New effort aims to spur economic growth in Rochester region

GENEVA, N.Y. — A new local branding effort seeks to promote the Rochester region in hopes of spurring more economic development in the area.

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

“You can use for curry, stews, all kinds of yummy recipes,” said owner Marilla Gonzalez as she bagged up some red lentils.

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

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

“Even though, an individual thinks that we may not contribute that much,” Gonzalez explained. “We are still sending bags and bags of garbage to the landfill every week and I started branching off of just the pantry stables and urban spices and saying what else,…

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