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67that continuing as they were --a home builder --would be foolhardyunless they also got into land ownership and development. Unlike many of their industry colleagues, who turned their attentionto carving out a niche in high-rise development in Toronto'sdowntown core, Geranium remained true to its roots in low-risehousing. And so the partners made a difficult corporate decision --wind down their prodigious output in building and take the time toreorganize. Meanwhile, Feiner's youngest son, Boaz, had beenlearning the business from the ground up. They turned over thehome building arm of the company to him, while Rumm and FeinerSr. launched into large-scale community development. They laterset their sights on settlement areas identified in the province'sPlaces To Grow legislation.By 2007, nearly 10 years had gone by, and Geranium Homes waswell-positioned for re-entry into the low-rise housing market. Ratherthan a subdivision tract, though, the company launched a full-fledged master-planned community --its first --on landsdeveloped by parent company Geranium Corporation. Today over500 families call this community in Stouffville home, and Geraniumcontinues to build there.On the strength of a three-decade long track record, Boaz Feinerbrought a new energy and fresh approach to creating communitiesand garnered Geranium national recognition in 2011 as a nomineefor the Grand Sam award that honours the top builder by theCanadian Home Builders' Association. Each year, Geranium's new projects have established theirreputation for creating livable communities, thoughtful design andquality construction. Those are values that will be evident in everynew community the Geranium name will be associated with, startingwith a major resort development on Lake Simcoe; large scalemaster-planned communities in Midhurst, near Barrie, and alongHighway 400 in Bond Head.Creating sustainable neighbourhoods may take more time, expertise,money and patience than it used to, say Rumm and Feiner, but it'swhat Canadians expect, and the company wants to deliver.

HOME COOKING68