Undressed

                                                   WHAT IS START-UP LIFE REALLY LIKE?
                                THIS IS THE INSIDE STORY—THE GOOD, THE BAD AND THE UGLY.

What’s it like to start a company, build it to national success, and then see it sold out of bankruptcy? This is the true story of Greg Vetter. He and his brothers started their salad dressing company based on their mother’s secret recipe. Tessemae’s All Natural went from the Vetter kitchen, to local sensation, to national distribution. But the brothers quickly found out that starting a company is easy. Keeping it going is hard. In his own bold and unfiltered way, Greg Vetter shares how he scrambled to find investors, struggled to pay the bills, juggled the unpredictable needs of vendors, employees and customers, all while trying to keep his own sanity intact. This is an inside look at what it really takes to launch a top-selling brand. And what you can learn both on the way up and on the way down.

Gregory Vetter is an innovator and disrupter in the "clean food" movement. His first venture, Tessemae's All Natural broke the rules of the sleepy salad dressing catgory by using real ingredients and shunning gums and flavor substitues. He subsequently co-founded Alta Fresh Food Company, which pioneered a way to get great tasting salads to the masses using an innovative "master kit" process and Home Grown Brand Accelerator, a coaching and consulting company empowering the next generation of entrepreneurs. His accolades include Sam's Club Supplier of the Year, Inc Magazine's Entrepreneur of the Year, and EY's Entrepreneur of the Year Finalist. He lives in Maryland with his wife and four children.