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Truly Nolen is a family-owned pest control company with franchises most commonly associated with the yellow mouse car. It has 83 locations in the United States and 100 franchises in 41 counties.[1]



Founded in 1938 by Truly Wheatfield Nolen in Miami, Florida, as part of a home improvement business, Truly Nolen America is still owned and managed by the Nolen family.

Integrated Pest Management

Truly Nolen, as a company, is a proponent of the application of Integrated Pest Management (IPM) in residential applications. This is the application of a broad spectrum of measures to control pests to minimize the use of pesticides.

The company supports this concept through its efforts to sell mechanical exclusion contracts (TrulyProof), the variety of tools and chemistry it makes available to its technicians, and through the training it provides its technicians. IPM, along with the safety inherent in the techniques, is a prime selling focus for the company.


The modern company integrated the business originally owned by the current executive officer, Truly David Nolen, in Tucson, Arizona and the business of his father, Truly Wheatfield Nolen, owned prior to his death in 1966 in South Miami Beach, Florida. With about 70 branches in seven states, the company operates in a decentralized manner with administrative units in separate cities.

Truly Nolen of America, Inc also offers to franchise its mark and system.


Training Centers

The company maintains two training centers run by full time staff in Florida and Arizona.

The Training Centers serve as a means of providing training, quality of service, and a sense of shared purpose throughout the company.

Training is conducted both in the classroom and in the field by experienced applicators and trainers to ensure the employees are trained to the legal standard in the state they are employed. Initial training for all employees is targeted at passing the state's licensing or certification examination along with basic customer service and treatment techniques. Additional training over the career of the employee helps ensure the employee has, at a minimum, basic working knowledge of their job requirements.

Branch types

Commercial pest control

Specialized Commercial branches focus on industrial and commercial properties and offer advisement services in addition to treatment options.


Termite branches employ specialized training in termite and wood destroying organism control techniques and may include fumigators in some areas. Termite pretreatment is also performed through these branches although the pricing is at a premium compared to other general pest control companies and specialized pretreatment companies. Truly Nolen often employs additional techniques aimed at high-end clients to mitigate damage or appearance degradation from conventional treatment techniques.

Residential pest control

Residential pest control technicians are the most commonly seen members of the company equipped for handling most home pests. Many technicianshave several years with the company and a small number have been with the company for 15 or more years.[citation needed]

Internal issues

Lifetime renewal contracts

Many contracts still exist from the early days of the business with customers continually renewing at extremely low rates. For pest control contracts, this is not such a big issue. For termite control contracts where the cheap and long effective chemistry of the past are no longer in use, customers with $25 renewals and the promise to repair damage in the contract are a serious fiscal liability to the company. As recently as a few years ago, major efforts have been made to offer these customers "upgraded" services that allow these contracts to be discarded.


Three of Truly's children work for the company full-time. Steven "Scott" Nolen is President. Truly William "Bill" Nolen is the Director of Domestic Franchises. Michelle Nolen Senner is the Director of Marketing and Philanthropy. While there are claims of blind nepotism, both Scott and Bill worked for the company for over 25 years each. Michelle is an alumna of Smith College and holds an M.B.A. from the University of Arizona.

Public relations

Truly Nolen is the owner of a fleet of antique vehicles often displayed in front of their branches. The company maintains a specialist shop that restores these vehicles in addition to performing the modifications to working vehicles.

Mouse car ears are hinged to help with gas mileage.

Truck "antennaes" are made of toilet floats and air conditioning tubing.

External links


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