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Alex Torún

Senior Cultivation Advisor
In Alterna, Alejandro works as an entrepreneur in residence, supporting other entrepreneurs in their journey in the commercial area. He is co-founder and director of LUUM, a company that connects local and exceptional products with the largest markets in the world. He is passionate about creating brands and products that positively impact their environment, and that generate a change in the state of consciousness of its users. At LUUM, he co-created the MEEMA brand of sustainable textiles for the home; is the founder of BAOBAB, a brand of natural personal care products; and has worked with several companies in the process of developing their brands and commercial expansion. Alejandro is a member of the Board of Directors of Sistema B América Central, and of the System of Orchestras of Guatemala. Alejandro studied Economics and Literature at the University of Texas at Austin.

What inspires him?
To see a concert, read a good book, swim in the sea, and his children Gabriela and Benjamín.

Fun Fact
In 2017 he organized a concert with a friend of the first symphony of the composer Joaquín Orellana in Athens, Greece, during the Documenta art festival, with more than 200 musicians on stage.

Alex Torún

Senior Cultivation Advisor
In Alterna, Alejandro works as an entrepreneur in residence, supporting other entrepreneurs in their journey in the commercial area. He is co-founder and director of LUUM, a company that connects local and exceptional products with the largest markets in the world. He is passionate about creating brands and products that positively impact their environment, and that generate a change in the state of consciousness of its users. At LUUM, he co-created the MEEMA brand of sustainable textiles for the home; is the founder of BAOBAB, a brand of natural personal care products; and has worked with several companies in the process of developing their brands and commercial expansion. Alejandro is a member of the Board of Directors of Sistema B América Central, and of the System of Orchestras of Guatemala. Alejandro studied Economics and Literature at the University of Texas at Austin.

What inspires him?
To see a concert, read a good book, swim in the sea, and his children Gabriela and Benjamín.

Fun Fact
In 2017 he organized a concert with a friend of the first symphony of the composer Joaquín Orellana in Athens, Greece, during the Documenta art festival, with more than 200 musicians on stage.