What Singing Dog Vanilla does

Singing Dog Vanilla is a privately held, bootstrapped manufacturer and wholesaler of organic vanilla products, founded on April 1, 2004 by Bill Wiedmann and Marty Parisien in Kailua, Hawaii, and now headquartered in Eugene, Oregon with a secondary distribution facility in Phoenixville, Pennsylvania. The company sources vanilla beans from Indonesia (via direct partnerships with over 500 farming families under its proprietary Fair Trade Plus+ program), Papua New Guinea, and Uganda, and employs a cold extraction process using sugarcane-based alcohol to preserve over 250 natural flavor compounds. Its product portfolio centers on vanilla extracts (including double-strength, alcohol-free via vegetable glycerin, and bean-in-bottle variants) and extends to vanilla beans, bean paste, syrups, frosting mixes, ground vanilla bean grinders, vanilla salt, coconut palm sugar, five flavors of organic lip balms, and branded apparel. The company is USDA Organic Certified on relevant SKUs, KOF-K Kosher Parve on its Pure Vanilla Extract, and markets allergen-free formulations (corn-free, soy-free, gluten-free, nut-free) using sugarcane-based alcohol.

The business operates a dual-channel model. Direct-to-consumer sales run through singingdogvanilla.com and a dedicated Amazon storefront with Prime shipping, supported by localized storefronts in Canada and Australia. Wholesale and B2B sales serve food manufacturers, artisan bakeries, ice cream makers (including Salt & Straw, Stella's, Weckerly's), coffee shops, breweries, cider producers, restaurants, and distilleries, while shelf distribution reaches consumers through national natural grocery chains Whole Foods Market and Natural Grocers plus independent natural grocery stores and food co-ops. Pricing is unit-based ranging from $5.98 for a two-pack of organic lip balm up to $107.93 for a one-quart Pure Vanilla Extract, with free shipping on orders over $35. The company is co-led by founders Bill Wiedmann and Marty Parisien, holds no institutional funding, and reports no M&A, restructuring, or leadership changes since founding.

Revenue is not publicly disclosed; however, scale indicators include 11-50 employees, dual-coast US shipping infrastructure, over 52,000 cumulative orders reported as of 2017, and a documented 209% year-over-year sales increase in the Organic Vanilla Frosting Mix line alongside a 125% pandemic-era lift in Alcohol-Free Pure Vanilla Flavor sales.

Name

Singing Dog Vanilla

Legal name

Singing Dog Vanilla

Website

https://singingdogvanilla.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Singing Dog Vanilla is an Oregon-based, founder-owned manufacturer and wholesaler of organic vanilla extracts and related flavor products, founded in 2004. It serves home bakers, food manufacturers, ice cream makers, and natural grocery retailers across the US, Canada, and Australia via direct e-commerce, Amazon, and wholesale channels.

Ownership category

akta.pro rank

Product category

Specialty Food Ingredients / Vanilla Extracts and Flavorings

NAICS

Flavoring Syrup and Concentrate Manufacturing (311930), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Flavorings & Extracts (Natural & Artificial) (CRADAOAA)

akta.pro secondary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Organic vanilla extracts
• Vanilla flavorings
• Fair trade vanilla
• Wholesale vanilla supply
• Baking ingredients

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales (B2C): Direct-to-consumer sales of vanilla products through their e-commerce website and Amazon store. Products include vanilla extracts, vanilla beans, vanilla paste, vanilla syrup, vanilla frosting mixes, vanilla salt, vanilla sugar, vanilla lip balms, and branded merchandise.
2. Wholesale/B2B Sales: Bulk and wholesale sales to food manufacturers, bakeries, coffee shops, breweries, scoop shops, restaurants, and distilleries. The company has relationships with over 500 vanilla-growing families and supplies vanilla products to businesses across the United States.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Singing Dog Vanilla is a manufacturer and wholesaler of organic vanilla extracts and related vanilla-based products, including single-fold and double-strength vanilla extracts, alcohol-free vanilla flavor, vanilla bean paste, vanilla syrup, vanilla beans (planifolia and Tahitian), vanilla-infused culinary products (frosting mixes, vanilla salt, coconut palm sugar), organic lip balms, and branded apparel. Products are sold via direct-to-consumer e-commerce (own website, Amazon, Canada and Australia storefronts), wholesale to food manufacturers and food-service operators, and natural grocery retail (Whole Foods Market, Natural Grocers, independent stores).

