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

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 [https://www.sofi.com/wealth/assets/documents/sofi-invest-fee-schedule.pdf]. 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.

Shark Tank’s Matt Higgins on Spotting Winners, Betting on Founders, and the Future of Work

What do great founders have in common, and what makes a good investor actually write a check? In this episode of Culture & Capital, Shark Tank guest investor and RSE Ventures CEO Matt Higgins joins us to break down what he looks for in early-stage companies and why self-awareness, storytelling, and obsession matter more than polished pitch decks. Matt shares lessons from his own unorthodox path — from dropping out of high school to running press for Mayor Rudy Giuliani, to launching businesses, writing a best-selling book, and investing across everything from sports to defense tech. Whether you're building something or backing someone, this episode provides insights into how to think clearly in moments of chaos, how to course-correct before it's too late, and why the ability to rep your own work is no longer optional. Hosted by Katie Perry, Culture & Capital, a SoFi podcast produced by Cashmere, provides insights into 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: * How Matt thinks about founder traits like self-awareness, conviction, and the ability to course-correct under pressure. * The four key components every early-stage team may want to consider: visionary, catalyst, operator, and communicator. * Why investor updates can be a secret signal of potential success, and what they say about execution. * How the job market is shifting in the age of AI and what young people may want to focus on now. * Why building an audience is becoming just as important as building a product. 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 [https://www.sofi.com/wealth/assets/documents/sofi-invest-fee-schedule.pdf]. 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.

How Jenna Lyons & Jonny Bauer Build “Forever Brands” That Actually Last

What does it take to build a brand that outlasts trends and hype? In this episode of Culture & Capital, Jenna Lyons and Jonny Bauer — co-founders of FundamentalCo — break down how identity, clarity, and conviction can help drive both brand and business success. Their conversation gets to the heart of what this series is all about: exploring some  cultural signals investors can consider when assessing private market opportunities. Jenna, the creative force behind J.Crew and several of the most iconic brand moments in fashion, also starred in The Real Housewives of New York. Jonny built his career at the award-winning creative agency Droga5 before leading brand strategy at Blackstone, one of the world’s largest private equity firms. They’ve since joined forces to build FundamentalCo, an independent value creation consultancy carved out of Blackstone. They’re out to prove that brand isn’t just a marketing tool. It’s a strategic asset that can help drive real economic value. The conversation around brand doesn’t come up often in traditional investing conversations, but Jenna and Jonny believe it’s an important, albeit overlooked, signal that investors can consider while evaluating early-stage startups or identifying long-term opportunities in the private markets. Venture capital typically backs younger, high-growth companies, while private equity focuses on scaling and optimizing more established businesses. Brand can play a critical role in both. Hosted by veteran podcast host, fintech marketing leader, and Cashmere strategic advisor Katie Perry, Culture & Capital is a SoFi podcast produced by Cashmere. The show provides insights on early-stage investing for everyday investors, covering private markets, venture capital, and the future of access. In this episode, you’ll learn: * Why brand clarity shows up in every part of the business * How storytelling drives defensibility, not just awareness * What makes a brand emotionally resonant and economically durable * How investors can evaluate brand as a signal of long-term potential * Why culture, capital, and identity are increasingly more connected  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. 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 [https://www.sofi.com/wealth/assets/documents/sofi-invest-fee-schedule.pdf]. 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.