J.M.’s first satisfied customers were his own neighbours. He began selling sausages, made to his family’s recipes, out of his home on Courtland Ave.

Strong demand meant the whole family, including J.M.’s son Herbert (shown here), had to help deliver sausages to butchers and even customers’ houses.

Success allowed J.M. to expand operations into a brand new plant on Courtland Ave in Kitchener. The entire town was invited to the opening.

During the hard times of the Depression, Schneiders published recipe books to show appetizing ways to feed a family, even on a very restricted budget.

Schneiders grew its range of sausages to 16 distinct recipes. Many were crafted by Wilhelm Rohleder, one of the company’s German-trained butchers.

The plant’s water tower was bright orange, from rust-inhibiting paint. It was so recognizable that it became one of Schneiders’ official colours.

As Schneiders grew, so did its product range. Recipes included pork, beef, veal, lamb and poultry – “For Every Meal of the Day”, as this ad stated.

A well-worn page from the Schneiders’ recipe book, showing classic spices like paprika and coriander that the butchers used to craft bologna.

A store poster for Schneiders prominently featured the now-famous Dutch Girl, who was trademarked in 1955.

By the time it turned 75, Schneiders had a range of over 250 European-style products. That included over 55 different varieties of sausage!

This award-winning series of ads very creatively emphasized Schneiders’ heritage of quality ingredients and traditional, craft preparation methods.

The “Olde Fashioned” line, including smoked turkey and ham, were made to J.M’s original recipes and were personally guaranteed by his grandson, Fred.

What better way to advertise all-popular Juicy Jumbo wieners than a rolling billboard? This company truck says it all: bigger, better, juicier.

A giant Schneiders sign has greeted motorists on their way into Kitchener since 1961. Rebuilt and digitized in 2013, it’s still “Famous for Quality”.

The logo has Old World roots. It evokes Schneider’s Pennsylvania Deutsch heritage, and includes a Dutch girl in a bonnet showing wholesomeness.