How Olive Oil Startup Graza Brings In $48 Million A Year

[@anthonybarnes]

People are suckers for packaging.

[@kevnev342]

and quality

[@Portsanta]

I just don’t want my food in a plastic bottle

[@mukkaar]

@@kevnev342 Tons of great quality olive oils out there. Honestly I'm 100% sure you can find this exact same oil.

[@dwaynekeenum1916]

@@kevnev342simp

[@adamnorris9646]

To be fair, finding quality olive oil is very difficult. The Italian mafia is heavily involved in the olive oil industry, and they cut a lot of corners

[@Substanceabusetech]

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

[@TaigiTWeseDiplomat--Formosan]

XD

[@atenrok]

Business people mentality -- look for an opportunity to squeeze a penny from any BS...

[@finalruner]

how does this look like the siracha bottle?

[@atenrok]

@@finalrunerlike, in every possible way? 🤷🏻‍♂️

[@miguelrosado6348]

A lot of CEO's are so egocentric that they steal ideas, pretend that it was theirs all along, and then get their egos hurt when someone does the same to them.

[@timandrew2918]

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.

[@allanpeter7700]

If it isn’t exposed to heat, it won’t leak, and it’s stored in glass because they want the premium feel.

[@dwaynekeenum1916]

@@allanpeter7700cap

[@mukunimulundika5359]

It's America. They don't care about those details. 😩

[@timon20061995]

@@allanpeter7700 Oxygen and gas permeate significantly easier through plastic than glass.

[@rahulb.329]

Plastic is one of the most inert substances on planet hence the pervasiveness everywhere

[@ArtisticLana]

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.

[@xKingUVHearts]

Why not?

[@Stonekeeper038]

Anything reason?

[@huseyindamgal2682]

​@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.

[@thesheeplelookup]

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.

[@Dhi_Bee]

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

[@ejq8630]

"we ditched the glass bottle - for plastic!" Lmao

[@eMarketingsuccess]

Profiiiitsss

[@atenrok]

And yet his business brings $45M a year... 🤷🏻‍♂️

[@dwaynekeenum1916]

@@atenrokand cancer

[@Enick65]

Dude thought he invented the squeeze bottle ?? lol

[@flakgun153]

The squeeze bottle is the main reason I haven't tried this. Everyone has already tested and knows that the plastic leeches into the oil. Glass is the only thing that should be used

[@GOLDYMONKs]

@@flakgun153 YEP

[@caezar044]

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.

[@pauljones9150]

Good to know 👍

[@nancycaroline7724]

Exactly, the taste is terrible. I returned it to Whole Foods.

[@Stray396]

well microplastics in olive oil is just *chef's kiss* what's not to love

[@LBM213]

Asian people have been re-using Sriracha bottles for cooking oil for years. This guy probably saw it and claimed he invented it LOL

[@askbob]

Us Asian invent everything

[@lolajoker]

Make it available to as many people as they can for as much money as they can. This is way over priced. Ridiculous that he thinks he invented the squeeze bottle. Restaurants have been using squeeze bottles for olive oil for decades.. I’ve been putting olive oil in a plastic squeeze bottle for years. They rate basic in all the taste tests I’ve seen. People are so gullible.

[@joshivri6108]

$21 for half a litre of olive oil???? The price in Spain and Italy is one quarter of that. Who would buy this?????

[@4piluchi]

Nowadays it's the half in Spain, 10€ per liter aprox if it's olive oil extra virgin, the one with the best quality 😢

[@alexamickey]

In America we buy 😢

[@Suetvvlogs]

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!

[@iLoveTurtlesHaha]

Try listening more often. Single sourced olive oil - just like single sourced coffee and chocolate beans are more expensive. Duh!

[@ChickBilly]

Nope! It is about 10€ L, if you buy directly from the producer

[@Nokenify]

Feels like a scam. They markup the product by 100% with inferior oil in a good looking package.

