New Roots. New Routes. Symbol

New Roots / New Routes

A Virtual Family Business Conference

A FREE Virtual Event on May 25th, 2021 from 12:30 – 6:30 pm

Registration Closes Soon–Don't Delay!

All attendees must be registered in Eventbrite in order to attend the event and get access to the online platform. Registration closes at 8:00 PM on Monday, May 24th. For any questions or technical issues, please contact

Schedule of Events

12:30 - 12:40 pm

Welcome Remarks

Let’s kick off the day with welcome remarks from USF Gellert leaders including:

Dr. Charles T. Moses, Dean of the USF School of Management

Rev. Paul J. Fitzgerald, S.J., President, University of San Francisco

Leonard Weingarten, Marketing Consultant and Advisor Board Chair, Gellert Family Business Resource Center

12:40 - 1:00 pm

Perk Up With Red Bay Coffee

Come meet one of the Bay Area’s entrepreneurs, Keba Konte, as he shares his coffee business journey and home brewing tips. Tune into the session for special giveaways. To learn more about us, visit

Speaker: Keba Konte, Owner, Red Bay Coffee

Perk Up
1:00 - 1:40 pm - Opening Conversation

Charting New Territory

Hear from young entrepreneurs–the next generation of family business ownership coming into their own. We’ll learn how they plan to honor their family’s legacy while also carving a path forward in an ever-changing economic landscape to make room for new growth.

Moderator: Naima McQueen, Gellert Family Business Advisory Board and Executive Director of The Alliance for Community Development


Andrew Luong, Co-founder / CEO, Doorvest

Matt Horn, Executive Chef and Owner, Horn BBQ

Jazmine Kelleher, Company Partner, Jenny Rios Home (JRH)

Charting New Territory 2
1:40 - 1:50 pm


Stretch, dance, hydrate and catch up on life during this brief interlude!

1:50 - 2:20 pm - Choose between:

1AMeet the Funders: Affordable Money!

In this session, you’ll have a chance to explore virtual “booths” hosted by a variety of small business microlenders, equity investors, business accelerators, and community-based, nonprofit technical assistance providers. Bring your questions and be ready to learn about the latest developments in federal, state and local COVID-related funding resources. Attendees will get to visit these “booths” at their leisure during the 30-minutes. 

Featured Organizations To Meet:

Heidi Pickman, VP, Programs and Policy, CAMEO

Somiah Handy, Assistant Vice President, Nor-Cal FDC

Miriam Zouzounis, Outreach and Marketing Specialist, District International Trade Officer, US Small Business Administration

Bruce F. Jones, SBDC Senior Business Advisor, Small Business Development Center

Sara Razavi, CEO, Working Solutions, CDFI

Martha Gil, Client Success Manager, Renaissance Entrepreneurship Center

Meet the Funders

1BEmployee Ownership: An Alternative Family Firm Legacy

Kirk Vartan says his ownership of Silicon Valley-based A Slice of New York is designed “to make people happy” with a primary focus on taking care of his team. He created a culture of an empowered workforce built on open communication, transparency, and respect for each other. That attitude created a slew of loyal employees, who Kirk and his wife and co-owner, Marguerite Lee, invited to join a worker-owned cooperative. Enjoy a lively conversation with Kirk about the advantages and challenges of worker-owned cooperatives as a business continuity option. All questions are fair game for this open, honest, and supportive discussion. Resources and additional information about this ownership path will be provided.

Moderator: Niall Adler, Marketing Director, Mission College

Speaker: Kirk Vartan, General Manager/Founder, A Slice of New York

Employee Ownership
2:20 - 2:40 pm


Stretch, dance, hydrate and catch up on life during this brief interlude!

2:40 - 3:10 PM - Choose between:

2ACelebration: Family Business Continuity

The legacy of Dorothy King, owner of Everett & Jones BBQ in Oakland, is being celebrated throughout the Bay Area. Two of Dorothy’s daughters will share their mother’s success stories and discuss how they plan to continue to steward this community-based business for the next generation.

