I had an absolute blast chatting with Erica Groussman, the bold and fearless founder of TRUBAR. Erica’s energy is infectious, and her story is a masterclass in trusting your gut, listening to your body, and never settling for the status quo.
What started as a personal journey to clean up her own nutrition turned into a full-on movement—and a fast-growing brand that’s flipping the protein bar category on its head.
TRUBAR isn’t just another snack—it’s a delicious, clean-label product with a powerful “no BS” message at the center. In our conversation, Erica opens up about the highs and lows of building a better-for-you brand, how she broke into mass retail on her own terms, and what it really takes to stand out on shelf and online in a crowded CPG space.
Here are a few highlights from our conversation:
* Why Erica believes "permissionless entry" is the key to innovation
* How she went from her kitchen to national retail distribution
* The truth about navigating manufacturing, scaling, and keeping your standards
* Why brand voice and bold packaging are non-negotiables in today’s market
* The importance of staying raw, real, and mission-driven—no matter the pressure
Join me, Ramon Vela, in listening to the episode and hear how Erica turned a personal health need into a fearless brand that’s changing the snack game—one unapologetically clean bite at a time.
For more on TRUBAR, visit: https://www.trubar.com/
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