[@djlamanna1]

Have you tasted it? Much better than the oils it is shelved next to.

[@iLoveTurtlesHaha]

Yeah, you obviously are an authority on what is good olive oil. Cope harder

[@kevnev342]

how is it a scam if they have a legit product and have sold to 1000's of customers. Stop hating

[@Maria-bm5cp]

Agree. The oil must taste gross. I will stick to olive oil sold in dark colored glass bottles.

[@cryptoman62]

Scam? Wtf!! They are just selling olive oil 😂 . Well I don’t like Spain olive, i rather Italian or tunisian olive oil but still they are just selling an olive oil and doesn’t have nothing to do with scamming.

[@kendi1417]

Shows you how important design is.

[@atenrok]

Yep. Whoever originally designed Siracha bottle was a genius 😉

[@Hotspur62]

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...

[@mattm7377]

Wow yeah Trader Joe’s is 1 liter EVOO for $12 (Spain and Tunisia)- this is 4 times the price lol. Even the estate reserve is $14 only. And tastes great to me. I can buy a squeeze bottle and drizzle top for a few bucks if I wanted the fun. I’d rather spend the $20 on a higher quality oil than the plastic bottle one.

[@luka3174]

If you want good stuff, pay for the premium Italian olive oil. Kind of their culture

[@creationslandscapedesigns]

If this was more sustainably packaged I would absolutely consider purchasing it. I avoid plastic packaging like the plague.

[@TeamEmperor]

This entire video is him saying we made it for influencers and that is why were successful. I refuse the use of plastic!

[@meowllie3924]

I really hate that it’s in plastic. If they switched to glass I’d buy, but no thank you.

[@danntrev]

STOP PUTTING FOOD IN PLASTIC smh dude took great oil and put it in plastic LMAO

[@theowangui8392]

Nobody cares 😂😂😂😂

[@memorylane936]

Yeah and made millions of it so who’s really laughing

[@danntrev]

@@memorylane936 certainly not the consumer

[@brycegroenewold]

Most restaurants take good olive oil and put it in a squeeze bottle anyways. Whats the difference?

[@youshallprosper2]

Exactly what I wanted to say, plastic laced olive oil

[@wekkimeif7720]

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

[@BlowMM5]

I find it hard to comprehend how something something like this can be such a succes but it's still inspiraitonal

[@brokejaw]

Influencer Marketing, the young population doesn't know any better or know what great olive oil is nor is it ever marketed towards them. So he found a ignorant niche. He talks about how the olive oil quality in the US sucks compared to Italy? Which is funny cause you can also be imported olive oil IN THE USA RIGHT NEXT TO THE DOMESITIC OLIVE OIL.

[@therayli]

It is because you copied the squeeze bottle first…. You copied sriracha sauce first

[@StarLight-sl9ok]

sriracha didn’t invent the squeeze bottle 😂

[@therayli]

@@StarLight-sl9ok they used it before this guy and then this guy has the cheek to say someone copied him lol

[@dwaynekeenum1916]

@@StarLight-sl9okL

[@saviorodrigues4248]

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

[@Jericho9696]

Have you ever been to Spain? Didn’t think so

[@fiammadavino5932]

Lived in Spain, and they do.

[@chadd980]

Does it make the product worse? If not, what’s the issue. Genuinely asking

[@OMGs-Life]

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.

[@saviorodrigues4248]

@@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

[@geronimocramos]

As a chef I love the oil and squeeze bottle, but as a conscious consumer I stopped using it because we must stop using plastic.

[@ryan_conover]

It’s actually really good- the “drizzle” specifically. I was skeptical, but it actually is delicious. I use it pretty regularly and a bottle still lasts me a while. I’d say it’s totally worth the price. That’s just one man’s opinion.

