Graza
Graza is a Brooklyn-based premium olive oil brand (Drizzle, Sizzle, Frizzle) plus olive oil mayo and chips, selling direct-to-consumer via graza.co and at Whole Foods, Costco, and Kroger, targeting health-conscious home cooks with fresh, single-source, single-varietal Picual oils.
- Company typePrivate
- Founded2021
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Graza does
Graza is a Brooklyn-based, privately held premium olive oil and pantry brand founded in 2021 and operated by Drupely Inc. The company produces and sells a portfolio of olive-oil-centric products built around a single-source, single-varietal sourcing model — approximately 97% of supply is Picual olives from Jaen, Spain, picked, pressed, bottled, and shipped in the same season. The core range comprises three oils targeted at distinct use cases: Drizzle (early-harvest finishing oil for dipping/dressing), Sizzle (peak-harvest cooking oil for everyday sautéing), and Frizzle (a high-heat blend of Olive Pomace Oil and EVOO with a 490°F smoke point for frying). Graza has extended the platform into condiments with three 100% olive oil mayonnaise/aioli SKUs (Original, Fancy, Garlic Aioli), into snacks with olive-oil-cooked potato chips, and into beverages with a holiday 'Nice Wine' set. All products are Non-GMO Project Verified, with USDA organic certification in progress.
The company's technical differentiators center on packaging and freshness preservation rather than on the oil itself: a chef-inspired squeeze bottle format enables controlled pouring; nitrogen-sealed, 100% recyclable aluminum refill cans extend shelf life and protect the oil from light/oxidation; and rigid single-origin sourcing with harvest-date labeling addresses the category-wide problem of stale, blended, and mislabeled olive oil on US shelves. Product mix spans squeeze bottles, glass bottles, refill cans, spray, and 2L jugs (Frizzle).
Graza operates a primarily direct-to-consumer model through graza.co, supplemented by US retail distribution at Whole Foods, Costco, and Kroger, a wholesale/authorized reseller program, and tiered-volume corporate gifting (10–20% off for 50–1,000+ units via the Zest platform). A Subscribe & Save program offers 15–21% recurring discounts and a Grazoid tier with early access to limited collaborations. Customer concentration is highly distributed across millions of end consumers, with named co-marketing partners (Ithaca Hummus, BjornQorn, Little Spoon, Firehook Bakery) concentrated in premium CPG adjacencies. Brand-building is anchored by flagship sponsorships of NASCAR's RFK Racing and Bravo's Top Chef, supported by an in-house 'Glog' recipe/editorial platform and a multi-platform social presence on Instagram, TikTok, X, and Facebook.
Graza firmographics
Firmographics- Name
- Graza
- Legal name
- Drupely Inc.
- Website
- https://graza.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Graza is a Brooklyn-based premium olive oil brand (Drizzle, Sizzle, Frizzle) plus olive oil mayo and chips, selling direct-to-consumer via graza.co and at Whole Foods, Costco, and Kroger, targeting health-conscious home cooks with fresh, single-source, single-varietal Picual oils.
