Pepsi-Cola Bottling Company of NEW, Inc. has been a family owned and operated since 1930 when Faye and August Voelker started a soft drink plant at 108 South Michigan Street in De Pere. In the early years they bottled and sold Lime-Cola, Mission Orange, Howel’s Root Beer and their own private label, Fay-Vo, named for Faye Voelker.
At the age of 16, Peter Herber, Sr. joined his stepfather in the business. In 1936, they obtained the Pepsi-Cola franchise and began producing Pepsi-Cola products as well as Fay-Vo flavors.
During the following years, Peter and Mareena Herber’s seven sons were introduced into the business. Under Peter’s direction, the business expanded. In 1984 the facilities were moved to Ashwaubenon. Today Mission Heights Apartments are on the site of the original De Pere plant.
April 1, 1996 marked the end of the bottling era. Because consumers increasingly chose the convenience of aluminum cans and non-returnable plastic bottles over the returnable glass bottles, it was no longer profitable to continue the bottling process.
As the focus of the Company changed from manufacturing to distribution, the ownership of the Company changed as well. On January 15, 1997, the Company was purchased by two of the youngest of Peter Herber Sr.’s sons, John and Jim Herber.
In the eighty plus years the Company has been in business, it has grown from 5 employees and 2 delivery trucks to 90 employees and 40 delivery trucks. The success of the Company is attributed to Peter Herber Sr.’s visionary leadership and excellent management practices. He knew he had a good product, got good support from the parent company, and cultivated loyal customers in the communities he served.
John and Jim, like their father, believe that growth and success are achieved by consistently providing quality products and superior customer service. Employees of Pepsi-Cola are valued for their vital role in the continued success of this Company. Pepsi’s long term dominance in the Northeast Wisconsin market illustrates the importance of these beliefs.