William L. Rosenberger, 84; former president of family dairy

William L. Rosenberger, 84, a retired president of Rosenberger's Dairies, which was founded by his father and grandfather on the family farm in 1925, died of complications from a stroke Thursday at the Dock Woods Community in Lansdale.

In his 64 years with the family business, Mr. Rosenberger was known for doing whatever it took to make sure milk arrived on porch doorsteps or on supermarket shelves.

Mr. Rosenberger delivered milk door-to-door in glass bottles and hauled large cans of it on company trucks. He plowed snow-covered driveways to make sure the trucks got out in bad weather, and if drivers otherwise couldn't make it to work, Mr. Rosenberger picked them up.

But his forte was sales and marketing, said brother Henry L. Rosenberger. One of William Rosenberger's most important decisions was for the firm to begin selling products in vending machines in the late 1950s. The firm sold milk and later ice tea and fruit juices, making the Rosenberger's brand familiar to any vending machine customer looking for a quick drink.

By the time the company was sold in 2003, Rosenberger Dairies garnered about $50 million in annual sales. He retired shortly afterward.

Born in Hatfield, William L. Rosenberger was the second oldest of 10 children.

His grandfather William F. and father Raymond H. began the dairy on the family farm. After graduating from eighth grade, Mr. Rosenberger joined them in the family business.

Mr. Rosenberger began working in jobs like boxing eggs and packing cheese.

He became president of the company in 1976 and worked with his brother Marcus in operating the business.

Brother Henry started Rosenberger's Cold Storage.

Mr. Rosenberger was married to Arlene Halteman Rosenberger for 63 years and for decades the couple lived across the street from the company headquarters on Koffel Road. When the weather was bad, drivers sometimes spent the night in the Rosenbergers' basement, and Arlene Rosenberger would cook them dinner and then breakfast before they started work.

In addition to his wife and brothers, Mr. Rosenberger is survived by daughters Rita Kaye H.R. Brown and Tina F.R. Rhoads; five sisters; another brother; and four grandchildren.

Friends may call from 3 to 5 p.m. and 6 to 8 p.m. Tuesday, Aug. 30, at Huff & Lakjer Funeral Home, 701 Derstine Ave., Lansdale, and 9 to 10:30 a.m. Wednesday, Aug. 31, at Zion Mennonite Church, 149 E. Cherry Lane, Souderton. Services follow at 11 a.m. Wednesday at the church. Burial is at Fricks' Church cemetery.

Memorial donations may be sent to Abington Memorial Hospital, 1200 Old York Rd., Abington, Pa. 19001.