# Founder Feature: Erica Groussman of Trubar

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-12-05
- Length: 27m
- Episode: 226
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar
- Listen: https://share.transistor.fm/s/e62248fb

## Summary

Erica Groussman, founder of Trubar, discusses scaling her vegan protein bar brand from door-to-door sales to nearly $100 million in revenue across 25,000 retail locations. She details the strategic reformulation of her product to remove seed oils and increase fiber, the launch of the Trubar Kids line, and a major collaboration with Universal for the movie Wicked. Groussman also shares advice on leveraging personal networks to break into retailers like Whole Foods and Costco, and emphasizes transparency with vendors and maintaining a positive founder mindset.

## Outline

1. Introduction: Erica Groussman and Trubar's Scale
2. Product Philosophy: High Protein, Fiber, and No Seed Oils
3. Early Days: Door-to-Door Sales and Hand-Repacking
4. Retail Strategy: Breaking into Whole Foods and Costco
5. Launching Trubar Kids: Addressing School Safety and Nutrition
6. The Wicked Collaboration and Scaling to Target
7. Advice for Founders: Transparency, Networking, and Mindset

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- Trubar (product)
- Whole Foods (company)
- Costco (company)
- Target (company)
- Sprouts (company)
- Hy-Vee (company)
- Universal (company)
- Wicked (product)
- Trubar Kids (product)
- Startup CPG (company)

## Related episodes from other shows

- [LÄRABAR: Lara Merriken](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-03-19-larabar-lara-merriken) (How I Built This)
- [Live Episode! RXBAR: Peter Rahal](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-13-live-episode-rxbar-peter-rahal) (How I Built This)
- [Bobo’s: Beryl Stafford.  A Single Mom Turns a Baking Project into a $100M Business](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-09-bobos-beryl-stafford-a-single-mom-turns-a-baking-project-into-a-100m-business) (How I Built This)
- [Advice Line with Lara Merriken of LÄRABAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)

## Citing this page

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