[@Nousinvisibles]

20 usd for olive oil is quite expensive, olive oil here costs 5 Euros for a bottle. Good for Spain

[@kevnev342]

your not the market dummy

[@mattm7377]

$12 a liter for EVOO at Trader Joe’s here in the states (Spain and Tunisia blend). $14 per liter for the private reserve (I think single origin). I’d hope that Spanish oil is cheaper in Spain than here 🙂. It’s like Hawaiian gold pineapples, strawberry papayas, etc exotic fruits are cheaper in Hawaii than when shipped to the mainland or world too….

[@christinecleavest9099]

Not anyone...olive oil prices have risen here in Spain. Yesterday I spent 10 euro and it was Carrefour store brand.

[@Nousinvisibles]

@christinecleavest9099 may be the Olive oil I buy comes from Turkey or Balkans and is hence cheaper. The ones from Greece, Spain and Italy are more expensive, they cost about 10 Euros for a litre about the same cost at Carrefour

[@jotjotzzz5357]

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.

[@trangnguyen-tj7nb]

bonus point for simplicity ! I think that shall be their biggest strength for now considering theirr price point is not cheap at all

[@mukkaar]

Ah yes, he founded great marketing company. Ultimately, he just thought he could put oil in more interesting package and market it. There are tons of really good olive oils in market, much better and cheaper than this, and I'm 100% sure, you can find this exact type of olive oil too. Just a tip, if you can, order extra virgin olive oil straight from farm on those big 3-5L metal cans, that's what you want. You want it to be as fresh as possible. And if you want those interesting flavors, you want it to be from single farm so it's not mixed. I would then recommend using used 0.5L glass oil bottle, and buying good oil spout you can put on the bottle. You can then just refill it as needed.

[@willcookmakeup]

I just tried Garaza, and ngl, l really like it. I dint love the plastic bottle but it is really easy to cook with and measure with the squeeze bottle.

[@some_guy_2323]

The aluminum can isn’t actually 1/1 refill and I suspect that small difference helps with their margin even though they charge the same price. The squeeze bottle is 500ml and the can is 483 ml. 18 ml less over 100k units is a big savings when the charge the same price between the two.

[@thhisisnotherere]

my guess is its because the funnel displaces some of the oil so they need to put less in the can

[@some_guy_2323]

@@thhisisnotherere I don't think that makes sense. The funnel wouldnt account for 18 ml of oil. That is more than a tablespoon of oil.

[@bradeyisbased]

All packaging, no additional benefit offered. People will support anything that makes them feel special

[@TheCodeVertigo]

California Olive Ranch also started to use Squeeze bottles that I picked up from Whole Foods accidentally on multiple occasions because it looks so similar to Graza. It's a badge of honor really for Grazas that big brands are copying them, but hopefully the positive outweighs the negative.

[@rm1856]

As someone who cooks a lot, finding Graza Olive Oil was beautiful. Great quality and flavor profile. I always have it in my kitchen, especially the Drizzle which is a finishing oil. As an Italian, olive oil is vital. This may seem odd to some, but get the best quality French vanilla ice cream, drizzle on some Graza Drizzle (you don’t need too much), and a few twists of Himalayan sea salt for dessert. Delicious.

[@ChaereeKim-q1w]

I heard this traditional Italian way to eat ice cream is getting popular in Korea and being called modern, haha. I will give it a try tonight!

[@martinsalmen6876]

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!

[@ingeniando3d219]

Why is everyone crying about them using a plastic bottle? That's how it is sold to begin with 99.999% of it here in Spain

[@KelsJune]

Crazy thing is I (gen-z) have always never heard of the companies listed on this channel but they keep bringing in big sums

[@atenrok]

TikTok people 🤷🏻‍♂️

[@theinstantproject4983]

power of marketing

[@4piluchi]

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...

[@caly598]

When plastic is exposed to heat (perhaps near a stove?), light, or even mechanical stress (squeezing), it can break down into microplastics; UVAG glass preserves olive oil better than tin, PET plastic, and bag-in-box containers.

