The Association is for casual accumulators, serious collectors, dealers, friends, employees, and historians to mutually participate in exploring an uniquely American company, the second oldest soda manufacturer in the United States, The White Rock Beverage Company .
Psyche is the oldest continuously used soda logo.
The White Rock Corporation has pursued and achieved a reputation for product purity and international recognition of its symbol that other companies can only dream about. How they went about it and what it means is an interesting story that can only increase the value of artifacts. The WRCA is for the benefit of future collectors. As times slips by,the advertising and artifacts become rarer and rarer. The memories of associates and employees fade.