Award Reception

Our Annual Award Ceremony is a chance to celebrate Bay Area family businesses making outstanding impacts in their communities.  Award winners have shown true heart, longevity, and commitment to community service. All of them serve a strong ethnic or specialty customer base that might otherwise be left behind.


Every year, we honor awardees from this year and the last. New winners are recognized by elected officials and professionally photographed with their family. The next year, this photo is offered to them—specially framed—as a lasting symbol of endurance and longevity.


But the highlight of the Award Reception is hearing this year’s winners speak. They’re the people shaping our neighborhoods and communities. It’s an honor to recognize their great work.


Thank you all for attending New Roots/New Routes and our Annual Award Ceremony on May 25th, 2021. 

2021 Awards Reception & Guided Wine Tasting

Join us in celebrating Mendel’s and Miyako Old Fashioned Ice Cream, our 2021 Gellert Award winners! And enjoy an interactive wine tasting with Paula Harrel of P. Harrell Wines.
2021 Gellert Family Business Awards@2x 1
Congratulations to the 2021 Gellert Family Business Award winners, Miyako Old Fashion Ice Cream and Mendel's for exemplifying the best of San Francisco family business.
Meet the Winners

Miyako Old Fashion Ice Cream - Filmore

As the owner of Miyako Old Fashion Ice Cream, Tom Bennett has spent the last 30 years, offering his own rendition of ice creams from around the world.  Blending traditional fruits with all natural products, Miyako’s, authentic ice cream is a major draw to Fillmore Street.  What particularly impressed the USF students who studied this business during the fall 2020 semester was the company’s longevity and pride in retaining its small business customer service attitude.

Visit their website

Mendel's - Haight

Since its 1960’s inception, Mendel’s has been a Haight neighborhood anchor. Established by husband and wife duo, Mendel and Sarah Herscowitz, under the direction of its third generation owner, Naomi Silverman, Mendel’s focusses selling art and craft supplies. Naomi hopes that her son will be interested in taking the firm over some day. Mandel’s prides itself on its proactive approach toward generating job opportunities for local residents as well as its values-driven commitment to community empowerment.

Visit their website

Our Criteria
We consider candidates who meet our 9-point selection criteria:

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

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.

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

2019 Award Reception Photos

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


Skip to content