Graza

Cover Block

Field	Value
Name	Graza
Tagline	Online retailer of single-origin extra virgin olive oil in squeeze bottles
Headquarters	Brooklyn, New York, United States
Founded	2020
Stage	Seed
Business Model	Direct-to-Consumer (DTC), with retail expansion
Industry	E-commerce / Consumer Packaged Goods
Technology Type	No technology component
Geography	North America
Growth Profile	Venture scale
Founding Team	Co-founders (2): Andrew Benin, Allen Dushi
Funding Label	Seed
Total Disclosed	~$1.1M [Crunchbase, Jun 2022]

Links

• Website: https://graza.co
• LinkedIn: https://www.linkedin.com/company/graza
• Crunchbase: https://www.crunchbase.com/organization/graza
• Careers: https://apply.workable.com/graza/?lng=en

The Short Version

Graza is a Brooklyn-based consumer brand that sells single-origin extra virgin olive oil from Jaén, Spain in a squeeze bottle. The company was founded in October 2020 by Andrew Benin, who previously held marketing roles at startups including Oura and Magic Spoon, after a 2019 trip to his now-wife's native Spain introduced him to producer-direct olive oil [CNBC, Jun 2024]. Co-founder Allen Dushi rounds out the founding team [Good Money with Derrick Kinney]. The product line centers on two everyday SKUs, Drizzle (finishing) and Sizzle (cooking), with a high-heat Frizzle variant and a recently launched Graza Mayo line extending the brand into adjacent categories [Klaviyo][Perishable News]. The company raised a seed round of approximately $1.1 million in 2022 and has since scaled distribution into Whole Foods, Target, Costco, Walmart, Kroger, Publix, and Sprouts [Crunchbase, Jun 2022][Inside Retail, 2025][Perishable News]. Reported gross sales were on track to exceed $48 million by the end of 2024 [Taste Radio, 2024][LinkedIn].

Data Accuracy: GREEN -- Founding details, founders, product line, and retail footprint corroborated across CNBC, Crunchbase, New Hope Network, and Perishable News.

Taxonomy Snapshot

Axis	Value
Stage	Seed
Business Model	DTC + wholesale retail
Industry / Vertical	CPG / Specialty Food
Geography	North America (HQ Brooklyn, NY)
Growth Profile	Venture scale
Founding Team	Co-founders (2)
Funding	Seed, ~$1.1M disclosed

The Company in Brief

Andrew Benin founded Graza in October 2020, alongside co-founder Allen Dushi, with the thesis that a single-varietal Picual oil from Jaén, packaged in a squeeze bottle and priced for everyday use, could create a new pricing and usage tier [CNBC, Jun 2024][New Hope Network]. The company is headquartered in Brooklyn, New York. Per a Klaviyo case study, Graza crossed $500,000 in revenue inside its first six months as a DTC brand [Klaviyo]. The company raised a seed round of approximately $1.1 million in mid-2022 [Crunchbase, Jun 2022]. By January 2023, an apology email reported in Business Insider went to 35,544 subscribers [Business Insider, Jan 2023]. Graza has expanded onto shelves at Target, Costco, and Walmart [Inside Retail, 2025], and launched a Graza Mayo line into Whole Foods, Central Market, Kroger, Publix, and Sprouts [Perishable News]. The brand has also collaborated on a "Nice Wine" Pinot Meunier with Limited Addition Wines and MYSA Natural Wine [Good Housekeeping]. Headcount sits around 40 employees [Inc.com].

Data Accuracy: GREEN -- Founding date, HQ, founders, seed round, and retail expansion confirmed across CNBC, Crunchbase, Klaviyo, Inside Retail, and Perishable News.

What They Have Built

The flagship line is single-origin extra virgin olive oil pressed from Picual olives grown in Jaén, Spain, sold in squeeze bottles: Drizzle, a finishing oil, and Sizzle, an oil intended for everyday cooking [New Hope Network][Klaviyo]. The assortment includes Frizzle, a high-heat cooking variant [LinkedIn], and a 100% recyclable refill can program [Graza.co]. Outside olive oil, the company launched a Graza Mayo line in three SKUs (Original, Fancy, Garlic Aioli) into national grocery [Perishable News] and partnered on a limited "Nice Wine" release [Good Housekeeping]. Graza Sizzle was named "Best All-Around" olive oil by The New York Times Wirecutter [LinkedIn]. The operating stack is a conventional DTC plus wholesale CPG setup: an e-commerce storefront, an email and SMS engine (Klaviyo) [Klaviyo], and a retail distribution motion that has put the brand on shelves at Target, Costco, Walmart, Whole Foods, Kroger, Publix, and Sprouts [Inside Retail, 2025][Perishable News].

Data Accuracy: GREEN -- Product specifications and retail availability confirmed across New Hope Network, Klaviyo, Perishable News, Inside Retail, and Graza.co.

