New effort aims to boost economic growth in Rochester area

GENEVA, NY – A new local branding effort aims to promote the Rochester area in hopes of spurring economic development in the area.

One of the companies highlighted in the new Greater ROC campaign is The Waste Not Shop in Geneva.

“You can use for curry, stews, all kinds of delicious recipes,” owner Marilla Gonzalez said as she wrapped red lentils.

In most stores, this would come in plastic packaging, but at The Waste Not Shop, customers can use a reusable container or compostable paper bag instead.

Gonzalez says the concept behind the store is to reduce waste by allowing people to purchase everyday items such as food, cleaning and hygiene products with reusable packaging.

“Even so, an individual thinks we can’t contribute that much,” Gonzalez explained. “We still send bags and garbage bags to the landfill every week and I started to part with the pantry stables and the urban spices and say what else, what can we do with other plastic free. “

The Waste Not Shop has been around since 2019 and recently gained the attention of the Greater ROC campaign.

Joe Stefko is the President of ROC 2025, an initiative to promote economic growth in the Rochester area.

He explains that the Greater ROC campaign aims to show why this part of New York is a great place to live, work and play by highlighting what the area already has in hopes of attracting more talent and new businesses. .

“Marilla is the perfect example of a small business and entrepreneur thriving in our community,” Stefko explained. “A unique niche company that has a passionate audience. We know there are thousands of stories like this in our region. And we really want to leverage the Greater ROC brand framework and the Greater ROC campaign to bring these stories to light, because they make this place as special as it is special.

Gonzalez says she is happy to play a role in this campaign.

“To think that we in our little shop maybe catching the attention of people from all over the region was very exciting,” said Gonzalez. “And we love being a part of this region and getting the recognition it deserves. It was really exciting for us to hear that.

She also hopes to inspire people that small changes, like reducing the amount of plastic you use, can make a big difference.

“It’s really overwhelming for one person to think about saving the planet as a whole,” Gonzalez said. “But if you make it a more manageable idea and take a look at your local environment and say, what can I do to clean up my lake that I love or my hiking trail that I love?” »It becomes possible.

To learn more about the campaign, Click here.

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