From milk merchants to service station retailers to fuel delivery and home comfort service providers, Deeth & White has been a pillar in the community for generations.
As far back as the early 1900’s, the White family demonstrated their entrepreneurial spirit by starting a milk delivery service. The milk was delivered by horse-drawn carriage to homes throughout the bustling city Peterborough.
Fast forward to 1945 when the second generation of self-starters (Harvard White and Reg Deeth) take the milk delivery business to the next level by picking up milk directly from the farmers and deliver it to Silverwood’s Dairy on Aylmer Street in Peterborough (more recently known as the former home of Baskin Robbins). Harvard White was the only son of William and Tessie White. Harv had met Reg, who was from Toronto, when the two began courting two sisters from the area. The two became fast friends and business partners.
In 1963 Reg and Harv unveiled a newly constructed service station at the corner of Reid and McDonnel. The new facility housed a full service fueling station with a total of nine pumps and head office for fuel oil sales and dispatch. The two also diversified the business to include retail car sales boasting a new showroom, large stockroom, maintenance department and a quick car wash. The two had created a mega-facility to service all of their customers’ needs. In March of 1963, The Canadian Magazine of T.B.A. and Petroleum Marketing produced a cover story on the pair highlighting the magnificent new facility.
Since that time the company has changed and evolved. All of the original service station locations have been sold or repurposed including the 860 Water Street location, which is now the hub of the business. In place of the retail service stations the company adapted to the growing need for fleet service fueling as the transport of goods moved away from rail and towards large truck haulage. The company still operates the original bulk plant facility on the 3rd Line of Smith (now Selwyn Township) off of Chemong Road where the original card lock system was installed. The company subsequently added a south end card lock location to their services at 660 The Queensway for the convenience of its customer base. In 2016, Deeth & White relinquished access to 660 The Queensway and expanded its fueling program to include Ultramar retail locations across Ontario. Then in 2017, the company completed significant upgrades to its bulk plant and card lock facility at 954 Third Line of Smith expanding its product offering from (what was just) clear diesel to also include dyed diesel and regular gasoline pumps in response to customer demand. The new card lock easy access with multiple lanes and dual volume clear diesel hoses to service various vehicle types.
To find out more about our Cardlock Fueling services available, click here.
As astute businessmen, Harv and Reg always recognized the need to keep an eye on the trends and the needs of the community and stay at the forefront of Peterborough’s business scene. When the pair recognized a need for small-yardage and on-site concrete services, Deeth & White Metered Concrete was born. This service allowed for onsite delivery of concrete that could be adjusted and modified directly at the site to ensure the right mix and the exact quantity.
Although their venture was a success, the partners recognized the changing landscape and disbanded the concrete division returning their focus to fuel oil delivery and heating equipment sales and service.
“...Two former milk pick-up merchants in Peterborough, Ontario, turned service station owners, have found out where the cream of business comes from; expansion...”
Today the company is owned and operated by the third generation of the White family. Bill and Roger White (sons of Harvard and grandsons of William White) succeeded Harv and Reg in the business. Bill and Roger officially became owners of the company in 1978. The two have continued the success of the company by following in their father’s footsteps in continually perpetuating the company forward.
Shortly after taking over the reins, Bill and Roger purchased Faulkner Fuels in 1983 welcoming the Faulkner Fuels clients into the Deeth & White family of customers. Along with the customers, the company welcomed four new staff members from Faulkner Fuels, one of which is still with the company today.
In 2000, Bill and Roger embarked on upgrading the storage facility at the bulk plant located on the 3rd Line of Smith. The brothers installed new fuel storage tanks to modernize existing tanks to keep up with the growing demand. This was a tremendous undertaking that allowed the company to provide fuel delivery service more efficiently to the expanding customer base. Under the hands-on leadership of Bill and Roger, the company has continued on the success and the legacy of Reg and Harv. In 2012 Fitzgerald Fuels, fuels division, merged with Deeth & White to become Deeth & White/Fitzgerald Fuels. Fitzgerald Fuels has also been a long standing member of the community with over 100 years of service in the area making it an excellent addition to the Deeth & White organization. With a combined service history of over 165 years, the Deeth & White/Fitzgerald Fuels continues its pledge to bring quality products and service to its customers.
The company continues to change and evolve, always looking to the future. In 2014 the office and showroom were revamped offering staff and customers a fresh, inviting new environment.
The year of 2014 was also witness to the introduction of the third generation of family added to the management staff of the organization. Bill’s son, Mark and Roger’s son, Chris began their journey “learning the ropes”. That year Mark began working with Roger to take over the role of Dispatch Coordinator organizing the fuel delivery division. Mark had previously spent several years working in the office gaining knowledge of the business and becoming a familiar face and voice for customers. Around the same time, Chris stepped out of his role with the company as an HVAC installer to begin training with Bill as Service Coordinator. Chris’s hands-on field experience as an installer provided a solid foundation for organizing and managing the service and installation division.
Deeth & White/Fitzgerald Fuels is, and has been, a prominent business within the community and will continue to be so as they look to the future. With the next generation as committed to preserving and building on the company’s already excellent reputation and under the watchful eye of Bill and Roger, the legacy of success will endure.