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

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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
Additional Footage: Andrew Benin, Graza, Alex Braun - @braunbecue, Sean Daly -@stokewoodco, Alissa DiSanto - @saucedbysunday, Chef Mike Kubiesa - @mikekubiesa, Tanupa Thaker - @tanupaskin, Getty Images
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How Olive Oil Startup Graza Brings In $48 Million A Year

Опубликовано:

7 окт 2024

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Комментарии : 308

@Substanceabusetech 4 месяца назад

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

@TaigiTWeseFormosanDiplomat 4 месяца назад

@atenrok 3 месяца назад

Business people mentality -- look for an opportunity to squeeze a penny from any BS...

@finalruner 2 месяца назад

how does this look like the siracha bottle?

@atenrok 2 месяца назад

@@finalrunerlike, in every possible way? 🤷🏻‍♂️

@miguelrosado6348 Месяц назад

A lot of CEO's are so egocentric that they steal ideas, pretend that it was theirs all along, and then get their egos hurt when someone does the same to them.

@anthonybarnes 4 месяца назад

People are suckers for packaging.

@kevnev342 3 месяца назад

and quality

@Portsanta 3 месяца назад

I just don’t want my food in a plastic bottle

@mukkaar 2 месяца назад

@@kevnev342 Tons of great quality olive oils out there. Honestly I'm 100% sure you can find this exact same oil.

@dwaynekeenum1916 2 месяца назад

@@kevnev342simp

@adamnorris9646 2 месяца назад

To be fair, finding quality olive oil is very difficult. The Italian mafia is heavily involved in the olive oil industry, and they cut a lot of corners

@ArtisticLana 4 месяца назад

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.

@xKingUVHearts 4 месяца назад

Why not?

@Stonekeeper038 3 месяца назад

Anything reason?

@huseyindamgal2682 3 месяца назад

@Stonekeeper038 because it affects the taste and quality. More over the extra virgin olive oil should not be in plastic container due to many country's law but I am not quite sure if this is the case in the US.

@thesheeplelookup 3 месяца назад

bpa and other hormone disrupting chemicals to make plastic squeezable, or hard migrate into all OILS. OILS and PLASTIC. Bad idea. try cleaning a margarine tub. notice the bonding??? chemical coupling.

@Dhi_Bee 3 месяца назад

Yeah I agree we have enough microplastics in our body, why add more mixed with olive oil. I just read an article saying that 100% of guys now have microplastics in their balls

@ejq8630 3 месяца назад

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

@eMarketingsuccess 3 месяца назад

Profiiiitsss

@atenrok 3 месяца назад

And yet his business brings $45M a year... 🤷🏻‍♂️

@dwaynekeenum1916 2 месяца назад

@@atenrokand cancer

@Enick65 4 месяца назад

Dude thought he invented the squeeze bottle ?? lol

@flakgun153 2 месяца назад

The squeeze bottle is the main reason I haven't tried this. Everyone has already tested and knows that the plastic leeches into the oil. Glass is the only thing that should be used

@GOLDYMONKs 2 месяца назад

@@flakgun153 YEP

@timandrew2918 3 месяца назад

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.

@allanpeter7700 2 месяца назад

If it isn’t exposed to heat, it won’t leak, and it’s stored in glass because they want the premium feel.

@dwaynekeenum1916 2 месяца назад

@@allanpeter7700cap

@mukunimulundika5359 2 месяца назад

It's America. They don't care about those details. 😩

@timon20061995 Месяц назад

@@allanpeter7700 Oxygen and gas permeate significantly easier through plastic than glass.

@rahulb.329 27 дней назад

Plastic is one of the most inert substances on planet hence the pervasiveness everywhere

@LBM213 4 месяца назад

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

@askbob 2 месяца назад

Us Asian invent everything

@Julian-zc9vm 4 месяца назад

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.

@pauljones9150 4 месяца назад

Good to know 👍

@nancycaroline7724 4 месяца назад

Exactly, the taste is terrible. I returned it to Whole Foods.

@Stray396 4 месяца назад

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

@joshivri6108 4 месяца назад

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

@4piluchi 4 месяца назад

Nowadays it's the half in Spain, 10€ per liter aprox if it's olive oil extra virgin, the one with the best quality 😢

@alexamickey 4 месяца назад

In America we buy 😢

@Suetvvlogs 4 месяца назад

hipsters! and people who think they are special! believe me, there are people who buy garbage if you make them think it make them look cool!

