Times I’ve been gifted Graza since its launch in January 2022: 2
Times I have purchased Graza at Whole Foods: 2
Times I’ve ever been gifted any other olive oils: 0
Olive oil brands I used to buy but had no affinity towards whatsoever (and was always afraid I was getting scammed): WF 365, California Olive Ranch, Kirkland Signature, Bertoli (shudder)
Graza is a new brand of extra virgin olive oil—available online and at Whole Foods —that comes in two varieties: Sizzle (milder flavored; for cooking) and Drizzle (green & grassy; for salads/dipping/etc). Unlike most grocery store EVOOs, it has adorable late-millenial branding (post-Chobani revamp), is single-origin (from Spain), and is designed with an obviously ingenious twist-to-open drizzle cap. Obvious as in these are the caps that have been used on French’s mustard and Heinz ketchup bottles for decades. It’s worth asking: How and why did it take until 2022 for someone someone to realize that the everyday-use olive oil category needed a refresh?
As a belatedly skeptical consumer of DTC brands (having worked at two fairly recently), I will say that Graza has completely exceeded my expectations and then some. Is it the best EVOO on the market? Prolly not, but I don’t really care—and I suspect most consumers don’t either. It’s fun, it’s affordable (compared to millenial competitors like Brightland), and it’s already stocked in NYC Whole Foods less than a year after launch. I find myself regularly re-purchasing Sizzle and being more enthusiastic to cook because I don’t have to transfer oil into a drizzle bottle or messily control the pour from a glass bottle with my thumb a la Alison Roman (who, perhaps thanks to savvy PR, was also recently sporting Grazas in her kitchen recently).
[Note: the rest of this review is written by ChatGPT—kudos to AI!] In conclusion, Graza is a refreshing addition to the olive oil market with its unique packaging and single-origin, high-quality product. The Sizzle variety is perfect for everyday cooking, and the Drizzle variety adds a flavorful touch to salads and dipping. The brand's fun and modern branding sets it apart from other olive oils on the market, and the affordable price makes it accessible for everyday use. Overall, I highly recommend giving Graza a try.