Conversations with Rich Bennett Undressed: Gregory Vetter’s Raw Entrepreneurial Ride
Sponsored by Richardson Farms
From lacrosse fields to the shelves of Whole Foods, Gregory Vetter’s wild journey took a homemade salad dressing and turned it into a $300M clean food brand—only to lose it all. In this raw and revealing conversation, Greg opens up about bold risks, painful lessons, and what it really takes to build (and rebuild) a dream. If you’re chasing something big, this one’s a must-listen.
Guest: Gregory Vetter
Gregory Vetter is a pioneering entrepreneur and the co-founder of Tessemae’s, the first Whole30-approved bottled dressing brand that grew into a $300M clean food empire. A former professional lacrosse player turned food industry disruptor, Greg later launched the Fresh Food Company and Homegrown Brand Accelerator. He’s also the author of Undressed: The Unfiltered Story of My Failed American Dream and How It Led to Success, and a passionate speaker on leadership, resilience, and purpose-driven business.
Main Topics:
· How Gregory Vetter turned his mother’s salad dressing recipe into a national brand
· The founding and explosive growth of Tessemae’s in the clean food space
· Major setbacks, including investor struggles and the collapse of a $300M company
· The importance of authenticity, grit, and storytelling in entrepreneurship
· Lessons learned from failure and how they shaped Greg’s next ventures
· Launching Fresh Food Company and leading large-scale food manufacturing
· Writing Undressed and why Greg chose to share his raw, unfiltered journey
· The value of leadership retreats and integrating personal well-being into business success
Resources mentioned:
Companies & Brands
· Tessemae’s – Organic salad dressing and condiment brand
· Fresh Food Company – Salad supplier for Sam’s Club
· Homegrown Brand Accelerator – Greg’s venture supporting new food brands
· Sam’s Club – Retail partner for Fresh Food Co
Richardson FarmsLocally grown produce, flowers, fresh rotisserie chicken, specialty food items, and more!
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