WHY TRU? TRU means what it says. Count on us to be TRU to you. TRU service, TRU people, TRU prices, and always… TRU smiles. TRU is who we are, as well as what we do, and how we do it. Check out our comprehensive services as well as the TRU Dentistry Promise. We also realize that some patients have dental anxiety, so we also offer a suite of sedation options.