SAN DIEGO--(BUSINESS WIRE)--Chosen Foods, America’s #1 Avocado Oil*, today announced that Douglas MacFarlane has joined the company as Chief Executive Officer (CEO), effective immediately.
Mr. MacFarlane has a strong track record of driving growth and transformation in leadership positions at renowned consumer brands. He previously served as CEO of SmartSweets and Voortman Bakery, as well as in various leadership roles at The Clorox Company. He joins an accomplished management team that includes Chief Growth Officer Jason Moraff and Chief Financial Officer and Chief Operating Officer Jim Mancuso, who together bring several years of experience from leading consumer brands including Kellogg’s, My/Mochi, SmartyPants Vitamins and GT’s Kombucha.
“I am excited to be joining the passionate team at Chosen Foods on its mission to transform the food landscape through the unparalleled consumer benefits of avocado oil," said Mr. MacFarlane. "Through consumer education, product innovation and a foundational commitment to avocado oil purity, I look forward to working with the team to further accelerate an already exciting trajectory for both the company and category.”
Mr. MacFarlane replaces previous CEO Gabriel Perez Krieb, who will assume the role of Executive Chairman of the company.
“Today marks the bittersweet end of an extraordinary chapter in my career and I am filled with nostalgia, gratitude and optimism,” said Mr. Perez Krieb. “My journey with Chosen Foods, from supplier to CEO, has been an incredible 10-year ride. I make this transition with profound pride knowing that under the leadership of Douglas and our exceptional team, Chosen Foods will continue to thrive, push boundaries and embrace innovation.”
Chosen Foods is a portfolio company of Butterfly Equity (Butterfly), a Los Angeles-based private equity firm specializing in the food sector. Butterfly invested in the company in 2021 and has since helped Chosen Foods expand its product portfolio and solidify its position as an industry leader.
“We’re excited to welcome Douglas to the Chosen Foods team. His leadership experience at top consumer brands will support our ongoing efforts to grow and scale this dynamic company,” said Butterfly Managing Director and Chosen Foods board member, Aaron Kirkbride. "We would also like to extend our gratitude to Gabriel for his exceptional leadership and dedication during his tenure as CEO. His strategic vision and unwavering commitment have played a pivotal role in shaping the success and growth of Chosen Foods, and we’re confident that he’ll continue to contribute invaluable insights as he transitions to the role of Executive Chairman.”
Under Mr. MacFarlane's leadership, the company remains dedicated to offering innovative, nourishing and 100% pure avocado oil products that align with consumers' evolving health and wellness needs.
About Chosen Foods
Chosen Foods, America’s #1 Avocado Oil and Avocado Oil Spray*, was founded in 2011 with a mission to bring superfoods into our lives. The Southern California brand focuses on creating great-tasting and accessible products that are 100% pure and made with good fats from avocados. Chosen Foods Avocado Oil is a versatile cooking staple and kitchen must-have that is great for general cooking, grilling, baking and more. The brand also makes additional avocado oil-based condiments including mayo and salad dressings. For additional information about Chosen Foods, please visit its website at www.chosenfoods.com.
Butterfly Equity ("Butterfly") is a Los Angeles, California-based private equity firm specializing in the food sector, spanning the entire food value chain from "seed to fork" via four target verticals: agriculture & aquaculture, food & beverage products, food distribution and foodservice. Butterfly aims to generate attractive investment returns through deep industry specialization, a unique approach to sourcing transactions, and leveraging an operations-focused and technology-driven approach to value creation. For additional information about Butterfly, please visit its website at www.bfly.com.
*Sales Data MULO L52W end 06/18/2023