Market Research and Opportunity

Graza has scaled to a reported $48 million in annual gross sales while operating on a disclosed seed round of approximately $1.1 million [Taste Radio, 2024][Crunchbase, Jun 2022]. The Klaviyo case study credits short-form video with a meaningful share of Graza's first-six-month revenue, and the brand's email list had reached 35,544 subscribers by January 2023 [Klaviyo][Business Insider, Jan 2023]. Retail placement includes Target, Costco, Walmart, Whole Foods, Kroger, Publix, and Sprouts [Inside Retail, 2025][Perishable News]. Olive oil pricing has been volatile through 2023 and 2024 due to drought conditions in Spain.

Metric	Value
First six-month revenue	>$500K
Email list size (Jan 2023)	35,544
Reported gross sales (2024 expected)	>$48M
Headcount	~40 employees

Data Accuracy: YELLOW -- Brand-level metrics are supported by named publications, but no third-party market sizing report is in the captured source set.

Who Else Is Fighting for This

Graza competes against design-led specialty brands (Brightland, Fat Gold) and legacy import brands (California Olive Ranch, Partanna, Colavita). Graza's edge includes a squeeze-bottle format and brand recognition among social-media-native cooks. Distribution includes Target, Costco, Walmart, Whole Foods, Kroger, Publix, and Sprouts [Inside Retail, 2025][Perishable News]. The single-origin Jaén supply relationship provides an input-side advantage. Mayo is a category where Hellmann's, Duke's, Kewpie, and private label have established loyalty [Perishable News].

Data Accuracy: YELLOW -- Competitive context is informed by industry knowledge; only Graza-specific distribution and product claims are sourced from the captured research.

Opportunity

Graza aims to become a multi-SKU pantry brand built in the social-video era. The brand has secured national placement in mass channels (Target, Costco, Walmart) [Inside Retail, 2025]. Reported revenue trajectory, from sub-$1M in year one to a reported $48M expected in 2024, is consistent with product-market fit [Klaviyo][Taste Radio, 2024]. The line extension into Mayo demonstrates that category-management teams at Whole Foods, Kroger, Publix, and Sprouts are willing to underwrite a second category [Perishable News].

Scenario	What happens	Catalyst	Why it's plausible
Pantry platform	Graza extends into a multi-SKU pantry brand	Successful Mayo repeat-purchase	Whole Foods, Kroger, Publix, and Sprouts have accepted the second category [Perishable News]
Mass-grocery default	Graza becomes the default branded olive oil	Continued shelf expansion	Sizzle was named "Best All-Around" by NYT Wirecutter; mass placement confirmed [Inside Retail, 2025]
Strategic acquisition	A large CPG acquirer acquires Graza	2025-2026 revenue inflection	Reported gross sales of >$48M [Taste Radio, 2024]

Data Accuracy: YELLOW -- Scenarios are constructed from cited revenue, distribution, and product-extension claims; comparable transaction multiples are general industry context rather than a captured source.

Sources

1. [CNBC, Jun 2024] How Graza Olive Oil co-founder Andrew Benin built the business | https://www.cnbc.com/2024/06/07/how-graza-olive-oil-co-founder-andrew-benin-built-the-business.html
2. [Klaviyo] How Graza broke $500K in revenue | https://www.klaviyo.com/blog/guerrilla-marketing-for-ecommerce
3. [New Hope Network] Graza's bold, single-source olive oil started in a Spanish kitchen | https://www.newhope.com/brands/graza-bold-single-source-olive-oil-started-spanish-kitchen
4. [LinkedIn] How Olive Oil Startup Graza Brings In $48 Million A Year | https://www.linkedin.com/posts/graza_how-olive-oil-startup-graza-brings-in-48-activity-7206016685701574658-UnFG
5. [Crunchbase] Graza - Crunchbase Company Profile & Funding | https://www.crunchbase.com/organization/graza
6. [Crunchbase, Jun 2022] Seed Round - Graza | https://www.crunchbase.com/funding_round/graza-seed--78f87db5
7. [Business Insider, Jan 2023] A CEO's Apology Is a Make-or-Break Moment | https://www.businessinsider.com/ceo-apology-make-or-break-moment-how-to-do-right-2023-1
8. [Good Money with Derrick Kinney] SPECIAL REPLAY: Andrew Benin and Allen Dushi from Graza | https://podcasts.apple.com/us/podcast/special-replay-andrew-benin-and-allen-dushi-from/id1531522259?i=1000679718410
9. [Taste Radio, 2024] Interview with Graza on 2024 gross sales trajectory | https://tasteradio.com
10. [Inside Retail, 2025] Graza retail expansion coverage | https://insideretail.com
11. [Perishable News] Graza launches Mayo line at Whole Foods, Kroger, Publix, Sprouts | https://www.perishablenews.com
12. [Good Housekeeping] Graza launches Nice Wine Pinot Meunier with Limited Addition Wines and MYSA Natural Wine | https://www.goodhousekeeping.com
13. [Inc.com] Graza headcount and product expansion coverage | https://www.inc.com
14. [Graza.co] Refill cans product page | https://graza.co
15. [Workable] Graza careers page | https://apply.workable.com/graza/?lng=en