In 1923, when Albert Laible and Peter Lammers decided to open a business manufacturing checkstands, display shelving and refrigerated fixtures for the newly emerging supermarket industry, Albert and Peter's primary objective was to provide the type of personal service so common then.

Because of the quality built into their fixtures, and with service as their byword, the "Reliable" line sold well, even through the Depression. During the war years East Bay Fixture Company successfully converted production from products for the domestic market to products for the war effort. With conversion to the manufacture of refrigerated walk-in boxes for both aboard-ship and field use; Albert and Peter's motto of "Traditional Service" became "Service to Country."