Meet Erica Groussman

We had the good fortune of connecting with Erica Groussman and we’ve shared our conversation below.

Hi Erica, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
As a busy mom of two, I’ve always strived to stay healthy and eat well. But navigating the protein aisle can be overwhelming, with so many products packed with long lists of questionable ingredients. That’s why one of my top priorities for TRUBAR was to make it easy for shoppers to feel confident about their choices and share them with others. In our R&D process, we stayed true to our commitment of being 100% vegan, gluten-free, non-GMO, and free of sugar alcohols. While it would have been easier to use non-plant-based ingredients, I’m thrilled that we stuck to our principles. We’ve perfected our indulgent flavors to mimic iconic desserts, all while using only clean, plant-based ingredients.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
TRUBAR, my business, stands out in the crowded nutrition bar market for several reasons. Our vegan protein bars are modeled after desserts, bringing indulgent flavors while staying true to clean, wholesome ingredients. What sets us apart is our commitment to quality: our bars are 100% vegan, gluten-free, non-GMO, and free from sugar alcohols. This dedication ensures that while our bars deliver on taste and nutritional benefits, they also align with a holistic approach to wellness.

I’m incredibly proud of how TRUBAR has evolved, especially in maintaining our core values while scaling our brand. The journey wasn’t easy. Managing growth while staying true to our high standards required strategic planning and careful selection of retail partners. We’ve navigated numerous challenges, from sourcing the right ingredients to balancing growth with quality. Each obstacle taught me valuable lessons about resilience and the importance of staying true to one’s mission.

My background as a busy mom of two inspired me to create a product that I could feel good about sharing with my family and others. I’ve learned that commitment to quality and clear values can drive success, even when faced with significant challenges. I want the world to know that TRUBAR isn’t just about great-tasting protein bars; it’s about making a positive impact on health and wellness with integrity and dedication.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Miami is such a vibrant, exhilarating city with so much to offer! For the perfect week, I’d start with morning workouts at SOL Yoga, followed by smoothies and my favorite Jen Herb salad at Pura Vida. Then, we’d wander around Purdy Avenue and end up at Frankie, one of my favorite boutiques, where we’d find chic clothing designed by the owner (Nonchalant is the brand) . Next, we’d head to GEE Beauty for facials, brow shaping, or to pick up some skincare essentials and my favorite lipstick, WOMEN.

The next day, we’d play Padel at Reserve at their Seaplane Base location on the water, and of course, have lunch again at Pura Vida—definitely the Jen salad with a side of soft-boiled eggs. A boat day with lunch around Fisher Island is a must. We’d finish the week with shopping at Bubbles Miami and dinner at some of my favorite local spots, followed by a night out in South Beach.

Who else deserves some credit and recognition?
I owe a tremendous debt of gratitude to the incredible team at TRUBAR, whose passion and dedication have been the backbone of our success. Their unwavering belief in our vision and their relentless pursuit of excellence have been nothing short of inspiring. From the earliest days of development, when our idea was just a concept, to the moment we launched our first bar, their commitment has never wavered.

I would also like to thank our loyal customers and supporters, who felt, tasted, and knew that our perfect little bar was something special. Their feedback and enthusiasm have driven us to continually innovate and strive for perfection.

To everyone who has been part of this incredible journey, from our family and friends to the industry experts and fellow entrepreneurs, thank you for believing in TRUBAR and helping us take the market by storm!

Website: https://www.trubar.com/

Instagram: https://www.instagram.com/ericatrubar/

Linkedin: https://www.linkedin.com/in/eaweiss121/