In 1965, a trade magazine published an article about Beaverton Horseradish Company’s first automatic bottling machine. The article caught the attention of a food broker named Sam who reached out about representing the company in northern California. Since the company didn’t do any business in California at the time, Geno gladly accepted. Sam and Geno remained business partners and friends for many years. Geno remembers Sam fondly, saying “I was very fortunate because Sam was one of the best things that ever happened to Beaverton Foods… he was one of the very best.” The company wouldn’t be what it is today without his support.