Graza, a prominent olive oil brand, has announced the national launch of its innovative “beer can” refills for extra virgin olive oil (EVOO), now available at select Whole Foods Market stores and online at Graza’s website. These refills, sealed with nitrogen to preserve freshness, address the common issue of olive oil oxidation in larger bulk containers. Founders Andrew Benin and Allen Dushi developed this refill solution to complement Graza’s unique squeeze bottles, aiming to maintain the highest quality and freshness of the oil.
Andrew Benin, CEO and Co-Founder of Graza, highlighted the importance of Whole Foods Market’s support in bringing this product to a broader audience. He emphasized the convenience and environmental benefits of the new packaging, noting that it is both lightweight and fully recyclable. The “beer can” design was chosen not only for its practical benefits—such as opacity, which protects the oil from light—but also for its cultural resonance and familiarity among consumers, enhancing the emotional connection to the product.
The refill cans are available in two varieties: Sizzle “Refill” for cooking and Drizzle “Refill” for finishing dishes. These options cater to existing Graza customers who use the brand’s squeeze bottles and those who prefer their own olive oil carafes, providing a flexible and sustainable choice for olive oil enthusiasts.
Brooke Gil, Principal Category Merchant of Olive Oil at Whole Foods Market, expressed enthusiasm for the partnership with Graza, noting the creative approach to a staple kitchen item. The launch of these refills marks a significant step in sustainable packaging and product innovation in the olive oil market.