LINDSAY JAYE PHOTOGRAPHY

INTERIOR AND EXTERIOR
RODENT CONTROL
Keep the Bugs, Rats and Mice
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Stuart, Milton and Robert Rotenberg

“outside” guy, managing the day-to-
day schedules of the truck drivers and
the running of the plant. Milton, who
passed away in November, was the
consummate salesman; his ability to
create and nurture business relation-
ships helped GMS expand its business
to cover a majority of the country east
of the Mississippi.

EVOLVING AND INNOVATING
In the mid-1970s, Milton’s sons Robert
and Stuart Rotenberg became part
of the enduring General Mill legacy.
Three generations strong, the com-
pany has added new recycling oppor-
tunities to its portfolio, including plas-
tics and metals.
“As product components and
packaging changes, so the world of
recycling must change,” says Robert,
GMS secretary-treasurer. “We’re con-
tinually making on-site assessments
of our clients’ waste products. We
also built our own lab to identify new
reusable materials, creating additional
sources of revenue for our clients from
materials that would otherwise be
discarded.”
GMS handles more than 140,000
tons of material annually, includ-
ing 16 million pounds of paper and
2.5 million pounds of plastic each
month. To accommodate its burgeon-
ing business, the company moved
in 2005 from its home of 55 years on
Vinewood in Detroit to a 13-acre site
in Wixom.
GM, Ford, Chrysler and their Tier 1
and 2 suppliers, plus Meijer and Waste
Management are among General Mill’s
biggest clients.

PRESERVING OUR PLANET
The recycling business has also afford-
ed General Mill the ability to positively
impact the environment.
“Critical to our success,” Robert

says, “is our ability to be innovative
and divert a wide range of recyclable
biproducts from landfills and incin-
erators by developing sustainable
markets for these materials.”
According to Robert, “Every ton
of paper or plastic recycled can save
17 trees or 380 gallons of oil or 4,000
kilowatts of energy or 7,000 gallons
of water. It’s extremely rewarding to
know we’re doing our part to protect
the future of our planet while creating
cash flow to the bottom line of our
clients.”

PRESERVING OUR COMMUNITY
The generations of Rotenbergs that
followed Julius are equally proud of
the legacy of giving he instilled in
them.
“Our grandfather never forgot
the support he received from the
Jewish community upon his arrival to
America,” Stuart says.
To that end, Julius and Alice
Rotenberg were generous sup-
porters to Yeshiva Beth Yehudah,
Congregation B’nai David and the
General Israel Orphan’s Home for Girls
in Israel.
On many Fridays, Stuart recalled
that a steady stream of visitors from
the Orthodox community would visit
the office, leaving as beneficiaries of
Julius’ generosity. “I once asked my
grandfather about his practice of giv-
ing to so many strangers,” Stuart says.
“His answer, which still makes me well
up, was, ‘How do you figure it, Stu?
The more I give, the more I have. You
tell me.’ That was him in a nutshell.”
What shouldn’t be lost in this story
is the irony that a company that has,
for the last 100 years, been making
things that are old new again has also
done its part to help preserve and
renew the community that has given
them so much. •

(248) 585-2600

Family owned and operated since 1900

Over 100,000 satisﬁ ed customers since 1900

2201620

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2 4 7 6 4 S o u t h ﬁ e l d R d . t Southﬁ eld, MI 48075 (1 Block S. of 10 Mile Rd.)

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jn

February 22 • 2018

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