About
Three generations of Carters. Still based in Willows.
Family-owned since 1984, now three generations deep — Bob, Mark, and Robert Carter. Founded in the 1940s and still based in Willows, we distribute across 10 North State counties from the same warehouse town.
We are a family-owned and operated company, three generations of Carters, still based in Willows. Bob Carter purchased the distributorship in 1984. Mark Carter joined the business full-time in 1990. Robert Carter joined in 2018. Energetic employees provide quality service and sales support to our valued retail partners.
Founded in the 1940s, Superior Products Company originally serviced the North State out of Willows, expanding its reach to surrounding cities. Over the years, territories evolved and Bob Carter purchased the distributorship from Phil Jackson in 1984. At that time the business was focused on Glenn and Colusa Counties.
In 2007, we expanded our service footprint to include additional counties — returning to servicing the territory with a variety of both alcoholic and non-alcoholic products.
In 2026 we proudly celebrate 42 years of family ownership. Three generations of Carters still operate from Willows. We continue to expand our portfolio with many of the best new brands launched in the marketplace, and we look forward to continued growth in the beverage business for years to come.
1940s
Founded in Willows
Superior Products begins servicing the North State from Willows, California.
1984
Carter family ownership
Bob Carter purchases the distributorship from Phil Jackson. The book is Glenn and Colusa Counties.
1990
Mark joins full-time
Mark Carter joins the business full-time — the second generation of Carters in Willows.
2007
North State expansion
Service footprint grows across additional counties, with both alcoholic and non-alcoholic products.
2018
Robert joins
Robert Carter joins the business — the third generation of Carters, still based in Willows.
2026
42 years family-owned
Three generations of Carters. Same warehouse town. Still expanding a high-end supplier book.