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Apple PodcastsThe first Whole Foods encounter
How a store manager’s tasting helped begin the Tessemae’s story.
Road2Retail podcast
Greg Vetter — Founder at Tessemae’s All-Natural Salad Dressing
Greg Vetter, founder of Tessemae’s, discusses the salad dressing brand’s early days, from a Whole Foods store manager tasting a homemade salad to finding suitable manufacturing partners. He also covers demand from bloggers, seeking honest feedback and considering funding options before giving up equity.
Guest
Greg VetterFounderTessemae’s
Watch the interview
Watch on YouTubeAbout this episode
Greg Vetter joins Road2Retail to tell the story of Tessemae’s salad dressing. He describes an early encounter in which a Whole Foods store manager tried a salad from a Tupperware container. The discussion covers the challenges of entering the clean-eating category early, including finding retailers and manufacturing partners that understood the brand’s standards.
Greg talks about the commitment to the business and efforts to reduce the risk for retailers taking it on. He also discusses the role of clean-eating bloggers in building demand, asking people outside a founder’s circle for honest feedback, and examining funding options before giving away equity.
Topics covered
Entering the category early
Challenges with retailers and manufacturers as interest in clean eating developed.
Reducing retailer risk
The commitment behind getting retailers to take on the brand.
Building demand through bloggers
The role of clean-eating bloggers in Tessemae’s early growth.
Feedback and funding
Seeking opinions outside a founder’s circle and considering alternatives before selling equity.
Episode sponsors
Retail & Response
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Floret
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