How Graza’s Founder Built a Cult Brand from a Squeeze Bottle and a Big Idea

You’ve seen the bright green bottle — now meet the man behind it. In this episode of Culture & Capital, Andrew Benin, co-founder and CEO of Graza, shares how an obsession with one type of olive oil from Spain turned into one of the most viral CPG brands around. Andrew pulls back the curtain on how Graza went from an e-commerce launch to dominating retail shelves, why design and emotion matter in a legacy category, and the tactical choices that helped him build not just a product, but a brand people love. From squeezing into your TikTok feed to landing on the tables of top chefs and even Sam Altman, Graza’s journey is anything but traditional, and Andrew’s sharp, honest take on brand-building is packed with lessons for operators and investors alike. Hosted by Katie Perry, Culture & Capital, a SoFi podcast and a Cashmere production, brings the world of early-stage investing to everyday investors, covering private markets, venture capital, and the future of access. In this episode, you’ll learn: Why Graza reverse-engineered its margin structure before launching — and why retail was always part of the plan. How brand storytelling, founder obsession, and product design can break through crowded categories. Why investor updates, team dynamics, and founder vulnerability can predict long-term success. Ways to assess early-stage companies beyond the pitch deck. What founders and investors get wrong about communication, competition, and timing. Disclosures SoFi is featuring educational and inspirational interviews with founders, investors, and VCs. Availability on the SoFi Invest platform does not constitute an investment recommendation, endorsement or solicitation by SoFi Securities LLC. All investments involve risk, including the potential loss of principal and are not guaranteed. Brokerage and Active investing products offered through SoFi Securities LLC, member FINRA (www.finra.org)/SIPC (www.sipc.org). For a full listing of the fees associated with SoFi Invest, please view our fee schedule. The information in SoFi educational content isn’t financial or legal advice, a recommendation, or an endorsement. The opinions expressed in this content are those of the show’s guests and hosts, and do not necessarily reflect opinions held by SoFi and/or its affiliates. SoFi doesn’t endorse or guarantee any third-party product and does not recommend any brands or companies discussed, including Cashmere, whose funds are available via SoFi Securities, LLC . SoFi receives compensation from the sale of these funds. About SoFi®: A finance company that could help you get ahead. Get Your Money Right® with SoFi. Connect with SoFi: Subscribe to SoFi on YouTube:    / @sofi   Like SoFi on Facebook:   / sofi   Follow SoFi on Twitter:   / sofi   Follow SoFi on Instagram:   / sofi   Follow SoFi on LinkedIn:   / sofi