Bar Pereg is a social entrepreneur and research client executive at Nielsen. She recently earned a B.A. from the Hebrew University of Jerusalem. From a young age she initiated and participated in many social initiatives, such as Hoongo, a free youth adventure group, Mishehu Larutz Ito (Someone to Run With), a social oriented running club, an educational program for the children of refugees, and more. Bar completed her military service and volunteer year at The Society for the Protection of Nature in Israel and then spent a year in New Zealand. When she returned to Israel, Bar joined Digital Fuel, a software company in Jerusalem, first as an administrative assistant and later as a human resources and operations coordinator. While working at Digital Fuel, she came up with the idea behind Crumbs, her current initiative and main focus (aside from her full-time job). This initiative strives to encourage employees to donate a few shekels per week, their “crumbs,” of their prepaid lunch card or corporate e-dining solution to charitable organizations of their choice. Bar was chosen to represent the Hebrew University with the Crumbs initiative in the Stanford Entrepreneurship conference last April. In her free time, Bar enjoys running, hiking, scuba diving, climbing and reading.
Bar’s current focus is the Crumbs initiative. More than half a million employees in Israel use prepaid lunch cards on a daily basis. The Crumbs initiative strives to encourage employees to donate a few shekels per week, their “crumbs,” through a prepaid card or corporate e-dining solution to charitable organizations of their choice. Crumbs solves two corporate challenges: it encourages employees to take part in the donation process when personal philanthropy is decreasing and it enables companies to meet the requirements for social responsibility indexes. Additionally, Crumbs utilizes technology to redirect small amounts of money that would normally be reabsorbed by the company to become meaningful charitable donations. Crumbs also enables smaller companies without the ability to dedicate resources to charitable endeavors to take part in social initiatives at a low cost. The potential of this initiative is over $40 million a year.