I was complaining to my friends in the cake community about how much this brand has gone up in price, or in general, how much good vanilla has gone up in price---but this is just worth the money. I can't say anything negative about this brand, besides (again) how much you must be willing to invest to get your hands on it. At one point this heavenly paste was under $40, now, you are lucky to get it under $80. The price has almost doubled all over the country, and believe me, I have been looking for it. I use this for cakes, buttercreams, anything I bake that requires vanilla. I only refrain from using it in chocolate cake/brownies, anything dark enough that the true beauty of the vanilla specs won't be noticed or appreciated. I use the legit Nielsen-Massey Pure Vanilla for those items. The first time I tried this brand I was hooked, and honestly it is going to take them taking it off the market to stop me from ordering it. If it ever goes back down in price, I am buying it by the case. Please, stop using that super market crap. Try it. Your customers will love you for it! Questions? Ask me :-)! Did you find this helpful? If so, please click the YES button.