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Marking a pivotal moment in the company’s journey, True has set its sights on Switzerland by relocating its EMEA headquarters to Basel.
Our new vantage point from the Basler Messeturm allows us to set our sights on further horizons. To continue to provide the highest quality commercial refrigeration equipment, backed by the best customer service and aftersales warranty coverage.
We are True International.
75 years ago, the Trulaske family launched a pioneering professional refrigeration business, and a passion was born.
A passion for quality, built to last. A passion for innovative, eco-friendly technology, always ahead of the curve. A passion for an end-to-end customer experience, personalized to your needs. A passion for accelerating the Future of Professional Refrigeration, led by the true experts. A passion we share every day with customers from Zurich, to Stockholm, to London, to Riyadh to Sydney.
We are dedicated to delivering freshness, on-the-go, at work, at the restaurant, to the home or anywhere in between.
Our passion is what makes True Refrigeration the industry leader today. And tomorrow.
A passion for Cold
Quality since 1945
True’s story began in 1945 when Robert (Bob) J. Trulaske returned from WW II. One night while out a bar, Bob had the idea of using electric-powered refrigeration for commercial use. With the help of some family members, the first-ever commercial refrigeration units were born, right in the Trulaske backyard. Today, that same innovation and passion is carried out by Bob’s son, who is the current CEO of True Manufacturing.
From these humble beginnings, we’ve come a long way. True now supply refrigeration equipment to established and emerging chains across the globe.
With offices and facilities in the UK, Switzerland, Australia and South America, True products can be found in foodservice operations all around the world.
Steve Trulaske, 2nd Generation owner of True, a family company
We aim to dispatch and deliver to customer sites within 48 hours.
Our EMEA region operations are coordinated from our offices in Switzerland and England. We provide a local language service to all major markets throughout EMEA, supported by dedicated sales and support teams.
Where replacement OEM parts are required, we hold a large local parts inventory, and ship to site on a ‘next day’ service, to minimise customer downtime.
We maintain a network of service partners in all regions where our equipment is supplied, who are trained and assisted by our in-house team of Technical Service experts.
In many cases, our service partners hold an inventory of spare parts themselves, in order to provide a first-time fix.
For customer convenience, we maintain a high-volume inventory of products centrally at facilities in the Netherlands and the UK.
Staying on top
We are leaders in our industry thanks to a business strategy focused on innovation and capital investment in updated facilities and state of the art technologies.
Our products are manufactured using the highest quality materials and the best components, to create commercial refrigeration products of enduring value. We manufacture most parts in-house to ensure quality, and those we have to buy in are purchased from world-class suppliers enabling us to create the most durable and energy efficient refrigeration systems.
Through extensive development and testing, True is balancing hydrocarbon refrigeration systems with the latest in energy efficient components and our own patented technologies, to produce highly efficient and environmentally friendly commercial refrigeration equipment.
Our imperative remains, that any product bearing the True name must be able to maintain consistent, accurate and safe storage temperatures, even in the most demanding of foodservice environments.
At True, we believe operators should view the standard warranty offered by a manufacturer as an indicator of their own confidence in the long term viability of their product.
That’s why All True products supplied into mainland Europe and UK are covered, as standard, by a comprehensive 5 Years Parts & Labour Warranty, more than double the industry standard for commercial refrigeration.
We maintain a network of service partners in all regions where our equipment is supplied, allowing us to provide a faster, more local service, and minimise downtime for our clients. These partners are trained and assisted by our in-house team of Technical Service experts, in many cases holding an inventory of common spare parts in order to provide a first time fix. Where replacement OEM parts are required, we hold a large parts inventory and work with local wholesalers who ship to site on an expedited service.
Existing True product owners can find further information on their equipment and its support package on the My True section of our site.
True supply refrigeration equipment to a wide range of operators, including established and emerging foodservice chains, global hotel groups, tech giants, and independent operators who recognise that quality refrigeration in an investment in the future of their business.
These clients choose to work with True, due to the quality of our products and the unrivalled scale of our support infrastructure.
Building a better tomorrow
Today, every serious operator has targets around sustainability, including energy management programmes to reduce wastage across all sites.
By switching to the latest, most energy efficient equipment available, energy consumption can be considerably reduced, and profitability increased.
Striving to produce products with ever greater energy efficiency, True manufacture several of the most energy efficient commercial refrigeration products currently available on the market.
By working more closely, we can help you achieve targets to reduce energy consumption, save money, and supply you with a better, more reliable refrigeration products.
True is dedicated to serving the hospitality industry. Remaining steadfast in our mission to provide a wide range of American-made commercial refrigeration products that exceed industry quality standards at competitive prices.
Our role goes beyond helping operators keep their products fresh, we’re here to provide confidence, help you achieve sustainability, and create a fantastic experience for those who matter most, your customers.
We can assist you in developing refrigeration solutions which enhance your business. After all, it’s what we’ve been doing for the past 75 years.
Our team of cold storage experts are a resource and a partner available to you for discussing any requirement. Please get in touch to find out more about us and our products, we’d be more than happy to help.