To assist combatants: The surprising move by a major insurance company
Ahead of Rosh Hashanah, the insurance and finance company chose to give its agents hundreds of bottles of wine from the TERRA UMA association, produced by combatants dealing with PTSD as part of a unique rehabilitation program.
Just before Rosh Hashanah and the autumn holidays, the company Ayalon Insurance and Finance chose to give its agents a holiday gift with deep social significance. The company purchased hundreds of bottles of wine from the TERRA UMA association, produced entirely by combatants dealing with PTSD as part of their rehabilitation process and return to routine.
The wines are produced as part of a unique two-year rehabilitation program based on the "vinotherapy" method. Within the project, combatants are integrated into all stages of production—from harvesting and fermentation to blending and aging in personal barrels—all under the close guidance of professional winemakers and emotional therapists. To date, over 100 combatants have successfully completed the program, and 42 additional participants joined the new cycle that began last July.
"In every bottle, there are long months of work, patience, and faith. In our case, it also contains a person who is re-paving their way in the world," explains Tomer Weinberg, founder of the TERRA UMA association.
Ayalon's choice provides direct financial support to the cause, as 100% of the association's revenues are transferred to the rehabilitation of the combatants. Each bottle comes with a personal message written by the combatant who produced it. Vered Barzilai, VP of Marketing, Communications, and ESG at Ayalon Insurance and Finance, noted: "It was important for us to choose a gift that supports a significant social initiative. This allows us to express our appreciation and support for the combatants who have sacrificed so much for all of us."
This social initiative follows a period of significant expansion for the company, after Clalit Health Services selected Ayalon Insurance and Finance to provide long-term care insurance to approximately 2.7 million of its insured members. Sharon Reich, CEO of Ayalon Insurance and Finance, noted that the company is proud of the trust placed in them, which recognizes Ayalon's experience and quality, and emphasized that service to the insured will remain at the center of their focus.
