Graza — DTC olive oil from Jaén, Spain. Founded 2022 by Andrew Benin. EPR's canonical Graza reference: the single-source story, the content-resurfacing playbook, and the founder-led operating model.
Gourmet closed. Bon Appétit shrank. The audience moved to creator YouTube, Substack, Reddit, the cookbook market, and the AI engines. Food authority got bigger as legacy food media got smaller — and the brands that understand the shift are taking share.
How Fishwife (tinned fish) and Graza (olive oil) built cult consumer brands by resurfacing the same press hits, photography, and collaborations for eighteen months at a time.
