Retail Observer

RETAILOBSERVER.COM OCTOBER 2015 10 Today, True boasts some of the most sophisticated testing chambers and R&D labs in the world, but it retains the same ambition that drove the Trulaskes, priding itself in real- world demonstration. True units—some 20, 30, and even 40 years old—keep beverages ice-cold throughout the Caribbean and on islands around the world. For its first 25 years, True grew according to the Trulaskes' vision and became a supplier to many large beverage companies, including Coca-Cola, RC Cola, Nehi, and Pepsi Cola. Not until 1972—participating in its first National Restaurant Association show—did True decide to diversify into the world of commercial foodservice. Much as it did at its first KBIS in 2004, True had the "wrong" models at the 1972 NRA show (only glass door upright merchandisers and beer equipment). It piqued interest due to its reputation and experience, but the dealer community and restaurant operators told Bob's son, Rob Trulaske, that True had no business in the foodservice business, which claimed to have enough refrigeration suppliers. their opinions about the type of refrigeration that they needed and wanted. Years later, True introduced the T-49 double door stain- less steel refrigerator, the unique answer to those needs. Inspired by the bottom-mounted compressor, it relieved operators from stooping to load and unload products. Today, the T-49 is ubiquitous, an all-but-assumed piece of equipment for any new restaurant, cantina, cafeteria, or pizza shop. Throughout the 1990s, True successfully introduced over 400 new models, one of the most transformative being the refrigerated sandwich/salad preparation table, which, due to a patented airflow system that kept products at consistent, food-safe temperatures—allowed operators to keep ingredients in pans overnight. As America began eating out more often and more consistently, so grew a variety of new restaurants, new tastes, and new menus, which fueled the need for new kitchen equipment, from upright reach-ins to refrigerated back bars to cake display cases and refrigerated pizza prep tables. "Stick with beverages," they said. Rob, firm in belief that True could serve foodservice as well as it had beverage, sharpened his resolve and focus. He spent time gathering feedback from dealers, chefs, operators, and others who gave 1945 1955 1965 1945 - Bob Trulaske along with his father Frank, and later his brother Art, collaborate to develop a refrigeration company in their Lenox Avenue house. 1948 - 7UP ® approves TRUE Roll Top Bottle Coolers. 1954 - International sales begin when coolers are sold in the Caribbean and Central America. 1957 - Pepsi-Cola ® Company approves TRUE equipment. 1961 - The first version of the TRUE logo as it appears today was created in 1961. 1950 - TRUE develops blower coil evaporator technology and Slant Lid Bottle Coolers. 1957 - TRUE introduces the GDM-40-30, the first of its Glass Door Merchandisers, groundbreaking for their state-of- the-art fan motor technology and revolutionary "triple-pane" glass design.

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