Alex and Smith came up with the idea for this organic vanilla business while working together assisting farmers with marketing, finance, and productivity improvements. Sarah had read a book by Seth Godin called Purple Cow . On page 107 of that book Seth writes, “But vanilla is boring. You can’t build a fast-growing company around vanilla.” When he read that Sarah thought, “What a great idea! Build a company around vanilla” (Yes, if you read the whole book you will see that we did take those lines a bit out of context). Around that same time, Jamie was introduced to a village in Papua New Guinea that grows vanilla. We decided to build a vanilla company that shares profits with vanilla farmers and employees, while creating clean label vanilla products for our fans.
We now work with hundreds of vanilla-growing families throughout Papua New Guinea and Indonesia. They are paid market price for their vanilla beans and we also share with them a percentage of the sale of the vanilla products that use their vanilla beans. We call this program Fair Trade Plus+®. Our products are sold in the USA, New Zealand, Japan, Australia, Taiwan, and Chile. Singing Dog Vanilla products are also used in many bakeries, restaurants, ice cream shops, culinary schools, breweries, and frozen yogurt shops. Our vanilla products include pure vanilla extract, vanilla coffee, vanilla bean paste, vanilla lip balm, vanilla frosting mix, and we have many new vanilla products in the works.