Wash, sewing and now rub. Graza debuts new high heat cooking oil and spray bottle format

In the world of food packaging design, there is no greater modern study than grass, olive oil brand not known for its olive oil. Become becomes synonymous with its squeezed green bottles that appear on a shelf between a sea of ​​traditional olive oil, rustic brand, winning the company a $ 240 million rating in less than three years in business, my associate tells me his and Ceo Andrew Benin.

Direct Graza messages like the branding of its varieties as “at the foot”, to go directly to your food, and “sizzle”, for cooking, removes the consumer of any thought in the kitchen. The brand continues to capture that approach, as it begins its third variety today: “Frizzle”, an oil with high heat intended for fry-exclusively in the market stores throughout the country. Not only will the new offer come to the classic Green Squeeze bottle, but a bottle of aluminum spray, a new format for graz. Other new packaging formats include a 2L container and a 1.5l ‘baggage bag. “There is our biggest innovation since we started,” Benin says.

Friction

While the brand’s bottle is branded with the same green and yellow colors as previous varieties, you will notice that it is not labeled with extra virgin olive oil, but high heat cooking oil. This is because although the frizzle is made of olives, it is considered pomace olive oil, a high heat oil made from olive residues raised both crash and circus.

Benin explains that the crash is made with small unrelated olives, harvested in the fall before the Spanish rain season, so there is minimal water and oil inside. “That juice, when crushed, creates a more concentrated product,” he says. “This fragrance is so clean.” About six weeks later, the amount of fluid inside the olives doubles, then harvested for seism – a little less flavoring, but was intended for more function than taste.

For each, the olives are then grinded into a centrifuge to extract the oil before going through a refining process to enhance the quality in the extra virgin. Not too much juice comes out, and the remaining goods are usually dumped. But Graza is now taking that pomace and is putting it through another coaster in centrifuges to squeeze the rest of the liquid gold, then refine it to increase its smoke point, becoming a phrase.

Frizzle is intended for the function of olive oil, even more than seism, due to its high 490 degree Fahrenheit smoke point. Sizzle, with a 410 -degree smoke point, and of course collapsed, is likely to burn when stretching heat, making a good choice for cooking in a cast iron, wok and grilling for a beautiful charging. “Sometimes you are cooking something, but you don’t want the additional aroma of another ingredient,” Benin adds another reason for creating friction. “[Like if]

I’m making chocolate cookie and I want it not to taste like olive oil … I love it in all my food – but not all. “

A love letter to olive oil

Prior to the start of the company, Benin would write poetry and love stories directed to olive oil. Those love letters, in the form of the iPhone noticing that he still looks at today, stem from traveling to Spain that he would regularly take with his wife, who is from there. The olive oil he tried there hit him unlike him had ever tried at home in New York. He describes it as a “sensory explosion”, enjoying a gift of the fragrance profiles and the fragrances of the bandages that he did not know that olive oil could own.

It mainly refers to the Spanish Picual olive juice, which have become the source of grazing juice. “I felt found, I felt first,” Benin says, reflecting on those olive farms. “It was not just a business. It was all this world, all this agriculture. There is history. “

“I never thought I could fall in love with an olive, until I met the elegant but fiery painting, and that stole my heart,” he writes in Blog.

The purpose of Graza is not to make you feel like you are making a trip to Spanish Spanish olive farms. Benin and his associate Allen Dushi trade it to American consumers who simply want some good, accessible olive oil. “Even though I fell in love with the Mediterranean, with olive oil, understanding how to not make it too aspirating is part of our special sauce,” Benin says. “You can literally do everything with it … Olive oil is not Italy. Italy is not olive oil. America is America. Olive oil is olive oil.”

Increasing the olive oil category

Graza is practically doubled its number of product offers, strengthening its partnership with the Whole Foods Market, the first large seller to keep the product when it started. Natural nutrient has a strong set of extra virgin olive oil, but has never kept an olive oil in the box in the box or an olive oil oil. All this builds from the beginning of the grazing of the crash and minced aluminum cans last year. “At a stage of your business life cycle, you need to start responding to what the market requires.”

