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David Green came to GRTC Transit System, the Richmond region’s public-transit company, in 1999.

“After I got here, I fell in love with it,” the bus company’s new chief executive said of GRTC.

“I believe in what the company does. I believe in transit. I believe in providing service.”

Green has three goals for the regional bus company: Be more efficient, attract more riders and promote regional collaboration.

GRTC has a reputation for being a well-run transit operation, he said, but “I believe firmly we can be better.”

“And that’s what I’m challenging the staff to do, from the top to the bottom, across all departments, to look at what they do throughout the day, the processes and procedures, and ask themselves, ‘Was that an efficient way to perform these activities?’ ”

GRTC is moving on major projects to provide better service more effectively to its riders and the region:

• In anticipation of the major bicycling events coming here in May and in September 2015, the company is opening a temporary bus transfer plaza April 20 in downtown Richmond along Ninth and Leigh streets while it works to find a site for a permanent downtown transit hub.