Schneiders hot dogs, bacon, ham, and premium meat options have created a legacy in Canada. Here’s a little of the history behind this iconic brand.
Did you know that within our expansive family of brands is one household name that you likely know and love but perhaps didn’t know is part of Maple Leaf Foods? It’s Schneiders!
Originally starting as a small butcher shop in Kitchener, Ontario (formerly known as ‘Berlin’) Schneiders has grown significantly over the years, becoming a trusted name in Canadian households.
Back in 1886, Schneiders was created by a man name John Metz Schneider (known more commonly as J. M. Schneider), and it was actually started due to a stroke of bad luck. Having hurt his hand at the button factory he worked at, Schneider needed to find a way to make ends meet. Using his mother’s German sausage recipe, together with his wife and mother, they started making sausage in the family kitchen and began selling it door to door. And so, an iconic company was born!
The Schneiders brand was officially founded in 1890 with a clear vision to provide the best-tasting meats to the community.
Schneiders joined the Maple Leaf Foods family of brands in 2003 and has become a core part of what makes our company so deliciously unique.
Schneiders places a strong emphasis on traditional meat-making techniques and skilled craftsmanship. The products, like signature bacon, sausages, hams and iconic Juicy Jumbos® wieners, are crafted with precision and care, reflecting the dedication to quality that has been a hallmark of the brand for more than a century.
History in the making
Here’s what you may not know about this premium meat brand…
The iconic Dutch Girl that appears in the logo wasn’t the original logo design. The first time she appeared on Schneiders packaging was alongside a Dutch Boy too. When government labeling requirements came into effect, it was necessary to make room on the packaging and the decision was made to remove the Dutch Boy, thus leaving the iconic Dutch Girl we know and love today. She was trademarked in 1955.
As for the colours you know Schneiders for — orange and blue — those resulted from a complete accident! According to “A Legacy of Quality” book by J.M. Schneider Inc., the colours originated from the paint on icemaking equipment. Norman Schneider, who was in charge of production equipment, asked one of his engineers to recommend rust-inhibiting paint for the machine. So, they painted the tanks a bright orange colour and added the Schneiders name in blue as advertising. Liking the result, Norman had the company truck painted in the same colors, and this combination has stuck since then.
In 1925, the brand’s quality and success allowed Schneider to expand his operations and open a new plant on Courtland Ave. in Kitchener. At the time, the entire town was invited! That same plant became part of Maple Leaf Foods when we acquired Schneiders and was eventually closed down to expand operations throughout the rest of the company network in 2011.
In the early days of the brand, Schneiders’ first company picnic took place in 1927. It was a day full of activities, with everything from baseball games to musical performances, and this tradition continued into the 1980s. During these picnics, what originally started out as a casual performance turned into the Schneider Male Chorus, which brings delightful musical performances to the residents of the Kitchener-Waterloo community and beyond. With more than eight decades in existence, the Schneider Male Chorus has completed tours across Canada, the U.S., and abroad, and is now in its 85th season!
Today, the fabric of Schneiders’ story is deeply woven into its legacy as a delicious, premium meat brand. At Maple Leaf Foods, we appreciate its strong history. In fact, in 2015, we donated 250 Schneiders artifacts to the Waterloo Region Museum, which created a section of the museum specifically for the Schneiders artifacts. The collection includes a wooden cash register used in J.M. Schneider’s original store within the plant.
Our head office in Mississauga, Ontario also has some excellent artifacts for our own Team Members to explore too!
Commitment to high quality products
With a long history, Schneiders takes pride in the fact that quality is at the heart of everything we do. The brand is committed to using only the finest ingredients for bold, unforgettable flavour. There are no shortcuts in the production process, maintaining rigorous quality assurance standards.
While cherishing rich traditions, Schneiders also embraces innovation to keep up with the world around us. It’s a habit to continually explore new ways to enhance products and meet the evolving tastes of our customers — because the times are changing, and we need to keep up! By finding the delicate balance between tradition and innovation, Schneiders is able to stay relevant in an evolving market.
Schneiders’ food is part of kitchen tables from breakfast until dinner and everything in between. You can now start your day with our new Schneiders Breakfast, the most exciting innovation of 2024. Pepperettes®, mini charcuterie kits, or deli meats make for an appetizing lunch. For dinner, it has to be the meat pies, ham, specialty sausages, schnitzels, chicken, or wieners. And the bacon — you didn’t think we’d forget about bacon?! — well that’s good for breakfast, lunch, dinner, or even a naughty midnight snack!
For us at Maple Leaf Foods, Schneiders is more than just a brand — it’s a family that brings people together through the joy of good food. We take pride in being part of family celebrations and special moments in Canada and beyond, reflecting the strong values that have always been at the core of who we are.
