Douglas MacFarlane Joins Chosen Foods as CEO, Paving the Way for Growth and Innovation

Chosen Foods, the leading provider of avocado oil products in America, has announced the appointment of Douglas MacFarlane as its new Chief Executive Officer (CEO). With an impressive track record of driving growth and transformation in leadership positions at renowned consumer brands, MacFarlane is well-equipped to lead Chosen Foods into a new era of success.

MacFarlane has previously served as CEO of SmartSweets and Voortman Bakery, as well as holding various leadership roles at The Clorox Company. His extensive experience in the industry makes him a valuable addition to Chosen Foods' accomplished management team, which includes Chief Growth Officer Jason Moraff and Chief Financial Officer and Chief Operating Officer Jim Mancuso. Together, they bring years of experience from leading consumer brands such as Kellogg's, My/Mochi, SmartyPants Vitamins, and GT's Kombucha.

Commenting on his new role, MacFarlane expressed his enthusiasm for joining Chosen Foods, stating, "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. 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."

MacFarlane takes over from previous CEO Gabriel Perez Krieb, who will transition to the role of Executive Chairman of the company. Reflecting on his time at Chosen Foods, Perez Krieb expressed his pride in the company's growth and expressed his confidence in MacFarlane's ability to lead the company to new heights. "Under the leadership of Douglas and our exceptional team, Chosen Foods will continue to thrive, push boundaries, and embrace innovation," Perez Krieb stated.

Chosen Foods, which is a portfolio company of Butterfly Equity, has experienced significant growth and expansion since receiving investment from the Los Angeles-based private equity firm in 2021. With Butterfly's support, Chosen Foods has been able to expand its product portfolio and solidify its position as an industry leader.

Butterfly Managing Director and Chosen Foods board member, Aaron Kirkbride, expressed excitement about MacFarlane's appointment, stating, "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." Kirkbride also extended his gratitude to Perez Krieb for his exceptional leadership and dedication during his tenure as CEO.

Under MacFarlane's leadership, Chosen Foods remains dedicated to offering innovative, nourishing, and 100% pure avocado oil products that meet the evolving health and wellness needs of consumers. As America's number one avocado oil and avocado oil spray brand, Chosen Foods continues to focus on creating great-tasting and accessible products made with the goodness of avocados.

For more information about Chosen Foods and its products, please visit their website at www.chosenfoods.com.

About Chosen Foods

Chosen Foods was founded in 2011 with a mission to bring superfoods into our lives. As America's number one avocado oil and avocado oil spray brand, Chosen Foods focuses on creating great-tasting and accessible products made with good fats from avocados. Their versatile avocado oil is perfect for general cooking, grilling, baking, and more. In addition to avocado oil, Chosen Foods also offers avocado oil-based condiments including mayo and salad dressings.

About Butterfly

Butterfly Equity is a Los Angeles-based private equity firm specializing in the food sector. With a focus on the entire food value chain, from "seed to fork," Butterfly is involved in agriculture & aquaculture, food & beverage products, food distribution, and foodservice. Leveraging their industry specialization and an operations-focused and technology-driven approach to value creation, Butterfly aims to generate attractive investment returns. For more information about Butterfly, please visit their website at www.bfly.com.