How Olive Oil Startup Graza Brings In $48 Million A Year

During a visit to Spain, Andrew Benin discovered his passion for high-quality olive oil. He went on to found Graza, a single varietal olive oil, in 2022. Graza is projected to bring in $48.4 million in 2024.

Produced by: Zach Green
Senior Managing Producer: Eric M. Clark
Additional Camera: Charlotte Morabito
Editor: Dennis Donovan
Animator: Elham Ataeiazar
Senior Production Manager: Kathryn Mavrikakis
Reporter: Gili Malinsky

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How Olive Oil Startup Graza Brings In $48 Million A Year

[Substanceabusetech]

crazy that he accuses a company of copying the squeeze bottle when this looks like they just took the sriracha bottle and put olive oil in it

[ejq]

"we ditched the glass bottle - for plastic!" Lmao

[ArtisticLana]

I saw this olive oil in a local health store and avoided it because of the plastic bottle. I would never buy olive oil in plastic.

[Enick]

Dude thought he invented the squeeze bottle ?? lol

[timandrew]

The plastic bottle is a killer. It will leak into the product eventually and ruin the flavor. The reason why these companies use glass is that the glass is inert and won't change the flavor. It's not because it's a luxury. It's because it's the superior way to package.

[Julian-zcvm]

They got good early reviews, but recent reviews and taste test comparisons aren’t good. They changed their formula and also plastic imparts flavor into the oil.

[LBM]

Asian people have been re-using Sriracha bottles for cooking oil for years. This guy probably saw it and claimed he invented it LOL

[Stray]

well microplastics in olive oil is just *chef's kiss* what's not to love

[joshivri]

$21 for half a litre of olive oil???? The price in Spain and Italy is one quarter of that. Who would buy

[Hotspur]

I bought a bottle of the 'Sizzle' recently and it is a good oil, however, I can't say that it is that much better than the blended Amazon Fresh that I was using previously. The Graza was 130% more expensive than Amazon and since I use gallons of the stuff I'll stick with the latter. I guess it pays to not have a discerning palate haha...

[wekkimeif]

I want to see Graza be put on blind test tasting different Olive oil brands including his own. Then tell which brand he thinks each of the oils are? I'm confident he can't notice differences

[Nokenify]

Feels like a scam. They markup the product by 100% with inferior oil in a good looking package.

[rm]

As someone who cooks a lot, finding Graza Olive Oil was beautiful. Great quality and flavor profile. I always have it in my kitchen, especially the Drizzle which is a finishing oil. As an Italian, olive oil is vital. This may seem odd to some, but get the best quality French vanilla ice cream, drizzle on some Graza Drizzle (you don’t need too much), and a few twists of Himalayan sea salt for dessert. Delicious.

[TeamEmperor]

This entire video is him saying we made it for influencers and that is why were successful. I refuse the use of plastic!

[meowllie]

I really hate that it’s in plastic. If they switched to glass I’d buy, but no thank you.

[some_guy_]

The aluminum can isn’t actually 1/1 refill and I suspect that small difference helps with their margin even though they charge the same price.

The squeeze bottle is 500ml and the can is 483 ml. 18 ml less over 100k units is a big savings when the charge the same price between the two.

[creationslandscapedesigns]

If this was more sustainably packaged I would absolutely consider purchasing it. I avoid plastic packaging like the plague.

[BlowMM]

I find it hard to comprehend how something something like this can be such a succes but it's still inspiraitonal

[shunaras]

20 usd for olive oil is quite expensive, olive oil here costs 5 Euros for a bottle. Good for Spain

[danntrev]

STOP PUTTING FOOD IN PLASTIC smh dude took great oil and put it in plastic LMAO