Moderator: Shonda Scott, CEO/Founder, 360 Total Concept


Dorcia White, General Manager,Everett and Jones BBQ
Nina Moore, Manager, Everett and Jones BBQ

Family Business Continuity 2

2BSidewalk Stories: San Francisco's Hidden Gems

Join us for a series of “sidewalk stories” with a diverse array of businesses that anchor the Fillmore and Haight communities. Guests can enter rooms to hear these intimate conversations about their journeys over this past year, how they reinvented their products and services and the new paths that they’ll be forging into the new business landscape.

Featured Businesses:

Flywheel Coffee Roasters

Hyde Street Studios

Jones Protective Services


Miyako Old Fashioned Ice Cream


Sidewalk Stories 3
3:10 - 3:20 pm


Stretch, dance, hydrate and catch up on life during this brief interlude!

3:20 - 3:50 PM - Networking

Networking with Purpose

Create your own networking rooms with fellow attendees or join one of two moderated discussions featured below to ask questions, offer comments, get peer feedback, or just engage in good old-fashioned story swapping.

Choose one of two moderated discussions:

Group Room 1: Women and Family-Owned Enterprises

Since “women hold up half the sky” (Mao Zedong), why aren’t their contributions to family-business success and longevity more widely acknowledged? Join us for a lively conversation about the unique dynamics associated with being female in family-owned enterprises. All are invited to the table even those who don’t identify as a woman as we work together to close the gender gap.


Celine Casamina, Consultant, Business Consulting Resources

Jean Santos, Co-Founder/Chief Disruptor + Rebuilder, Business Consulting Resources

Networking Purpose

Group Room 2: Royal Pain

What lessons can we learn from the Harry and Megan fallout with the House of Windsor that can be applied to any multi-generational family business? From implementing objective policies from the start of the business to onboarding new members coming into the family, there are many things to consider when creating a sound plan for family governance. Bring your comments, ideas, and lessons you may have learned from your own experience as we dive into this particular royal family business. Your commentary may eventually be used for a USF case study around family governance.

 Moderator: Dave Robertson, Retired Director of the Family Enterprise Center at UAFS

Networking Purpose 2
3:50 - 4:30 PM - Closing Conversation

50 Years In Business: A Chat With The Owners of BiRite Foodservice Distributors

It took BiRite 50 years to grow from a two-person operation into one of the 30 largest independent foodservice distributors in the country. Meet the owners behind the brand, and learn how their company has managed to thrive through three generations of family ownership. How does the foundation of a strong family business legacy help when facing major business challenges? How can BiRite’s lessons be applied to younger generations of business owners?

Moderator: Sean Hutchinson, Gellert Fellow and Partner at Ready for Next Advisory Group


Aaron Barulich, President, BiRite Foodservice Distributors
Bill Barulich, CEO, BiRite Foodservice Distributors
Zachary Barulich, Chief Financial Officer, BiRite Foodservice Distributors

50 Years in Business
4:45 - 6:00 PM - Awards Reception

The 2021 Gellert Awards Reception

Join us for an interactive virtual wine tasting with Paula Harrell from P. Harrell Wines to kick off the evening’s celebration. Be part of this scintillating tasting and wine education of three exclusive Dry Creek Valley wines including a Zinfandel, dry Riesling and Rosé. Use code: USF2021Awards for 15% off your purchase. 

Deadline to order your wines for shipment: Tuesday, May 18 by 5:00PM PT 

Deadline to order your wines for an East Bay pick up: Friday, May 21 by 5:00PM PT

For any questions, email: 


Meet the 2019 and 2021 Gellert awardees to close out an amazing, connection-filled day! Let’s congratulate:

2019 Awardees: Fresca – Inner Sunset and Jones Protective Services
2021 Awardees: Mendel’s and Miyako Old Fashioned Ice Cream

Award Reception 1

Register today, it's free!

Virtual Family Business Conference

on May 25th, 2021 from 12:30 – 6:30 pm

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2019 Annual Gellert Awards Reception Photos

2018 Annual Gellert Awards Reception Photos