Graza: How Much Can You Really Differentiate Olive Oil?

Graza: How Much Can You Really Differentiate Olive Oil?

Some industries are so deeply rooted that no one believes they can change.
For years, the olive oil market was stuck in the triangle of glass bottle – premium label – traditional image.

Until Graza came along…

During a trip to Spain, Andrew Benin discovered his passion for high-quality olive oil. In 2022, he founded Graza.
At that moment, Graza radically redefined the rules of the game by thinking differently.

1. Redesigning the Packaging

Graza replaced the classic glass bottle with a squeezable bottle.

• More practical, more modern, and more playful, this design transformed consumer behaviour.

• Olive oil was no longer just a “product” stored in the kitchen cupboard – it became an experience actively used at the table.

2. Adding Value Through Simple Stories

Graza didn’t position its product as just “olive oil”.

• A transparent supply chain

• Spanish olives with a clear origin

• An emotional brand language

It told consumers: “This is not just oil – it’s a joyful part of your cooking experience.”

3. Becoming the ‘Olive Oil of the Digital Generation’

Graza captured younger audiences through storytelling, humour, and playful content on social media.

• The product became a favourite among Instagram food influencers.

• Olive oil was made Instagrammable.

  4. Thinking Differently Fuelled Growth

Graza essentially applied Apple’s “Think Different” philosophy to food.

• It broke category codes.

• It reframed the product.

• It transformed an ordinary item into a cultural symbol.

• With influencer marketing and organic social media buzz, it achieved low-cost, high-impact growth.

Financial Success: The Results of Strategic Differentiation

• In its first week, Graza sold out and generated $100,000 in revenue.

• By the end of its first quarter, it had surpassed $500,000.

• In 2022, its differentiated products Drizzle and Sizzle drove sales beyond $4 million.

• In 2023, sales reached $19 million, and by 2024 they had grown to $48 million.

What Graza Teaches Us

Graza’s financial success is proof that strategic differentiation can create real impact in global markets.

It reminds us that:

• Strategic transformation doesn’t always come from major technologies.

• Sometimes the simplest change – a bottle design, a brand voice, a story – creates million-dollar value.

• Thinking differently unlocks growth, even in the most traditional categories.

Olive oil doesn’t just illuminate dining tables – it can also illuminate business strategy. Because sometimes, in the most established markets, thinking differently is the greatest transformation of all.