Product overview

Singing Dog Vanilla offers a diversified portfolio of organic vanilla products centered around their core expertise in vanilla extracts and flavorings. The product line includes: Vanilla Extracts (Organic Pure Vanilla Extract, Pure Vanilla Extract, Alcohol-Free Pure Vanilla Flavor, Double Strength Vanilla Extract, Vanilla Extract with Whole Bean); Vanilla Beans and Paste (Organic Vanilla Beans, PNG Tahitian Vanilla Beans, Organic Vanilla Bean Paste, Organic Ground Vanilla Bean Grinder); Vanilla Culinary Products (Organic Vanilla Syrup, Vanilla Frosting Mix, Vanilla Cocoa Frosting Mix, Organic Vanilla Salt with Grinder, Organic Vanilla Coconut Palm Sugar); Personal Care (five flavors of Organic Vanilla Lip Balms); and Apparel (Vanillaverse and Vanillatude T-shirts and hoodies). All products feature Fair Trade Plus+ sourcing, organic certification where applicable, and commitment to allergen-free formulations (corn-free, soy-free, gluten-free, nut-free).

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Pure Vanilla Extract Premium organic vanilla extract made from planifolia (bourbon-type) vanilla beans sourced from Indonesia, Papua New Guinea, and Uganda, with over 250 flavor compounds preserved; available in 2 oz and 4 oz sizes, USDA Organic, Fair Trade Plus+, for home bakers and professional chefs.
• Pure Vanilla Extract All-natural pure vanilla extract crafted from organically grown vanilla beans sourced from Indonesia and Uganda, capturing over 250 flavor compounds; available in 2 oz, 4 oz, and 1 quart sizes, corn-free, KOF-K Kosher Parve certified.
• Organic Alcohol-Free Pure Vanilla Flavor Organic alcohol-free vanilla flavor made by extracting real vanilla beans and then replacing the alcohol with vegetable glycerin derived from rapeseed oil, preserving authentic vanilla taste without alcohol; available in 2 oz and 4 oz sizes, suitable for consumers avoiding alcohol and for no-bake applications.
• Organic Double Strength Vanilla Extract Double-strength vanilla extract containing 26.7 oz of vanilla beans per gallon (twice the standard concentration of 13.35 oz), preferred by ice cream manufacturers for reducing liquid in recipes and intensifying baked-good flavor; available in 4 oz size.
• Organic Pure Vanilla Extract with Whole Vanilla Bean Organic vanilla extract with a whole vanilla bean inside each bottle, allowing the bean to continue soaking and improve the extract's potency over time; targeted at home bakers and gift purchasers.
• Organic Vanilla Bean Paste Baking paste combining rich vanilla extract flavor with the visual appeal of grade-A vanilla bean specks, sourced from Indonesia and Uganda; one tablespoon substitutes for one vanilla bean, available in 2 oz and 4 oz sizes.
• Organic Vanilla Syrup Premium organic vanilla syrup infused with double-strength vanilla extract, containing 25% more vanilla than traditional syrups and made with organic cane sugar; targeted at coffee shops, cafes, and home baristas for beverages.
• Organic Vanilla Frosting Mix All-in-one organic vanilla frosting mix that combines organic icing mix, organic ground vanilla, and pure vanilla extract, packaged in compostable materials, available in a 3-pack.
• Organic Vanilla Cocoa Frosting Mix Organic chocolate buttercream frosting mix combining vanilla extract with organic cocoa, packaged in compostable materials, available in a 3-pack; for home bakers wanting a ready-to-mix dessert topping.
• Organic Vanilla Salt with Grinder Top Creative blend of Celtic Sea Salt and organic ground vanilla in a glass jar with grinder lid, available in 3 oz and 0.5 lb sizes; suitable as a finishing salt for sweet and savory dishes.
• Organic Vanilla Coconut Palm Sugar Low-glycemic sweetener combining real vanilla beans with granulated nectar from the coconut palm flower, offering a caramel-like sweetness for baking and beverages.
• Organic Ground Vanilla Bean Grinder 100% organic vanilla beans packaged in a 1 oz glass jar with grinder lid, allowing users to sprinkle ground vanilla on desserts, coffee, tea, and other applications.
• Organic Vanilla Beans Premium grade-A planifolia (bourbon-type) organic vanilla beans sourced from Indonesia and Uganda, minimum 6 inches long; available in 2-pack, 6-pack, and Baker's Dozen 13-pack sizes for baking and infusion.
• PNG Tahitian Vanilla Beans Tahitian vanilla beans (Vanilla Tahitensis species) sourced from Papua New Guinea and Indonesia, grade-A quality with floral, fruity, cherry-like flavor profile; minimum 6 inches long, sold in 2-packs.
• Organic Vanilla Lip Balm Classic vanilla-flavored organic lip balm made with all-natural, non-GMO ingredients including organic sunflower oil, beeswax, and real vanilla; sold in 2-packs.
• Organic Vanilla Coconut Lip Balm Organic lip balm combining vanilla and coconut flavors, made with all-natural, non-GMO ingredients including organic sunflower oil, beeswax, and coconut oil; sold in 2-packs.
• Organic Vanilla Cherry Lip Balm Organic lip balm combining vanilla and cherry flavors, made with all-natural, non-GMO ingredients; sold in 2-packs.
• Organic Vanilla Mint Lip Balm Organic lip balm combining vanilla and mint flavors using organic peppermint essential oil and all-natural ingredients; USDA Organic Certified, sold in 2-packs.
• Organic Vanilla Tangerine Lip Balm Organic lip balm combining vanilla and tangerine flavors with organic tangerine essential oil and all-natural ingredients; sold in 2-packs.
• Organic Vanilla Lip Balm Variety Pack Variety pack containing all five organic vanilla lip balm flavors (vanilla, vanilla coconut, vanilla cherry, vanilla mint, and vanilla tangerine) in a single package; USDA Organic Certified, non-GMO, cruelty-free.
• Vanillaverse T-Shirt Vanilla-themed short-sleeve crew-neck t-shirt featuring the Vanillaverse brand messaging, available in men's and women's styles, sizes S-XL, unisex fit.
• Vanillatude T-Shirt Vanilla-themed t-shirt featuring the Vanillatude brand messaging, available in blue and tan colors, sizes S-XL.
• Singing Dog Vanilla Hoodie 100% cotton hoodie with screen-print graphics, available in blue and tan, sizes S-XL.

