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Italian Purity Meets American Purpose
Inspired by Italy. Advanced in America. Trusted Worldwide.
Our Journey
to The Olive Standard
Where the Olive’s
Eternal story begins.
Our true story was written from the heart, born from an unbreakable bond with Italy.
It begins in Treviso, in the legacy of a mother. She was an herbalist who lived by botanical wisdom and understood nature's power, passing that profound respect for remedies onto her sons, Gordon and Joe. This isn't just OLIABO's story; it's how one family's wisdom can ignite a global wellness transformation
The Italian
Root of the story
Our story begins in Treviso, where a mother’s devotion to nature shaped more than a family, it shaped a philosophy. She was an herbalist who saw balance, healing, and beauty in every leaf and remedy she crafted. From her, Gordon and Joe inherited an enduring respect for purity and purpose.
That legacy became the heart of OLIABO™: a continuation of Italian wisdom, reimagined for modern wellness and shared with the world.
The moment of discovery
Years later, on a quiet Tuscan olive farm, that same vision led Gordon to glimpse the living heart of the olive. Its essence was pure, potent, and brimming with vitality.
He realized this gift of nature held the power to renew, yet it remained hidden within tradition.
It needed courage and science to bring it to life.
Our true story was written from the heart, born from an unbreakable bond with Italy.
It begins in Treviso, in the legacy of a mother. She was an herbalist who lived by botanical wisdom and understood nature's power, passing that profound respect for remedies onto her sons, Gordon and Joe. This isn't just OLIABO's story; it's how one family's wisdom can ignite a global wellness transformation
The Italian
Root of the story
Our story begins in Treviso, where a mother’s devotion to nature shaped more than a family, it shaped a philosophy. She was an herbalist who saw balance, healing, and beauty in every leaf and remedy she crafted. From her, Gordon and Joe inherited an enduring respect for purity and purpose.
That legacy became the heart of Oliabo: a continuation of Italian wisdom, reimagined for modern wellness and shared with the world.
Italian purity meets American Purpose
Gordon’s vision caught fire. When he shared the story of his mother’s legacy and the inspiration born in Tuscany, it captured more than attention, it captured hearts.
A team began to form, each person bringing a vital strength. Gordon carried the vision forward.
Joe guided operations with precision and purpose.
Ashley shaped the formulations that define our purity. Curtis built the technology that connects every part of the brand.
Together, they created a harmony between Mediterranean heritage and modern innovation.
Our foundation is simple: people and product.
Powerful products change lives, and passionate people carry that change forward.
Together, we are sparking a renaissance in wellness, building a community grounded in respect, integrity, and a shared commitment to move forward as one.
Where heritage meets vision
Crafted with Purpose Driven by Passion
How It All Started
Our foundation is people and product. Powerful products change lives. Passionate people carry that change forward. Together, we’re building something bigger than ourselves, a community rooted in respect, integrity, and compassion, united by a shared commitment to helping others and living better.
We’re sparking a renaissance in wellness, fueled by a powerful story, innovative products, an empowered community, and a proven model designed to uplift lives and give back. Because true wellness isn’t just about individual health, it’s about lifting each other up and moving forward as one.
GORDON ANGELO MORTON
CEO & Board Chairman
Gordon spent the past 35 years leading teams of creative professionals across industries and continents. He directed global marketing for a multi-national corporation with offices in Europe, Asia, Latin America, and Russia, and has created influential brands in wellness, aromatherapy, and personal care. He owns and operates a media production company, creating independent films and innovative content.
CURTIS FULLMER
President & CIO
Curtis has been a digital business professional since 1999, building companies that have generated over $500M in revenue. He scaled an ad-tech platform to a $100MM annual run rate in just two years and brings deep expertise in affiliate marketing, eCommerce, software, and business execution. A husband, father, and adventurer, Curtis balances entrepreneurial drive with a passion for family and exploration.
JOE MORTON
COO
Joe is a visionary brand builder who co-founded global successes like XANGO and the groundbreaking athletic shoe company, Altra Running. He played a pivotal role in scaling XANGO to more than 50 million bottles sold across over 40 countries. He is passionate about inspiring possibility and awakening the dreamer in everyone. He is a husband, a father of four, an endurance athlete, an author, and a podcast host.
KENT WOOD
CFO
Kent has 35 years of leadership in direct selling, serving as Chairman, Founder, CEO, President, COO, CFO, and Independent Auditor. His global experience spans more than 50 markets. Kent and his wife Melanie have been married 35 years and are proud parents of five daughters and seven grandchildren.
BRENT BAUM
Chief Strategy Officer
Brent has three decades of senior executive leadership in finance and strategy. A founding member of DreamWorks’ original five-person team, he went on to raise $2B+ in entertainment financing. He served as Founder/President of Destination Films. Brent holds an MBA from Wharton and an MA from the University of PA
ASHLEY BROWN
VP Skin Care & QC
Ashley is a certified organic skincare formulator and scent designer with a passion for clean, science-based products. With a background in media production, including her work as a Solutions Specialist with SAG, she combines creativity and precision to bring a unique global perspective to wellness and design.
ADAM BLAKE
Strategic Initiatives Director
Adam has over 22 years of experience in network marketing, in field leadership, and corporate roles. He built key global teams, driving explosive growth at XANGO. He is a hands-on, cross-functional leader with the heart and vision to drive success. Adam is a proud husband and father, channeling that same energy and commitment into his work.
Live The Olive Standard
and experience the Difference
ANDIAMO! LET'S GO!
In Italy, "ANDIAMO" means more than “let’s go.”
It’s what we say when we’re ready to move forward together, a word that connects us, sparks action, and invites possibility.
Our journey has brought an ancient legacy into the present. This isn’t just about wellness; it’s about living with energy, clarity, and purpose. Now, that same vision is ready to shape your future.
This is where our story ends, and yours begins.
ANDIAMO — Let's Go
