Following Your Passion: Tess Reed | The All Dressed Up Story
- Jay Greenwood
- Apr 18
- 2 min read
What turns a casual kitchen experiment into a thriving food brand? For Tess Reed, founder of All Dressed Up, it began with a simple tahini dressing shared over roast chicken that sparked a business idea she initially dismissed as entering an oversaturated market.
On this episode of Recipe for Greatness, Tess reveals her fascinating journey from sociology graduate to a culinary entrepreneur. Her career path wasn't linear - after starting at The Coconut Collaborative, she ventured into tech seeking higher salaries, only to discover her heart belonged in food. "Working in food is unlike any other industry," she explains. "People work in food because they're passionate about food, they're foodies, whereas in tech everyone's there for a paycheck and commission."
When COVID redundancy hit, Tess seized the opportunity to attend Leiths School of Food and Wine, gaining formal culinary training despite knowing restaurant life wasn't for her. This technical foundation proved invaluable when All Dressed Up was born from her kitchen table. Starting with just 12 bottles at a time, labeled by hand with friends until midnight, she expected to sell perhaps 50 bottles in her first Christmas season. Instead, she sold 350 in two weeks.
Tess shares the challenges of scaling production as a self-funded founder - from manufacturers requiring 25,000 minimum units to juggling a full-time job alongside her growing business. Her determination paid off when prestigious retailers like Whole Foods and Ocado came calling. Most striking is her commitment: "I've never paid myself a salary. I've done it all through just the love of building the business."
Whether you're dreaming of launching your own food product or simply curious about what makes a standout brand, Tess's authentic story offers valuable insights into entrepreneurship, the power of community in the food industry, and creating products that truly stand for something. Subscribe now and discover more inspiring founder stories that reveal the real recipe for greatness.
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