Brooke Gil, a sommelier olive oil and the main category of oils and vinegar at Whole Foods Market, personally asked Grazes to create boxing format. “I knew if anyone could use his packaging to tell the story of why ‘Bag-in-Kutia’ is ideal for Evoo preservation would be Graza,” Gil tells me. “[It’s] The most underestimated packaging for Evoo … maintaining the quality of the oil by preventing any exposure to light or air. “The box, starting with just seism, holds enough oil to replenish two bottles of squeeze.

Because the frizzle and sizzle are both more intended for function than taste, they are taking the treatment of spray bottle, or “spraying”, as Benin likes to joke. Whole Foods market stops spray bottles using a chemical driver. “All our sprays are natural stimulants … It’s just pressure by promoting it,” Benin says. “People seemed to love spray because of the big point in using air frictional.”

The company is doubled in its recharge options, starting with a 2L frizza container, originally available only online. It fits the friction functionality for using the use of deep rash, which requires much more oil than what fits into the squeeze bottle.

Pomace oil can have a negative perception; Whole Foods has never held a pomace oil before. But Graza produces its pomaceous oil with high hot heat unlike the standard process. “[This oil is] Extracts through heat and pressure from the pomace produced in their process of evoo production in small bundles, avoiding the chemicals usually involved in a refining process, “Gil explains. lower of the acidity than you would expect with a regular pomace oil. “Pomace raised for frizzle does not sit and develops dirt as Other pomace oils are known to it. five months. “A small portion of the cub is then added to friction for a slight increase in the aroma and some of the polyphenols and antioxidants that are packaged inside olive oils.

That green bottle of squeezed

This is what makes the graz, his grazion -his vision to brand himself as a novel in the olive oil category, however it seemed very popular. Benin worked hand in hand with GandaraBrooklyn -based design studio after other brand successes like Banza, YellowAND Spoonful. “[Graza’s brand] It’s not just the label and the logo, but it is also the bottle itself, ”says Katie Levy, collaborator of Gander and Graza Creator Director.

The squeezing bottle was an non -negotiable Benin when fruitful a brand strategy with Gander. A squeeze bottle – a more basic kitchen tools – with olive oil – a more ancient elixir. Far from the recreation of the wheel, Graza executed its vision to revolutionize what olive oil can look like on the food shelves (causing a trace of copying too). Benin was committed to providing an excellent product that doubled as a functional tool. “We say, we use it every day in every way,” Levy says. “And the more you use it, the more fun you will have.”

For the sake of maintaining quality, they went against the norm by deciding to use a dark bottle. “Consumer research in cooking fats and olive oil showed that people want to see what is inside,” Benin says. But because the light that hits the oil degrades its quality over time, even at a time when it usually hits store shelves, they decided to take a risk of supporting their claims for quality advantage. “All we do is because it’s good for oil.”

And the brand’s attempt to communicate that for the consumer is clear – its label serves as an educational tool, especially important because the choice of an olive oil on the shelf can be confusing. “In the survey we did … Although ‘Extra Virgin’ was the most important factor, none of them could fully articulate what it meant,” Levy says.

The use of terms such as crash and friction is clearer than “finishing oil ‘and’ smoke drops’. And strange graphics, like a ruby ​​coming straight from an olive and a cooking thermometer submerged in the oil, tells the story of function as much as possible. “[We’re] showing people change, articulating it in both words and image. “She says, something that Whole Foods is now giving priority.” I have worked with our supplier community to review and rebuild their labeling to educate our clients in completed cases, aroma and use, as well as deeper stories for quality, ”Gil explains.

Graza has sprayed her way to American Zeitgeist. Customers are more aware than ever, and the goal that emanates from Graza makes it exactly a brand that would bloom today. Part of this purpose is convenience and knowledge. The rest, says Benin, “it’s about fun in the kitchen.”