Frubana is changing the way the agro supply chain works in Latin America. We are a technology company that allows producers of agro products to sell directly to retailers, food services and other large consumers. We allow producers to receive better prices, at the same time buyers perceive savings, by optimizing logistics, losses, and  intermediation fees.

Information Technology

Logistics & Supply Chain

Frubana

Clara Urra

Alejandro Moncada is currently the Head of Devops at [Frubana](/org/frubana). Prior to this, they worked as a software developer and infrastructure engineer at Facultad de Ciencias Económicas U.N. Bogotá from January 2016 to January 2017. Alejandro was also the administrator of AWS and the local platform, and co-designer of a microservices-based architecture. From August 2012 to March 2016, they worked as a developer and support for the creation of information systems at Departamento administrativo de la defensoría del espacio público. There, they built the Sistema Único para el Manejo y Aprovechamiento del Espacio Público. Before that, they worked as a software engineer at [Universidad Nacional de Colombia](/org/universidad-nacional-de-colombia) from March 2011 to May 2019.

Alejandro Moncada has a Masters in Systems Engineering and Computation from the National University of Colombia and a degree in Systems Engineering from the same school.

Alejandro Moncada

Gabriela González Vélez is the current Vice President of Procurement at [Frubana](/org/frubana). Prior to their current position, they served as the Business Manager of Payments at [Addi](/org/addi) from October 2019 to May 2020. Before their time at [Addi](/org/addi), Gabriela was the Head of Growth at [Tributi](/org/tributi) (YC W18) from July 2018 to October 2019 where they were responsible for leading the strategy and execution of growth initiatives that helped [Tributi](/org/tributi) get closer to its goal of simplifying the tax filing process for thousands of people in Colombia. Prior to their time at [Tributi](/org/tributi), Gabriela was an Associate at The Boston Consulting Group (BCG) from June 2017 to July 2018. At BCG, Gabriela was part of the Bogotá office and worked on various projects such as evaluating and optimizing different investment plans for a group of strategic assets of a major oil and gas company, supporting the development of an opex transformation program for a major telecommunications player, and helping redesign pricing strategy for a leading Latam cement player.

Gabriela González Vélez has completed a Master's in Economics from Universidad de Los Andes, a Bachelor's degree in Economics from [Universidad EAFIT](/org/universidad-eafit), and a Minor in Quantitative Economics from [Universidad EAFIT](/org/universidad-eafit). Gabriela has also completed two academic semesters of Economics under soccer scholarship from McKendree University. In addition, they have a certification from Coursera.org in A Beginners Guide to Irrational Behavior.

Gabriela González Vélez reports to Fabián Gómez Gutiérrez, Founder & CEO. Some of their coworkers include Bianca Franzini - Chief Human Resources Officer, Andres Sarmiento - Chief Product & Data Science Officer, and Alejandro Dagnino - VP, Corporate Applications & Services.

Gabriela González Vélez

Kevin R. Kang is the Head of Business Operations at [Frubana](/org/frubana). Kevin has over ten years of experience in various industries including hospitality, manufacturing, and consulting. 

Kevin started their career as an Accounts and Legal Manager at LK Global S.A., a leading Latin American industrial plastics manufacturer. Kevin was responsible for overseeing the company's financial operations and legal compliance. In this role, Kevin was able to streamline the company's accounting procedures, which saved the company money and improved efficiency. 

After five years with LK Global S.A., Kevin transitioned to the strategy consulting industry, joining Strategy&, part of the PwC network. As a Summer Senior Associate, they worked on a project assessing the product portfolio strategy for a dominant Latin American industrial plastics manufacturer. This experience helped Kevin develop their skills in business analysis and strategy development. 

