In the ’20s, Prohibition put many beer-distribution companies out of business. Instead of falling in line with the rest of the industry, Peter Certo decided to distribute the next best thing—soft drinks. Certo Bottling Works, a small Niagara Falls-based soft-drink wholesaler, distributed everything from Hires Rootbeer to Nesbitt Orange soda. In 1933, after the repeal of Prohibition, Peter Certo became the first legal beer wholesaler in Niagara Falls.

Peter and his three sons, Ken, Albert, and Hank, and his three daughters, Margaret, Elizabeth, and Mary ran the business in the 30s. In 1947, Certo Bottling Works began to distribute ginger ale and club soda for the Lord Calvert brand. The soda maker’s buy-one-get-one-free marketing campaign plummeted Certo into bankruptcy. For six months, the company stayed alive with the help of other local distributors that took over Certo distribution. Customers helped by paying their bills in advance, and, in 1949, the company became incorporated as Certo Brothers Distributing Company.

By 1951, Certo had paid back its investors and was able to operate independently again. Today, the third generation of Certo descendents, Peter Certo, Peter John Certo, Peter Joseph Certo, Hank Certo Jr., Anthony Certo, Joe Certo, Mark Certo, Marie Certo-DeMont, are all partners and owners that run the company.

Gaining ground
In the late ’50s, Peter Certo realized the size of Certo’s warehouse no longer fit the needs of the company, spatially and operationally. In 1959, the company moved into a 24,000-square-foot building in Niagara Falls. From that point on, the company continued to grow and add additional facilities under its umbrella.

The company purchased two outside companies, J&M Distributing Company and the Allegany Beverage Corporation in the ’60s, but it wasn’t until the late ’80s that Certo Brothers hit the mainstream. In 1987, Coors Brewing Company selected Certo Brothers as its distributor in five counties in Western NY. In 1990, Genesee Brewing Company selected J&M as its distributor for Erie & Niagara County, a purchase that doubled J&M’s distributorship.

The addition of these two brands prompted the company to make yet another move. In 2002, Certo Brothers announced its plans to build a 190,000-square-foot facility in the North America Center in West Seneca, NY. The company had moved to Dingens Street in Buffalo, a 105,000-square-foot facility, in 1991, but found it needed more space to house its 250 employees. The new state of the art facility had a price tag of more than $22 million.

“The new building is something we wanted to do for a long time,” said Peter Certo in Business First in 2002.

The new facility opened in October 2004 and has more than 20,000 square feet of office space, 15 truck bays, 25-foot-high warehouse ceilings. In June 2004, the North American Center won Shovel-Ready Site Certification status, and chose the Certo Brothers headquarters as the place to hold the ceremony. According to the West Seneca Development Corporation, the certification is awarded to sites that match the needs of growing industries and commercial interests.

“Projects built at North America Center thus far have created or retained over 1,100 jobs and resulted in over $95 million in capital investment,” said Paul Clark, supervisor for the town of West Seneca.

Certo Brothers distributes close to 700 brands of beverages, and is among the largest Molson wholesalers in the country. “The variety here is almost unheard of,” said Peter John Certo.

The owners and employees of Certo Brothers Distributing have not forgotten the selflessness of its community from the days of Lord Calvert. One of the many ways the company gives back is by co-sponsoring the First Niagara Tuesday in the Park at Artpark, and the Molson Canal Concert Series free concerts. Additionally, the company and owners serve on many committees and as board members for local colleges, schools, charities, foundations, local professional and youth sports teams.