Man holding a dragon fruit plant in a field

The Flavor Guy

A Lifetime Devoted to the Art and Science of Flavor

It started with a trick. Our founder and CEO, Bill Sabo was just a boy when his uncle, a flavor chemist — squeezed the peel of an orange over an open flame and let him watch it ignite. That moment lit something else too. Bill spent the next several decades chasing that feeling: the wonder of transforming nature into something extraordinary. That curiosity has grown into one of the largest natural flavor catalogs in the country — over 8000+ formulations and counting for product applications in every industry.

45 Years in the Making

The First Spark
1960s
The First Spark
When Bill was a young boy, his uncle, a flavor chemist, sparked his interest with a simple trick: creating a flame from the oils in an orange peel. This moment set the trajectory of his life’s work in flavors.
A Young Entrepreneur
Age 17
A Young Entrepreneur
Bill sold his first flavor to a mom and pop ice cream shop. It was a blackberry concentrate.
Newport Flavors & Fragrances — His First Company
1983
Newport Flavors & Fragrances — His First Company
Bill founded Newport Flavors & Fragrances, turning years of self-taught mastery into a real company. The standard he set there — uncompromising quality, natural ingredients — became the foundation for everything that followed.
Nature's Flavors — Pioneering Natural Online
1999
Nature's Flavors — Pioneering Natural Online
Bill founded Nature's Flavors — the first flavoring company to sell natural and organic flavors on the internet. While the industry was still operating out of trade catalogs and distributor relationships, Bill recognized that professional-grade natural flavors should be more accessible- so he put his entire catalog online and opened the door to businesses large and small, anywhere.
Newport Bottling & Canning — End-to-End Capability
2015
Newport Bottling & Canning — End-to-End Capability
Bill launched Newport Bottling & Canning, giving his clients something rare in the industry: a single partner who could take a product from custom flavor development to launching a finished, shelf-ready product — in a fraction of the time than working across multiple vendors.

A Natural & Organic Vision

Bill's expertise is driven by a core belief: flavors and colors should come from nature. In pursuit of the finest plants, botanicals, fruits, and vegetables, he travels to Cambodia, Vietnam, Malaysia, India, Papua New Guinea, and beyond — standing on the farms, meeting the growers, and inspecting ingredients at the source. This hands-on commitment to natural and organic sourcing stems from a deep passion for bringing better, healthier products to the world. His philosophy has shaped every brand under the Nature's Flavors umbrella, ensuring businesses and consumers alike have access to the finest nature-derived ingredients available.
Man holding a small plant with greenery in the background

In Cambodia, Bill inspects botanicals at the source, ensuring only the finest materials make it into our products.

Man in a light blue shirt standing in a rural setting with mountains in the background

Bill's commitment to ethical sourcing takes him to remote farming regions around the world.

Man sitting in a field with terraced agriculture in the background

Bill visits farming communities across Vietnam to ensure ingredient quality and fair partnerships.

Man in a kitchen pouring red liquid into a silver container with various items on the counter.

45 Years of Flavor Expertise, Shared Without Reservation

Bill is dedicated to sharing his vast knowledge with the world. On his YouTube channel, The Flavor Guy guides viewers through the science and craft of flavoring: how to use extracts, the difference between concentrates and extracts, what makes an ingredient exceptional, and how to retain flavor through high-heat applications like baking. Whether you're a product developer bringing a new line to market or home baker perfecting a family recipe, you'll find a lifetime of flavor expertise waiting for you, shared without reservation.

Watch The Flavor Guy on YouTube →

The Flavor Partner Behind America’s Favorite Products

Whether you're scaling an existing product line, bringing a home recipe to market, or starting with nothing more than an idea, The Flavor Guy works with you directly — from first concept through shelf-ready formulation.

With over 45 years of mastery in flavor development, more than 8,000 formulas created, and a pioneering legacy in natural and organic food colors, Bill works 1-on-1 with every client — from artisan makers to global brands — to bring exceptional flavors to market. From creating custom flavor profiles, developing formulas around emerging trends, or solving challenges that stump even seasoned R&D teams,Bill draws on a body of work that spans over four decades, 8,000+ formulas, and some of the most recognized products in the country

His formulations are on shelves in every major retailer in the country — Walmart, Target, Costco, Sprouts, Whole Foods, and Amazon — and in markets across the globe. Yours could be next.

Start Your Custom Formula with The Flavor Guy →