Craig Nielsen

This page is in memory of Craig Nielsen, a beloved member of the Nielsen-Massey family whose warmth, leadership, and devotion to doing what was right left an enduring mark on our company and all who knew him. For 39 years, Craig served Nielsen-Massey as an executive, Board Director, third-generation shareholder, and for 11 years, Chief Executive Officer. He brought deep knowledge of vanilla, a global perspective, and a personal commitment to people, the planet, and the generations who would follow.

Craig will be remembered for his kindness, generosity, loyalty, principled approach, adventurous spirit, and unmistakable laugh. He was approachable and fun-loving, yet deeply focused on the responsibilities that came with stewardship: supporting employees, strengthening communities, caring for the environment, and building a business rooted in trust.

His influence is woven into the fabric of Nielsen-Massey—our identity, values, mission, and culture. Among his many contributions, Craig:

• Led Nielsen-Massey as CEO for 11 years.
• Helped establish Nielsen-Massey as a founding member of the Sustainable Vanilla Initiative.
• Guided sustainability efforts that supported bridges, water well systems, and schools in Madagascar villages.
• Served as President of the Nielsen-Massey Charitable Foundation for two years.
• Built long-standing relationships with vanilla bean suppliers that remain critical to Nielsen-Massey’s long-term success.

Craig’s legacy lives on in the way Nielsen-Massey continues to lead—with care, integrity, curiosity, and a deep respect for the people and places connected to our products. That legacy is also carried forward through his sons, Eric and Michael, who now work in the business.