Today we’d like to introduce you to Erica Groussman.
Thanks for sharing your story with us Erica. So, let’s start at the beginning and we can move on from there.
As a mom who is always on-the-go, I couldn’t shake the fact that most snacks either taste good, yet use ingredients I couldn’t pronounce, or they use clean ingredients—but taste like cardboard. And I knew I couldn’t be alone in demanding clean treats that I could proudly crave. Through the great network of friends, I crossed paths with my co-founder Stephanie Pyatt and she too becomes obsessed with blurring the lines between healthy and delicious. The more we asked women what they wanted to snack on, the stronger we committed ourselves to create clean products that most everyone can enjoy. For TRUWOMEN, that meant doing the hard work to make our protein bars vegan, gluten-free, non-GMO and free of sugar alcohols. Together, and many bites later, we perfected our indulgences to take on the flavor profiles of the most iconic desserts, like fresh out the oven chocolate chip cookies and melt-in-your-mouth glazed donuts. Our playful lineup of products is sold on Amazon and select small retailers nationwide.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I always tell myself, “If it were easy, everyone would be doing it.” So, to answer this, forging a path in the growing market of protein bars and powders was intimidating. Beyond the buzz of new fads, hacks, and “eat this, not that” signs, I knew that what we had created provided value, but how was anyone else to know? It became quite clear that rather than fixating on the overarching goal of mass consumption, we needed to start close, acting with the tools we had on hand. That being said, most of the initial legwork that we did was a hand-to-hand trial. I went to all of my friends and family members who love and supported me, unwrapped a TRUWOMEN protein bar, and sweetly demanded them to “just try this.” Soon after, in one form or another, they’d insist I was playing a dirty joke on them and quickly flip the bar to proofread the ingredients. It is in these moments that I am reminded we’ve tapped into something magical and once again I am fueled to keep driving the brand forward.
Please tell us about TRUWOMEN.
Aside from our products, I am most excited about what we are doing with our business practices.
It was important that we not only create a cleaner healthier alternative for women to eat and share but that we also practice better business by empowering women within the workplace. We’re working to drive a new frontier of leadership for women- elevating and providing opportunities for them. From the women behind the company to the vendors we work with, TRUWOMEN supports female-founded, female-owned and female-managed businesses who also elevate women in their respective organizations. Our goal is to empower this generation while inspiring the next.
What’s your outlook for the industry in our city?
Miami is a metropolitan hub that welcomes a melting pot of culture, businesses, and ideas. Instinctively the first thing I did once I had TRUWOMEN products in hand was share it with my network in Miami. The large web of health-conscious brands and businesses were thrilled to begin offering products that served their guests in both categories of taste and nutrition. These interactions were what really affirmed that my affinity for the brand could be felt and experienced by others. Our early beginnings in Miami has proven that it’s the perfect landing spot for an opportunity and has the community to support new ventures within the health and wellness space.
Contact Info:
- Website: WWW.TRUWOMEN.COM
- Email: INFO@TRUWOMEN.COM
- Instagram: @TRUWOMEN
- Facebook: TRUWOMEN
- Twitter: @TRUWOMEN
- Other: amazon.com/truwomen
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