Last verified: October 25, 2026.
The short answer
According to Entrepreneur, Erica Groussman built Trubar from scratch by testing products on local business counters, securing a Whole Foods trial without a marketing budget, and scaling to 32,000 retail locations before selling the company for $173 million. What this means for you is that validating demand locally first, keeping operations lean during rapid growth, and hiring for team chemistry over resumes are practical steps that compound into major distribution wins.
Validate demand where people already walk
You do not need a massive ad budget to prove your product works. Groussman placed bars on counters wherever local businesses would let her. When customers bought them, those same businesses ordered more. Put these on the counter, and see if customers buy them. They did. Then the small businesses ordered more. Local businesses ordered more protein bars after successful checkout counter tests, forming Trubar's scaling foundation.
I talk to a lot of owners who want to print packaging and ship nationwide before they know if anyone actually wants it. I promise you, that is a fast track to dead inventory. You need to lead with generosity in your testing phase. Let people try the product, watch what they buy, and adjust based on real receipts, not guesses. I usually avoid restaurants myself, but I had a restaurant client where I 3X'd the business, she sold and retired. Through her I passed on investing in Liquid Death early. The math was there, but timing and validation matter just as much as the product itself.
Scale distribution without breaking operations
Once the local tests proved out, the next step is getting into major retailers. Groussman secured a Whole Foods trial in 30 locations around 2020 without a marketing budget. Scaling distribution means your operations have to keep up with the orders. Trubar has shipped nearly 46 million protein bars in 2026, and the business grossed about $100 million in 2025. The business currently employs approximately 28 people and maintains a hands-on operational management structure, which shows how deliberate leadership stays necessary even when you are growing fast.
What this means for your own business is that transferability and systems come before valuation. If your growth depends on you chasing every order or approving every shipment, you are not building a sellable asset. You are building a job with better margins. Follow the math, not your passion. Track your customer acquisition cost, your repeat purchase rate, and your operational bottlenecks. When those numbers stabilize, you have a business that can scale distribution without collapsing under its own weight.
Manage the growth curve before the exit
A difficult launch in one market does not necessarily invalidate the product. You just move to the next location, tweak the offer, or adjust your pricing. The company grossed about $100 million in 2025 and was sold for a $173 million acquisition when Trubar was acquired by Eti Gida, a Turkish snack company, according to Groussman. She retained her role as CEO after the sale, which is how you keep momentum going when you bring in outside capital or new ownership.
My read on this is that transferability and systems come before valuation. If your growth depends on you chasing every order or approving every shipment, you are not building a sellable asset. You are building a job with better margins. Follow the math, not your passion. Track your customer acquisition cost, your repeat purchase rate, and your operational bottlenecks. When those numbers stabilize, you have a business that can scale distribution without collapsing under its own weight.
Frequently asked questions
How do I validate product demand without spending a lot of money?
Place your product on counters in local businesses where your target customers already shop. Track which locations sell the most and ask those owners to reorder. Real purchase data beats focus groups every time.
What is the best way to get into major retailers like Whole Foods or Costco?
Secure a small trial first, like the 30 locations around Whole Foods in 2020, without relying on a marketing budget. Prove your sell-through rates with local counter tests first, then scale to larger retailers once the foundation is set.
How do I manage operations during rapid growth without burning out?
Hire for team chemistry rather than just resumes. Get out of your own way by empowering your team to handle fulfillment and compliance. Keep your management approach deliberately hands-on until your systems run without you.
Does a failed launch in one market mean my product will fail everywhere?
No. A difficult launch in one market does not necessarily invalidate the product. Adjust your pricing, packaging, or distribution strategy and test the next location before writing it off.
What should I focus on before selling my business?
Build transferability before valuation. Make sure your operations, hiring, and customer acquisition can run without you. When those pieces are solid, buyers will pay a premium because they know the business will survive the transition.
Sources
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