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Tuesday, Jul 23, 2024

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FOOD: Perez Krieb Increases Revenue and Education Around Avocados

For his success in Chosen Foods’ business growth and commitment to quality foods,  San Diego Business Journal  named Gabriel Perez Krieb CEO of the Year in the Medium-Size Company Category.

Gabriel Perez Krieb
Chosen Foods

Perez Krieb serves as the CEO of Chosen Foods, a top supplier of avocado oil and other related products. Under his leadership, Chosen Foods delivered 25% revenue growth above the company’s year plan and increased its gross margin as a percentage of net by 100 basis points. Perez Krieb also increased investment in people by more than 30% year over year and invested in technology which reduced manual tasks by 0.5% of total working hours. He also increased investment in advertising and education around avocados and supported food donations based on percentage of net revenue.

The avocado-centric company was founded in 2011 by Carsten Hagen, George Todd and Sioma Waisburd. Their mission was to bring superfoods into the lives of their customers. The three originally developed a relationship with Perez Krieb when they turned to him to source avocado oil via his Sesajal S.A. de C.V. Mexico-based harvesting company. In 2015, Perez Krieb and Sesajal acquired 50% of Chosen Foods and in 2017, after one of the founders decided to transition out of the business, Perez Krieb and his team acquired an additional 40%.

A Commitment to Quality

Chosen Foods’ mission has been to honor and celebrate the positive connection that humans have with each other, delicious food and a healthy planet. The company’s founding families include generations of farmers, spanning from California to Mexico, who have united in the culinary celebration of pure avocado.

An Unmatched Reputation

Perez Krieb’s colleagues describe him as a well-rounded leader who has brought a winning culture and exponential growth. The team believes he’s a perfect facilitator for its board and leadership team and acts as a true visionary at gaining consensus with diverse groups. He is leading the team to continue to increase the investments in the Chosen Foods brand and commercial expansion and to an unprecedented success.

Background in Leadership

Perez Krieb previously served as chairman of Kuantum Brands and a trade commissioner of Mexico for the U.S. He was the CEO of Intelogik and CEO of Image Technology. He earned his bachelor’s degree in computer science from the Monterrey Institute of Technology and his master’s degree in business administration from IPADE Business School. He’s attended several courses worldwide, including a recent course at Harvard Business School.

Giving Back

Perez Krieb is known for developing relationships and engaging in philanthropic work across the community as he inspires his Chosen Foods team to see his vision for success. He is the co-founder of the Colibri scholarship that delivers more than 100 scholarships to Hispanic kids — with limited resources to excel academically — who are finishing high school in San Diego and going to college. He also serves as cofounder of Taktika Padel, a Padel tennis club and league in San Diego. He is a board member of Naturally San Diego, a nonprofit organization that has a mission to stimulate conscious growth, foster sustainable and responsible entrepreneurship and develop exceptional leaders while growing the local natural and consumer product ecosystem. He is also a board member for the San Diego Regional Chamber of Commerce and a member of YPO, a global leadership community that’s driven by the belief that the world needs better leaders. Perez Krieb is also the founder of a Mexican network in San Diego that has been dedicated to supporting the community during the COVID-19 pandemic. He is a strong supporter of Feeding San Diego where he donates thousands of dollars each year to support those who need healthy food. Gabriel is happily married to Conchita Gonzalez Covarrubias. The couple has two children.


“Success is not a solo effort, but a collective journey. I am humbled and grateful to receive this esteemed 2023 Best CEO of the Year Award, in the name of all our Chosen Foods family. I owe this achievement to the incredible team who has stood by me for the past six years, the unwavering support of our stakeholders, and the trust bestowed upon us by our customers and consumers. Thank you for recognizing our collective efforts and for allowing me to lead this extraordinary journey towards excellence. Together, we will continue to innovate, inspire and create an extraordinary future. Thank you.”


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