As a third-generation family company, Nielsen-Massey takes
great pride in the company’s heritage and reputation, its loyal
employees, the quality of its products and strong customer service, says Craig Nielsen, vice president of sustainability.
Talk about Nielsen-Massey’s origins.
Craig Nielsen: Nielsen-Massey Vanillas was founded in 1907
by Richard Massey as a manufacturer of aromas for use in cleaning chemicals. Massey later partnered with Chatfield Nielsen, Sr.,
and the company shifted its focus to producing a variety of vanillas and flavors for food manufacturers. Today, we are still owned
and operated by the third-generation of Nielsens—myself and my
two siblings, Matt and Beth. While Nielsen-Massey has grown
and changed in many ways since 1907, our commitment to quality and to providing our customers with the best products and
service available remains the same.
What products and brands do people most associate
the company with?
Our most popular product is our Madagascar Bourbon Pure
Vanilla Extract. Like all of our extracts, this product is made using
our proprietary cold extraction process, which gently extracts
vanilla’s essential oils, preserving the hundreds of distinctive flavor compounds present in the natural beans. Protecting vanilla
from heat during the extraction process ensures that these subtle flavor compounds remain present in the end-use product,
which is why industrial customers, chefs and consumers who
place a premium on fine flavor are attracted to Nielsen-Massey
products. While the cold extraction process takes weeks instead
of days to complete, it is essential to producing the industry’s
very best vanilla extracts.
Our Madagascar Bourbon Pure Vanilla Extract is also the base
for our second most popular product, Madagascar Bourbon Pure
Vanilla Bean Paste. Thickened with gum tragacanth, a natural
thickener, Madagascar Bourbon Pure Vanilla Bean Paste has a
molasses-like consistency and contains real vanilla seeds, adding an enticing visual flair to any recipe. Cooks love the rich flavor
of this convenient, easy-to-use product, as well as the ability to
add more delicious flavor without thinning out batters or sauces.
What are some of the most important values to
As a third-generation family company, we take great pride in our
company’s heritage and reputation, our loyal employees, the quality of our products and our strong customer service. We are also
proud of our role in supporting the Sustainable Vanilla Initiative
(SVI), an industry group committed to helping ensure that farmers receive their fair share of the proceeds from their crops and
can earn a good livelihood to lift their families out of poverty.
What role does gluten-free play?
As part of our commitment to providing the best products available, we have secured several special certifications to ensure
that our products are safe for those who need certain formulas.
All of our products are certified gluten-free by the Gluten Free
Certification Organization (GFCO). We are proud to have been
one of the first extract and ingredient suppliers in the U.S. to
receive this certification. In addition, all of our products are aller-gen-free, GMO-free and certified Kosher.
What new items is Nielsen-Massey introducing?
I am excited to report this summer we will be introducing several new flavor extracts into our product portfolio. Much like with
our vanillas, these extracts will be derived from premium quality ingredients and produced in a gentle way that preserves the
unique, rich, flavor notes without losing any of the sweetness or
richness of the original ingredients. We believe customers will
find them a flavorful addition to their kitchens.
Craig Nielson, vice president of sustainability
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