Ecuador · Trade with Purpose

Three careers, one shared conviction

KATUNA Trade grew out of more than a decade of experience building bridges between Ecuadorian producers and international buyers — now under one structure.

Mission

Why we exist

KATUNA Trade exists because Ecuadorian producers rarely capture the real value of the quality they produce. That value, far too often, goes to the intermediary instead — and in some cases, through terms that border on coercion rather than fair negotiation.

We build the same direct bridge between origin and international buyer that each of our founders already knew how to build separately — now under one structure, with the same quality standard, but with one deliberate difference: the producer who grew the cacao, harvested the shrimp, or cut the banana bunch receives a fair share of what that product is actually worth on the international market.

Row of ripe cacao pods lined up on a rustic wooden beam, stone wall background

Vision

Ecuador as the world's high-quality boutique origin

We see Ecuador for what it really is: a source of exceptionally high-quality products the world doesn't yet fully appreciate. Our vision is to open non-traditional markets — not just sell more into destinations that already know Ecuador, but find where else in the world needs what Ecuador produces better than anyone.

Our own brand

Not just intermediating other producers' output, but eventually offering a KATUNA brand that international buyers recognize for its quality and traceability standard.

Stronger cooperatives

Sharing with producers the technical and commercial knowledge our founders built over more than a decade working from the other side of the table.

Ecuador as the benchmark

Making sure Ecuadorian cacao, banana and shrimp compete on more than price — recognized as the quality standard they already are.

Our story

Three careers solving the same problem, separately

KATUNA was born from three careers that, over more than a decade, each solved the same problem from a different angle. All three saw the same signal from different vantage points: Ecuadorian producers rarely capture the real value of their product's quality.

Photo: Giovanny Reinoso headshot, square format — pending

Giovanny Reinoso

Operations Director

More than 15 years alongside Toyota Tsusho opening the Japanese market to Ecuadorian products — shrimp, broccoli, banana — one of the most demanding and least conventional destinations for Ecuadorian exporters.

Photo: Daniela Rodríguez headshot, square format — pending

Daniela Rodríguez

Legal Director

International expert at Ecuador's Ministry of Agriculture, Livestock and Fisheries — public policy design, certifications, the legal framework for exporting, and the inter-institutional connections behind cooperatives with real negotiating power.

Photo: Hugo Núñez headshot, square format — pending

Hugo Núñez

Trade Director

More than 10 years of direct commercialization into the United States and European Union, with products as demanding as fresh flowers and banana — building real connections between supply and demand in highly competitive markets.

Our objectives

What we're focused on today

Non-traditional markets

Opening non-traditional markets for the Ecuadorian products we represent, beyond already-established export destinations.

Associations and cooperatives

Strengthening producer associations and cooperatives, sharing the technical and commercial knowledge we built before founding KATUNA.

Our own brand

Laying the groundwork for a brand of our own, with a quality and traceability standard international buyers can recognize.

We track progress on these fronts internally, with concrete targets we review with our team — but we'd rather let results speak than lead with projections.

SENAE Certified customs handling
AGROCALIDAD Phytosanitary certification
BASC Certified logistics partners

Want to work with us?

Whether you're looking to buy Ecuadorian cacao, shrimp or banana, or you're a producer looking to export for the first time, let's talk.

Get in touch