Shaping San Diego: Meet our new 2025 Board members
At Business For Good, we believe business is about profit and purpose. This is why five local changemakers who share that vision joined our 2025 board of directors to promote a stronger, more sustainable San Diego.
These innovators are turning intention into impact when problems emerge and policies change. Whether it’s fighting for a cleaner future or offering the best PR practices, they are the epitome of what happens when conscious leaders take charge.
The BFG board proves why socially conscious leadership is not idealistic but essential.
This year, we are more committed than ever to advancing equitable policies, driving sustainable growth, and amplifying the voices of purpose-led organizations.
Our board doesn’t just talk about change—they make it happen through their own work and by steering the combined power of our membership.
Leadership can spark change, but collective action makes it last. That momentum fuels every initiative BFG supports.
From housing affordability to strengthening San Diego’s workforce, our members are shaping policies that champion companies and communities. Fresh perspectives bring bold ideas and new energy to issues that matter most.
As we welcome the 2025 board, we are reminded that every local business leader has a role to play in advocacy and progress.
Let’s get to know the visionaries behind this year’s board and why they’re dedicated to doing business for good.
Meet the new 2025 Board of Directors
Daniel Alvarez
Tell us about your business. What do you do, who do you serve, and what makes your work unique?
While I’m not a business owner yet (more to come on that soon!), my work has always been deeply rooted in community impact. Through my roles in workforce development, economic mobility, and education, I’ve worked to create opportunities for individuals and businesses to thrive. Whether it’s through teaching, grant evaluation, policy work, nonprofit leadership, or music, my focus is on driving equitable growth and empowering communities—particularly those historically underserved.
Which of the BFG key policy areas speaks to you the most, and why?
Small business resources and immigration resonate with me the most. As an immigrant myself, I understand firsthand the barriers that many face in building a better future. I’m passionate about ensuring that immigrants have access to the resources, networks, and policies that allow them to succeed. Similarly, small businesses are the cornerstone of our economy, and I strongly believe in building an environment where they can grow, innovate, and create jobs that uplift our communities.
What inspired you to join the BFG board of directors?
I want to contribute to the good things happening in San Diego and help build a more thriving, resilient, and prosperous community. The BFG mission resonates with my passion for economic development, social impact, and sustainable growth. Being on this board gives me the opportunity to collaborate with old and new friends who share similar goals and create meaningful change.
To you, what does “doing business for good” really mean?
It means improving the status quo and prioritizing progress over profit alone. It’s about using business as a tool for social growth, equity, and sustainability—business as a detonator of general well-being.
Which sustainable or equitable initiatives in San Diego are you most excited about in the coming year, and why?
Typically, I am excited when I hear about initiatives that aim to break cycles of poverty and promote long-term economic mobility. That said, this year will be particularly challenging for the United States-Mexico-Canada Agreement and our binational region while we also prioritize housing and green initiatives. 2025 will be a defining year for our region.
What’s your favorite thing about San Diego?
There’s so much to love about San Diego: our beautiful beaches, diverse neighborhoods, and incredible cultural scene. But what really makes San Diego special to me is life itself here. It offers a rich, diverse ecosystem, both in nature and in our communities. The music scene is fantastic (a big shout-out to my music friends), and the academic institutions are world-class (hello to my fellow professors). Most of all, the sense of community here is strong. The craft beer scene and beautiful golf courses are great too!
What’s a local business that inspires you, and why?
Belching Beaver is a great example of a homegrown success—amazing craft beer, a fun brand, and a real commitment to the local community. I also find inspiration in businesses that put San Diego on the map in different ways. Take Callaway Golf, for example. They’re an industry leader that not only innovates in golf technology but also invests in local talent and sustainability. And then there are our nonprofit gems, like the San Diego Diplomacy Council and Metropolitan Area Advisory Committee on Anti-Poverty of San Diego County (MAAC), which are driving global connections and economic mobility. Whether it’s beer, golf, or social impact, these organizations show that business can be a force for good in so many different ways.
Jay Buys
Tell us about your business. What do you do, who do you serve, and what makes your work unique?
Visceral is a B Corp-certified creative agency that builds brands and websites for some of the world’s leading causes and philanthropic institutions. We believe that business can be a force for good and that we have a responsibility to run our business in the most ethical way possible.
Which of the BFG key policy areas speaks to you the most, and why?
Environmental health—I’m a science nerd, and I’m genuinely concerned about the rapid pace of climate change. Helping the city meet its environmental impact goals would help me sleep better at night.
What inspired you to join the BFG board of directors?
It’s such a wonderful group of smart, dedicated, kind people. I’m excited to learn from everyone but also to give back and help wherever I can.
To you, what does “doing business for good” really mean?
I think it means leading with your values, paying your team livable wages, providing good benefits, having flexible policies, and having a company culture where everyone feels heard and supported. It also means doing good work, and creating a product or service that helps or adds value to others.
Which sustainable or equitable initiatives in San Diego are you most excited about in the coming year, and why?
I’m not 100% sure what the year has in store yet, but there’s already been talk about creating something like an SD Climate Week, which would be exciting.
What’s your favorite thing about San Diego?
The people. I lived 8 years in Washington, D.C., before this, and it’s largely all business / all politics all the time. People in San Diego are friendly, welcoming, and kind in a way that makes it easy to make friends and get involved with good things that are happening.
What’s a local business that inspires you, and why?
Dr. Bronner’s is redefining what “good business” can mean, and it’s been amazing to see. I am also inspired by other B Corps in the region, like Better APC, Lotus Sustainables, Offset Alliance, and more.
