How Graza Hit $240M—Our Breakdown of One of the Cleanest CPG Launches We've Seen

Founded in 2022 by Andrew Benin, Graza isn’t just another olive oil brand—it’s a pantry essential wrapped in a DTC growth playbook.

We went deep on their strategy (yes, full funnel teardown) and pulled out the moves that helped them hit a $240M valuation without a single paid ad.

No fluff. No gimmicks. Just smart execution and an insanely clear read on today’s consumer.

Here’s what we found 👇

1. The Landing Page That Converts Without Trying

Graza’s site is minimal, clean, and playful. But what makes it work?

• Products shown in motion (you can literally picture it in your kitchen).
  

• It feels like a brand you already experienced—even if you just landed there.
  

2. Educate > Push

Across their social and site, Graza keeps coming back to why their olive oil is better.

• Short, scrollable education content
  

• Easy recipes (that don’t feel like content marketing)
  

3. Zero Ad Spend. Sold Out Launch.

Their launch play?

• Send bottles to creators
  

• No posting requirements
  
  

• Let it build organically
  

They pulled in $100K in the first week with UGC driving the hype. That’s how you launch with actual trust.

4. Cross-Industry Collabs That Make Sense

Graza collabed with a premium soap brand. Why?

• Same customer base
  

• Not an obvious collab but one that actually expands reach
  

Collabs like this are where smart DTC is headed.

5. Retention That Doesn’t Feel Like Spam

Their email flows are tight:

• “Back in stock” emails with real urgency
  

• Starter kits that educate, not just sell
  

• Cart abandonment that actually nudges you without annoying you
  

What We Pulled From the Full Funnel Breakdown

We went deep into:

• Influencer seeding
  

• Landing page structure
  

• Social content strategy (Gen Z chaos meets Millennial cool)
  

• Email flows that drive retention
  

• Tech stack
  

We put the full thing together so you can steal the playbook.

📩 Want the full breakdown?

Click the link here  👉Full Breakdown