Bill Wiedmann and Marty Parisien came up with the idea for this organic vanilla business while working together assisting farmers with marketing, finance, and productivity improvements. Marty 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 Marty 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, Bill 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.