The Olive Oil Company That’s Changing the Industry One Drizze and Sizzle at a Time
Disrupting EVOO
The olive oil industry is a behemoth with billions of dollars sold yearly.
The global olive oil market is expected to grow from $13.77 billion in 2021 to $17.02 billion by 2029. Graza is well-positioned to capitalize on this growth thanks to its focus on sustainability, quality, and transparency.
But most olive oil brands are focused on the same thing: selling cheap, blended olive oil from all over the world.
Graza is different.
Graza is focused on sustainability, quality, and transparency. They sell single-origin olive oil from Spain and are committed to sustainable farming practices. And they changed the packaging from the conventional glass to squeezable plastic.
In their first week after launching their online business, Graza made one hundred thousand dollars in revenue. By their second month, they were at half a million. Today they are at eight figures annually and available in eight thousand locations, including Whole Foods and Target.
Graza’s focus on sustainability is evident in everything they do, although the plastic squeeze bottle may need some rethinking, like ocean plastic. They claim they use recyclable plastic material. So far, the plastic bottle hasn’t hurt sales or growth.
They work with farmers who use traditional methods and harvest their olives early to ensure the highest quality oil. They also use a unique packaging system that reduces waste and keeps the oil fresh.
Graza’s commitment to quality is also apparent in their oil. Graza’s olive oil is extra virgin, which means it’s made from the first pressing of the olives. It’s also unfiltered, which retains all its natural flavor and nutrients.
The Founders of an Innovative EVOO Brand
Graza was founded in 2022 by Andrew Benin.
He is a serial entrepreneur with a passion for food and sustainability. He started Graza after becoming frustrated with the lack of transparency in the olive oil industry—his partner Alan Dushi, the COO.
Benin wanted to create a company that sold high-quality, sustainable olive oil that was also affordable. He partnered with farmers in Spain who used traditional methods to harvest their olives early. He also developed a unique packaging system that reduces waste and keeps the oil fresh.
Graza is quickly becoming a famous olive oil brand on the market. Benin’s focus on sustainability, quality, and transparency has resonated with consumers looking for a better olive oil.
In addition to Benin, Graza’s other founders include Grace Kim: Kim is the company’s Creative Director. She is responsible for Graza’s branding and marketing. Kendall Dickieson: Dickieson is the company’s Operations Manager. She is responsible for managing the company’s supply chain and customer service.
Graza’s founders are all young and passionate about their company. They are committed to making Graza the leading olive oil brand in the world. And the retail world is noticing.
Transparency
Graza is also transparent about its sourcing and production practices. Customers can learn everything about Graza’s olive oil, from the farm where the olives are grown to the mill where the oil is pressed.
Graza’s focus on sustainability, quality, and transparency has made it a popular choice for consumers looking for better olive oil. Chefs and home cooks use Graza’s oil, and it’s available in stores and online.
Lessons from Graza’s Branding
Here are a few lessons that other businesses can learn from Graza:
Squeeze Bottle: They opted for a plastic squeeze bottle instead of a glass bottle, like the category. They split into the DRIZZLE and the SIZZLE oil. (two things consumers didn’t realize they wanted). They disrupted the pattern of the category.
Focus on a niche. Graza doesn’t try to be everything to everyone. Instead, they focus on a specific niche: sustainable, high-quality olive oil. This allows them to differentiate themselves from other olive oil brands and attract a loyal customer base.
Tell a story. Graza’s branding and marketing tell their company’s story and commitment to sustainability. This story resonates with consumers and helps to build trust.
Be transparent. Graza is transparent about its sourcing and production practices. This gives consumers confidence in their product and helps to build trust.
Use social media strategically. Graza uses social media to connect with customers and share their stories. They also use social media to educate customers about olive oil and its benefits. They aren’t reacting tactically – but appear to have a clear plan.
Partner with influencers. Graza has partnered with chefs, food bloggers, and other influencers to promote their brand. This has helped them reach a wider audience and build consumer trust. Initially, they used free samples for food bloggers because they knew their easily identifiable bottles would appear in cooking/food videos. This approach worked and, in some cases, at viral levels. Videos of their Graza oil have hit millions of views.
Offer excellent customer service. Graza is known for its superb customer service. They are responsive to customer inquiries and go the extra mile to ensure customers are happy with their products.
If you are developing a niche opportunity, it helps to be part of a massive market segment. A small piece of a big pie can taste pretty good. Giving consumers new language, like drizzle and sizzle, also helps.
Graza is small in the category of EVOO.
But being a small player in a huge market gives you room for growth.
Sometimes, you have to think outside of the glass bottle.
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