Erica Groussman: A Journey from Passion to Wellness Snacking

Erica Groussman: A Journey from Passion to Wellness Snacking

Erica Groussman has carved out a distinct niche in the world of wellness snacks with her brand, Trubar. Her entrepreneurial journey began early, reflected in her childhood exploits of organizing bake sales and crafting jewelry. As she recalls, ‘I was that kid who organized bake sales and crafted jewelry to sell.’ Her creativity led her to a career in real estate and interior design, but it was her passion for wellness that ultimately inspired the creation of Trubar.

From Inspiration to Creation

Groussman’s motivation for Trubar was deeply personal, stemming from her mother’s struggles with restrictive diets. She envisioned a product that would be both delicious and nutritious, stating, ‘I wanted a product that not only tasted great but was genuinely nutritious.’ Today, Trubar offers a variety of indulgent flavors like Whole Lotta Macchiato and Smother Fudge Peanut Butter.

A Shift in Focus

Initially, Groussman stepped back from day-to-day operations at Trubar to let her team manage the brand. However, challenges compelled her to return, ensuring the brand aligned with her vision. ‘It was about taking charge, realigning the brand with my vision, and transforming it into something that reflected my values of health, taste, and community,’ she explains. Her involvement was key to Trubar’s transformation into a successful business.

What Fuels Her Passion

Groussman draws inspiration from her family and the Trubar community. ‘Watching my kids enjoy healthy food reminds me of why I do what I do,’ she remarks. Additionally, feedback from customers serves as a motivating force, encouraging her to stay ahead of food trends and research.

The Role of Support

Support from her husband has been vital to her entrepreneurial journey. ‘He has pushed me to grow in ways I never imagined, always being my biggest cheerleader,’ she reflects. His encouragement has allowed her to navigate the complexities of business and trust her instincts.

Setting Goals and Adapting

Groussman maintains ambitious goals for Trubar while remaining adaptable to market changes. ‘Entrepreneurship is unpredictable. Being flexible allows me to adapt to new ideas and pivot when necessary,’ she notes. This flexibility has been crucial in responding to industry shifts.

A Defining Moment

One of her most significant moments was securing Trubar’s first major order from Target. ‘Seeing Trubar on the shelves was surreal. It reminded me of how far we’d come,’ she recalls, illustrating the hard work behind the brand’s success.

Looking Ahead

Groussman’s vision for the future includes expanding Trubar’s reach and redefining what healthy snacks can be. ‘I see so much potential for growth and want to continue pushing the boundaries of what healthy snacks can be,’ she asserts, committed to inspiring others to embrace a balanced lifestyle.

Conclusion

For Erica Groussman, Trubar is more than just a snack brand—it’s a community dedicated to wellness and shared values. Her journey highlights the importance of following one’s passion, embracing change, and creating a lasting impact on others’ lives.