Chosen Foods welcomes Douglas MacFarlane as Chief Executive Officer, bringing strong leadership from renowned consumer brands.
Appointments Corporate

Douglas MacFarlane Joins Chosen Foods as CEO

Chosen Foods, America’s leading avocado oil brand, recently announced the appointment of Douglas MacFarlane as its Chief Executive Officer, effective immediately. This move comes as the company seeks to further expand its presence in the consumer market and solidify its position as a prominent player in the food industry.

Douglas MacFarlane brings with him a wealth of experience in driving growth and transformation for renowned consumer brands. His previous roles as CEO of SmartSweets and Voortman Bakery, along with leadership positions at The Clorox Company, have honed his expertise in leading successful companies and fostering innovation in the industry.

In a statement about his new role, MacFarlane expressed his enthusiasm for joining the Chosen Foods team and contributing to its mission of transforming the food landscape through the unparalleled consumer benefits of avocado oil. He emphasized the importance of consumer education, product innovation, and a commitment to avocado oil purity.

MacFarlane will take the reins from the outgoing CEO, Gabriel Perez Krieb, who will assume the role of Executive Chairman. During his tenure as CEO, Mr. Krieb has played a pivotal role in shaping the success and growth of Chosen Foods. He expressed his gratitude, pride, and optimism as he makes this transition, knowing that under Mr. MacFarlane’s leadership and the exceptional team at Chosen Foods, the company will continue to thrive and embrace innovation.

Chosen Foods is backed by Butterfly Equity, a Los Angeles-based private equity firm specializing in the food sector. Since Butterfly’s investment in 2021, Chosen Foods has expanded its product portfolio and solidified its position as a market leader. Aaron Kirkbride, Managing Director of Butterfly and a Chosen Foods board member, expressed excitement about Mr. MacFarlane’s appointment

The company’s dedication to offering innovative, nourishing, and 100% pure avocado oil products that align with consumers’ evolving health and wellness needs remains a top priority under MacFarlane’s leadership. Chosen Foods has positioned itself as a brand that focuses on creating great-tasting and accessible products made with good fats from avocados. Their flagship product, Chosen Foods Avocado Oil, has become a versatile cooking staple and kitchen must-have, suitable for various culinary applications, including general cooking, grilling, baking, and more. The brand has also expanded its product line to include avocado oil-based condiments like mayo and salad dressings.

With Douglas MacFarlane at the helm, Chosen Foods is positioned to continue its growth trajectory and build upon its status as a pioneer in the avocado oil industry. His leadership, combined with the expertise of Chief Growth Officer Jason Moraff and Chief Financial Officer and Chief Operating Officer Jim Mancuso, as well as the support of Butterfly Equity, sets the stage for exciting developments in the years to come.

Image provided by Chosen Foods

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