SAN DIEGO — Douglas MacFarlane has been named chief executive officer of Chosen Foods, an avocado oil company. He will succeed Gabriel Perez Krieb, who will assume the role of executive chairman of the company.
Mr. MacFarlane was previously CEO of SmartSweets and Voortman Bakery. He also held several leadership positions at The Clorox Co.
Chosen Foods features a range of cooking sprays, mayonnaise, dressings, simmer sauces, guacamole and salsa featuring avocado ingredients.
“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,” Mr. MacFarlane said. “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. Perez Krieb has been with the company for 10 years.
“Today marks the bittersweet end of an extraordinary chapter in my career and I am filled with nostalgia, gratitude and optimism,” Mr. Perez Krieb said. “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 private equity firm specializing in the food sector. Butterfly Equity acquired a majority stake in Chosen Foods in 2021.
“We’re excited to welcome Douglas to the Chosen Foods team,” said Aaron Kirkbride, Butterfly managing director and Chosen Foods board member. “His leadership experience at top consumer brands will support our ongoing efforts to grow and scale this dynamic company. We would also like to extend our gratitude to Gabriel for his exceptional leadership and dedication during his tenure as CEO.”
