The Genesee Brewery in Rochester does this a couple of times a year…they will close all of the shifts at the facility in High Falls, and more than 300 employee volunteers will then work on various community revitalization projects, everything from planting new trees to picking up trash.
That’s what Carlos Rojas was doing when I saw him with his orange plastic bag, using some long tongs to pick up debris along the Genesee Riverway Trail.
And Rojas isn’t exactly part of the rank and file at the brewery. He is Chief Financial Officer for Florida Ice & Farm Company, also known as FIFCO. It is the Costa Rican-based corporation that owns North American Breweries, the parent company of the Genesee Brewery. He says these types of community activities are very important to the company’s overall corporate philosophy.