The Dressing That Started A Revolution

Welcome to Entrepreneur Weekly with Alan Taylor. Today, he talks to Gregory Vetter, the CEO and founder of companies like Alta Fresh Foods and Homegrown Brands. Gregory’s journey started in a small town where his mother's salad dressing inspired him. A funny moment happened when he found out a neighbor had taken her dressing, highlighting his love for food and community. After leaving his job in insurance sales, Gregory launched a salad dressing brand based on his mother’s recipe. He was one of the first to offer organic options and the first to sell Whole30-approved bottled dressing in the U.S. His achievements earned him awards like the 35 Under 35 and recognition as a finalist for the EY Entrepreneur of the Year. He lives on a farm with his wife and four kids, raising Longhorn cattle, and he is the author of the bestselling book "Undressed," which shares his journey in the clean food movement and the importance of avoiding artificial ingredients.

Gregory’s story began with creat...

Welcome to Entrepreneur Weekly with Alan Taylor. Today, he talks to Gregory Vetter, the CEO and founder of companies like Alta Fresh Foods and Homegrown Brands. Gregory’s journey started in a small town where his mother's salad dressing inspired him. A funny moment happened when he found out a neighbor had taken her dressing, highlighting his love for food and community. After leaving his job in insurance sales, Gregory launched a salad dressing brand based on his mother’s recipe. He was one of the first to offer organic options and the first to sell Whole30-approved bottled dressing in the U.S. His achievements earned him awards like the 35 Under 35 and recognition as a finalist for the EY Entrepreneur of the Year. He lives on a farm with his wife and four kids, raising Longhorn cattle, and he is the author of the bestselling book "Undressed," which shares his journey in the clean food movement and the importance of avoiding artificial ingredients.

Gregory’s story began with creating a leading organic salad dressing brand during the clean eating trend. The company grew a lot but faced conflicts among investors, which led to a failed sale process that valued the business between $300 and $500 million. In the end, the company was auctioned for just $4.5 million. This experience inspired Gregory to write "Undressed" to share lessons with young entrepreneurs.

Later, Gregory talked about the challenges he faced after selling his company during the COVID-19 crisis. He highlighted important leadership principles, like leaving things better than you found them. Encouraged by his performance coach, he decided to write a book. He mentioned that failure can enhance credibility and help guide others.

From his journey, Tessamae emerged, a successful organic refrigerated dressing brand that follows Whole30 guidelines, showing that healthy products can taste great. Using his experience, Gregory also started Alta Foods, which creates private-label salads for retailers and focuses on reducing food waste. He later founded a brand accelerator to help others grow their ideas, including a portable toilet company that developed a successful brand and cleaning wipes. Gregory continues to explore new brand ideas in different areas.

Alan asked Gregory to share key insights from his book, like the importance of leading by example and leaving things better than you found them. Gregory referenced a quote by Joseph Campbell: "The cave you fear to enter holds the treasure you seek," which emphasizes facing fears, especially for leaders. He noted that many of his goals were only achieved after he confronted his fears. He advises aspiring entrepreneurs to get ready for their fears and to build resilience and growth through challenges. Gregory believes that success is a journey where consistent effort leads to progress over time.

What’s next for Gregory? He plans to start a new alcohol business soon, which excites him. This summer, he will also introduce a new energy drink that he thinks will be a refreshing addition to the market. He is also writing a new book to explore the concepts from his previous works, as many people have requested more insights.

In addition to writing, Gregory is helping young business leaders overcome their challenges. Soon, he will begin leadership retreats at his farm. The first retreat, called "Finding Optimal," will help participants discover how to reach their full potential by understanding how to perform at their best. Gregory's current efforts show his commitment to helping others overcome obstacles and find motivation to pursue their dreams.

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