Graza

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.

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

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

• Premium olive oil
• Extra virgin olive oil
• Specialty cooking oils
• Olive oil condiments
• Olive oil snacks

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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
2. 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
3. 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)
4. Wholesale Distribution: Wholesale distribution through authorized retailers including Whole Foods, Kroger, and Costco

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, minor and strategic.

• nice&frankcoreGTM or Marketing Partner · 3 April 2026Independent 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 ChefcoreGTM or Marketing Partner · 17 March 2026Television sponsorship of Bravo's Top Chef cooking competition show, providing brand exposure to engaged cooking enthusiast audiences during the mayo product launch.
• RFK RacingcoreGTM or Marketing Partner · 24 February 2026NASCAR 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.
• BjornQornminorStrategic or Co-development Partner · 22 September 2025First-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 BakeryminorStrategic or Co-development Partner · 2 April 2025Limited-edition cracker collaboration featuring Graza olive oil flavors, part of Firehook's product innovation strategy.
• Ithaca HummusstrategicStrategic or Co-development Partner · 18 March 2025Brand 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 SpoonminorStrategic or Co-development Partner · 30 July 2024'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

Broad 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

• Xx.com/getgraza
• Facebookfacebook.com/getgraza
• Instagraminstagram.com/getgraza
• TikToktiktok.com/@getgraza
• LinkedInlinkedin.com/company/graza

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graza