Schwartz's Slogans & Taglines

Schwartz is a premier international seasoning brand that commands monumental market equity as a historically defining name in herbs, spices, and recipe mixes. Founded in 1841 by William Henry Schwartz to sell coffee in Halifax, Nova Scotia, the brand permanently transformed the Canadian grocery sector when the founder’s son, William E. Schwartz, introduced 100% pure, unadulterated spices in the 1880s, establishing the famous regional slogan "Say Schwartz and be Sure." The company entered a massive new era of global dominance in 1984 when it was acquired by Maryland-headquartered flavor giant McCormick & Company, Inc. (NYSE: MKC)—a strategic transaction that permanently cemented McCormick’s position as the world's absolute largest producer of spices and seasonings. Backed by McCormick’s massive corporate footprint, which drives annual revenues exceeding $6.8 billion (reaching $7.1 billion in trailing-twelve-month sales by early 2026), the high-volume Schwartz portfolio operates as a core retail pillar. Utilizing sophisticated global supply chains to safeguard quality, the brand mass-distributes an expansive catalog of standalone herbs, spices, and specialized recipe mixes to millions of households across Canada, the United Kingdom, and international markets.