In 2018, Kevin left Strategy& to join [Anheuser-Busch InBev](/org/ab-inbev) as a Regional Procurement Manager. In this role, they supervised the execution of $160M budget of non-commercial fixed costs in Mexico, Colombia, Peru, Ecuador, Honduras and El Salvador, applying zero-based budgeting framework. Kevin's work with [Anheuser-Busch InBev](/org/ab-inbev) led to him being recruited by OYO México in 2019 to serve as their Transformation Director. 

In their role as Transformation Director, Kevin designed 3 hotel brands standards and led a 6-member team executing renovations of 460 hotels across Mexico. Kevin's work with OYO México was critical in helping the company expand its operations into new markets. 

Kevin holds an MBA from the Johnson Graduate School of Management at [Cornell University](/org/cornell-university). Kevin is fluent in English and Spanish and has working knowledge of French.

Kevin R. Kang has a CBC+ Certified Coach from the Conscious Business Center International, a Maestria en Evaluacion de Proyectos from Instituto Tecnológico de Buenos Aires, a Licenciatura en Relaciones Internacionales from Universidad de 'San Andrés', an International Student - Spring semester from The University of Edinburgh, a Bachillerato from Colegio Nacional de Buenos Aires, and a Master in Business Administration, Class of 2018 from Cornell Johnson Graduate School of Management.

Kevin R. Kang

Gonzalo Vásquez is the current Vice President of Warehouse Operations at [Frubana](/org/frubana). Gonzalo has held this position since April of 2019. Prior to their current role, they were the Gerente de Logística Mexico at bia from April of 2019 to March of 2021. In this role, they were responsible for leading the pillars of planning, storage, and transportation in Mexico. Gonzalo was also responsible for leading the logistics and operations integration for the group in Mexico. 

Before their role at bia, Gonzalo was the Jefe de planificación logística at cbc (The Central America Bottling Corporation) from July of 2015 to March of 2019. In this role, they were responsible for the production planning process, the primary supply process of domestic and imported products, as well as the supply according to the distribution channel. Gonzalo was also responsible for managing and executing primary country transport. 

Gonzalo began their career with [Anheuser-Busch InBev](/org/ab-inbev) in May of 2010 as a Supervisor de distribución. In this role, they were responsible for operations and distribution for key accounts at a national level.

Gonzalo Vásquez pursued a Bachelor of Business Administration (BBA) with a concentration in International Business from the [Universidad Peruana de Ciencias Aplicadas](/org/universidad-peruana-de-ciencias-aplicadas).

Gonzalo Vásquez reports to Fabián Gómez Gutiérrez, Founder & CEO. Gonzalo Vásquez works with Martin Marchetta Fernandez - VP, R&D, Cristina Echeverri - VP, People, and Alejandro Dagnino - VP, Corporate Applications & Services.

Gonzalo Vásquez

Cristina Echeverri is the current VP of People at [Frubana](/org/frubana). Cristina has over 6 years of experience in operations, growth, and strategy. Prior to joining [Frubana](/org/frubana), Cristina was an Expansion Leader at [Rappi](/org/rappi), where they launched operations in Colombia, Mexico, Brasil, Argentina and Uruguay. Cristina also spent 3 years as a Senior Business Analyst at McKinsey & Company, where they worked on operations, marketing & sales, and strategy in LatAm and the United States.

Cristina Echeverri has a wide range of educational experience, from attending [Y Combinator](/org/y-combinator) to getting their Bachelor of Engineering in Industrial Engineering from Universidad de Los Andes. Cristina has also been an exchange student in engineering at INSA Lyon - Institut National des Sciences Appliquées de Lyon. In addition, they have a high school diploma from Colegio Karl C. Parrish. Finally, they have a certification from Truora Inc. in Truora.

They are on a team with Alejandro Dagnino - VP, Corporate Applications & Services, Gabriela González Vélez - VP, Procurement, and Emiliano Arango - CTO. Cristina Echeverri reports to Fabián Gómez Gutiérrez, Founder & CEO.

