In an industry where acquisitions and corporate consolidations are commonplace, True Residential stands as a testament to the enduring power of family ownership and American manufacturing. For 80 years, this St. Louis-based refrigeration powerhouse has been redefining cool—both literally and figuratively—through innovation, quality craftsmanship, and a commitment to family values that now extends into its fourth generation of leadership.
From Garage Startup to Industry Leader
The True story begins in 1945 with a quintessentially American tale of entrepreneurship. The Trulaske family, armed with determination and technical know-how, began manufacturing commercial refrigeration units from their St. Louis garage. What started as a modest operation quickly gained momentum when a fortuitous encounter with a 7-Up salesman led to their first major order.
“It all began when a 7-Up salesman stopped for a surprisingly cold drink at a St. Louis bar,” notes company lore. That refreshingly cold beverage—courtesy of True’s superior cooling technology—led to the company’s first significant order of wrapped rail roll-top bottle coolers in 1948, putting True on the map and establishing the iconic roll-top cooler as a fixture in American beverage service for decades to come.
This breakthrough moment catalyzed decades of growth in the commercial refrigeration sector, with True Manufacturing becoming synonymous with reliability and performance in restaurants, bars, and convenience stores nationwide. However, it wasn’t until 2008 that the company would make its strategic move into the residential market with the launch of True Residential.
Fourth-Generation Leadership Drives Innovation
Today, True Residential operates under the visionary guidance of fourth-generation family members Steven Trulaske Jr. and Kay Trulaske. Their leadership has ushered in a new era of expansion, blending the company’s commercial-grade engineering heritage with contemporary design sensibilities and luxury positioning.
“We’re honored to carry forward our family’s legacy while pushing the boundaries of what residential refrigeration can be,” says Steven Trulaske Jr. “Our commercial DNA gives us unmatched expertise in cooling technology, but it’s our innovation in design and customization that’s truly transforming luxury kitchens today.”
Under this fourth-generation leadership, True Residential has significantly broadened its product portfolio to include full-size refrigerators, wine cabinets, and indoor/outdoor undercounter units. Perhaps most notably, the company has ventured beyond refrigeration through a strategic partnership with Caliber, a precision American grill manufacturer, bringing True’s reputation for quality into an entirely new product category.
2025 Innovations: Color, Customization, and Culinary Experiences
As True Residential approaches its 80th anniversary, the company continues to push the envelope with product innovations that demonstrate both technical prowess and design leadership. Among their most recent introductions is Olive, their 2025 Color of the Year and newest custom finish.
This deep green with subtle gray undertones exemplifies the brand’s commitment to staying at the forefront of design trends. “Reminiscent of the natural world and lush forests, Olive is characterized by its soothing and grounding nature,” explains the company. “Its earthy tones evoke a sensation of peace and stability, while retaining a smoky allure.”
The new finish joins True’s extensive “Build Your True” program, which now offers an impressive 84 unique color combinations across their product lines—a testament to the brand’s understanding that today’s luxury consumer demands personalization.
Beyond aesthetics, True Residential’s engineering team has been hard at work expanding the company’s technological offerings. Their new line of 24″ Columns—including a Refrigerator, Freezer, Dual Zone Wine Column (which impressively holds 105 bottles), and a Beverage Column—showcases the brand’s ability to deliver commercial-grade performance in space-efficient, design-forward packages.
Each of these columns features stainless steel interiors and the company’s proprietary TruLumina lighting system, which offers 14 ambient color options at the touch of a button—further emphasizing the brand’s commitment to personalization and user experience.
Strategic Partnerships Expand True’s Reach
Perhaps the most significant recent development in True Residential’s growth strategy is their partnership with Caliber, a company renowned for precision grilling equipment. This collaboration has already yielded the Rockwell Social Grill—a 360-degree, walk-around grill featuring a fully retractable “disappearing lid” designed by legendary architect and designer David Rockwell.
This strategic alliance enables True to offer a more comprehensive outdoor kitchen solution, complementing their existing UL-rated indoor/outdoor undercounter refrigeration units. These include dual-zone wine cabinets, slide-top refrigerators ideal for entertaining (holding up to 348 12-oz cans in the 36″ model), and specialized beverage dispensers for draft beer or coffee service.
“The outdoor kitchen has become an extension of the indoor living space, particularly in markets like South Florida, Southern California, and other temperate regions,” notes industry analyst James Martinez from Hospitality Design Quarterly. “True Residential is positioning itself at the intersection of indoor and outdoor luxury entertaining, which represents one of the fastest-growing segments in high-end residential design.”
American Manufacturing in a Global Economy
In an era where offshore manufacturing is commonplace, True Residential’s commitment to American production stands out. The company continues to manufacture all of its products in St. Louis, Missouri, maintaining direct control over quality and craftsmanship while supporting the local economy.
This dedication to American manufacturing isn’t just about patriotic sentiment—it’s a strategic advantage that allows for rigorous quality control, responsive innovation, and the preservation of specialized manufacturing skills that have been developed over generations.
“There’s something special about knowing that every True Residential unit is handcrafted by skilled American workers, many of whom have been with the company for decades,” comments Katherine Reynolds, editor of Luxury Kitchen & Bath Magazine. “That human touch and institutional knowledge come through in the final product.”
Setting the Standard for Luxury Refrigeration
What truly distinguishes True Residential in the crowded luxury appliance market is the seamless integration of commercial-grade performance with residential design aesthetics. While many high-end brands focus primarily on appearance, True’s products deliver the same reliability and cooling precision that has made their commercial units the industry standard.
This is particularly evident in their wine storage solutions, where precise temperature and humidity control are critical. The new 24″ Wine Column, with its capacity for 105 bottles, utilizes the same advanced airflow technology found in True’s commercial units, ensuring optimal conditions for wine preservation while presenting bottles in an elegant, showcase-worthy display.
Similarly, their UL-rated indoor/outdoor units bring commercial-grade durability to residential settings. These units are engineered to maintain consistent temperatures even in extreme ambient conditions, making them ideal for pool houses, outdoor kitchens, and entertainment spaces where lesser refrigeration might falter.
The Future of True Residential
As True Residential continues to evolve under fourth-generation leadership, the company appears poised for further expansion. Industry analysts speculate that additional product categories and strategic partnerships may be on the horizon, potentially including smart home integration and expanded outdoor living solutions.
“The true luxury in today’s market isn’t just about premium materials—it’s about creating seamless experiences,” says Martin Chen, a smart home technology consultant. “True Residential’s combination of robust performance and customizable aesthetics positions them perfectly for integration with next-generation home automation systems.”
For restaurant and hospitality professionals, True Residential’s crossover from commercial to residential markets offers a unique proposition: the ability to specify the same trusted brand for both business and client home applications. This continuity can be particularly valuable for hospitality designers working on residential projects or restaurant owners looking to recommend home versions of their professional equipment.
As True Residential celebrates its heritage while embracing innovation, the Trulaske family’s vision continues to shape the American refrigeration landscape. From that first cold drink that impressed a 7-Up salesman to today’s cutting-edge luxury appliances, True remains committed to quality, performance, and the enduring value of family ownership in an increasingly corporate world.
Whether you’re outfitting a restaurant, a luxury home, or an outdoor entertainment space, True Residential’s expanding portfolio offers solutions that combine commercial dependability with residential refinement—a legacy 80 years in the making and still going strong under its fourth generation of family leadership.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
