Erica Grossman’s path to Trubar wasn’t conventional. “My entrepreneurial journey began at a young age,” she tells GRAZIA USA. “I was that kid who organized bake sales and crafted jewelry to sell.” This early creativity led her first into real estate and then interior design, where she built her own firm. However, her passion for wellness ultimately led her to create Trubar.
Inspired by her mother’s experiences with restrictive diets, Groussman envisioned a snack that tasted as good as it was healthy. “I wanted a product that not only tasted great but was genuinely nutritious,” she ex- plains. Today, Trubar others indulgent yet wholesome flavors like Whole Lotta Macchiato; Oh, Oh Cookie Dough; Smother Fudge Peanut Butter; Daydreaming About Donuts; It’s Mint to Be Chip; and Get in My Belly PB & Jelly.
Starting Trubar was a major shift for Groussman. Initially, she took a step back, allowing others to manage day-to-day operations. However, when challenges arose, she felt compelled to return and refocus the brand. “It was about taking charge, realigning the brand with my vision, and trans- forming it into something that re”ected my values of health, taste, and community,” she says. Her decision to fully immerse herself in the brand helped shape Trubar into the successful business it is today.
Groussman’s inspiration comes from both personal and professional sources. “Watching my kids enjoy healthy food is a constant reminder of why I do what I do,” she says. Beyond her family, her motivation extends to her team and the loyal Trubar community. “The feedback from our customers about how Trubar makes them feel is incredibly motivating,” she shares. Staying current with food trends and health research, she !nds that each new insight brings opportunities to innovate and improve.
Support from her husband has been instrumental to her journey, partic- ularly as she’s scaled Trubar. With his encouragement, she navigated the business’s complexities and learned to trust her instincts. “He has pushed me to grow in ways I never imagined, always being my biggest cheerlead- er,” she re”ects. “His insights and encouragement have been invaluable, helping me to build both my confidence and the strength to take Trubar to new heights.”
While Groussman sets ambitious goals (“I like to have a roadmap.”), she also values flexibility (“I also remain open to changes in the market.”) Her adaptability has allowed her to respond to shifts in the industry and redefine her vision. “Entrepreneurship is unpredictable,” she adds. “Being flexible allows me to adapt to new ideas and pivot when necessary.”
One of her most defining career moments was Trubar’s first major order from Target. “Seeing Trubar on the shelves was surreal. It reminded me of how far we’d come and all the hard work it took to get there,” she says. With limited resources, Groussman even repacked the bars herself to fulfill the order. This memory fuels her dedication and gratitude.
Looking forward, Groussman envisions expanding Trubar’s reach and redefining healthy snacks. “I see so much potential for growth and want to continue pushing the boundaries of what healthy snacks can be,” she says. With a passion for wellness, she plans to explore collaborations that empower others to lead healthier lives. “Ultimately, I hope my journey inspires others to embrace balance, “avor, and good nutrition.”
For Erica Groussman, Trubar represents more than just snacks—it’s a community rooted in wellness and shared values. Her journey requires following her passion, embracing change, and building a legacy that in- spires others to live well.
