 Accounting Practice in the San Francisco Bay Area
The firm (GROCO.com) began in 1964 as the sole proprietorship of Morey Greenstein. The
fledgling firm was among the first accounting practices in
the new (incorporated 1956) city of Fremont, California. Real Estate developers, merchants and professional
practitioners were among the early
clientele, many of whom remain clients to this day.
 The practice grew along with the local business community. In 1973 Barry Rogoff joined the firm and a
lifetime partnership was formed. His contribution to the firm and its clients was tremendous. Barry died
in 2002 while vacationing with his family in Hawaii. He will long be missed.
By 1980 the firm had clients throughout the San Francisco Bay Area and beyond. The explosive growth in
high technology and venture capital in Silicon Valley prompted the firm to establish an office in Palo Alto
that year. The firm's high tech practice grew during the 1980's and 1990's.
Alan Olsen joined the firm in 1987. He became partner in 1993.
 Over the years the practice grew to serve an ever-wider variety of industries, including manufacturing, distribution, services,
entertainment and financial services. Hand in hand with the industry strengths was the firm's practice of
tax, estate and general financial planning for the owners and operators of the companies it served.
In the middle and late 1990's, continuing to this day, the firm made a strong commitment to technology
in its own practice and in helping clients harness the power of network and Internet technologies in their
companies.
Groco.com, the company's Web site, went online in 1997.
In 2007, the firm saw tremendous growth along with the addition of three new partners:
Steve Singer,
Hal Friedman, and Ron Cohen. It also
opened offices in San Francisco and Danville, California, giving the firm a substantial
presence in the most populous regions of the Bay Area.
Today, under Morey and Alan's leadership, Greenstein, Rogoff, Olsen & Co. has a staff of more than 40 seasoned
employees, serving clients throughout the greater San Francisco Bay Area, as well as clients overseas and
on the East Coast.
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