Ojai Oil Co.’s 110-year history is as rich as the black gold bubbling up into the Ojai Valley, but the fourth generation of the company is moving away from crude oil to find new fortunes in olive oil.

Ojai Oil, headquartered in Camarillo, was started in 1900 by the late Charles Off and 25 original investors. Today, the company is headed by the founder’s grandson, Doug Off, and three other family members, and has expanded into self-storage, commercial real estate, communication towers and, most recently, organic olive oil production.

“Diversification — that’s what has allowed this company to exist for four generations,” Off said.

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