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Gregory L. Vetter
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Undressed : The Unfiltered Story of My Failed American Dream and How It Led to Success Hardcover – November 25, 2024

by Gregory L. Vetter (Author)
4.8 out of 5 stars 29 ratings
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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.

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  1. Print length
    272 pages
  2. Language
    English
  3. Publisher
    Homegrown Publishing
  4. Publication date
    November 25, 2024
  5. Dimensions
    9 x 0.53 x 6 inches
  6. ISBN-10
    0960127704
  7. ISBN-13
    978-0960127702
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Editorial Reviews

About the Author

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.

Product details

  • Publisher ‏ : ‎ Homegrown Publishing; 0 edition (November 25, 2024)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 0960127704
  • ISBN-13 ‏ : ‎ 978-0960127702
  • Item Weight ‏ : ‎ 1.21 pounds
  • Dimensions ‏ : ‎ 9 x 0.53 x 6 inches
  • Customer Reviews:
    4.8 out of 5 stars 29 ratings

About the author

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Gregory L. Vetter

Gregory L. Vetter

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Gregory Vetter is a transformative figure in the business world, having guided several enterprises, including Tessemae's All Natural, Alta Fresh Foods, and Homegrown Brands, as a Founder and CEO. His mission is simple yet profound: to galvanize the leaders of tomorrow. As a leading expert in his field, Greg is regularly invited to speak on a range of topics related to business leadership, innovation, and much more.

Greg is also the author of Undressed: The Unfiltered Story of My Failed American Dream and How It Led to Success. With a deep passion for empowering emerging leaders, Greg provides invaluable guidance to entrepreneurs seeking to elevate their performance and successfully manage the challenges they face. In his book, Greg offers valuable insights for overcoming obstacles—both in business and in life—while recounting the successes and setbacks of one of his early ventures, Tessemae’s All Natural.

A frequent media presence, Greg has been featured and quoted in numerous prestigious outlets, including The Washington Post, Baltimore Sun, Fox News, CBS News, Food Network, Entrepreneur Magazine, Fox Business, and Forbes, among others. He has also been recognized as an EY Entrepreneur of the Year finalist and was named to Inc. Magazine's Entrepreneur of the Year list.

Customer reviews

4.8 out of 5 stars
29 global ratings

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Customers say

Customers find the book to be an awesome read with great storytelling, with one review highlighting its candid retelling of wins and losses. They appreciate the insights into personal growth, with one customer noting how each episode is punctuated with lessons.

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9 customers mention "Insight"9 positive0 negative

Customers find the book insightful, diving deep into personal growth and providing valuable lessons throughout. One customer notes how each episode is punctuated with learnings, while another mentions how it leaves readers feeling empowered.

"...I couldn't have been more hooked on the wild story, and message of Perserverance/Learning from mistakes along the way. Highly Recommend." Read more

"...for anyone seeking a book that's both thought-provoking and transformative! If nothing else the cover alone should motivate you to hit the gym!" Read more

"...The best part, each episode is punctuated with learnings and action steps." Read more

"...By taking a “lessons learned” approach and sharing some of the painful choices that had to be made he avoids the overly triumphalist quality..." Read more

6 customers mention "Readability"6 positive0 negative

Customers find the book highly readable and consider it one of the best books of the year.

"A captivating read that dives deep into personal growth, vulnerability, and resilience...." Read more

"...If so, Gregory Vetter has written the perfect book for you!..." Read more

"Loved it ! Great story, lots of lessons I can relate to my own business. I am buying it for everyone on my Christmas list." Read more

"Outstanding. First, my family in Philadelphia absolutely loved Tessemae’s dressing. This real story reminds you to dive in and figure shit out...." Read more

6 customers mention "Storytelling"6 positive0 negative

Customers enjoy the storytelling in the book, with one review highlighting its candid retelling of wins and losses, while another describes it as a wild entrepreneurial ride.

