In 2015, William, a Welsh artist trying to scrape a living in London, bumped into Ilias accidentally in Farringdon, London. Ilias, a Greek writer trying to scrape a living in Athens, had convinced a publishing company he was a prestigious theatre director (don’t ask) and William was asked to work with him on developing some work.
Although they were from very different parts of the world, they bonded over football and theatre, and it wasn’t long before they had become fantastic friends.

After a few years of adventures involving incontinent cats (again, don’t ask), working for the aristocracy and performances across the UK, Ilias received the sad news that his father had passed away.
With the passing came the inheritance of the family olive grove. With both friends once again unemployed and low on funds, they decided to make olive oil at the grove that winter.

A few thousand bottles were made and they were good. So good, in fact, that they won some awards!
William sold the oil at farmers’ markets across London, and it was at a market in Herne Hill that he was introduced to the zero-waste movement.
A year later, and they had built the first zero-waste, closed-loop olive oil company in the UK, possibly the world. The oil from the grove was sent to stores in tubs that were returned, cleaned, and then refilled!

In 2025, the grove became officially certified as regenerative, and to solidify the unique achievement, Zoi was created. Zoi means “life” in Greek, a tribute to the life and ecosystems of the grove and also to the life that their friendship and olive oil have brought them.