Gregory Vetter

Author/CEO/Founder

Gregory Vetter is a well established innovator and disruptor in the clean food movement. The
oldest of the Vetter brothers, he had the brilliant idea of launching Tessemae’s after being
inspired by his mother’s wildly popular homemade dressing recipe. What Gregory knew, and
the American consumer base was soon to discover, was that the idea would soon resonate
widely and give rise to an entirely new clean food category.
Gregory and his broader family, primarily brothers, Matt and Brian, cultivated the business and
in a mere 5 years translated their vision into becoming the #1 organic salad dressing brand in
the refrigerated space. The emergence of Tessemae’s paved the way for clean manufacturing
on a mass scale by virtue of inventing the only gum-free dressing bottling process. Ultimately,
that manufacturing process led to the creation of the “fresh condiment” category and, similarly,
the first Whole30 approved bottled dressings and condiments in the nation.
With the wind clearly at their back, Gregory and his brothers launched Alta Fresh Food
Company. Alta Fresh Food has since pioneered a better way to get great tasting salads to the
masses through their innovative “master kitting” process and breakthrough R & R&D team. After
their triumph as “Sam’s Club Supplier of the Year”, resulting from their “Master Kitting” process,
Alta was propelled to the forefront of the fresh food solutions industry.
More recently, Gregory elected to take his lessons learned from his sustained success in the
food industry and launched “Home Grown Brand Accelerator”. Home Grown was developed
with a singular purpose in mind, “to empower the next generation of brands by making the “playbook” available to whomever had the desire to build the next great American brand.”
In addition, he also authored the best selling book, “Undressed: The Unfiltered Story Of My Failed American Dream, And How It Led To Success.” Winner of Inc. Magazines Entrepreneur of the Year award, Inc Magazines 35 under 35, EY Entrepreneur of the year finalist, TED talk speaker, Nielsen Design Impact Award for Packaging,
And Sam's Club Supplier of the Year, Gregory spends his time with his wife and 4 children on their farm in West River.