Quantifiable outcome

• 125% increase in Alcohol-Free Pure Vanilla Flavor sales during pandemic as consumers shifted to healthier eating and home baking
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 500+ Vanilla-Growing Families in IndonesiacoreStrategic or Co-development PartnerSinging Dog Vanilla partners with over 500 vanilla-growing families in Indonesia through their Fair Trade Plus+ initiative, sharing profits with farmers and ensuring sustainable, organic vanilla sourcing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nielsen-Massey Vanillas: Premium vanilla extract and paste maker serving both professional and consumer markets. Direct competitor in the gourmet and clean-label vanilla segment where Singing Dog Vanilla also competes.
• Rodelle: Specialty vanilla extracts and baking ingredients targeted at home bakers and professionals. Competes head-to-head with Singing Dog Vanilla in natural and conventional grocery for premium vanilla SKUs.
• Simply Organic (Frontier Co-op): Organic spice, herb, and extract brand owned by Frontier Co-op, with broad natural-channel distribution. Overlaps directly with Singing Dog Vanilla on organic vanilla extracts and baking flavorings.
• Adams Extract: Texas-based vanilla and flavoring extract maker with broad retail distribution. Competes in the same vanilla extract category but at a more value-oriented positioning than Singing Dog Vanilla.
• Taylor & Colledge: Premium vanilla extract and paste maker, with notable fair-trade and gourmet positioning. Directly comparable product line and target customer overlap.
• OliveNation: Online-first supplier of baking ingredients, flavorings, and extracts serving both consumers and foodservice. Overlaps with Singing Dog Vanilla in vanilla extracts, vanilla beans, and baking flavorings sold via DTC.
• LorAnn Oils: Flavoring extracts, oils, and baking ingredients supplier serving both home bakers and commercial bakeries. Comparable product categories (extracts, pastes, baking flavors) and overlapping B2B/DTC distribution model.

Emerging players

• Heilala Vanilla: New Zealand-origin premium vanilla brand with strong fair-trade and traceability narrative. Comparable to Singing Dog Vanilla's ethical-sourcing positioning but serves primarily the Oceania and US markets.
• Sonoma Syrup Co. Specialty vanilla and cocktail syrup maker with premium positioning in natural and specialty retail. Comparable in clean-label vanilla syrup category to Singing Dog Vanilla's Organic Vanilla Syrup.

Broad incumbents

• McCormick & Company: Largest spice and flavorings company in the world, with mainstream vanilla extract brands (e.g., McCormick, Pure Vanilla). Operates broadly across the category but does not specialize in organic/fair-trade positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SingDogVanilla
• YouTubeyoutube.com/user/SingingDogVanilla
• Facebookfacebook.com/SingingDogVanilla
• Instagraminstagram.com/singingdogvanilla
• LinkedInlinkedin.com/company/kestrel-growth-brands-inc-dba-singing-dog-vanilla

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Singing Dog Vanilla