The Story of True Residential

True Residential’s heritage is the American dream. Its parent company and commercial side of the business, True Manufacturing, began in 1945 out of the basement of this Lenox Avenue Home in St. Louis, MO. Pictured on the right is True founder, Bob Trulaske.

Trulaske, was a pilot in WWII. His plane, Sweet Eloise, carried him to safety and led him to return home after college and the war, determined to start a business with his father, Frank, and his brother, Art. 

True got its big break in 1948 when a traveling 7UP salesman was in town relaxing at a local watering hole after a long day of work. To his surprise, the bartender was keeping the beverages cold in a Roll Top Refrigerator (manufactured by True) that did not require a huge expensive block of ice, as things were normally cooled back then. 7UP became the brand’s first large customer, followed soon after by Coca Cola, Pepsi, and more.

True goes international in the mid to late 50s, selling American-made coolers in the Caribbean. The brand’s products gain recognition, offering a cool-as-ice product that stands up to temperatures in hot, humid climates.

True decides to break into the Food Service Industry despite all advice on the contrary and attends the National Restaurant Association show. With so many big players in the industry already, and against all odds, True makes an impact and continues to pursue this avenue. Today, True has the leading market share in North American refrigeration. 

True decided to launch into the residential category in 2008, with a new brand line, True Residential. Relying on their confidence in their expertise on building the best refrigeration in the world, True shows up to KBIS that year—at the start of the recession—and goes up against brands like Sub-Zero and Viking. True Residential launched only two models: a wine cabinet and a glass door refrigerator.

True, today, offers a large repertoire of function-meets-style, full-sized units that come with and without glass doors and in various sizes. Ranging from 30” Wine Columns, to 30” and 36” Refrigerators and 42” and 48” Side-by-Sides, as well as a recently introduced solutions-based Beverage Center Column—a unit dedicated solely to beverages—all the designs are also available in wide array of unique color combinations from the brand’s Build Your True Collection of custom finishes and hardware solutions. The stylish hues include striking shades such as the cheer-inducing Saffron, a tactile Ultra Matte Black, Emerald, and an Antique White to name a few. Complementary hardware ranges from Copper, to Pewter, Brass, and Gold.

True also offers a wide variety of indoor/outdoor undercounter units, including the recently launched, mobile Retro-Red Slide-Top Cooler (left). All serious entertaining staples, the units include beer Beverage Dispensers, Freezer and Refrigerator Drawers, Wine Cabinets, Beverage Centers, as well as Refrigerators and Freezers.

True gives back. At the onset of COVID-19, True donated to a variety of causes, including the James Beard Foundation’s Food & Beverage industry Relief Fund. The company also donated a refrigerator to the Community Free Food Project, a venture that speaks directly to food insecurity. To help during these times of strife and beyond, True is also working on a permanent, soon-to-be-announced project to support Americans in meaningful ways. In addition, True has made its large capacity commercial refrigeration models from its commercial arm (not usually available to the general public) available for purchase during the duration of the pandemic in an effort to assist families—especially those sheltering at home with immunocompromised, at-risk elderly members—with storage needs.