Meet the Founder of Grovara Technologies: Peter Groverman
Grovara Tech’s Origin Timeline
- While on a family vacation overseas, Peter Groverman noticed American products were largely missing globally – after the trip Peter discovered that under 1% of US Manufacturers at the time were exporting!
- Peter Groverman, 27, founded Grovara LLC an analogue start-up trusted trading company in 2010.
- In 2016 Grovara raised funds from The State of PA incubator: Ben Franklin Technology Ventures to create Version 2.0 – a digital first business that automates workflows that scale operations. The company has many hi/low-lights and stumbles along finding the right mix of technology, trade, and supply-chains.
- From 2020-2024 Groverman steps down as CEO, stays active on the board, and is employed by Villanova University as The Entrepreneur In Residence, starts Media Creation Company Better For You Media LLC, and Grovara LLC raises capital from David Pottruck, Former CEO of Charles Schwab – The company evolves into Grovara Inc.
- Grovara Inc. hits multiple snags due to Covid/Remote-Work/Travel Restrictions. User adoption stalls, the company bottoms’ out, and leadership is turned-over – The Board re-appoints Groverman as CEO and turns over control of the company.
- In 2025, Grovara reinvents the business model to be 100% tech-first, starting over and coming to the market with Grovara Technologies LLC
- Introduces B3B (Brand ↔ Broker-Dealer ↔ Buyer): a new model of trade that redefines how global wholesale happens
- Resets leadership
- Hires CTO – Vidur Bhatghatner a former big tech and Amazon Engineer
- Grovara product sees massive adoption and product market fit
- Grovara launches “Store Fronts” for Dealers
- Expands outside of Food/Beverage CPG
- Deployed AI technologies to make the experience better
- Today, Grovara helps brands, broker-dealers, and buyers scale with trust and tech, globally, across many verticals, channels, and markets.
What Sparked Grovara's Creation?
It started with a problem that needed a solution.
A beautiful day by the pool in Egypt. The kind made for reading and relaxing—until swarms of relentless insects made that impossible. Peter Groverman, now the CEO of Grovara, was 27 and freshly out of law school in 2010 and trying to enjoy a family vacation to see the pyramids.
The bugs forced him to retreat indoors. He struck up a conversation with the young general manager of the resort.
“They’re even worse around the holiday season. There’s nothing we can do about them,” said Mohammed.
Peter offered a simple solution from his farm-life upbringing: fly traps.
Post trip and back in the US, he grabbed a few fly-bags and sent them to the Egyptian hotel. Mohammed called three weeks later: “These are amazing! Can you send more?”
That moment changed everything. What began as a small act of help became the spark behind a global wholesale and distribution company.
From Law School to Global Wholesale Trade
Mohammed’s feedback sparked a larger realization for Peter. If such a commonplace commodity in the US was unheard of in Egypt, what other American products could help the region? And more importantly: Why weren’t American brands selling to billions of consumers overseas? How is there not an Alibaba equivalent for America?
Peter called Starbar, the fly-trap manufacturer, to investigate. He confirmed his suspicions: Starbar didn’t have an international department. He pitched to sell flytraps to Egypt, but got an even better response:
“Why not in all of Africa? We do $0 internationally today.”
Having recently passed the bar, Peter had no formal background in trade, investor backing, or a big company name behind him. But just like that, he had secured his first major deal, and Grovara was officially born.
Securing the next deal wasn’t that easy. For two years, he and a rag-tag-team navigated the bureaucratic labyrinth of the rarely explored global agriculture export business. Selling each product in new territories required six to twelve months of regulatory registration, diligence, and supply-chain management.
Between compliance and Peter’s at-the-time unestablished name, Grovara was struggling to cover the bills. Then came another turning point.
The Aisle That Changed Everything
Scaling an agricultural trade, business wasn’t as easy as picking up the phone and calling Starbar. Jumping through the hoops of global wholesale trade involved completing disparate tasks barely taped together: endless PDFs, broker-dealers with no systems or processes, regulatory headaches, and lost deals.
There was no transparency in global trade, he realized. How could you scale your business if you couldn’t trust who you’re trading with?
While discussing challenges with a business partner, Peter was eating a Probar energy bar and drinking a Zico coconut water.
Foods and beverages were faster, easier, and more scalable. Instead of a year-long product registration path, CPG food and beverage brands could go global in approximately 90 days.
“Why can’t we sell these instead?”
One phone call to Zico later, Peter secured global export rights. Not long after, Probar followed. And just like that, Grovara had shifted from agriculture goods to food and beverage consumer-packaged goods (CPG).
With CPG secured, scaling challenges had never been more apparent. This began building the blueprint for a new kind of export infrastructure: a global relationship management tool.
Introducing Grovara.com.
“I invented the category of global CPG export through technology. The contracts. The exclusivity clauses. The work-flows and system itself. No one else was doing this.” — Peter Groverman
From B2B to B3B: A New Standard in Trade
Unlike other global trade platforms, Grovara is not a directory.
It is a closed, verified, all-in-one ecosystem for safe and easy global wholesale distribution. It digitizes the entire export experience from onboarding and compliance, replacing disparate spreadsheets and documents with one streamlined dashboard.
The platform is designed to make global trade easy for all parties. For brands and buyers, it allows users to search, build new connections, trade across borders with compliance, and scale across the world. Broker-dealers now have a modern system to amplify their reach and credibility.
This is the introduction of B3B.
B3B is a shared-rails model where each participant has a verified storefront, works from the same rules, and transacts on one record of truth.
