How Olive Oil Startup Graza Brings In $48 Million A Year
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- čas přidán 6. 06. 2024
- 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
People are suckers for packaging.
and quality
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
XD
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.
Why not?
Anything reason?
@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.
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.
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
Dude thought he invented the squeeze bottle ?? lol
well microplastics in olive oil is just *chef's kiss* what's not to love
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.
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.
Good to know 👍
Exactly, the taste is terrible. I returned it to Whole Foods.
Asian people have been re-using Sriracha bottles for cooking oil for years. This guy probably saw it and claimed he invented it LOL
"we ditched the glass bottle - for plastic!" Lmao
Profiiiitsss
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...
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Crazy thing is I (gen-z) have always never heard of the companies listed on this channel but they keep bringing in big sums
Shows you how important design is.
Feels like a scam. They markup the product by 100% with inferior oil in a good looking package.
Have you tasted it? Much better than the oils it is shelved next to.
Yeah, you obviously are an authority on what is good olive oil. Cope harder
how is it a scam if they have a legit product and have sold to 1000's of customers. Stop hating
$21 for half a litre of olive oil???? The price in Spain and Italy is one quarter of that. Who would buy this?????
Nowadays it's the half in Spain, 10€ per liter aprox if it's olive oil extra virgin, the one with the best quality 😢
In America we buy 😢
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!
Try listening more often. Single sourced olive oil - just like single sourced coffee and chocolate beans are more expensive. Duh!
Nope! It is about 10€ L, if you buy directly from the producer
STOP PUTTING FOOD IN PLASTIC smh dude took great oil and put it in plastic LMAO
Nobody cares 😂😂😂😂
Yeah and made millions of it so who’s really laughing
@@memorylane936 certainly not the consumer
Most restaurants take good olive oil and put it in a squeeze bottle anyways. Whats the difference?
@@brycegroenewold That's a good point.
I find it hard to comprehend how something something like this can be such a succes but it's still inspiraitonal
I really hate that it’s in plastic. If they switched to glass I’d buy, but no thank you.
LOVE. Been so cool following Graza’s growth from afar
No one mentioned that you cannot see through the bottle . i want to be able to see how much olive oil i have consumed and how much i have left.
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!
It is because you copied the squeeze bottle first…. You copied sriracha sauce first
sriracha didn’t invent the squeeze bottle 😂
@@StarLight-sl9ok they used it before this guy and then this guy has the cheek to say someone copied him lol
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.
Man u inspired me to get my business that should have started 15 years ago Thanks 🙏 congratulations on all your success!!
Does this taste any better than the well-known brands? Does storing the oil in plastic make a huge difference?
20 usd for olive oil is quite expensive, olive oil here costs 5 Euros for a bottle. Good for Spain
your not the market dummy
Bravo!
Thanks for telling me about this product. I have entered it into my "Do Not Buy" list.
your not the market dummy
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
I like the beer cans
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...
I really don't understand what the point of the squeeze bottle is. Is it just to look different?
Branding and reduced light exposure
its honestly much more convenient, ask any cook
I’m obsessed with Graza. Bought it right after they launched and won’t use anything else now
Okay, hear me out.
Olive oil also made its way to skincare. It's time someone created the next mega startup with it
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bc it spells like Gaza
Is this an ad?
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
Have you ever been to Spain? Didn’t think so
Lived in Spain, and they do.
Does it make the product worse? If not, what’s the issue. Genuinely asking
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.
@@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
I heard the expenses were 49 million though
Laughing in Californian.
Sounds like the founder was just getting mid and blends of oils back east lol
Their olive oil sucks, don’t fall for pretty marketing/packaging… also, he partnered with Allen Douchey? 😂
Great- take a product normally in glass and put it in plastic. We don't have enough of that.
R those BPA free plastic bottles....why not glass bottles?
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.
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."
No on plastic bottles, oil is good.
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.
Company name is Brazzar?? 😂😂😂.... Wow...
I tried it and it did taste good. Although plastic is “bad” I like the ability to add a “squeeze” onto food.
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!
❤❤❤❤
All packaging, no additional benefit offered. People will support anything that makes them feel special
great vid, as always
background trumpet sound is irritating , let us listen
Lowkey reinvented the wheel and won.
Probably some cheap oil in some cheap packing ... but probably they put a.lotttt in marketing.
Olive oil in plastic is very American 😂😂😂😂
"olive oil is not fine wine..." But, like wine, it is a fruit juice that is destroyed by heat, light, and leeched plastic crap.
"It's amazing that these things are more concerned with what's on the outside of the bottle instead of what is on the inside of the bottle?" (Patrick Capiello, a wise sommelier)
Plastic? Bruh.
Oils give me anxiety, especially fake blends. Ive got a bottle it taste good and seem good. But didnt thickin when left in the fridge. I will test it against CA olive ranch 100% CA oil which has a nicer color and taste better see if its that gonna make me sick. And ill decide. Color is yelloish and didnt thicken or cloud when in the fridge not sure about that
No plastics! No.
All food is better in Europe than the U.S. Spain is not the only place you can find great olives.
y'all are missing the point here.
jew🫵🏽
What the fu
Oil in plastic bottle, means plastic leaches into the oil. No thanks.
Woah, first!
Yeah so never purchasing this, thank you! Only glass olive oil for me :D
Booooo stop using plastic.
They probably already know it, but if you want to expand to Spanish speaking countries, you should change the name graza sounds like grasa=fat nobody wants to buy oil and think is literally fat
Spanish speaking countries know what is good or bad "grasa", don't worry 😂
@@4piluchi it would be a marketing nightmares would people buy oil in the usa called fatsie oil? Or motory oil? Don't think so
But it is fat
Olive oil in plastic..... Greek producers just committed a mass suicide.
I dont like the plastic idea. Plastic leaches into anything that's stored in it. I want a dark glass bottle.
There are different types or qualities of plastic. You think you are smarter than the chemists who created food safe plastic or the regulatory bodies who tested it. Stop with you 7th grade science takes
Not sustainable.
Plastic? No thanks. 😊
Imagine care about what brand is your olive oil…
scam
GO BEARCATS! Great product!
Plawstick ewww
Plastic? No thanks.
Truly hate that ai voice
#FreeGraza
They are alright
First
Truly underwhelming. Why would I buy this hideous font plastic over Filippo Berio extra virgin olive oil?
The plastic destroyer of olive oil 🤦♂️
Horrible quality olive oil.
No one buys good olive oil in plastic... His product is probably Inferior. Btw it looks like sriracha
sorry, I don't buy any olive oil from Spain or in plastic packaging. 100% California is the only way to go if you truly care about quality.
Might be good to travel buddy
Imagine thinking California olive oil is better than Spain/italy/greek’s etc lmfao 💀💀💀