[@ninjanerdstudent6937]

Thanks for telling me about this product. I have entered it into my "Do Not Buy" list.

[@kevnev342]

your not the market dummy

[@nanababosi]

this is a really really good video CNBC. feel like they're competing with Forbes/Insider/Vox style prettiness, can mange the production factor, and this is just an excellent business story

[@josephjoneslv1292]

Man u inspired me to get my business that should have started 15 years ago Thanks 🙏 congratulations on all your success!!

[@francistopherinc9084]

bc it spells like Gaza

[@osmn1994]

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.

[@kevnev342]

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!

[@agl5132]

I buy glass. If it's about the pour you can switch out the cap for a pour spout or buy one of the glass pour bottles numerous stores sell.

[@SaraLoretta]

I’m obsessed with Graza. Bought it right after they launched and won’t use anything else now

[@2394098234509]

Is this an ad?

[@Rainorshine111]

I wish he made the bottle with glass instead, I always see his products in the store but I never buy it because it’s more expensive then the glass bottles that are cold pressed and still taste great

[@AntonSlizzardhands]

Does this taste any better than the well-known brands? Does storing the oil in plastic make a huge difference?

[@ryan_conover]

I was skeptical… but it’s way better. The “drizzle” specifically. I use it pretty regularly and it’s worth it.

[@balanceciagaa]

thats the reason our olive oil in spain is 4x the price for the locals

[@caustinolino3687]

Great to exponentially grow sales but how do you exponentially grow production of one specific type of olive in Spain?

[@aris9560]

Olive oil in my village in South Greece was 6.5 eur per liter this year. You have to add distribution costs but….you can do the math…..

[@deborahrose7047]

R those BPA free plastic bottles....why not glass bottles?

[@adityaruparel3320]

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.

[@RaulEdu33]

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."

[@TeamEmperor]

Olive Oil has always been in Glass for a reason. Olive oil needs to be kept as sealed and as dark as possible.

[@christinecleavest9099]

Here in Spain we have olive oil in dark plastic jugs as well.

[@samsetton]

LOVE. Been so cool following Graza’s growth from afar

[@mihadalzayat6957]

chump

[@87ddmc]

Great- take a product normally in glass and put it in plastic. We don't have enough of that.

[@Omikoshi78]

He wanted to make sure you paired his discerning taste for olive oil with the health benefits of micro-plastics. These business majors will tell you their olive oil is 50 years barrel aged in elephant digestive enzymes if it meant more sales.

[@BrandsNotes]

Okay, hear me out. Olive oil also made its way to skincare. It's time someone created the next mega startup with it

[@Observe199-l6w]

Sweetheart, the squeeze bottle has been around forever. This is not new. Give credit to the actual inventor. This is not your idea or something new.

[@marktn9851]

Next, someone is gonna claim how smart they are using Tetra Pak for olive oils.

[@Stamatakis33]

Bravo!

[@AM-tl7gy]

I like the beer cans

[@brendawood6712]

No on plastic bottles, oil is good.

[@WILSON.1]

Mind boggling that that boutique olive oil brand brings that much in each year. It’s not easy to get sales even if you’re in mainstream chain retail stores.

[@sergiutanase8415]

I never buy olive oil in plastic bottles.

[@casualintrovert207]

I always see it at the store but I always wonder why it’s so expensive if its in a plastic bottle

[@bernduelauert3277]

So many of these companies from the series are just selling a decent quality product instead of highly processed industry garbage. Would never buy olive oil in a plastic bottle tho.

[@GLeon-ov9yu]

I tried it and it did taste good. Although plastic is “bad” I like the ability to add a “squeeze” onto food.

[@tobacco101employees7]

Dude invented squeeze bottle the same way Christopher Columbus discovered America, but the real question is : is it a good healthy olive oil if not what s the best olive oil in US ?

[@brokejaw]

I can literally buy imported olive oil on the same store shelf...