Cristina Echeverri

Carlos Sadovnik Gallego is the current Head of Customer at Frubana. Prior to this, they worked as an MBA Corporate Development Program from July 2017 to July 2019. Carlos has also worked as a Coordinador Planeación Financiera at British American Tobacco from February 2017 to June 2017. Carlos has also worked as a Dairy Business Controller Jr from March 2014 to August 2014 and as a Decision Support Specialist from April 2012 to July 2015. Carlos started their career as a Financial Planning Analyst at Publicar S.A. from January 2012 to April 2012 and then worked as a Financial Analyst at [Vertex Resources](/org/vertex-resources) from June 2010 to November 2011.

Carlos Sadovnik Gallego has a Master of Business Administration (MBA) from [HEC Paris](/org/hec-paris) and a degree in Finanzas y Relaciones Internacionales from [Universidad Externado de Colombia](/org/universidad-externado-de-colombia). Carlos specialized in corporate finance.

Carlos Sadovnik Gallego

Alberto Mario Betancourt Carbonell is currently the Head of Special Projects at [Frubana](/org/frubana). Prior to this, they were a Managing Partner at Infini Capital Partners from June 2017 to June 2020. Infini Capital Partners is an investment vehicle formed to identify, acquire and operate a medium-sized company in Colombia. From June 2015 to August 2015, they were a Summer Associate at Miura Private Equity, a private equity firm focused on holding equity stakes primarily in small and medium enterprises in Spain and Portugal. From June 2016 to June 2017, they were an Associate at [McKinsey & Company](/org/mckinsey-company). Prior to that, from February 2011 to April 2014, they were a Business Analyst at [McKinsey & Company](/org/mckinsey-company) where they resolved 11 engagements successfully in five different countries (Colombia, Chile, Peru, El Salvador and Mexico) across many different industries (financial services, direct sales, manufacturing, energy, consumer goods, airline, government, oil and gas, and telecommunications). Some of their achievements in these engagements include: redesigning processes in a pension fund achieving reduction of average paying cycle time by over 60%, and doubling the number of error-free cases; defining new inventory policy for direct sales company that led to $40 million in inventory; implementing new equipment maintenance process in a manufacturing plant that resulted in $10 million savings per year; analyzing the feasibility of new business opportunities and entry strategies for potential markets within the Andean region and the United States for an energy transmission company; and analyzing the financial feasibility of the carve out of a business unit in a leading company in the travel and tourism industry.

Alberto Mario Betancourt Carbonell has a Master of Business Administration (MBA) from [IESE Business School](/org/iese-business-school), an MBA Exchange Student from The University of Chicago Booth School of Business, and an Ingeniero Industrial from Universidad de Los Andes.

Alberto Mario Betancourt Carbonell

Carlos Manuel Upegui Echavarria is a Colombian business professional who is currently the Head of Growth at [Frubana](/org/frubana). Carlos has worked in a variety of industries, including private equity, management consulting, and mechanical engineering. 

Upegui Echavarria began their career at [Koch Industries](/org/koch-industries) as a mechanical engineer co-op. Carlos then transitioned to management consulting, working as a business analyst at [McKinsey & Company](/org/mckinsey-company). After two years, they moved to Crescent Park Management as a public markets analyst. The following year, they worked as a summer associate at [Linzor Capital Partners](/org/linzor-capital-partners). Most recently, they were a senior associate at [L Catterton](/org/l-catterton). 

Upegui Echavarria’s experience in different industries has given him a unique perspective that they use to drive growth at [Frubana](/org/frubana).

Carlos Manuel Upegui Echavarria

Leonardo Méndez is currently the Head of Data Engineering at [Frubana](/org/frubana). Prior to this, they were the Head of DevOps at Preo from May 2018 to November 2018. Leonardo has also held the position of Head of DevOps at [Rappi](/org/rappi) from June 2015 to May 2018, and Senior Backend developer at Grability, Inc. from April 2015 to June 2017. Méndez has also worked as the Gerente de software at Docudigital from February 2014 to April 2015, and Development director and Partner at Ikon Design Group from January 2009 to January 2014.

