Meet the Winners

2019 Gellert Family Business Awardees

Congratulations to the 2019 Gellert Family Business Award winners, Fresca and Jones Protective Services for exemplifying the best of San Francisco family business.

Awardees are honored at our Annual Reception in May.

Fresca Restaurant - Inner Sunset

Hospitality Category

Fresca owners Julio, Jose, and Ivan Calvo Perez have been offering visitors their own take on Peruvian cuisine for 32 years.

Each dish is steeped in rich history and made with authentic ingredients. Their blend of traditional style with a lively gastronomic approach has ignited a passion in diners that paved the way for San Francisco’s Peruvian restaurant boom. Customers rave about Fresca’s bottomless mimosas, fantastic customer service and amazing food.

But what truly impressed the USF students who spent time working with this business in the Fall 2018 semester was the company’s regular provision of food and services to local shelters. Their outstanding community engagement truly sets them apart. Congratulations Julio, Jose, and Ivan!

Visit their Website

Jones Protective Services - South of Market

General Category

Nominated by Multiforum Advocacy Solutions business owner, Lucy Quancinella. The motto of Jones Protective Services is “SPIRIT”—Safety, People, Integrity, Responsibility, Innovation and Teamwork. They’ve embodied these values since their establishment in 2004. Since then, the firm has partnered with local clients to provide safe and secure environments for events, retail centers, and more.

Their proactive approach to generating job opportunities and community engagement sets them apart. Owner Herman Jones is an active member of his local Rotary Club. He enthusiastically supports his employees’ involvement in neighborhood cleanups and other service projects.

Thank you to Herman and Jones Protective Services for their work empowering and protecting our community. Congratulations!

Visit their Website

The Carl Gellert and Celia Berta Gellert Foundation make it possible for small businesses to be honored each year for their business achievements and community engagement.

Meet PAST Winners

2018 Gellert Family Business Awardees

Congratulations to the 2018 Gellert Family Business Award recipients, The Good Life Grocery and Micro-Tracers, who were presented with their awards in May at the annual Gellert Award Reception at USF. 

The Good Life Grocery

In 1974, a group of Potrero Hill friends opened The Good Life Grocery on a shoe-string budget and a dream. The store operated out of a small storefront on 18th Street during its first 12 years. When a 1,000 percent rent increase threatened its future, the Potero Hill community rallied to save it. While the grocery was still evicted in 1985, it found a new home and re-opened on 20th Street in 1986, where it has been ever since.  In 2000, owners, Kayren Hudiburgh and Lester Zeidman purchased the building, securing The Good Life Grocery’s place in the neighborhood for years to come. Today, The Good Life Grocery is an employee-owned company with over 70 employees, proudly serving both the Potrero Hill and Bernal Heights communities. 

Visit their Website


Micro-Tracers was founded in 1961 by Dr. Sylvan Eisenberg, a PhD chemist out of Stanford University. Company governance has now transitioned to the second generation under Dr. Eisenberg’s son, David.  Micro-Tracers, Inc. is the only company in the world that focuses on manufacturing quality assurance analytical tracers, primarily used in the animal feed industry. The firm also produces colored corn cob grits for coding commercial and research feeds as well as selenium sources for use in the manufacture of animal feed premixes. The company is part of a group including Anresco, Inc., a commercial analytical laboratory that provides analytical, consulting, and research services to the food industry.

Visit their Website

Meet PAST Winners

2017 Gellert Family Business Awardees

Congratulations! Twilight Café and Mix’Coatl are honored for exemplifying the best in San Francisco family business.


Mix’Coatl a Mexican handmade art and craft store, located at the corner of 24th Street and South Van Ness, in the heart of the Mission District. The owners, Connie Rivera and Ricardo Pena, established the business 20 years ago to support their family. As immigrants, the Riveras keep their culture alive by selling seasonal Mexican arts and crafts products, with a special focus on face masks. As owners, they intentionally incorporate family values of integrity, honesty and healthy human relations in their business. With a customer base primarily comprised of parents and area youth, Mix’Coatl’s custom masks are a hit with everyone.

Twilight Café

Yes, Virginia, you can still get a meal in San Francisco for under $15! Twilight Café has long been a prime hangout for USF students and the adjacent Lone Mountain/Laurel Heights community. Its informal atmosphere and availability for breakfast, lunch, and dinner have made it a popular neighborhood-serving (and USF faculty- and student-friendly) establishment. In the mid-2000s, daughter Joanna Fox assumed the reins of this mid-1970s establishment from her parents. Born in Aleppo, Antoinette and Pierre assured that Joanna and her brothers, Joe and George, could carry on the family’s Syrian traditions. Their family-oriented menu offers tasty, light Mediterranean fare, including gluten-free options.