I recently had the pleasure of sitting down with Greg Vetter, a charismatic entrepreneur and storyteller best known for turning his mom’s salad dressing into a $300 million brand - before losing it all. In this episode, we talk about what it really takes to build, and rebuild, a business from the ground up.
Greg is a high-energy and insightful founder who co-created Tessemae’s with his brothers, which became the leading organic salad dressing company in the U.S. through relentless hard work, in-store demos, and an authentic origin story that resonated with millions.
Greg has gone on to found multiple ventures across food, beverage, and manufacturing, and now coaches CEOs and high-performers, helping them lean into their instincts and navigate the emotional rollercoaster of entrepreneurship. He’s also the author of Undressed : The Unfiltered Story of My Failed American Dream and How It Led to Success.
In our conversation, we examine the mindset it takes to succeed in business - touching on trusting your gut, storytelling, hard work, and what happens when things fall apart. Greg opens up about the painful unraveling of his company due to investor conflict, and the lessons that came from losing it all.
We also talk about how sports prepared us for the pressures of public wins and losses, and how learning to let go of control can unlock surprising growth.
I invite you to listen to the full conversation on building something meaningful, and surviving when it breaks.
And now I give you, Greg Vetter.
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