In the late 1950's, Robert F. Williams got the idea of utilizing plastics for plumbing systems which could be installed by individuals possessing no plumbing skills, and, as a consequence, Genova was born. Williams' background as a licensed master plumber as well as an expert in the field of plastics made him eminently qualified to dispel the mysteries of plumbing to the average homeowner. Williams' goal was to make home plumbing something that homeowners could easily do themselves. Since that early beginning, complete lines of Genova pipe and fittings have been developed by the senior Williams and his son, R.M. Williams, current Genova chairman and also a licensed master plumber.