"...I couldn't have been more hooked on the wild story, and message of Perserverance/Learning from mistakes along the way. Highly Recommend." Read more

"...Vetter's storytelling inspires self-reflection and leaves you feeling empowered...." Read more

"...It was refreshing to have a candid retelling of wins and losses when “normal” business book authors make it all seem like they had everything always..." Read more

"Loved it ! Great story, lots of lessons I can relate to my own business. I am buying it for everyone on my Christmas list." Read more

WOW - MUST READ
5 out of 5 stars
WOW - MUST READ
The book I needed to read to guide me into my upper 20s. Truthful, inspiring, funny, educational - this book has it ALL.
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Top reviews from the United States

  • Ray Witte
    5.0 out of 5 stars Awesome Read
    Reviewed in the United States on January 4, 2025
    Verified Purchase
    I picked this book up recently in a pivotal moment in time for me in my professional Career. It turned out to be the best thing I could've read at this time. I couldn't have been more hooked on the wild story, and message of Perserverance/Learning from mistakes along the way. Highly Recommend.
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  • Greg Karanzalis
    5.0 out of 5 stars Inspiring Journey of Resilience & Personal Growth as An Entrepreneur
    Reviewed in the United States on December 10, 2024
    Verified Purchase
    A captivating read that dives deep into personal growth, vulnerability, and resilience. The writing is raw, honest, and relatable, making it impossible to put down. Vetter's storytelling inspires self-reflection and leaves you feeling empowered. Highly recommend for anyone seeking a book that's both thought-provoking and transformative! If nothing else the cover alone should motivate you to hit the gym!
    One person found this helpful
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  • Mark J. Silverman
    5.0 out of 5 stars A Wild Entrepreneurial Ride That Will Leave You Wiser and Better Equipped
    Reviewed in the United States on February 18, 2025
    Verified Purchase
    Gregory Vetter leaves nothing on the table in this unvarnished account of his experience. The best part, each episode is punctuated with learnings and action steps.
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  • Steve Vetter
    5.0 out of 5 stars Important “Lessons Learned” for start-up businesses
    Reviewed in the United States on December 16, 2024
    Verified Purchase
    Thinking about starting your own business or caught in the early stages? If so, Gregory Vetter has written the perfect book for you! “Undressed” is a deep dive into the challenges of starting-up a small business that grew quickly to a recognized national brand of organic salad dressing called TesseMaes All Natural. By taking a “lessons learned” approach and sharing some of the painful choices that had to be made he avoids the overly triumphalist quality associated with so many similar books about start-ups. He also avoids the drudgery of some business related books and offers the reader the chance to accompany him on his thrill-packed and at times hilarious journey into the unknown world of manufacturing, working with both good and not so good investors, and the endless challenges of managing employees. Highly recommended!

    SGV
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  • Amazon Customer
    5.0 out of 5 stars A refreshing and wild view of the business journey
    Reviewed in the United States on December 3, 2024
    Verified Purchase
    Greg does not hold any punches with this book! It’s nonstop from cover to cover with the highs, lows, and everything in between on the entrepreneurial journey. It was refreshing to have a candid retelling of wins and losses when “normal” business book authors make it all seem like they had everything always figured out. I learned a lot through this read and was encouraged to continue in my own business pursuits Keith a renewed perspective. Highly recommend!
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  • Adam Shampaine
    5.0 out of 5 stars Best book I have read this year
    Reviewed in the United States on November 25, 2024
    Verified Purchase
    Loved it ! Great story, lots of lessons I can relate to my own business. I am buying it for everyone on my Christmas list.
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  • Thomas Latane Meade
    5.0 out of 5 stars Best book of the year… if you want to run your own business
    Reviewed in the United States on November 27, 2024
    Verified Purchase
    Great to get the truth. The pain that comes with giving up everything to run your own business. There is great reward one day but for most it’s incredibly difficult to get there. Amazing insight into the entire journey. Read this book if you are interested in running your own business, read this!
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  • Ggladd
    5.0 out of 5 stars Hooked from the first paragraph
    Reviewed in the United States on November 25, 2024
    Verified Purchase
    It’s the most authentically real business book I’ve ever read. Greg leaves no stone unturned as he bares all his truths on his journey to success. The book you need to read before going into business! The wisdom and lessons he shares are sure to help you in life or business. Will keep on my desk for quick reference because it also shares an in depth field guide for setting yourself up for success!
    One person found this helpful
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