Beloved Schneiders billboard shows no signs of storm damage

A popular sign known as ‘the Wiener Beacon’ has been damaged. CTV’s Colton Wiens reports

A local landmark has been returned to its former glory.

The Schneiders sign is a beloved billboard along Highway 401 near Puslinch. The so-called “wiener beacon” has long been considered a welcome waypost for travellers, marking their proximity to Waterloo Region.

The sign was damaged during a storm on April 28. Sections on the top left corner, and specifically the image of the “Dutch Girl,” were torn off.

Workers recently completed repairs to the billboard and restored the Dutch Girl’s face.

Schneiders started as a family business in Kitchener and later expanded their operations with a plant on Courtland Avenue. The sign went up along Highway 401 in 1961 and, over the decades, was given some tweaks and tune-ups, most notably in 2013 and 2021.

• From 2021: Upgraded Schneiders sign continues welcoming 401 drivers to Waterloo Region
• From 2022: Kitchener musician making art with hometown connection

Even though Schneiders was acquired by Maple Leaf Foods in 2003, the sign remains an iconic symbol of Kitchener’s heritage.