How to Build a Cult Brand, According to Graza's Andrew Benin

Andrew Benin knows how to bottle magic—and not just in the form of Graza's now-iconic squeezable olive oil. As co-founder and CEO, he's helped turn a pantry staple into a lifestyle brand with raving fans, strategic retail partners, and a story that feels far bigger than a condiment.

Benin recently joined Culture & Capital, a new SoFi podcast and a Cashmere production. He spoke about his path from early startup employee to founder, why cult brands are built, not born, and how olive oil became a platform for something much more ambitious. Here are some of the insights he shared.

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Credibility doesn't come from saying you're the best

Benin is clear: No one trusts a young brand that declares itself the best. "Every brand says they'e the best in their category," he says. "But who really has the authority to say that?" His answer: Chefs, not founders. That's why Graza's early strategy was built around partnering with chefs, restaurants, and culinary insiders who had already established trust and cultural capital.

By showing up on menus at beloved spots like Pasquale Jones or appearing in pop-up dishes curated by well-known culinary names, Graza let others vouch for its value. "It's already part of the experience," he says. "You're not forcing it."

Be obsessive about the product and honest about your limits

Graza famously caps its olive oil production to ensure consistency. While most in the industry scale up with massive blending tanks, Benin intentionally works within smaller 50-ton lots. Why? Because flavor matters more than volume. "I'm not just going to throw a bunch of stuff in and hope it all tastes good," he says. This approach, while inefficient on paper, reinforces the product's integrity and plays into the long game of building consumer trust.

Still, he's pragmatic: Not every customer cares. "Modern marketing means telling 15 stories to 16 different segments," Benin says. Graza doesn't lead with farm origin stories, but it keeps them in its back pocket for the people who do care. "If we stop telling it, we're doing a disservice to the ones who come to us for that."

Culture is everything, and it’s built long before happy hour

Benin speaks candidly about the emotional side of company building. "People won't stick around at work if they don't feel connected," he says. "Even if you're collecting a salary, that runs out. You'll feel like you're hiding."

Graza’s early hiring decisions focused on building a team that liked each other, worked well together, and could form lasting bonds. "Once people start forging friendships at work, they're emotionally invested," Benin says. But as the company grows, it’s entering a new phase, where seasoned professionals and "resident experts"  are being brought in to complement the original team. "Now we need people who have seen dark times and persevered."

Understand your equity  (and the emotional cost of fundraising)

Benin also offers a no-BS take on startup equity and financial stress. "There are a lot of false promises in startup culture," he says. "If you're going to take a bet on a company using equity as a negotiating tool, understand it. Work with someone to understand it."

On a personal level, money still stresses him out, especially as a founder raising capital while supporting a family. His advice? Be honest with your investors about what’s going on in your life. "People empathize more than you think," he says.

Investing is a mindset, not a mystery

Despite being deep in founder life, Benin is bullish on democratizing access to investing. His biggest financial lesson? The power of compound knowledge. "Just understanding the difference between 3.5% triple-tax-free and a 5.5% CD is the kind of thing no one teaches you, but it's huge."

Don’t just get a customer; win a fan

At the end of the day, Benin wants Graza to be the olive oil you don't even think about giving up. "Like Kerrygold butter," he said. "You don't care what's on sale. You just know it's part of your routine."

That kind of brand loyalty doesn't come from ads; it comes from consistency, trust, and showing up again and again. "Selling one bottle doesn't make sense. We need to sell the hundred. We need to become a generational brand."

Listen to Culture & Capital on Apple Podcasts, Spotify, YouTube, and wherever you listen.  

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