Humble Beginnings: A Legacy of Hard Work

Three months before the 1929 stock market crash, which would soon plunge the United States into the Great Depression, Dave Potgeter (Grandpa Dave) purchased a small coal company in southeast Grand Rapids called Warm Friend.

Delivering coal, coke, and wood to homes and businesses—many of them greenhouses—Grandpa Dave built his reputation on unmatched strength and a relentless work ethic. In his prime, he could fill a cast iron tub with 300 pounds of coal, balance it on his back, and carry it up a stairway. He worked 52 weeks a year. "There was no such thing as vacation," his son Larry later said. "That was a dirty word."

A Shift to Plumbing: The Next Generation

By the mid-1940s, Grandpa Dave had brought his sons, Roger and Larry, into the business, teaching them to always put the customer first.

As World War II ended, returning GIs sought new homes with gas furnaces, causing the coal business to decline. Seeing an opportunity, the Potgeters decided to diversify into the plumbing industry. They learned the trade from Master Plumbers, and through perseverance and business acumen, Warm Friend Plumbing grew to employ 55 plumbers and helpers.

The Birth of Etna Supply

Always looking for expansion opportunities, Grandpa Dave, Roger, and Larry purchased a furnace supply company, renaming it Etna Supply Company.

• 1965 - Etna Supply Company started with one employee, Leon Maack, in a small building next to Warm Friend.
• 1968 - Sales grew by 33% in the first three years.
• 1972 - Etna Supply Company moved to a larger facility at 530 32nd Street SE.
• 1973 - They sold Warm Friend Plumbing to focus entirely on Etna’s expansion.

Etna steadily acquired major product lines such as American Standard, Ford Brass, and Delta Faucets—though success didn’t come easy. "We learned our lessons the hard way," said Roger. "We scratched our way to the top."

By 1981, Etna had expanded further, purchasing and remodeling the building across the street at 529 32nd Street, growing to 17 employees and a more extensive inventory.

Expansion & Innovation: The Computer Age

Facing economic challenges in the 1980s, Roger and Larry brought in R. David Potgeter and Russ Visner as partners.

• R. David Potgeter shaped Etna’s sales-driven philosophy, which still defines the company today.
• Russ Visner strengthened Etna’s financial foundation and introduced computerization, which revolutionized operations. "We saw that the way companies do business was changing, so we invested in computers," Russ explained.

This forward-thinking approach laid the foundation for Etna’s continued growth.

Aggressive Growth & Nationwide Expansion 

The past two decades have been a remarkable period of aggressive expansion for Etna Supply:

• 22 branches opened across Michigan, Ohio, Indiana, and Wisconsin.
• New value-added services companies were introduced, including M&E Manufacturing, ICE Trucking, City Services Inc., and Infusion Kitchen & Bath Showrooms.
• Roger and Larry retired in 2004, followed by R. David and Russ Visner in 2016.
• Etna’s leadership team today includes:
• David L. Potgeter, President
• Ben Potgeter, CMO
• Mark Potgeter, Vice President of M&E

A Legacy of Excellence

Etna’s greatest strength has always been its people. From a one-person coal delivery service to a company of over 600 associates, Etna Supply remains committed to customer service, competitive pricing, and industry-leading expertise.

With nearly a century of experience, the Potgeter family’s vision, resilience, and dedication have built a nationally recognized company that continues to grow and serve customers across the country.

Be Part of Etna's Story

For nearly a century, Etna Supply has been growing, evolving, and leading the industry—and we’re just getting started. Stay informed about new products, industry trends, and exclusive offers from a company that has been delivering solutions since 1929.