It’s Olio Reaches Seven Figures and Targets $2 Million in Online Sales

South Australian olive oil brand It’s Olio has reached seven figures in revenue three years after launching on an initial budget of $10,000. The direct-to-consumer label now targets more than $2 million in online sales before the end of 2026.

Founder Alec Randall conceived the business after travelling through Sicily in 2022 and attending local cooking classes. He started commercial operations the following year, focusing on premium olive oil marketing and digital direct sales.

Cross-border digital distribution

The business built its initial customer base in Australia before adding distribution across New Zealand and the United States. Online sales provide the core revenue engine, allowing the producer to handle fulfilment and marketing across three separate national markets.

Self-funded pantry startups across the region increasingly bypass traditional supermarket contracts early in their lifecycles. High grocery shelf fees in major retail chains make pure-play e-commerce a leaner route to prove export demand before pursuing physical wholesale distribution.

Targets for the current financial year

Direct export logistics remain the main testing ground for boutique Australian food labels selling into North America and Australasia. Controlling fulfilment costs across multiple shipping zones will decide whether the brand maintains gross margins as volume scales.

The company is now working to convert its offshore digital traffic into recurring subscriptions, with management targeting the $2 million online sales threshold before the close of the calendar year.