Executive Briefing
How to get into big retail when you’re a tiny new startup
Graza plans to have its squeeze-bottle olive oil in 2,000 stores around its first birthday.
By Dan Frommer on Friday, November 18, 2022 at 8:00 am
One of this year’s best new food startups is Graza, which sells good olive oil in plastic squeeze bottles — Sizzle for cooking, and Drizzle for finishing — with fun, on-trend brand and packaging design.
What’s interesting is that Graza acts like an internet-native startup in its marketing tactics and voice, but — for a brand that just launched in January — has also already built out an impressive presence in grocery retail.
Graza recently debuted in Wegmans, the New York State-based chain, and is now available in around 800 grocery stores across the country, including Whole Foods, Meijer, The Fresh Market, and Foxtrot. That number should reach 2,000 next January, co-founder and CEO Andrew Benin tells me.
How to get into the best stores when you’re unproven — and few people have ever heard of you?
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