@iLoveTurtlesHaha 3 месяца назад

Try listening more often. Single sourced olive oil - just like single sourced coffee and chocolate beans are more expensive. Duh!

@ChickBilly 3 месяца назад

Nope! It is about 10€ L, if you buy directly from the producer

@Hotspur62 4 месяца назад

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...

@mattm7377 3 месяца назад

Wow yeah Trader Joe’s is 1 liter EVOO for $12 (Spain and Tunisia)- this is 4 times the price lol. Even the estate reserve is $14 only. And tastes great to me. I can buy a squeeze bottle and drizzle top for a few bucks if I wanted the fun. I’d rather spend the $20 on a higher quality oil than the plastic bottle one.

@kendi1417 4 месяца назад

Shows you how important design is.

@atenrok 3 месяца назад

Yep. Whoever originally designed Siracha bottle was a genius 😉

@creationslandscapedesigns 2 месяца назад

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

@Nokenify 4 месяца назад

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

@djlamanna1 4 месяца назад

Have you tasted it? Much better than the oils it is shelved next to.

@iLoveTurtlesHaha 3 месяца назад

Yeah, you obviously are an authority on what is good olive oil. Cope harder

@kevnev342 3 месяца назад

how is it a scam if they have a legit product and have sold to 1000's of customers. Stop hating

@Maria-bm5cp 2 месяца назад

Agree. The oil must taste gross. I will stick to olive oil sold in dark colored glass bottles.

@wekkimeif7720 3 месяца назад

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

@meowllie3924 4 месяца назад

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

@rm1856 Месяц назад

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.

@ChaereeKim-q1w Месяц назад

I heard this traditional Italian way to eat ice cream is getting popular in Korea and being called modern, haha. I will give it a try tonight!

@danntrev 4 месяца назад

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

@theowangui8392 4 месяца назад

Nobody cares 😂😂😂😂

@memorylane936 4 месяца назад

Yeah and made millions of it so who’s really laughing

@danntrev 4 месяца назад

@@memorylane936 certainly not the consumer

@brycegroenewold 3 месяца назад

Most restaurants take good olive oil and put it in a squeeze bottle anyways. Whats the difference?

@gvibes33 3 месяца назад

Exactly what I wanted to say, plastic laced olive oil

@TeamEmperor 2 месяца назад

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

@geronimocramos 2 месяца назад

As a chef I love the oil and squeeze bottle, but as a conscious consumer I stopped using it because we must stop using plastic.

@HannahLevine359 2 месяца назад

*DONALD NATHAN SCOTT.*

@ninjanerdstudent6937 4 месяца назад

Thanks for telling me about this product. I have entered it into my "Do Not Buy" list.

@kevnev342 3 месяца назад

your not the market dummy

@saviorodrigues4248 4 месяца назад

Storing olive oil in a plastic bottle is like storing your wine in a plastic bottle lol. Show me where in spain they do that

@Jericho9696 4 месяца назад

Have you ever been to Spain? Didn’t think so

@fiammadavino5932 4 месяца назад

Lived in Spain, and they do.

@chadd980 4 месяца назад

Does it make the product worse? If not, what’s the issue. Genuinely asking

@OMGs-Life 4 месяца назад

its totally right .. it will never happen in europe unless its total garbage olive oil. good olive oil is stored in a brown glass bottle.

@saviorodrigues4248 4 месяца назад

@@chadd980 you would want it in a dark glass bottle bc it protects much better from light/oxidization than plastic. plastic can also affect the taste and purity

@therayli 4 месяца назад

It is because you copied the squeeze bottle first…. You copied sriracha sauce first

@StarLight-sl9ok 4 месяца назад

sriracha didn’t invent the squeeze bottle 😂

@therayli 4 месяца назад

@@StarLight-sl9ok they used it before this guy and then this guy has the cheek to say someone copied him lol

@dwaynekeenum1916 2 месяца назад

@@StarLight-sl9okL

@BlowMM5 3 месяца назад

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

@brokejaw 2 месяца назад

Influencer Marketing, the young population doesn't know any better or know what great olive oil is nor is it ever marketed towards them. So he found a ignorant niche. He talks about how the olive oil quality in the US sucks compared to Italy? Which is funny cause you can also be imported olive oil IN THE USA RIGHT NEXT TO THE DOMESITIC OLIVE OIL.

