"On the notion of values alone that’s probably one of the key drivers because, when you have a clear set of values, they can vary from company to company, I use that as a filter." - Steve Greenbaum, CEO of ComForCare Health Care Holdings, LLC This week on Franchise Today hosts Stan Friedman and Paul Segreto welcome back Steve Greenbaum. Now in his role as CEO of ComForCare Health Care Holdings, LLC, a premier provider of non-medical in-home care with nearly 200 locations throughout the U.S., Canada and the U.K. Steve discusses his role with The Riverside Company, ComForCare's private equity partner and how he is creating and leading a multi-brand franchise parent company with plans for expansion across the home care industry. Franchise Today airs LIVE Wednesdays at 12 PM Eastern Time / 11 AM Central Time with on-demand access on iTunes and is proudly sponsored by FRM Solutions and Franchise Foundry.