Olia Borruix is the brand name through which we market our own discovery, and hitherto unknown food product, which we have appropriately named ‘tree olives‘.

We are a single-estate family-owned enterprise.

We sell strictly direct-to-consumer, and consider ourselves to be ‘farmgate sellers‘. 

• we aim to retain this marketing ethos for as long into the future as we can envisage

Olia Borruix is owned and operated by one Mr. John Fitzsimmons (Johnny to friends and family).

• we operate from Luton, Bedfordshire, United Kingdom
• we travel to our small olive orchard in Spain as often as we can

During the recovery years after the Spanish civil war Johnny’s grandfather had a countryside villa built in Catalan Spain. As an infant, Johnny spent summers there, firmly imprinting his Spanish decendance into his personality. In 1994 Johnny purchased a neglected olive grove in Mediterranean Spain.

Johnny has a lifelong interest in the world of trees, and spent two decades observing nature around his orchard. Through that study he discovered it was possible to compel nature to do to harvested olives what occasionally happens to an olive when growing on the tree. Now: just about every scientific work on olives discusses that raw olives are bitter, and so need to be cured in salt or lye solutions. We agree that olives off the tree are bitter to the extreme however, why nobody has previously realised nature’s way of curing the olive remains a mystery. 

During a previous marketing campaign Johnny was advised by a gentleman from Jaen -the home of the Spanish olive oil industry- that if “tree olives” ever become successful the oligarchs will kill him – simply because he will be too difficult to deal with in the marketplace. 

Johnny says, in response: “the puzzle is solved. Now the world knows about tree olives, and there is no turning back”.

Johnny Fitzsimmons

proprietor Olia Borruix

November 2022