Paola Castro
Tell us about your business. What do you do, who do you serve, and what makes your work unique?
Todosx is a mobile app that helps dance businesses collect payments for lessons and teams. We serve the dance community and stand out by bringing the subscription business model—a reliable way to generate recurring revenue—to dance and art business owners.
Which of the BFG key policy areas speaks to you the most, and why?
Environmental health. It affects everyone, and there’s no reason businesses should harm the environment. As a business owner, I want to help set a trend of making the environment better, not worse.
What inspired you to join the BFG board of directors?
The people on the board. They are all “doers” of good, inspiring me by living their values in every part of their lives.
To you, what does “doing business for good” really mean?
Running or supporting businesses that are conscious about improving the communities they serve.
What’s your favorite thing about San Diego?
The abundance of fitness activities, especially surfing and dancing.
What’s a local business that inspires you, and why?
Earthwell Refill inspires me because it challenges conventional consumer habits. By letting customers reuse containers instead of buying new ones, it reduces waste and sets an innovative standard for sustainable living. Every town should have a shop like this—it’s how society should work.
Beth Gutierrez
Tell us about your business. What do you do, who do you serve, and what makes your work unique?
Joy Culture Events exists to create meaningful, kickass events with good people doing important work. I tend to work with businesses and brands that have major event needs but minimal bandwidth. Usually, they don’t have a full-time or even part-time events professional on their team, so I come in and work alongside an in-house team to plan and produce whatever they need. My clients are often nonprofits, but not always; all I care about is working with values-aligned organizations that like to have a little fun.
Which of the BFG key policy areas speaks to you the most, and why?
Don’t make me choose! Each is vital in its own way, and as they intersect, so it’s hard for me to pick just one.
What inspired you to join the BFG board of directors?
I’ve been a longtime member of Business For Good since its early days when we were part of Main Street Alliance, and am involved in a few committees. This year, I’m taking a purposeful step back from overworking myself and knew it was time to volunteer more for BFG.
To you, what does “doing business for good” really mean?
Doing business for good means using your time and talents to positively contribute to your community – its people, the environment, shared values, and future generations.
Which sustainable or equitable initiatives in San Diego are you most excited about in the coming year, and why?
I’ll be the first to admit I’m not as up to speed on local initiatives as I should be—another reason I wanted to commit myself further to BFG. I live in Escondido, so I’m particularly interested in what’s going on at the County level. I also want to expand BFG membership and reach to include North County so I can contribute to positive change in my own community and in San Diego proper.
What’s your favorite thing about San Diego?
I love San Diego’s proximity to the ocean, the mountains, and the desert. I love our culture as a border town. I love that people from all over the country and the world live here. I love our restaurant scene. And, yes, I love that we can be active outside year-round because of the weather. I could go on and on!
What’s a local business that inspires you and why?
There are so many, but one that instantly comes to mind is Handled Pottery Studio in Carlsbad Village. Micah has created a warm and welcoming space for pottery novices, those with more experience, and everyone in between. I’ve been lucky to be her student and friend, and I will shout her praises from the rooftops forever. I’m currently on a pottery hiatus, but I can’t wait to make my way back.
Katrina Oprisko
Tell us about your business. What do you do, who do you serve, and what makes your work unique?
Earthwell Refill is an environmentally conscious refill/retail shop that helps people reduce their plastic pollution. We encourage people to bring in their own containers to fill up with our organic and botanical products, personal toiletries, and household cleaners. Earthwell Refill helps people advance their zero-waste journey, whether they just started reducing their plastic footprint or have been on the journey for a while and are happy to see a spot like ours that satisfies their needs. We’re the longest-running refill shop, going on 8 years. We want everyone to feel welcome in our space.
Which of the BFG key policy areas speaks to you the most, and why?
Environmental health, housing, and homelessness speak to me the most. Specifically, I’m a big proponent of “vision zero,” meaning zero traffic deaths in San Diego County. We need to claim space from cars so that people feel comfortable walking through their neighborhoods. As far as housing and homelessness, there is obviously the humanitarian crisis of people living on the streets due to various reasons. But this issue also affects small businesses that have been forced to close because people don’t want to visit areas with a high homeless population. If people can’t get off the streets or afford to live in San Diego, we are going to lose a lot of small businesses in our region.
What inspired you to join the BFG board of directors?
I value this organization, where a group of business owners can raise their voices to address concerns that matter to our neighbors and not about how much money we can put in our wallets from our neighbors. I want to help this organization grow because this approach is good for San Diego.
To you, what does “doing business for good” really mean?
A business that gives back to its community. A business that looks out for its community.
Which sustainable or equitable initiatives in San Diego are you most excited about in the coming year, and why?
I don’t know of any, but other members of Business For Good will definitely know if there are any. In my book, any initiative that improves the overall quality of life for San Diegans is a good initiative.
What’s your favorite thing about San Diego?
I love that you’ll still see a large group of people watching the sunset. I see that as a sign of respect for nature.
What’s a local business that inspires you, and why?
Movement Matters Collective is a gym on C Street in Golden Hill. It offers yoga and pilates and has a strong sense of community.
On board to make a difference
Through their work with BFG, our 2025 board members are defining the companies they own and the business landscape throughout San Diego.
With advocacy and action, our leadership pushes for policies that advance business development while improving lives.
Real results become possible when people come together with a shared vision for progress.
Want to be part of the movement? Join Business For Good today and help drive policies that have a lasting impact.
