MATT NIELSEN With vanilla in his blood, so to speak, Matt decided at an early age that his life’s work would be in the family business, Nielsen-Massey Vanillas, Inc., SFA member since 1981. Nielsen-Massey is recognized as the premier brand in pure vanillas and flavors for the specialty retail, distribution, foodservice and industrial markets. As third-generation owner/manager, Matt’s main responsibilities include all operational activities at the company’s two plants, in Waukegan, IL, and Leeuwarden, Netherlands, as well as international sales of all retail products worldwide. Matt is a graduate of Gettysburg College, Gettysburg, PA; Treasurer of the SFA Board of Directors; Vice President-Treasurer of the Nielsen-Massey Foundation Board of Directors; and a member of the Loyola University Family Business Center.