From Kitchen Idea to 15,000 Stores: TRUBAR’s Growth Playbook With the CPG space more crowded than ever—especially in snacks, wellness, and plant-based—standing out is a serious challenge. So, how do you cut through the noise and build a brand that lasts? Erica Groussman, founder and CEO of TRUBAR—a plant-based protein bar shaking up the snack aisle with clean ingredients and a mission-driven ethos—shares the real story of building a CPG brand from the ground up. From deciphering food labels to securing shelf space at Whole Foods, Erica gets candid about the unglamorous, unfiltered side of entrepreneurship. She reveals how grit, gratitude, and grassroots hustle powered TRUBAR’s breakthrough—and why learning to stay calm in the face of rejection has become one of her greatest founder strengths. In this episode:
- Building a brand around clean, transparent ingredients can be a powerful differentiator in the crowded CPG space.
- Educating consumers—especially around label literacy—can strengthen brand trust and loyalty.
- Every founder faces skepticism and rejection; resilience and persistence are essential to getting past the “no’s.”
- High-performing entrepreneurs share a relentless, resourceful mindset and a bias toward action.
- Strategic relationship-building and strong industry networks are critical drivers of long-term business growth.
