{"id":98236,"date":"2024-12-18T14:03:20","date_gmt":"2024-12-18T14:03:20","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=98236"},"modified":"2024-12-18T14:03:20","modified_gmt":"2024-12-18T14:03:20","slug":"game-changers-erica-groussman","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/game-changers-erica-groussman\/","title":{"rendered":"Game Changers: Erica Groussman"},"content":{"rendered":"
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Game Changers: Erica Groussman<\/figcaption><\/figure>\n

Erica Grossman’s path to Trubar wasn\u2019t conventional. \u201cMy entrepreneurial journey began at a young age,\u201d she tells GRAZIA USA. \u201cI was that kid who organized bake sales and crafted jewelry to sell.\u201d 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.<\/p>\n

Inspired by her mother\u2019s experiences with restrictive diets, Groussman envisioned a snack that tasted as good as it was healthy. \u201cI wanted a product that not only tasted great but was genuinely nutritious,\u201d 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\u2019s Mint to Be Chip; and Get in My Belly PB & Jelly.<\/p>\n

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. \u201cIt 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,\u201d she says. Her decision to fully immerse herself in the brand helped shape Trubar into the successful business it is today.<\/p>\n

Groussman\u2019s inspiration comes from both personal and professional sources. \u201cWatching my kids enjoy healthy food is a constant reminder of why I do what I do,\u201d she says. Beyond her family, her motivation extends to her team and the loyal Trubar community. \u201cThe feedback from our customers about how Trubar makes them feel is incredibly motivating,\u201d she shares. Staying current with food trends and health research, she !nds that each new insight brings opportunities to innovate and improve.<\/p>\n

Support from her husband has been instrumental to her journey, partic- ularly as she\u2019s scaled Trubar. With his encouragement, she navigated the business\u2019s complexities and learned to trust her instincts. \u201cHe has pushed me to grow in ways I never imagined, always being my biggest cheerlead- er,\u201d she re”ects. \u201cHis insights and encouragement have been invaluable, helping me to build both my confidence and the strength to take Trubar to new heights.\u201d<\/p>\n

While Groussman sets ambitious goals (\u201cI like to have a roadmap.\u201d), she also values flexibility (\u201cI also remain open to changes in the market.\u201d) Her adaptability has allowed her to respond to shifts in the industry and redefine her vision. \u201cEntrepreneurship is unpredictable,\u201d she adds. \u201cBeing flexible allows me to adapt to new ideas and pivot when necessary.\u201d<\/p>\n

One of her most defining career moments was Trubar\u2019s first major order from Target. \u201cSeeing Trubar on the shelves was surreal. It reminded me of how far we\u2019d come and all the hard work it took to get there,\u201d she says. With limited resources, Groussman even repacked the bars herself to fulfill the order. This memory fuels her dedication and gratitude.<\/p>\n

Looking forward, Groussman envisions expanding Trubar\u2019s reach and redefining healthy snacks. \u201cI see so much potential for growth and want to continue pushing the boundaries of what healthy snacks can be,\u201d she says. With a passion for wellness, she plans to explore collaborations that empower others to lead healthier lives. \u201cUltimately, I hope my journey inspires others to embrace balance, “avor, and good nutrition.\u201d<\/p>\n

For Erica Groussman, Trubar represents more than just snacks\u2014it\u2019s 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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

Read GRAZIA USA\u2019<\/em>s Winter Issue<\/a> featuring cover star Natasha Lyonne<\/a>:<\/strong><\/h4>\n