business

Keeping
The Circle
Turning

Three generations of Rotenbergs
help mark 100 years of business at
General Mill Supply Company.

General Mill old truck

ABOVE: Robert,
Stuart, Milton and
Manny Rotenberg. Julius
Rotenberg, the founder,
is seated. Circa 1970s.
RIGHT: Milton, Julius
and Manny Rotenberg.

58

February 22 • 2018

jn

F

and their young daughter, Mary.
ounded in 1917, third-gen-
However, the onset of WWI and the
eration family-owned-and-
Russian Revolution forced him to be
operated General Mill Supply
away from his family far longer than
Company (GMS) is an inspiring
expected. Eventually, the course
American immigration success
of world history would
story. In this age of small
alter Julius’ plans. After
independent companies
seven long years, he finally
being absorbed by larger
brought his young family to
competitors, the celebration
America for good.
of General Mill’s 100th year
As his business grew, so
in business is also a story of
did his American family.
survival.
Julius and Alice welcomed
Julius Rotenberg, of
three more children: Manuel
blessed memory, was a true
Alan Muskovitz
(Manny), Phyllis and Milton.
visionary. How else would
Contributing Writer
Brothers Manny and Milton
you describe a man who had
Rotenberg joined their
the foresight to start a recy-
father Julius at GMS in the
cling business in 1917? He
mid-1940s.
did so around age 24, just
three years after arriving in America
WARTIME INTEGRITY
from his small shtetl in the Ukraine
During WWII, with materials in
and two generations before renew-
short supply, the government
able resources would become a part
employed price freezes to prevent
of the world’s lexicon.
companies from selling commodi-
“It’s a business my grandfather
ties at inflated prices. That was
learned from a friend upon his
greatly ignored by many companies
arrival to the country,” says GMS
— but not GMS, especially since
President Stuart Rotenberg. “He
Julius’ son Manny was a bomber
showed him how to salvage and
pilot flying missions over Germany.
repurpose paper, metal and rags he
“My grandfather had an unwaver-
found in the alleyways of Detroit.”
ing sense of patriotism,” Stuart says.
Jewish peddlers who populated
the Eastern Market would be among “He refused to cash in on the black
market that was available to scrap
his first customers.
producers. Instead he honored the
Rotenberg would start General
Mill Supply with a single truck, pick- government price freeze. Because of
ing up and paying for cardboard and my grandfather’s reputation for hon-
newspaper and selling the materials esty and integrity, he convinced his
suppliers to do the same. It’s a great
initially to paper mills.
sense of pride for our family and
Like so many of his generation,
business.”
Julius Rotenberg, in his journey to
Manny and Milton’s own individual
create a better life for his family,
strengths helped the business con-
made great personal sacrifices. His
tinue to grow and prosper. Manny,
initial goal was to make money,
of blessed memory, was more of the
then return home to his wife, Alice,

