How Hoji Was Built From Recovery
In 2022, I suffered what I assumed was a minor head injury.
I spent a year trying everything while struggling with mental, emotional and physical symptoms. After being dismissed by countless doctors, I started rebuilding from the inside out.
What made a noticeable difference? Getting back to the basics, with real food at the core. Especially olive oil.
Shelf olive oil wasn't cutting it. I needed quality, affordable olive oil that traveled with me, stayed fresh, was trustworthy and simple enough to take daily. Now it exists - one packet, once a day. The same protocol that helped me can help so many more, because olive oil is one of the most researched and restorative foods on earth.
Our Story - The Accident That Changed Everything
In 2022, a ski fall left me with what seemed like a minor concussion. But weeks later, I could tell something was off. I was cleared by doctors, but the symptoms didn’t stop. Brain fog, mood swings, anxiety, depression and fatigue became my new normal. For over a year, I was dismissed and misdiagnosed until I finally learned the truth: I was suffering from post-concussive syndrome.
The Symptoms No One Could Explain
- Cognitive: Brain fog, poor memory, disorientation, confusion, dissociation
- Emotional: Anxiety, depression, dissociation, mood swings
- Physical: Migraines, dizziness, sleep disruption, extreme fatigue
“Nothing seemed to help until I took a holistic approach: anti-inflammatory eating, cognitive therapy, movement, supplementation and discipline. The biggest shift came when I committed to real, simple food - especially high-quality olive oil. It became the foundation for everything else in my journey, driving both tangible and intangible improvements.”
— Jack Oberg, Founder at Hoji
Why Olive Oil?
Once I started incorporating real extra virgin olive oil daily, I felt a noticeable shift. Mental clarity, stable energy, and improved focus. Turns out, science backed it up—polyphenols, healthy fats, antioxidants. I noticed it’s not just food, it's functional.
The Problem With Most Olive Oil
- Oxidation: Most bottles lose potency fast from heat, light and oxygen exposure.
- Mislabeling: Up to 70% of oils are fake, blended or degraded.
- Inconvenience: It's very hard to use daily, especially on the go
- Packaging: Leaky bottles, poor sealing, and wasteful designs
- Sourcing: Even suppliers didn't care about traceability - we were shocked!
Our Solution: Hoji
We built Hoji to solve these exact problems:
- Freshness: Our packets are sealed until you snap.
- Sourcing: Fully traceable, tested, and transparent
- Convenience: Shoot it straight, add to coffee, whatever works. No measuring, no mess.
- Consistency: Single packets help make this daily habit easy to maintain
- No Fluff: No inflated promises. Just olive oil with real benefits that compound over time.
Why It Matters
The Mediterranean diet has always had olive oil at its core. Now we're helping people integrate that into their daily lives. Not through trends - but through small, daily, proven choices.
We bootstrapped this because it worked for us. If it helps you too, that's what matters most.