- Ownership category
- akta.pro rank
Graza industry classification
Industry- Product category
- Specialty Cooking Oils
- NAICS
- Starch and Vegetable Fats and Oils Manufacturing (31122), Fats and Oils Refining and Blending (311225)
- SIC
- Fats & Oils (2070), Food And Kindred Products (2000)
- akta.pro primary industry
- Olive Oil Production & Bottling (AFAKAEAC)
- akta.pro secondary industries
- Virgin & Cold-Pressed Culinary Oils (AFAJALAB), Olive Oil, Vinegar & Condiment Specialty Stores (CRAHAGAJ), Frying Oils & Frying Stabilization Systems (Antifoams, Antioxidant Blends) (AFAJALAI)
Keywords
Where Graza is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Graza business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Graza generates revenue through direct-to-consumer sales of olive oil products (Drizzle, Sizzle, Frizzle), mayonnaise variants, and potato chips via graza.co and retail partners
- Subscription Service: Recurring subscription model offering 15-21% discounts on orders with subscribers receiving free goodies starting on their 3rd order, and Grazoid status with early access to limited-edition collaborations
- Corporate Gifting: Bulk and corporate gifting programs with volume discounts (10% off for 50-99 sets, 15% off for 100-999, 20% off for 1000+ gift sets)
- Wholesale Distribution: Wholesale distribution through authorized retailers including Whole Foods, Kroger, and Costco
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Drizzle Extra Virgin Olive Oil - Squeeze/Glass/Refill Can |
| Unit Pricing | Monthly | Sizzle Extra Virgin Olive Oil - Squeeze/Glass/Refill Can |
| Unit Pricing | Monthly | Frizzle High Heat Cooking Oil - Squeeze/Spray/Jug |
| Unit Pricing | Pay-as-you-go | Original Mayo - 17oz Squeeze |
| Unit Pricing | Pay-as-you-go | Fancy Mayo - 12oz Squeeze |
| Unit Pricing | Pay-as-you-go | Garlic Aioli - 12oz Squeeze |
| Unit Pricing | Pay-as-you-go | Olive Oil Potato Chips - Classic Sea Salt |
| Unit Pricing | Monthly | The Duo (Drizzle + Sizzle) Bundle |
| Unit Pricing | Monthly | The Trio (Sizzle + Drizzle + Frizzle) Bundle |
| Unit Pricing | Monthly | Starter Kit (Duo + Refills + Funnel) |
| Unit Pricing | One time/ perpetual license | Digital Gift Cards |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Graza product offering
Product offeringCore offering
Graza produces and sells premium extra virgin olive oils packaged in chef-inspired squeeze bottles, glass bottles, and nitrogen-sealed recyclable aluminum refill cans. The portfolio includes three olive oil SKUs (Drizzle finishing oil, Sizzle everyday cooking oil, Frizzle high-heat cooking oil), three 100% olive oil mayonnaise/aioli variants (Original, Fancy, Garlic), and olive oil potato chips, distributed through direct-to-consumer e-commerce, major U.S. retailers, and corporate gifting.
Product overview
Graza is a premium olive oil and condiment brand offering a portfolio of products centered on high-quality, fresh olive oils and related food products. The core product line includes three distinct olive oils: Drizzle (premium finishing oil for dipping and dressing), Sizzle (everyday cooking oil), and Frizzle (high-heat cooking oil for frying and grilling). Graza has expanded into condiments with three mayo/aioli variants (Original, Fancy, and Garlic) made with 100% olive oil, and launched olive oil potato chips in four flavors. Products are sold in multiple formats including squeeze bottles, glass bottles, and recyclable refill cans. Bundled offerings include The Duo (Drizzle + Sizzle), The Trio (all three oils), and The Starter Kit. The company sources olives primarily from Jaen, Spain, with additional sourcing from Portugal and Italy, emphasizing single-origin, single-varietal, never-blended oils picked and pressed in the same season.
Differentiator
Problem solved
Functional benefit
Products and services
- Drizzle Extra Virgin Olive Oil Premium finishing oil made from early-harvest Picual olives from Jaen, Spain. Designed for dipping, dressing, and garnishing rather than cooking, featuring bold, peppery flavors with high antioxidant content. Available in squeeze, glass, and refill can formats.
- Sizzle Extra Virgin Olive Oil Everyday cooking oil made from peak-harvest Picual olives. Mellow-flavored extra virgin olive oil suitable for roasting, sautéing, and everyday cooking below frying temperatures. Available in squeeze, glass, and refill can formats.
- Frizzle High Heat Cooking Oil High-heat cooking oil made from a blend of physically refined Olive Pomace Oil and Extra Virgin Olive Oil. Neutral flavor with a smoke point up to 490°F, designed for frying, grilling, baking, and crisping. Available in squeeze, spray, and 2L jug formats.