@trangnguyen-tj7nb 2 месяца назад

bonus point for simplicity ! I think that shall be their biggest strength for now considering theirr price point is not cheap at all

@ryan_conover 2 месяца назад

It’s actually really good- the “drizzle” specifically. I was skeptical, but it actually is delicious. I use it pretty regularly and a bottle still lasts me a while. I’d say it’s totally worth the price. That’s just one man’s opinion.

@bradeyisbased 3 месяца назад

All packaging, no additional benefit offered. People will support anything that makes them feel special

@jotjotzzz5357 3 месяца назад

They sell the refills in a can. So you can just buy that and use your own container. You don’t need to use the plastic one.

@shunaras 3 месяца назад

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

@kevnev342 3 месяца назад

your not the market dummy

@mattm7377 3 месяца назад

$12 a liter for EVOO at Trader Joe’s here in the states (Spain and Tunisia blend). $14 per liter for the private reserve (I think single origin). I’d hope that Spanish oil is cheaper in Spain than here 🙂. It’s like Hawaiian gold pineapples, strawberry papayas, etc exotic fruits are cheaper in Hawaii than when shipped to the mainland or world too….

@christinecleavest9099 2 месяца назад

Not anyone...olive oil prices have risen here in Spain. Yesterday I spent 10 euro and it was Carrefour store brand.

@shunaras 2 месяца назад

@christinecleavest9099 may be the Olive oil I buy comes from Turkey or Balkans and is hence cheaper. The ones from Greece, Spain and Italy are more expensive, they cost about 10 Euros for a litre about the same cost at Carrefour

@mukkaar 2 месяца назад

Ah yes, he founded great marketing company. Ultimately, he just thought he could put oil in more interesting package and market it. There are tons of really good olive oils in market, much better and cheaper than this, and I'm 100% sure, you can find this exact type of olive oil too. Just a tip, if you can, order extra virgin olive oil straight from farm on those big 3-5L metal cans, that's what you want. You want it to be as fresh as possible. And if you want those interesting flavors, you want it to be from single farm so it's not mixed. I would then recommend using used 0.5L glass oil bottle, and buying good oil spout you can put on the bottle. You can then just refill it as needed.

@josephjoneslv1292 3 месяца назад

Man u inspired me to get my business that should have started 15 years ago Thanks 🙏 congratulations on all your success!!

@ingeniando3d219 2 месяца назад

Why is everyone crying about them using a plastic bottle? That's how it is sold to begin with 99.999% of it here in Spain

@some_guy_2323 3 месяца назад

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.

@thhisisnotherere 2 месяца назад

my guess is its because the funnel displaces some of the oil so they need to put less in the can

@some_guy_2323 2 месяца назад

@@thhisisnotherere I don't think that makes sense. The funnel wouldnt account for 18 ml of oil. That is more than a tablespoon of oil.

@KelsJune 3 месяца назад

Crazy thing is I (gen-z) have always never heard of the companies listed on this channel but they keep bringing in big sums

@atenrok 3 месяца назад

TikTok people 🤷🏻‍♂️

@theinstantproject4983 2 месяца назад

power of marketing

@kevnev342 3 месяца назад

People really think the worlds revolves around them. Who cares if you dont like the product, other people do and enjoy it. Your simply not the market they're aiming for. Good work Graza!

@4piluchi 4 месяца назад

I don't understand all the comments about the plastic vs glass (it's normal to olive oil to be that way in Spain). Or you always buy cokes or beers in the glass bottle for example? It is said that the taste it's different too...🙄 Also the olive oil in glass bottles normally is premium for raw using (ok, the taste matters) but for the rest, that is for cooking, with the change of temperature losses properties and change the taste so...

@osmn1994 4 месяца назад

It sounds like Graza doubled down on American consumers’ lack of awareness of other olive oil brands. Kudos for that. But what are the margins? It sounds like they are disrupting the market simply by offering a lower prices not a better product. This industry is so well priced that I doubt profitability will be easy. Also who is stopping other olive oil startups from doing the same strategy of low prices.

@nanababosi 2 месяца назад

this is a really really good video CNBC. feel like they're competing with Forbes/Insider/Vox style prettiness, can mange the production factor, and this is just an excellent business story

@2394098234509 4 месяца назад

Is this an ad?

