No more snobby olive oil. Graza has come up with all-new hippy packaging, a shift from glass bottles to plastic squeeze bottles, to make it more appealing. Graza’s squeeze bottle offers a playful take on traditional olive oil packaging.
The brand drew inspiration from revolutionary chefs using plastic squeeze bottles – a pretty darn good novelty. Graza olive oil comes at a slightly lower price point than other trendy brands but is a quality level above what you might find at a local supermarket.
Moreover, Graza has been making headlines as its CEO Andre Benin took to LinkedIn to bemoan copycats after a competitor released a similar product – squeeze bottles. He posted “It’s ok to get miffed when folks rip you off. While the friendly competition was always welcome, I do view this as a blatant disrespect and am choosing to voice my discontent.” Benin called out olive company Brightland and its CEO Aishwarya Iyer for the company’s new Pizza Oil. He later on issued an apology and in another post stated that an unnamed brand had tried to buy Graza’s bottles and molds from the company’s manufacturer in Spain.
Benin wrote that he is insanely passionate about protecting what Graza’s team has worked so hard to build. He said it was out of character for him. “I was heated and reacted poorly, and have learned from the variety of comments that everyone has left today. Thank you to everyone for your candor, and for showing me that there was clearly a better way to address all of this.”
He aims to make Graza the go-to-single-source EVOO that’s affordable and accessible. The brand’s opaque green plastic squeeze bottle made of PET is part of this equation, as is the quirky branding. Graza also has a tagline “meant to be squeezed, not saved”. Benin expects customers to quickly squirt away, so the olive oil never gets rancid.
