Nick Martell

while in the shower.

His Dr. Bronner shampoo ran out and he was squeezing it into his hand and he said, wait, what if I put olive oil in a shampoo bottle?

Let your squeeze control the flow.

And now the founder of Graza is the Oppenheimer of olive oil, the Da Vinci of dressing, Jack

The Steve Jobs of squeezing?

I was going to say the Sir Isaac Newton of Thousand Island dressing.

Let's go with that one.

And when Jack and I first covered Graza, we told you our takeaway.

It's that this is a perfect case study in first principles thinking.

Because Graza questioned every assumption, including why every olive oil was sold in a green glass bottle.

And now Graza is the fastest growing olive oil since Julius Caesar.

Olive oil was his Roman empire.

Literally.

Now, yes, Yetis, for Graza, the packaging is the product.

The oil itself is an afterthought to the bottle, although the oil is solid.

It's what's on the inside that counts, but it's what's on the outside that sells.

But what Jack and I find fascinating is that in the years since we first covered Graza, have you noticed more olive oil in plastic bottles on the grocery shelves?

There's a whole copycat craze going on.

Graza's plastic bottle idea has been zucked by every other olive oil startup.

Jack, let's go roll up to aisle six.