Leonardo Méndez is an engineer from Colombia who specializes in systems engineering. Leonardo studied at the Universidad Distrital Francisco José de Caldas and holds a certification from Amazon Web Services in AWS Certified Solutions Architect - Associate.

Their manager is Andres Sarmiento, Chief Product & Data Science Officer.

Leonardo Méndez

Simon Morales is currently the FP&A Lead at [Frubana](/org/frubana). Prior to this, they worked as an Investment Banker at [BTG Pactual](/org/btg-pactual) from June 2018 to January 2020 and at HBI Banca de Inversión | Helm Group from May 2016 to June 2018.

At [BTG Pactual](/org/btg-pactual), Simon worked on Project Boggle, a management buyout of a waste management and water supply company backed by a private equity fund in Colombia. Simon was responsible for valuing the target company through a discounted cash flow model as well as analyzing historical performance and evaluating profitability and growth potential. Simon also assisted in negotiations with management over valuation and post-transaction shareholder agreement.

At HBI Banca de Inversión | Helm Group, Simon worked on Project San Miguel, a refinancing of a US$ 80 MM senior loan for a 44 MW hydroelectric plant in Antioquia, Colombia. Simon was responsible for projecting monthly financial statements to analyze the company’s repayment capacity and fulfillment of current covenants. Simon also negotiated with current lenders new terms and conditions allowing the company to distribute dividends. Additionally, they prepared a presentation to the Board of Directors explaining the pros and cons of the refinancing and the different structures proposed by the lenders.

Simon’s most notable project was Tea, the sale of a minority stake in one of the largest healthcare groups in Colombia to a strategic investor. Simon performed financial due diligence on eleven companies under the group’s umbrella to determine base case, as well as downside and upside revenues, costs, and capital expenditures assumptions. Simon valued the group through a Sum of the Parts valuation methodology by using a DCF model on each company and a DDM model for the insurance provider.

Simon Morales has a Bachelor of Business Administration (BBA) in Finance & investments & Economics from Baruch College. Simon is also Bloomberg Essentials Certified (Fixed Income) and Bloomberg Essentials Certified (Equities) from Bloomberg LP.

Simon Morales

Bianca Franzini is the Chief Human Resources Officer at [Frubana](/org/frubana). Bianca has previously worked as the Diretora de Gente & Gestão at [Noverde](/org/noverde) from June 2021 to March 2022, the Diretora de Gente e Gestão at [Pernambucanas](/org/pernambucanas) from April 2018 to April 2019, and the HR Director at iZettle from January 2017 to April 2018. Bianca has also worked as the Talent Acquisition & Compensation, Benefits, Union Relation Manager at SOMOS EDUCAÇÃO from January 2016 to December 2016, and as the LATAM People and Performance Manager at The Kraft Heinz Company from July 2015 to November 2015.

Bianca Franzini has completed the HBX CORe business course from [Harvard Business School](/org/harvard-business-school) and has a diploma in brewing from the Institute of Brewing and Distilling. Bianca also has a master's degree in brewing from the University of California, Davis, and an engineer's degree in food engineering from the Universidade de São Paulo.

Their manager is Fabián Gómez Gutiérrez, Founder & CEO. They work with Cristina Echeverri - VP, People, Gabriela González Vélez - VP, Procurement, and Andres Sarmiento - Chief Product & Data Science Officer.

Bianca Franzini

Giorgio Rivera is the current Head of Marketplace at [Frubana](/org/frubana). Prior to this, they were an Advisor at VILIV from October 2019 to December 2020. From April 2016 to October 2019, they were the Digital Transformation Director at [Grupo Éxito](/org/grupo-exito). From June 2014 to April 2016, they were the Marketplace Head at [Cdiscount](/org/cdiscount-s-a). From November 2010 to September 2012, they were the Co-Founder & Manager at [Groupon](/org/groupon). From May 2010 to August 2010, they were a Supply Chain Intern at Dr Pepper Snapple Group.

