Is Alejandro García, Named Ecuador General Manager of 4Life Ecuador, has officially been appointed Ecuador Direct Selling President by the Asociación Ecuatoriana de Venta Directa (AEVD) for the 2025–2027 term. García, who joined 4Life in 2021, now leads the national organization that represents 18 multinational companies operating in the direct selling sector.
This recognition highlights his leadership, industry expertise, and unwavering commitment to ethical business practices across Ecuador’s growing network marketing landscape.
As the newly appointed Ecuador Direct Selling President, García is focused on enhancing public confidence in the direct selling model. His goals include:
Promoting ethical and transparent practices across all AEVD-associated companies
Launching consumer-centered initiatives
Driving cross-border collaboration within South America’s MLM landscape
These efforts aim to reinforce the credibility and professionalism of the industry nationwide.
“We are grateful for Alejandro’s leadership in Ecuador. He will make significant contributions to AEVD,”
said Preston Richards, Senior Vice President of 4Life.
García’s appointment adds to a long-standing tradition of 4Life executives serving the industry in global leadership roles:
Danny Lee, 4Life’s President and CEO, has served two terms as Chairman of the USA Direct Selling Association (DSA).
Rafael Fernández, Regional Vice President of 4Life Europe, is currently Vice President of Spain’s Direct Selling Association (AVD).
Their global involvement showcases 4Life’s continued commitment to supporting the profession at the highest level.
Founded in 1998 by David and Bianca Lisonbee, 4Life was the first company to bring transfer factor research to market. With a scientific approach to health and wellness, 4Life operates in dozens of countries and continues to build a strong legacy through innovation, philanthropy, and corporate social responsibility.
The company’s vision has always been to empower individuals worldwide through reliable wellness solutions and ethical business opportunities.
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