Andrew Benin always wanted to find the best way to express himself. The"desire to break out and do it on my own" was always there, he says.
"As a child, I feel like I really suffered with controlling my weight and feeling comfortable in my own body," he says."And I originally wanted to make a difference in that world." After having that first taste in Spain, Benin went on a DIY olive oil tasting tour in the country and brought some oils back to the States. He then let his mentor, chef Anthony, give them a try, thinking it could be a luxury brand. His mentor had a different idea."This oil is amazing," Anthony said."Now your job is to make it available for as many people as you can."
Graza is named after Grazalema, a village in the province of Cadiz in Spain and the first stop on Benin's olive oil tour.The company had two early investments. The first was from Neil Parikh, co-founder of Casper, who put in $50,000 in May 2021. This helped them create the product for the first time and build their website and $230,000 from various angel investors later that year, which helped buy more product.
Graza started with two products: Sizzle, olive oil for cooking; and Drizzle, olive oil meant to be used as a topping for drizzling on salad and pizza, for example. Their price points were right in the middle of retail ranges for olive oils: Drizzle was $20 per bottle and Sizzle was $15.
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