Giorgio Rivera has a Master of Business Administration (MBA) from Babson F.W. Olin Graduate School of Business and a Bachelor of Business Administration (B.B.A.) in Finance, Logistics, Materials, and Supply Chain Management from [Texas Christian University](/org/texas-christian-university) - M.J. Neeley School of Business.

Giorgio Rivera

Jose Ignacio Díaz Granados is currently the Head of Finance at [Frubana](/org/frubana). Prior to this, they worked as a Graduate Fellow at Blackstone Entrepreneurs Network North Carolina from January 2017 to July 2017. From June 2017 to May 2019, Jose was an Investment Banking Associate at [Deutsche Bank](/org/deutsche-bank) in the Global Consumer, Retail and Business Services division. Jose also worked as an Investment Banking Summer Associate at [Deutsche Bank](/org/deutsche-bank) from June 2016 to August 2016. Jose started their professional career as an Associate at [Advantis Consultoría Gerencial](/org/advantis-consultoria-gerencial) from January 2012 to July 2015.

Jose Ignacio Díaz Granados has a Master of Business Administration (MBA) from Duke University - The Fuqua School of Business, a Bachelor's degree in Business Administration from Universidad de Los Andes, and a Bachelor's degree in Economist from Universidad de Los Andes.

Jose Ignacio Díaz Granados

Paola Andrea Lagos is currently the Head of Online Acquisition at [Frubana](/org/frubana). Prior to this, they served as the Head of Growth at Top-E University from February 2021 to October 2021. Before that, they were the Growth CRM Manager at [Frubana](/org/frubana) from August 2019 to December 2020, where they were responsible for planning, developing, and analyzing campaigns to increase CTR and optimize conversions. Paola has also worked as a CRM Marketing Manager at [Uber](/org/uber) and as a Growth Marketing Intelligence at [Rappi](/org/rappi). Additionally, they have interned at Grupo Manuelita and IBM.

Paola Andrea Lagos is an industrial engineer who is a member of the research group Finance & Management at Universidad Industrial de Santander. Paola has a bachelor's degree with a humanities emphasis from Colegio María Goretti.

Paola Andrea Lagos

Alex Burrowes is the current Head of Sales at [Frubana](/org/frubana). Prior to this, they were the Co-Founder and CEO of Amazonica Fruits, an international fruit trade company. Alex has also served as the Regional Marketing Manager for [Selina](/org/selina), a hospitality company with locations in Colombia, Panama, and Ecuador. Additionally, they were the Co-Founder and Head of Growth for CaptainOps, the first marketplace for private aviation services. Alex began their career in 2012 as an Event Marketing Specialist for [Red Bull](/org/red-bull). Alex also completed an internship trainee program at Fox Television Stations in 2011.

Alex Burrowes is a publicist who graduated from [Universidad Jorge Tadeo Lozano](/org/universidad-jorge-tadeo-lozano). Alex also has a Bachillerato, which is an American High School Diploma, from Colegio Nueva Granada.

Alex Burrowes

Hans Tung is currently an investor and board member at various startups, including Frubana, Divvy Homes, Mason, and Shelf Engine. He is based in the San Francisco Bay Area.

Hans Tung

Martin Marchetta Fernandez

Andres Sarmiento

Alfredo Cepeda Vera is the current head of expansion at [Frubana](/org/frubana). Prior to this, they worked at Promigas from January 2013 to November 2018 where they were in charge of new business development. Before that, they were an intern at Procaps S.A from January 2011 to June 2011. Alfredo has a lot of experience in the gas and energy industry and has been instrumental in the growth of [Frubana](/org/frubana).

