Putting Olive Oil in a Squeeze Bottle Earned This Startup a Cult Following

In the spring of 2023, LinkedIn saw an unexpected showdown—over olive oil bottles. Andrew Benin, CEO and co-founder of Graza, a rising star in the olive oil industry, accused competitor Brightland of copying Graza’s iconic squeezable plastic bottle design. Graza’s bottles, housing their signature “Sizzle” and “Drizzle” oils, had become a brand hallmark, standing out in a sea of traditional glass packaging. So, when Brightland released a new herb-infused Pizza Oil in a squeezable bottle, Benin took it to LinkedIn and accused them of “#Copycat culture.” The post caught the attention and stirred up food industry gossip. Later, though, Benin returned to LinkedIn to apologize, admitting he’d “reacted poorly” in the heat of the moment while Brightland remained silent.

Yet, Benin’s reaction wasn’t just about packaging. It was a wake-up call for Graza, a young brand that had made impressive strides since its launch. Introducing their “Sizzle” (for cooking) and “Drizzle” (for dipping) olive oils less than two years earlier, Graza quickly became a favorite, shaking up the competitive olive oil industry. Unlike many startups, even those with notable culinary backers, Graza broke through to top U.S. retailers like Whole Foods in record time. And as Benin spoke out, Graza was gearing up to reach even more consumers with plans to expand into Walmart and Target—a significant feat in food retail.

Graza’s story highlights the competitive nature of the food and beverage market, where unique packaging can become a brand’s identity as much as the product inside. For startups, establishing and defending that identity from competitors can be crucial to survival and growth, especially when dealing with well-funded rivals. For Graza, the plastic bottle wasn’t just a design choice; it was a strategic move that set them apart and made their product recognizable in a highly saturated market. In this landscape, where innovation often leads to imitation, how brands respond—whether through confrontation, as in Benin’s case, or by finding new ways to stand out—can be a defining moment………[read more]