[@chesternl]

“Shouldn’t be luxury Olive brands” but asking $20 for a bottle. Glad many people with Mediterranean heritage can buy their olive oil locally and for a fair price. And in glass or cans.

[@Terranova339]

There are luxury garlic brands...have you heard of black garlic?

[@ryan_conover]

That’s a brand or a type of garlic?

[@starr4781]

I don’t get it when he launch how do those big orders were in line to order? How does that process happen????

[@clutchlevels]

Lowkey reinvented the wheel and won.

[@nicholasgutin8577]

wait omg binghamton mentioned 😭

[@RobertGoyena]

Saying there shouldn't be a luxury brand at the beginning of the the video just ruined it for me:/

[@AS-fd9jc]

Their olive oil sucks, don’t fall for pretty marketing/packaging… also, he partnered with Allen Douchey? 😂

[@Observe199-l6w]

Accusing someone of stealing his idea when he stole the idea from the original squeeze bottle maker/inventor. Come up with your own idea.

[@Nico-jz3he]

I would never buy plastic bottle EVOO for $42/liter. Squeezing might be fun, but a premium EVOO will always come in a glass bottle, and $42 per liter is definitely a super premium price, and it's not even organic. Can refills are also very common in Italy and probably other Mediterranean countries, so really nothing new. But they're most common in 1,2,3, or even 5 liter cans.

[@BussdownKing]

I heard the expenses were 49 million though

[@Samnarbean]

Who is this buying this product

[@abcdefghi9]

What is the profit? they always talk about revenue, but never about profit.

[@jejehdh]

glass is superior

[@mirandaliu9961]

No plastics! No.

[@staytuned.263]

I was gonna say that people dont like to see others success but then i saw the bottle was 20$ and it made “sense”💩🇺🇸🗿

[@Taziod]

Lol I actually bought this but now he's convinced me not too

This episode is one of the most BS'ed episodes. They had solid funding from the get go (not only the 200k they mention but almost 3m to date), they had a "six-figure contract with an edgy branding agency", logistics consultant, PR agency and they had to tool a bottle just for themselves which costs tens of thousands of dollar. They also did not just send the bottle to "influencers with million followers" they actually paid everyone boatloads of cash to post. I believe their initial estimate was $7 per bottle of marketing spend within one of their first PR articles they posted. Just cover this story fully, it's still impressive and no need to sugarcoat! They'll probably make an exit within the next 12 months since this is just a fad.

[@surfingtheworldww]

When an american reaches premium markets they turn it into a mcdonalds type venture. Meno male che vivo in Italia.

[@rally_furymoments5294]

Company name is Brazzar?? 😂😂😂.... Wow...

[@p33t3rpark3r]

so he just repackaged oil and resale it here hahah

[@Patrick-es6vh]

lmao at being american and normal fresh european olive oil is considered a revolutionary start-up company. for $21 a bottle lol

[@geraldmurphy321]

I wish creative people would actually create things and not just "reinvent" things which is a synonym for repackaging.

[@SP-pk6gc]

background trumpet sound is irritating , let us listen

[@starr4781]

I been trying for 10 years and continued to failed and the worst part is my mom just passed and I don’t understand how if there is God never made my store the best feelings and how much I suffer while others have success stories and happiness stories

[@Tommy-nn7ld]

Is it ok to cook with the drizzle because i just did before watching this 😂

[@vojtaborsky]

great vid, as always

[@enigma4649]

All food is better in Europe than the U.S. Spain is not the only place you can find great olives.

[@Rachel-vw6qr]

Refilling a plastic bottle indefinitely seems like a horrible idea.

[@atenrok]

You'd think the last time an olive oil startup would be viable would be like 5000 years ago, but no -- TikTok people just love their new snake oil every time... 🤷🏻‍♂️

[@DiamondsRexpensive]

Olive oil in plastic is very American 😂😂😂😂