NOTHING PLAIN ABOUT IT

Third-generation leaders of Nielsen-Massey Vanillas continue a family legacy built on patience, precision, and the pursuit of flavor.

AS FAR BACK AS THEY CAN REMEMBER, Matt and Beth Nielsen’s childhood memories have had a sweet, vanilla scent.

“In fact, when I was little, I thought our dad worked in a candy factory,” laughs Beth, eldest of the two siblings. “I didn’t realize he owned a vanilla company. Giving him a hug when he came home from work, he would always be saturated in that beautiful, vanilla smell.”

Today, as third-generation leaders of Nielsen-Massey Vanillas, that signature scent has become synonymous with the family’s hard-earned success.

Widely regarded as one of the world’s preeminent producers of premium natural vanilla, the company has led the industry through product innovation, sustainability initiatives and a steadfast commitment to its founding philosophy—”Be the best, not the biggest.”

“We are doing everything we can to ensure that our business remains the quality-focused, family-owned entity it is today,” says Matt, a Lake Bluff resident. “That means honoring our commitment to employees, industry partners, and culinary professionals, growers, vendors, and customers. The entire ecosystem is critically important to us.”

In the Chicago area and beyond, home cooks and chefs turn to Nielsen-Massey for its extracts, whole beans, powders and pastes. Increasingly, they’re also exploring the company’s single-origin vanillas. These, much like fine wines, express the terroir of their source. Current offerings include single-origin vanilla extracts from Madagascar, Indonesia, Tahiti, Uganda, Mexico, and the latest addition, Papua New Guinea.

“Each has subtle differences that make it best suited for certain uses. Mexican vanilla, for example, is notable for its deep spicy creaminess with a hint of chocolate, making it work really well in savory applications like chili or even as a replacement for sugar in tomato-based pasta sauces where you want to cut acidity,” says Beth. “Lately, though I love Ugandan vanilla for its chocolate-forward profile. It’s incredible in moles and in chocolate desserts. It offers a warmth like Mexican vanilla, but with less overt spiciness.”

Exploring and sharing these nuances is central to Beth’s role. In addition to cultivating a Culinary Council of experts with whom she collaborates and consults, Beth teaches at culinary schools and works one-on-one with chefs to expand their understanding of vanilla’s versatility.

Among the innovations gaining traction is the company’s alcohol-free vanilla.

“Unlike competitors who distill alcohol off a water-based extract, Nielsen-Massey’s version never touches alcohol, making it uniquely suited for Halal certification and chilled applications where the ‘alcohol bite’ is undesirable,” she explains.

Another fast-growing category is vanilla paste. Once primarily used in baking, it’s now a go-to for everyday applications—from coffee drinks and smoothies to yogurt, valued as a low-sugar flavor booster. Vanilla powder is also on the rise, particularly among industrial clients incorporating it into protein blends and ready-to-drink beverages.

To support that growth, the company is expanding its footprint. Matt notes that a new 80,000-square-foot warehouse—complete with a 3,000-square-foot R&D lab, has just opened adjacent to its Waukegan facility.

Still, Matt’s primary focus is keeping tabs on the complex and often precarious global supply chain.

Natural vanilla is one of the most labor-intensive crops in the world. The plant—Vanilla planifolia, is actually an orchid—the only one known to produce an edible fruit. Its vines take years to mature, and each flower must be hand-pollinated within a single day, as blooms last for mere hours.

On top of this, vanilla “beans” take 9 months to develop on the vine, followed by months-long curing processes that require skill and precision. From planting to finished product, the process can take three to five years.

Layered into this are environmental and geopolitical risks. Much of the world’s vanilla is grown in regions vulnerable to cyclones, drought and political instability—factors that can devastate crops overnight and send prices swinging dramatically, from as low as $50 per kilogram to well over $500.

To navigate that volatility, Nielsen-Massey does its best to diversify its sourcing. In addition to established regions, the company is developing new origins. It also invests heavily in sustainability and community support, from farmer training to infrastructure projects, like building bridges and water wells.

Helping lead these efforts are fourth-generation family members Michael Nielsen, the company’s sustainability analyst, and Eric Nielsen, president of the Nielsen-Massey Foundation.

Looking ahead, Matt remains focused on the long view.

“Vanilla teaches patience,” he says. “You can’t rush it and there’s no cutting corners. Our desire is to continue our family legacy, respecting the process, and supporting the people behind it to continue delivering something truly exceptional. If we do that, the future takes care of itself.”