Alfredo Cepeda Vera has an engineering degree from the Universidad de Los Andes and a academic bachelors degree from Marymount.

Alfredo Cepeda Vera

Rodrigo Martelo Gómez is the Head of Logistics Projects & Strategy at Frubana. He has worked at Frubana since Oct 2021.

Rodrigo Martelo Gomez

Rogerio Godoy Silveira is the current Head of Finance in Brazil for [Frubana](/org/frubana). Prior to this role, they held finance positions at [Frubana](/org/frubana), Grow Mobility, Grupo Hinode, Whirlpool Latin America, Banco Honda, and Santander Brasil. Rogerio began their career in treasury at Citibank in 2005. Rogerio has a wealth of experience in finance and is an expert in their field.

Rogerio Godoy Silveira has a Master's degree in Economics from [Universidade Presbiteriana Mackenzie](/org/universidade-presbiteriana-mackenzie) and a certification from [ANBIMA](/org/anbima) in cpa 20.

Rogerio Godoy Silveira

Sebastian Rodriguez Guevara is the current Head of DevOps at [Frubana](/org/frubana). Sebastian has over fifteen years of experience in DevOps and systems administration. Sebastian started their career as a Technical support / Linux administrator for Trabajo Independiente in 2005. Sebastian then worked as a LINUX Administrator for Telefonica de Argentina S.A. from 2006 to 2007. In 2007, they started working as a Devops Engineer for Zauber, where they worked for two years. In 2014, they joined [Auth0](/org/auth0) as a DevOps Technical Lead and worked there for six years until they joined [Frubana](/org/frubana) in 2020.

Sebastian Rodriguez Guevara

Miguel Silva Trujillo is the current Head of Product at [Frubana](/org/frubana). Prior to this, they were a Product Manager at BRUJITA DESIGN & INNOVATION from January 2017 to December 2018. Miguel has experience in product strategy and leading innovation projects and design teams. Some of the companies they have worked for include [Mastercard](/org/mastercard), McCann Erickson, MovilRed, and Credifamilia.

Miguel Silva Trujillo has a business administration and management degree from [CESA](/org/cesa-escuela-de-negocios). Miguel also has an exchange program degree in business from EU Business School. Miguel has a certification from SCRUMstudy - Accreditation Body for Scrum and Agile in the Scrum Fundamentals Certified program.

Miguel Silva Trujillo

Andres Silva is the current Head of Engineering at [Frubana](/org/frubana). Andres has also held positions at [Platzi](/org/platzi), PriceTravel Holding, and [Globant](/org/globant). Andres has been an iOS Mobile Developer since 2014 and a Co-Founder of TaxiaLife since 2012.

Andres Silva has a Bachelor's degree in Computer and Information Sciences and Support Services from Universidad de Caldas. Andres also has a degree from Startup School Online.

Andres Silva

Alejandro Dagnino

Fabián Gómez Gutiérrez is the CEO and founder of Frubana, a Mexico City-based startup. He has extensive experience in business and consulting, having worked with McKinsey & Company and Rappi in the past. Under his leadership, Frubana has around 14 employees and is expanding rapidly.

Fabián Gómez Gutiérrez

Emiliano Arango is the current Chief Technical Officer at [Frubana](/org/frubana). Emiliano has held various positions in the past including VP of Engineering at [Rappi](/org/rappi), Director of Technology at Phinx, and Technology Manager at Avenida+. Arango has been in the technology field for over 10 years and has experience in leading large teams of developers, designing complete platforms, and integrations.

Emiliano Arango has a degree in Business Administration from [Universidad de Palermo](/org/universidad-de-palermo).

Emiliano Arango reports to Fabián Gómez Gutiérrez, Founder & CEO. Emiliano Arango works with Martin Marchetta Fernandez - VP, R&D, Gabriela González Vélez - VP, Procurement, and Alejandro Dagnino - VP, Corporate Applications & Services.

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