GOOD NEWS FOR VANILLA LOVERS!

WAUKEGAN, ILLINOIS - (January 23, 2005) - After years of skyrocketing prices, the vanilla industry has reason to celebrate the New Year! Nielsen-Massey Vanillas is pleased to announce that the wholesale prices of vanilla are expected to plummet up to 50% in the coming weeks.

Prices on Madagascar Bourbon Pure Vanilla from Nielsen-Massey are expected to drop this year.

Harvests of high-quality vanilla beans, after years of devastation from cyclones and other natural disasters ravished the crops, are returning to normal, allowing producers of vanilla extracts and other pure vanilla products to offer their customers the best pricing in years for the world’s favorite flavor. The price reduction means that food manufacturers and retailers can return to using the full-flavored, pure vanillas their customers are accustomed to, such as Nielsen-Massey Madagascar Bourbon Pure Vanilla.

Pure vanilla contains more than 300 measurable flavor components, while artificial and imitation vanillas made from the byproducts of the pulp and paper manufacturing industries contain only one. The difference is very apparent when vanilla is used as the significant flavoring in a product.

Nearly five years ago, a devastating cyclone hit the world’s top-producing vanilla region, Madagascar, decimating the crop and sending prices soaring. The result was a blow to the industry, and to those who rely on pure vanilla products for their flavor.

Nielsen-Massey is pleased to be able to offer their customers relief from the extreme prices of the past while continuing to offer the best in Pure Vanillas and vanilla blends. For more information, contact Dan Fox 800-525-PURE (7873).

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