@SaraLoretta 3 месяца назад

I’m obsessed with Graza. Bought it right after they launched and won’t use anything else now

@samsetton 4 месяца назад

LOVE. Been so cool following Graza’s growth from afar

@mihadalzayat6957 3 месяца назад

chump

@caly598 3 месяца назад

When plastic is exposed to heat (perhaps near a stove?), light, or even mechanical stress (squeezing), it can break down into microplastics; UVAG glass preserves olive oil better than tin, PET plastic, and bag-in-box containers.

@Observe199-l6w 3 месяца назад

Sweetheart, the squeeze bottle has been around forever. This is not new. Give credit to the actual inventor. This is not your idea or something new.

@martinsalmen6876 4 месяца назад

All for it! While I agree with others that glass is preferred, this company is promoting a healthy addition to eating and it should be supported!

@TeamEmperor 2 месяца назад

Olive Oil has always been in Glass for a reason. Olive oil needs to be kept as sealed and as dark as possible.

@christinecleavest9099 2 месяца назад

Here in Spain we have olive oil in dark plastic jugs as well.

@AS-fd9jc 4 месяца назад

Their olive oil sucks, don’t fall for pretty marketing/packaging… also, he partnered with Allen Douchey? 😂

@87ddmc 4 месяца назад

Great- take a product normally in glass and put it in plastic. We don't have enough of that.

@francistopherinc9084 4 месяца назад

bc it spells like Gaza

@agl5132 2 месяца назад

I buy glass. If it's about the pour you can switch out the cap for a pour spout or buy one of the glass pour bottles numerous stores sell.

@Stamatakis33 4 месяца назад

Bravo!

@bernduelauert3277 2 месяца назад

So many of these companies from the series are just selling a decent quality product instead of highly processed industry garbage. Would never buy olive oil in a plastic bottle tho.

@caustinolino3687 3 месяца назад

Great to exponentially grow sales but how do you exponentially grow production of one specific type of olive in Spain?

@BrandsNotes 4 месяца назад

Okay, hear me out. Olive oil also made its way to skincare. It's time someone created the next mega startup with it

@Omikoshi78 3 месяца назад

He wanted to make sure you paired his discerning taste for olive oil with the health benefits of micro-plastics. These business majors will tell you their olive oil is 50 years barrel aged in elephant digestive enzymes if it meant more sales.

@RobertGoyena Месяц назад

Saying there shouldn't be a luxury brand at the beginning of the the video just ruined it for me:/

@AntonSlizzardhands 4 месяца назад

Does this taste any better than the well-known brands? Does storing the oil in plastic make a huge difference?

@ryan_conover 2 месяца назад

I was skeptical… but it’s way better. The “drizzle” specifically. I use it pretty regularly and it’s worth it.

@AM-tl7gy 4 месяца назад

I like the beer cans

@clutchlevels 4 месяца назад

Lowkey reinvented the wheel and won.

@balanceciagaa 2 месяца назад

thats the reason our olive oil in spain is 4x the price for the locals

@Terranova339 2 месяца назад

There are luxury garlic brands...have you heard of black garlic?

@ryan_conover 2 месяца назад

That’s a brand or a type of garlic?

@GLeon-ov9yu 3 месяца назад

I tried it and it did taste good. Although plastic is “bad” I like the ability to add a “squeeze” onto food.

@geraldmurphy321 2 месяца назад

I wish creative people would actually create things and not just "reinvent" things which is a synonym for repackaging.

@starr4781 8 дней назад

I been trying for 10 years and continued to failed and the worst part is my mom just passed and I don’t understand how if there is God never made my store the best feelings and how much I suffer while others have success stories and happiness stories

@Observe199-l6w 3 месяца назад

Accusing someone of stealing his idea when he stole the idea from the original squeeze bottle maker/inventor. Come up with your own idea.

Месяц назад

This episode is one of the most BS'ed episodes. They had solid funding from the get go (not only the 200k they mention but almost 3m to date), they had a "six-figure contract with an edgy branding agency", logistics consultant, PR agency and they had to tool a bottle just for themselves which costs tens of thousands of dollar. They also did not just send the bottle to "influencers with million followers" they actually paid everyone boatloads of cash to post. I believe their initial estimate was $7 per bottle of marketing spend within one of their first PR articles they posted. Just cover this story fully, it's still impressive and no need to sugarcoat! They'll probably make an exit within the next 12 months since this is just a fad.

