Beloved for its ability to bring out flavors of food and tickle your tastebuds, olive oil is known to give an extra layer of depth and balance out a dish’s ingredients. While still a cherished cooking item, this edible liquid gold is also known for its antioxidant and anti-inflammatory properties which contribute to positively impacting one’s health. Inspired by healthy living and a family trip, entrepreneur Andrew Benin co-founded Graza, an olive oil company that is set to pull in $48 million this year.
The 31-year-old Brooklyn native has not had a straightforward path into the food industry. The son of parents who immigrated from Ukraine and Belarus in the 1980s seeking refuge from religious persecution, Benin attended Binghamton University’s School of Management, graduating in 2013 with a bachelor’s degree in international business and management.
Hired in the retail sector at Warby Parker after graduation, the Graza co-founder also held a number of positions at Casper mattress company, including a project manager position. It was through his work in the retail world that Benin realized he wanted to be an entrepreneur, with him stating that the “desire to break out and do it on my own” was always there.
Finding a way to best express himself was important for Benin, and it did not take long for the entrepreneur to realize that he wanted to find space for himself in the food industry, launching a company that offered a delicious product while also remaining healthy. Reminded of challenges during his formative years, Benin reflected that, “As a child, I feel like I really suffered with controlling my weight and feeling comfortable in my own body… And I originally wanted to make a difference in that world.”
With a clearer direction on where he wanted his career to head, Benin began attending conferences about food security and nutrition, eventually meeting James Beard Award-winning chef Michael Anthony and doing an internship at Michelin-star restaurant Gramercy Tavern in 2018. Benin also gained experience with startups like Oura and Magic Spoon.
But it was not until December 2019 that the co-founder discovered his calling. During a vacation with his now-wife to her native Spain, Benin experienced tasting the best olive oil he had ever had, a moment that Benin reflected was an “experience [that] was truly sensory for me…That was the catalyst.” Shortly after this life-changing moment, Benin launched his olive oil company, Graza, in October 2020.
After that life-changing taste, Benin hit the ground running to get Graza in motion, which started with looking for the right olive from which to make his oil. Benin chose the Picual, found in Jaen, Spain, because of its taste and ability to sustain a long voyage across the Atlantic. Once Benin brought Allen Dushi, now co-founder and current COO of Graza, on board, the brand was born, which takes its name from Grazalema, a village in Spain that was the first stop on Benin’s olive tour.
The company offers two types of olive oil: their Sizzle and Drizzle. Sizzle is olive oil designed for cooking, where Drizzle is olive oil designed to top a salad or pizza. With a tasty and great product in hand, but little funds to do the substantial marketing needed, Graza turned to social media, sending out hundreds of packages to influencers like Justine Doiron and Molly Baz.
By launch day in 2022, sales proved that Graza was a hit – and Whole Foods followed up the success the very next day with a phone call. Now, with 2023 already proof of the company’s success and quality product, Graza is estimated to reach $48 million in sales by the end of the year.
