kosher ingredients, transport equipment, and coordinate with military bases.
Volunteers – Building a reliable team of volunteers who could commit to regular events.
Quality – Figuring out how to maintain quality while increasing volume.
The Breakthroughs
First major donor – A supporter who believed in our mission and provided significant funding.
Equipment upgrade – Moving from portable grills to industrial equipment that could handle larger events.
Volunteer growth – Word spread, and more people wanted to help.
Base relationships – Military commanders began requesting our visits, providing official support.
The Pre-October 7th Era
From 2020 to October 2023, we established a rhythm:
- Weekly or bi-weekly events at military bases
- Serving 100-200 meals per event
- Building relationships with commanders and soldiers
- Developing our systems and protocols
- Growing our volunteer base
We were making an impact, but it was measured and manageable. We served thousands of meals, received grateful feedback, and felt like we were making a difference.
We had no idea what was coming.
October 7th, 2023: Everything Changes
The attacks of October 7th devastated the nation. The immediate military mobilization meant thousands of reservists leaving their families to serve. Entire border communities were evacuated.
Within 48 hours, we made the decision to scale up dramatically.
We went from 2-3 events per week to daily operations. From 200 meals per event to 1,000+. From a handful of volunteers to hundreds.
It was chaotic, overwhelming, and absolutely necessary.
The Expansion to Displaced Families
As we saw the thousands of families evacuated from their homes, living in hotels and temporary housing, we knew we had to expand our mission.
Serving displaced families required different logistics, different approaches, but the same core mission: bringing comfort and normalcy through fresh, quality meals.
The Numbers Today
Looking at our dashboard:
- 234,000+ meals served
- Multiple events per day across Israel
- Hundreds of active volunteers
- Relationships with dozens of military bases and evacuation centers
- Supply chains that can handle massive scale
What We’ve Learned
People Want to Help
The response from volunteers, donors, and supporters has been overwhelming. When given the opportunity to make a meaningful contribution, people step up.
Quality Matters
We could serve more meals if we cut quality. We refuse. The people we serve deserve the best we can give them.
Systems Enable Mission
Good logistics, clear processes, and reliable systems allow us to focus on people rather than problems.
Impact Is Measurable
Every meal served is a data point, but behind that number is a person who felt seen, supported, and cared for.
The Leadership Team
Moshe Rosenberg handles operations, logistics, and coordination with military bases. His attention to detail keeps everything running smoothly.
Rob Eisenberg (that’s me) focuses on fundraising, volunteer recruitment, and strategic planning.
Together, with an incredible team of volunteer coordinators, we guide the organization.
But the real leaders are the hundreds of volunteers who show up day after day to grill, serve, and support.
Looking to the Future
We don’t know how long this current phase will last. The military situation remains fluid, and displaced families still can’t return home.
What we do know:
We’ll keep serving as long as we’re needed.
We’ll maintain our quality standards no matter the scale.
We’ll continue building systems that allow us to reach more people.
We’ll never forget why we started this in the first place.
An Invitation
If you’re reading this and want to be part of our journey:
Donate – Every contribution directly funds meals
Volunteer – We always need more hands and hearts
Share – Help spread awareness of our mission
Partner – If you represent an organization that can help, reach out
From Small Beginnings
When we set up those two little grills in 2020, we couldn’t have imagined where we’d be today. But the core mission hasn’t changed:
Use the power of fresh, quality BBQ to bring comfort, boost morale, and show soldiers and displaced families that they’re not alone.
One meal, one smile, one moment of normalcy at a time.
Thank you for being part of this journey.