@mirandaliu9961 3 месяца назад

No plastics! No.

@deborahrose7047 4 месяца назад

R those BPA free plastic bottles....why not glass bottles?

@adityaruparel3320 4 месяца назад

the reason for their success is their marketing and fun character. The squeeze bottle is a critical component of that. So is the fun label. They are not targeting the high end segment of consumers who care about glass. The market has spoken and their formula works.

@RaulEdu33 3 месяца назад

Americans like practicality and single-use plastic bottles, so the squeeze bottle is brilliant for their targeted market. I have family in Spain, you can also find olive oil in small plastic bottles and bulk gallon containers, but I think most people still use dark glass bottles with a tapered spout for dressings. It is concerning after looking at studies on microplastics, and it will definitely accelerate oil degradation. UC Davis Olive Center "showed olive oil is corrosive to plastic. This means that when it sits on the shelf for an extended period of time, olive oil can break down plastic containers, which results in microplastics in your oil."

@sergiutanase8415 2 дня назад

I never buy olive oil in plastic bottles.

@WILSON.1 2 месяца назад

Mind boggling that that boutique olive oil brand brings that much in each year. It’s not easy to get sales even if you’re in mainstream chain retail stores.

@casualintrovert207 3 месяца назад

I always see it at the store but I always wonder why it’s so expensive if its in a plastic bottle

@Nico-jz3he 2 месяца назад

I would never buy plastic bottle EVOO for $42/liter. Squeezing might be fun, but a premium EVOO will always come in a glass bottle, and $42 per liter is definitely a super premium price, and it's not even organic. Can refills are also very common in Italy and probably other Mediterranean countries, so really nothing new. But they're most common in 1,2,3, or even 5 liter cans.

@chesternl 3 месяца назад

“Shouldn’t be luxury Olive brands” but asking $20 for a bottle. Glad many people with Mediterranean heritage can buy their olive oil locally and for a fair price. And in glass or cans.

@Rachel-vw6qr 2 месяца назад

Refilling a plastic bottle indefinitely seems like a horrible idea.

@surfingtheworldww 2 месяца назад

When an american reaches premium markets they turn it into a mcdonalds type venture. Meno male che vivo in Italia.

@brendawood6712 4 месяца назад

No on plastic bottles, oil is good.

@propbraker 21 день назад

Other than the olive oil taste being unique, I don't get it. I don't want it in a plastic container, and I don't care about the packaging. Dude got lucky on this one.

@staytuned.263 3 месяца назад

I was gonna say that people dont like to see others success but then i saw the bottle was 20$ and it made “sense”💩🇺🇸🗿

@brokejaw 2 месяца назад

I can literally buy imported olive oil on the same store shelf...

@TeamEmperor 2 месяца назад

I can smell the B.S. Not everyone should do the Liquid Death type of marketing.

@farren7254 3 месяца назад

Truly hate that ai voice

@Patrick-es6vh 2 месяца назад

lmao at being american and normal fresh european olive oil is considered a revolutionary start-up company. for $21 a bottle lol

@DiamondsRexpensive 3 месяца назад

Olive oil in plastic is very American 😂😂😂😂

@psp785 Месяц назад

There's so many other brands why would people pick this one

@BussdownKing 4 месяца назад

I heard the expenses were 49 million though

@kapowshi 2 месяца назад

I would never buy olive oil that looks like it’s coming from a Siracha bottle. I used to fill up my used siracha bottles with canola oil for easy squeezy like they do at hawker stands.

@maikelbouricius8094 2 месяца назад

Yes just put it in plastic bottles so we can get more microplastics in..

@Samnarbean 10 дней назад

Who is this buying this product

@Skynetexe 3 месяца назад

He’s doing something right. I see all the cooking content creators using this oil. I had to google what it was and eventually found this video 😂😂😂😂

@Taziod 2 месяца назад

Lol I actually bought this but now he's convinced me not too

@hui-an-xin 2 месяца назад

Impossible to keep up quality the more they expand. Olive oil farms do not work that way. Boo plastic.

@atenrok 3 месяца назад

You'd think the last time an olive oil startup would be viable would be like 5000 years ago, but no -- TikTok people just love their new snake oil every time... 🤷🏻‍♂️