Erika Grossman’s path to Truver was anything but conventional. “My entrepreneurial journey started at a young age,” she tells GRAZIA USA. “I was the kid who would organize bake sales and make jewelry to sell.” This early creativity led her to first work in real estate and then interior design, where she founded her own company. But her passion for health ultimately led her to create Trubar.
Grousman drew inspiration from her mother’s experience with restrictive diets to envision a snack that would be both healthy and delicious. “I wanted a product that not only tasted good, but was really nutritious,” she explains. Today, Trubar has indulgent yet healthy flavors like whole rotta macchiato. Oh, oh, cookie dough. Smother fudge peanut butter; daydreaming about donuts; mint that turns into chips; and Get In My Berry PB & Jelly.
Starting Truver as the starter was a big change for Grousman. Initially, she took a step back and let others manage day-to-day operations. But when challenges arose, she felt she had to go back and refocus her brand. “It was about taking responsibility and realigning the brand to my vision and changing it to reflect my values of health, taste, and community,” she says. Her decision to fully immerse herself in the brand helped shape Trubar into the successful business it is today.
Grossman’s inspiration comes from both personal and professional sources. “Seeing kids enjoying healthy meals always reminds me why I do this job,” she says. Her motivation extends beyond her family to her team and loyal Trubar community. “The feedback we receive from our customers about their experience with Trubar is incredibly motivating,” she says. We stay up-to-date on food trends and health research, realizing that new insights provide opportunities for innovation and improvement.
Support from her husband has helped her in her journey, especially as she scales Truva. Thanks to his encouragement, she learned to overcome the complexities of business and trust her intuition. “He helped me grow in ways I never imagined and was always my biggest cheerleader,” she recalls. “His insight and encouragement was invaluable and helped build both the confidence and strength to take Truver to new heights.”
While Grossman sets ambitious goals (“I like having a roadmap”), he also values flexibility (“I stay open to changes in the market”). Her adaptability allows her to adapt to changes in the industry and redefine herself. vision. “Entrepreneurship is unpredictable,” she added. “Being flexible allows you to adapt to new ideas and pivot as needed.”
One of the most defining moments of her career was her first major order from Target. “It was surreal to see Truver lined up on the shelves. It was a reminder of how far we’ve come and all the hard work it took to get there.” she says. With limited resources, Grossman sometimes repacked the bars himself to fill orders. This memory increases her dedication and gratitude.
Looking to the future, Grossman envisions expanding Trubar’s range and redefining healthy snacking. “We see a lot of potential for growth and want to continue pushing the boundaries of healthy snacking,” she says. With a passion for health, she plans to explore collaborations to help others live healthier lives. “Ultimately, I hope my journey inspires others to embrace balance, appetite, and proper nutrition.”
For Erika Grossman, Trubar is more than just a snack, it’s a community rooted in health and shared values. Her journey requires following her passion, embracing change, and building a legacy that inspires others to live well.