- Original Mayo Rich and creamy classic mayonnaise made with a blend of Olive Pomace Oil and Extra Virgin Olive Oil plus cage-free eggs, free from seed oils and chemicals, packaged in a 17oz squeeze bottle.
- Fancy Mayo Bold and tangy mayonnaise made with 100% Extra Virgin Olive Oil and cage-free eggs, described as the world's first-ever unrefined, 100% Extra Virgin Olive Oil mayo, packaged in a 12oz squeeze bottle.
- Garlic Aioli Zesty and garlicky aioli made with 100% Olive Oil, cage-free eggs, and real chopped garlic, marketed as the world's first 100% olive oil aioli, packaged in a 12oz squeeze bottle.
- Olive Oil Potato Chips Homestyle potato chips made with special yellow potatoes cooked in 100% Extra Virgin Olive Oil, available in four flavors: Classic Sea Salt, Zesty Caesar, Sea Salt & Vinegar, and Hot 'N Sweet.
- The Duo (Drizzle and Sizzle Set) Bundle combining Drizzle Extra Virgin Finishing Oil (500mL) and Sizzle Extra Virgin Cooking Oil (750mL), offering both a finishing oil and a cooking oil for complete kitchen coverage, available in glass bottle format.
- The Trio (Sizzle, Drizzle and Frizzle Set) Complete set of three oils: Sizzle (cooking oil), Drizzle (finishing oil), and Frizzle (high-heat cooking oil), covering all cooking applications from everyday cooking to high-heat frying.
- The Starter Kit Comprehensive kit including Drizzle and Sizzle Duo squeeze bottles, Duo Refill Cans, and a kitchen funnel for easy refilling, designed as the best way to get started with Graza products.
- Duo Refill Cans Nitrogen-sealed, 100% recyclable aluminum refill cans for Drizzle and Sizzle olive oils, designed to keep oil fresh and enable easy bottle refilling.
- Nice Wine Holiday Set Holiday wine set launched under the 'Nice Wine' label, marking Graza's expansion beyond olive oils and condiments into a curated holiday wine offering.
- Digital Gift Card Digital gift cards available in denominations of $25, $50, $75, and $100, redeemable for any online Graza purchase.
Quantifiable outcome
- 99% of reviewers would recommend Graza products
- +1 more outcomes
Companies that use Graza
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Graza technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Graza partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and strategic.
- nice&frankcoreIndependent creative agency partnership for the 'Seriously Serious' campaign, Graza's largest national marketing campaign to date. The absurdist campaign features broadcast spots directed by Love Song's Elliott Power showcasing Graza's obsessive quality standards.
- Bravo's Top ChefcoreTelevision sponsorship of Bravo's Top Chef cooking competition show, providing brand exposure to engaged cooking enthusiast audiences during the mayo product launch.
- RFK RacingcoreNASCAR partnership bringing Graza into the racing ecosystem. Graza became the Official Olive Oil and Mayo of NASCAR, featuring prominently at races and with driver associations. This is a flagship marketing partnership supporting the brand's expansion beyond core foodie audiences.
- BjornQornminorFirst-ever EVOO-popped popcorn collaboration using Graza's Extra Virgin Olive Oil. Limited-edition product available exclusively at graza.co for $5.99 per 3oz bag.
- Firehook BakeryminorLimited-edition cracker collaboration featuring Graza olive oil flavors, part of Firehook's product innovation strategy.
- Ithaca HummusstrategicBrand collaboration to launch co-branded Olive Oil & Sea Salt hummus flavor. The partnership taps into complementary consumer communities and extends both brands' product offerings into new flavor territories.
- Little Spoonminor'Little Drizzle' collection collaboration offering nutritious culinary products for children, combining Graza's olive oil expertise with Little Spoon's baby/toddler food focus.
Scale indicators4 records
Recent moves13 records
Expansion highlights6 records
Graza competitors and assessment
Company assessmentBroad incumbents
- Lucini Italia: Premium-tier Italian extra virgin olive oil and vinegar brand sold through specialty retailers including Whole Foods. Comparable on premium olive oil positioning and Whole Foods distribution overlap with Graza.
