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The Journal Gazette

Sunday, May 19, 2019 1:00 am

Clabber Girl sign back in Terre Haute


TERRE HAUTE – After six months of work, including installing and then removing panels as well as restoring a built-in clock, a historic Indiana landmark once again greets travelers along U.S. 40 on Terre Haute's east side.

The 80-year-old Clabber Girl billboard, on the southwest corner of U.S. 40 and Hunt Road, was first erected by Hulman and Co. president Tony Hulman in the 1930s as part of the national branding effort for Clabber Girl, with the now familiar words “Five Minutes to Terre Haute ...The Home of Clabber Girl Baking Powder.”

Clabber Girl baking powder is the top-selling baking powder brand in the United States, according to the company, which has its headquarters in downtown Terre Haute.

The private holding company has produced the baking powder since 1899.

Robert A. Coons, president of Rose-Hulman Institute of Technology, said the restoration project ran into some foreseen problems.

“The mounting and removing it required for some adjustment in the actual structure itself to strengthen it, so it could withstand the weather. Part of it was the foundation of the panels themselves and the wind had some impact on them in the interim, when we were installing the panels,” Coons said.