Laurier Grads Soar is a multi-part series that returns for it's fifth installment for the 2020-21 academic year. The segment features former Wilfrid Laurier University athletes and student-leaders in the Athletics and Recreation Department, and the success they have enjoyed since leaving Laurier. Written by award-winning journalist David Grossman, different features will be released throughout the year that will emphasize the role Athletics and Recreation played in helping them achieve success.Jeff Carefoote: Owner and CEO, Amsterdam BrewingJeff Carefoote knows all about Big Wheel, Pale Rider, Space Invader and the list goes on.
They're not computer password codes, amusement rides, nicknames or even references to sports plays. If you guessed anything but names of beer, you missed the correct answer.
Amsterdam Brewing Company, based in Toronto, makes those products and the man behind the business is none other than Carefoote. Some may know of him as having a brilliant work ethic. He's flown around the world, tasted inferior competition and remains extremely conscious of his products.
Others know Carefoote as being quiet with strangers, goofy with friends but energetic and quite gregarious. He's also the same individual who once attended lectures at Wilfrid Laurier University and went on to graduate with an Honors degree in political science.
When he wasn't focused on his success in the university classroom, Carefoote played football for the Golden Hawks back in the 1970's and, in his own words “did a tough balancing act in football and academics because I wasn't a great student”.
Take it for what it's worth, Carefoote is a success story.
He wasn't too shabby on the football field playing three offensive line positions for Laurier and was a member of one of the most iconic Golden Hawk teams. It was the contingent that won the Ontario Universities Athletic Association (OUAA) championship - the Yates Cup in 1978.
“It's funny how things turn out,” recalled Carefoote in a telephone conversation. “I played centre, was picked as a high school all-star and remember going to a Toronto Argonaut camp. It was one of those things where you show your talent and university coaches check you out. It was quite the experience.”
Football goes back to the teen years at Toronto's Woburn Collegiate. When it came to sports, there wasn't much he didn't play back then. Chosen Athlete of the Year, his emergence from those football days can read like a novel
After Woburn, Carefoote had intentions of sticking around the city and going to the University of Toronto. But his cousin had strongly recommended that Carefoote find a university away from his home city.
Laurier had been Carefoote's third choice, but things rapidly changed after football coach David “Tuffy” Knight kept calling trying to convince him to go west – as in the Kitchener-Waterloo area.
“I loved football, didn't know what I wanted to do as a career, but I was impressed that (Knight) cared a lot about me,” said Carefoote. “I hadn't been to Laurier, but I also never did hear from the University of Toronto football coach.”
Carefoote has had much exaltation for his time at Laurier. He vividly remembers his time specializing in “academics, sports and beer” and recalls his trips, carrying beverage cases, to the campus student gathering called the Turret. Carefoote also claims the location was his introduction to hops, brew and lager.
“Laurier was a real good experience for me and there were good people who had our best interests all the time,” said Carefoote. “I actually grew up at Laurier, took on real responsibilities, learned the principles of life, made wonderful friends and always felt protected.”
The British Columbia Lions had offered Carefoote a contract to play for the Canadian Football League team, but he claims what they had offered him, “was less than what I could have made as a bouncer or hauling lumber”.
He waited for his chance, and his path to achievement has been itinerant. Energetic and observant, Carefoote understands business.
His history of job hopping is interesting. He worked with the Toronto Argonauts as an intern in public relations. There was also work with the Toronto Blizzard soccer team in sponsorships. In 1982, at the age of 24, he took on a job with Molson in marketing and sales. Then, it was off to Milwaukee as Marketing Director for a multi-million-dollar company called Miller Brewing.
It was in 2002 when the spotlight shone brighter on Carefoote after becoming Chief Executive Officer of Amsterdam Brewing, now in the top tier of brewing in Ontario.
“I learned a great deal in those days at Laurier and would eventually take huge steps, sometimes backwards to move forwards,” he said. “I have loved the adventure and a day doesn't go by without learning something. There was a time when I wanted to build something. Now, I am growing something.”
