In a significant development for Ecuador’s direct selling industry, Alejandro García, General Manager of Ecuador for 4Life, has been named President of the Asociación Ecuatoriana de Venta Directa (AEVD) for the 2025–2027 term. Announced on May 27, 2025, by Business For Home, this appointment underscores García’s proven leadership and commitment to advancing the direct selling sector in Ecuador and beyond. With a focus on ethical practices and consumer-centric initiatives, García is poised to elevate the industry’s credibility and impact during his tenure.

A Leader with a Vision

Alejandro García’s journey with 4Life began in 2021 when he assumed the role of General Manager of Ecuador. His leadership quickly distinguished him as a figure of integrity and innovation within the company and the broader direct selling community. The AEVD, which represents 18 multinational companies, selected García for his extensive experience and dedication to fostering ethical standards in the industry. His appointment as President is a testament to his ability to drive results while maintaining a commitment to the values of transparency and professionalism.

García’s vision for the AEVD centers on strengthening the direct selling sector’s credibility in Ecuador. He aims to promote ethical practices among member companies, ensuring that distributors and consumers alike benefit from fair and sustainable business models. Additionally, García plans to spearhead initiatives that enhance consumer trust and expand the industry’s reach across South America. His leadership comes at a pivotal time, as direct selling continues to gain traction as a viable entrepreneurial path in the region.

4Life’s Role in Ecuador’s Direct Selling Landscape

4Life, a global leader in health and wellness products, has been a significant player in Ecuador’s direct selling market. The company’s focus on science-backed nutritional supplements and its “Together, Building People” philosophy have resonated with distributors and consumers alike. García’s role as General Manager has been instrumental in expanding 4Life’s footprint in Ecuador, and his new position with the AEVD amplifies his influence on the industry as a whole.

Preston Richards, Senior Vice President of 4Life, expressed confidence in García’s ability to lead the AEVD, stating, “We are grateful for Alejandro’s leadership in Ecuador. He will make significant contributions to AEVD.” This endorsement highlights the trust placed in García to represent not only 4Life but also the collective interests of the AEVD’s member companies, which include industry giants like Amway, Herbalife, and Mary Kay.

The Growing Importance of Direct Selling in Ecuador

Ecuador’s direct selling industry has seen steady growth, driven by a growing entrepreneurial spirit and increasing demand for flexible income opportunities. The AEVD plays a critical role in regulating and promoting the sector, ensuring that companies adhere to ethical standards and deliver value to consumers. With 18 multinational members, the association represents a diverse range of products, from health and wellness to personal care and household goods.

The direct selling model thrives in Ecuador due to its ability to empower individuals, particularly those seeking alternatives to traditional employment. Leaders like García are key to sustaining this momentum by fostering an environment of trust and innovation. His focus on consumer-centric initiatives aligns with global trends, where direct selling companies are increasingly prioritizing transparency and customer satisfaction to counter past criticisms of the industry.

Challenges and Opportunities Ahead

García’s presidency comes at a time of both opportunity and challenge for Ecuador’s direct selling sector. Globally, the industry has faced scrutiny over issues like exaggerated income claims and unsustainable business models, as seen in cases like Advocare’s shift away from MLM. García’s emphasis on ethical practices positions the AEVD to address these concerns head-on, setting a standard for integrity that could serve as a model for other markets in South America.

Moreover, Ecuador’s economic landscape presents unique opportunities for direct selling. The country’s 2024–2025 National Development Plan emphasizes sustainable productivity and formal labor market expansion, goals that align with the direct selling industry’s ability to create entrepreneurial opportunities. By leveraging the AEVD’s platform, García can advocate for policies that support distributors while promoting products that meet consumer needs.

A New Chapter for AEVD and Ecuador

Alejandro García’s appointment marks a new chapter for the AEVD and Ecuador’s direct selling industry. His leadership is expected to drive collaboration among member companies, foster innovation, and enhance the sector’s reputation. As he takes on this role, García joins a lineage of influential leaders in Ecuador’s direct selling community, such as Cristoffer Serrano and Sophy Jacome, who have also made significant strides in network marketing.