Born in Honduras, husband to Michelle and father of three.
Lito graduated from the University of Florida with a major in advertising and business entrepreneurship in 2005 and came back to Honduras. Prior to coming on board with 3C he sold everything from cigars and Harleys to rambutan.
After graduating he started a small chain of premium Honduran cigar shops which later expanded to include bar and restaurant locations, likewise he managed and operated the family owned Harley-Davidson dealership in Honduras. After selling Casa de Puros he moved to Guatemala to work with an exotic fruit production and export company.
Looking for a way back home he joined Proconsumo in 2017 as the new business development manager and his first brand launch was a complete fluke. He recovered and later became commercial manager, marketing manager (at times simultaneously) and as of 2019, general manager, responsible for both the wholesale pharmaceutical and fast-moving consumer goods divisions. During this time, he has successfully overseen the inclusion of powerhouses like Kellogg’s and SC Johnson into Proconsumo’s product catalog.