Luckily, Graza, a new, direct-to-consumer olive oil company, has come to my rescue. They sell just two products—Drizzle ($20 for 500 ml), which is a finishing oil that’s intended to be used after cooking to enhance flavor and texture, and Sizzle ($15 for 750 ml), which is for high-heat cooking and everyday use—at prices that won’t break the bank. (They’re also available as a package deal.)

Graza, which launched in January, sells just two olive oils: Drizzle, a finishing oil, and Sizzle, a high-smoke-point cooking oil, both made from 100 percent single-varietal Picual olives sourced from Jaen, Spain.

Mr. Benin and co-founder Allen Dushi, the company’s 35-year-old chief operating officer, flipped the switch on Graza’s site last January. Whole Foods called by the end of that first week. Soon the heating and eating oils were in Bon Appétit, Food & Wine and all over Instagram. Now the squirt bottles can be found in stores across the country, and sales are split down the middle between online and brick-and-mortar.

Since its January 2022 launch, Graza has sent 30 to 40 units of olive oil to content creators per week. “It’s a pretty substantial inventory investment,” Benin says. “We wanted our seeding strategy to be community diverse.” Graza experimented by sending product to creators in various culinary spaces, and eventually expanded to target more lifestyle-focused creators. Some content creators went on to become brand ambassadors and now earn commission on products they promote to their audiences.

Graza’s cleverly named duo of extra-virgin olive oils—Sizzle, for cooking, and Drizzle, for finishing—come in packaging that stands out amid the usual green-hued glass bottles. Both Sizzle’s tall, 750-ml bottle and Drizzle’s more squat 500-ml bottle are made of matte green plastic with a tip that looks like it was stolen from a bottle of Sriracha.

Made from 100 percent Picual olives from Jaen, Spain, the region where more than half the world’s olive oil is produced, Graza launched earlier this year to rave reviews and touts its affordability across its charming website. (As someone who worked in advertising, I appreciate a well-designed piece of communication from a company.)