- Pompeian: Major US olive oil brand sold across grocery and warehouse retailers including Kroger and Costco, with overlapping retail footprint to Graza. Comparable on retail distribution though positioned at commodity price points.
- Bertolli: Global, mass-market olive oil and pasta sauce brand owned by Deoleo, sold across virtually every US grocery chain. Comparable product category but with vastly larger scale, lower price points, and broader portfolio than Graza.
- California Olive Ranch: Largest US-produced extra virgin olive oil brand, carried across all major US grocery banners. Comparable on retail distribution scale and product category, though positioned at lower price points and without Graza's DTC-first or squeeze-bottle branding.
Emerging players
- O Olive Oil & Vinegar: California-based premium olive oil and vinegar brand with a focus on single-estate sourcing, sold via DTC and specialty retailers. Comparable on single-origin provenance narrative and premium price positioning, though with a smaller retail footprint.
- Fly By Jing: Premium DTC Chinese condiment brand (chili crisps, sauces) sold via own site, Whole Foods, and specialty retailers, with a similarly strong design and brand storytelling approach. Comparable on premium DTC-to-specialty-retail CPG playbook.
Direct peers
- Primal Kitchen: Premium condiment brand (mayo, dressings, sauces) emphasizing clean ingredients and avoidance of seed oils, sold via DTC and major retailers including Whole Foods and Costco. Directly comparable to Graza's new mayonnaise line and shared retail footprint.
- Chosen Foods: Specialty cooking oil brand (avocado oil-led) with a similar premium, health-positioned product line across squeeze bottles, sprays, and dressings. Comparable on specialty oil category, retail distribution, and DTC subscription offerings.
- Brightland: Premium DTC olive oil brand founded in 2018, similarly targeting health-conscious home cooks with single-origin California olive oils in stylized packaging. Closely comparable on positioning, channel mix, and price points to Graza.
- Sir Kensington's: Premium condiment brand (mayo, ketchup, dressings) sold via DTC and major retailers, with a similarly witty, design-forward brand voice and founder-led origin story. Comparable on condiment category expansion and premium DTC-to-retail GTM motion.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Graza social profiles
Digital presenceGraza compliance and trust
Trust signalCompliance2 records
Graza financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graza leadership team
Management profileNumber of profiles
Profiles2 records
Graza funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graza M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Graza
What does Graza do?
Graza produces and sells premium extra virgin olive oils packaged in chef-inspired squeeze bottles, glass bottles, and nitrogen-sealed recyclable aluminum refill cans. The portfolio includes three olive oil SKUs (Drizzle finishing oil, Sizzle everyday cooking oil, Frizzle high-heat cooking oil), three 100% olive oil mayonnaise/aioli variants (Original, Fancy, Garlic), and olive oil potato chips, distributed through direct-to-consumer e-commerce, major U.S. retailers, and corporate gifting.
Is Graza a public or private company?
Graza is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Graza founded?
Graza was founded in 2021. It employs 1 to 10 people.
Where is Graza based?
Graza is headquartered in Brooklyn, United States, in the North America region.
How does Graza make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Service, corporate Gifting and wholesale Distribution.
Who are Graza's main competitors?
Broad incumbents on record are Lucini Italia, Pompeian, Bertolli and California Olive Ranch. Emerging players are O Olive Oil & Vinegar and Fly By Jing. Direct peers are Primal Kitchen, Chosen Foods, Brightland and Sir Kensington's.
Does Graza have an API?
No public API is recorded for Graza.
What industry is Graza in?
Graza's product category is Specialty Cooking Oils. Its primary akta.pro industry code is AFAKAEAC, Olive Oil Production & Bottling, with a secondary code of AFAJALAB, Virgin & Cold-Pressed Culinary Oils. Its NAICS code is 31122 and its SIC code is 2070.