Carefoote has guzzled down a world of experience and knowledge, even made adjustments, but still remembers the good 'ole days.
“I know that you have to like what you're doing, and, for me, I will always have fond memories of Laurier,” he said. “I am not sure that I would be where I am today without the discipline, knowledge and friendship at Laurier – something that I have learned to respect.”
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David Grossman is a multi award-winning communicator and storyteller with a distinguished career in Broadcasting, Journalism and Public Relations in Sport and Government Relations. In 2018, he was the recipient of Ontario University Athletics (OUA) Media Member of Distinction. 2016-17 FeaturesSteve Griggs - Chief Executive Officer and President, Tampa Bay LightningSophie Kotsopoulos - Senior Director of Integrated Marketing, National Hockey LeagueMike McKenna - Former Director, Telecom, Media and Technology Investment BankingNicole Lee - Director of Integrated Marketing, National Hockey LeagueMike Bartlett - Executive Director, Maple Leaf Sports and Entertainment FoundationRebecca Watts - Manager, 2017 World Junior Hockey ChampionshipHugh Lawson - Director of Business Development, Staples Promotional ProductsCheryl Pounder - Former Canadian National Women's Hockey Team MemberJohn Morris - 2010 Olympic Men's Curling Gold MedalistBill Burke - Chief Executive Officer and Owner, Niagara Ice Dogs2017-18 FeaturesTania Pedron - Manager of Administration and Operations, Maple Leafs Sport and EntertainmentWayne Kemick - BMO Wealth AdvisorDenise Burke - President, Niagara Ice DogsKevin McDonald - Vice President of Football Operations and Player Safety, CFLDr. Megan Yaraskavitch - NeurologistAndrew Agro - Director of Corporate Sponsorship and Business Development, New York JetsMarcia Powers-Dunlop - Senior Manager of Professional Support Services, Toronto District School BoardJoe Vernon - Lawyer, Miller CanfieldEmily Rudow - Founder, Oneiric HockeyTodd Cooney - Vice President and Broker, CBRE LimitedJennifer Elliott - Sports Information Officer, uOttawa Gee-GeesRohan Thompson - Social Worker and Professor, Conestoga CollegeDr. Fiona Aiston - Family DoctorJeremy Hedges - Founder and President, InksmithSadie Anderson - FirefighterAndrea Elliott - Sports Information Specialist, Ryerson RamsAlyssa Lagonia - Professional Soccer Player2018-19 FeaturesAshley Stephenson - Teacher and member of Canada's national women's baseball programJ.R. Edwards - General Manager/Country Director, Carlsberg USAGinger Whitney - Vice President, Whitney and Company Realty LimitedSandy Nixon - Loopstra Nixon law firmChristina Polano - LawyerDonnie Ruiz - CFL alum, artist, personal trainer, and award-winning body builderJahmeeks Beckford - Support Worker, Carizon Family and Community ServicesMelanie Witzell - Founder and Agency Director, Mad Hatter TechnologyEric Calder - Owner and President, Skills Plus HockeyRyan MacDonald - Strength and Conditioning Coach, Volleyball Canada National Beach Team2019-20 FeaturesChrissy McEwan - Account Executive, Detroit PistonsIan Noble - LawyerTamika Marks-Grant - Marketing & Branding, Canadian Olympic CommitteeDean Boles - Chief Executive Officer and Chief Technical Officer, Swim OntarioAndrew Quattrin - Professional Rugby Player, Toronto ArrowsScott Driscoll - NHL OfficialSteve Bienkowski - Chief Operating Officer, Kitchener Rangers2020-21 FeaturesPat Langdon - Executive Managing Director, Newmark CanadaCassandra Mensah - Education Fellow, National Women's Law CenterAllister Scorgie - Director of Sport Hosting, Region of WaterlooAlena Luciani - Owner, Training 2XLRoberto Aburto - Municipal Lawyer and Partner, Gowling WLG
