Dear FoundHer...

From Debt to Multi-Millions: How Erica Groussman Rebuilt TRUBAR


Listen Later

Subscribe to The FoundHer Files for weekly no-fluff business tips for women 40+ building on their own terms. 


Erica Groussman went from zero sales and deep debt to getting TRUBAR into Whole Foods, Target, and thousands of stores across North America, all by staying committed to a vision she wasn’t willing to give up on.


In this episode, Lindsay Pinchuk talks with Erica about how a simple desire for a clean, delicious protein bar led to one of the fastest-growing plant-based snack brands on the shelf. Erica shares what those early days really looked like, driving around with samples in the backseat, asking salons and yoga studios to take a chance on her product, and putting marketing expenses on her personal credit card. She also opens up about the moment everything nearly fell apart after bringing in a partner who mismanaged the business, and what it took to take back control and keep going.


Where do you draw the line between persistence and letting go? How do you rebuild when trust is broken and the money has run out? Erica talks through those moments with honesty, alongside the decisions that helped her move forward, building supplier relationships, testing in-store demos, and staying close to the product every step of the way. Her story is a grounded look at what it really takes to grow something from nothing and keep it alive through the hard parts.


Episode Breakdown:

00:00 Introduction

04:15 How TRUBAR Got Started

08:44 Recovering from Financial Failure

11:08 Breaking Into Whole Foods

14:51 TRUBAR’s Retail Expansion

19:05 From Three People to a National Team

20:40 Scrappy Marketing and Product Trial

24:18 Getting Acquired by a Public Company

27:31 The Long-Term Vision for TRUBAR

33:43 Advice for Aspiring Founders


Connect with Erica Groussman:

http://www.instagram.com/ericatrubar

http://www.instagram.com/trubar.brands



Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.

Join our online networking community, the Dear FoundHer... Forum:

https://www.dearfoundher.com/dear-foundher-forum

Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk



Podcast production and show notes provided by HiveCast.fm


Hosted on Acast. See acast.com/privacy for more information.

...more
View all episodesView all episodes
Download on the App Store

Dear FoundHer...By Lindsay Pinchuk

  • 5
  • 5
  • 5
  • 5
  • 5

5

846 ratings


More shows like Dear FoundHer...

View all
The Amy Porterfield Show by Amy Porterfield

The Amy Porterfield Show

4,579 Listeners

Earn Your Happy by Lori Harder | YAP Media

Earn Your Happy

2,797 Listeners

The Skinny Confidential Him & Her Show by Lauryn Bosstick & Michael Bosstick / Dear Media

The Skinny Confidential Him & Her Show

14,941 Listeners

The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business by Jenna Kutcher

The Goal Digger Podcast | Top Business and Marketing Podcast for Creatives, Entrepreneurs, and Women in Business

12,049 Listeners

The goop Podcast by Goop, Inc. and Audacy

The goop Podcast

6,750 Listeners

the bossbabe podcast by Natalie Ellis

the bossbabe podcast

1,959 Listeners

Just B with Bethenny Frankel by iHeartPodcasts

Just B with Bethenny Frankel

9,950 Listeners

Good Inside with Dr. Becky by Dr. Becky Kennedy

Good Inside with Dr. Becky

4,388 Listeners

The World's First Podcast with Erin & Sara Foster by Dear Media | Wishbone Production

The World's First Podcast with Erin & Sara Foster

2,717 Listeners

The Mel Robbins Podcast by Mel Robbins

The Mel Robbins Podcast

19,373 Listeners

The Jamie Kern Lima Show by Jamie Kern Lima

The Jamie Kern Lima Show

2,552 Listeners

Good Content with Shannon McKinstrie by Shannon McKinstrie

Good Content with Shannon McKinstrie

124 Listeners

Coming In Hot by Dear Media

Coming In Hot

452 Listeners

All on the Table with Katie Lee Biegel by Dear Media

All on the Table with Katie Lee Biegel

436 Listeners

The Oprah Podcast by Harpo

The Oprah Podcast

1,364 Listeners