B3B stands for (B)rand ↔ (B)roker-Dealer ↔ (B)uyer
Here is how a typical order runs on B3B:
- Buyer searches export-ready catalogs, builds a mixed pallet in minutes, and sees landed costs before checkout.
- Broker-Dealer invites a buyer with a secure link, is attached to the relationship by default, and gets paid on every reorder automatically.
- Brand publishes export pricing once, updates specs and compliance docs once, and those changes propagate to all verified buyers.
- Every message, document, and milestone sits on the same order timeline, with receipts for who did what, when.
With accountability and scale built into every interaction, B3B makes global trading safe and accessible for everyone.
Relief Foundation
Grovara wasn’t the first startup Peter Groverman spearheaded.
When Hurricane Katrina hit in 2005, Peter was a recent graduate and former Campus Leader at the University of Miami. He and several friends pioneered the first ever disaster RELIEF effort co-ordinated solely on social media (new at the time) and teamed up with the Salvation Army and Red Cross to head to Biloxi, Mississippi for 3 days and 4 nights to support victims.
It wasn’t until 2010 when the earthquake in Haiti hit. While still in law school, Peter Groverman was granted academic credit to launch a nonprofit as part of his coursework. Peter led the largest privately organized RELIEF mission to Haiti and took 130 volunteers, raising over $1M in supplies and funds and chartering a 737 jet to rebuild an orphanage.
In 2010, that class project evolved into The Relief Foundation—a non-profit dedicated to providing financial, logistical, and awareness support to communities impacted by natural disasters.
The organization operates as early responders, not first responders. Once the media and initial support systems have moved on, The Relief Foundation steps in to help communities through the rebuilding and recovery process.
As part of a relief mission in Haiti, Peter became one of the original Alpha users of the mobile payments app Venmo. The foundation leveraged the payment platform’s original text-to-pay system to raise Venmo’s first $250,000 in transactions. This doubled as the platform’s first major real-world test and Peter’s testimony helped lead the early fund-raising efforts.
RELIEF efforts include rebuilding homes in Puerto Rico, Colorado Mudslides, Houston Hurricane Clean-up, Georgia Tornados, The Japan Tsunami, and funding local community figureheads following the 2023 Hawaii Maui wildfires. This led to connecting thousands of donors directly to the impact, giving across multiple relief trips.
Peter’s non-profit is helping create a more transparent disaster response machine.
A Founder’s Way
Since before he graduated, Peter Groverman tackled messy, border-spanning problems by turning them into simple systems.
The poolside flies in Egypt, the early responders work with The Relief Foundation, even the first text-to-pay fundraisers in Haiti each taught the same lesson: identify the choke point, design a rule set, then let the process do the work.
B3B is simply the latest expression of that pattern. It takes relationships that once lived in inboxes, and gives them structure, accountability, and momentum.
For Peter, success is not noise or scale for its own sake. It’s fewer blind spots, faster outcomes, and more people able to build across borders with confidence.
Why Peter Groverman Matters in Global Wholesale Trade
Peter Groverman is a visionary leader in global wholesale trade. A builder of systems, a connector of markets, and a founder who brought innovation where it was needed most. A founder who saw what wasn’t working and created something better. He’s traveled to over 50 countries, met with embassies, and brought U.S. wellness brands to global shelves.
He has the awards: Exporter of the Year by the SBA, finalist for the E Award, Philadelphia PACT Conference Winner, among others. More importantly, he has 15+ years of experience.
- See his testimony in front of a joint session of PA State Senate and Philadelphia City Council.
His leadership style is radical honesty. His platform philosophy? Total transparency.
He created Grovara. He created B3B—a new way forward.
A Must-Watch: Peter Breaks Down 100% Tariffs in 7 Minutes
In this fast-paced breakdown, Peter shares insights that most founders overlook: why tariffs matter, how compliance costs can quickly add up across borders, and what buyers and brands need to know to stay ahead.
If you’re serious about global wholesale trade, this is a required viewing.
Listen to GroDega
Tune into GroDega, Grovara’s podcast hosted by Peter Groverman. Each episode dives into the real stories behind global wholesale trade, trending products, and how brands, broker-dealers, and buyers can thrive in today’s evolving wholesale landscape.
These are field-tested insights from someone who’s done the work—built the system—and brought the industry forward.
Ready to Grow Globally?
If there’s one thing Peter Groverman’s journey proves, it’s this: being first to market is no longer enough. You need trust. You need systems. You need someone who’s already mapped the global landscape.
Grovara is the digital infrastructure powering the future of wholesale and distribution. It’s where brands, broker-dealers, and buyers come together to scale efficiently, transparently, and with confidence.
If you’re not on Grovara—you are missing out. The 365/24/7 Online Expo & Marketplace
Join the platform reshaping global wholesale trade.
FAQ on the CEO of Grovara
Q: Who is Peter Groverman?
A: Peter Groverman is the CEO and founder of Grovara, a tech-first global wholesale marketplace and the inventor of B3B.
Q: What is Grovara?
A: B2B marketplace, but revamped: Grovara is a B3B platform that simplifies global wholesale and distribution by streamlining compliance, payments, logistics, and product discovery.
Q: How did the idea of Grovara begin?
A: It all started when Peter sent fly traps to Egypt and realized there was a global demand for U.S. products not available overseas. He knew right there, there was an opportunity to reinvent the industry.
Q: What is a wholesale distributor today?
A: Modern wholesale distributors like Grovara use tech to eliminate friction in international trade, acting as platforms instead of brokers.