ABOUT US
WHO WE ARE
At Altipal S.A.S., we transform distribution in Colombia by turning powerful ideas into real-world solutions—driving sustainable growth for our clients at every point of sale.
Since 1960, we have led the way in distributing high-quality consumer goods, delivering excellence to Colombian households and creating a positive impact by making trusted, accessible, and well-known brands available across the country.
HISTORY
The Beginning of a Great Dream
Our founders, Alfonso Palacio and Nubia Hoyos, arrived in Apartadó, Antioquia, and purchased a small shop on the main street of El Poblado. With vision, determination, and drive, they took the first bold step toward building what we know today as Altipal—a leader in distribution across Colombia.
From Apartadó to Colombia
Over the years, our vision expanded and gained strength. In the 1980s, Altipal reached Turbo and Medellín. In the 1990s, Mr. Alfonso Palacio passed the torch to his son, Jorge Humberto Palacio, and Altipal Bogotá was founded—marking the beginning of a new era of growth and national expansion.
Building the Future Through Strategic Vision
To ensure sustainable growth, we adopted a focused strategy: partnering with a maximum of 12 carefully selected non-competing leading brands. This approach allows us to build a transparent, thriving business—driven by strategic alliances that power our long-term development and position Altipal as a trusted leader in distribution.
Growth Fueled by Strategic Partnerships
Driven by our focused strategy, we opened new branches in Pereira, Ibagué, Boyacá, and Villavicencio with the strong support of Team and Colgate. This phase of expansion also marked our entry into the spirits and wine category alongside Diageo, and the strengthening of our strategic alliance with Kellogg’s in Colombia.
Embracing the Digital Transformation
We made a bold entry into the digital era with Surtiapp, our B2B platform, and CanGú, our B2C app—two innovations reshaping distribution in Colombia. These solutions directly connect clients and consumers, enhancing efficiency and ensuring the availability of high-quality products across every touchpoint.
Leading Through Challenging Times
The COVID-19 pandemic tested the world—at Altipal, we responded with resilience and unwavering commitment. In the face of uncertainty, we protected our people, streamlined operations, and ensured the continued distribution of essential goods and services to our clients and consumers across Colombia.
We Make It Happen
With operations covering 85% of Colombia and over 65 years of experience, Altipal stands on a foundation of strong values and exceptional talent—driving the transformation of the distribution and consumer goods sector.
We continue to modernize our national distribution model by launching new business units, delivering excellence to every consumer, and adopting cutting-edge technology and artificial intelligence to boost efficiency and reinforce our position as Colombia’s #1 distributor.
OUR
IDENTITY
At Altipal, we are more than a distribution company—we are a committed team working for the well-being and progress of Colombia. Our essence is rooted in a legacy of effort, innovation, and growth, always focused on building the future.
Every decision, every action, and every achievement is driven by a strategic framework that defines who we are and where we’re going. From our values to our vision, everything at Altipal is built to deliver on our promises and generate lasting impact for the country.
OUR
TEAM
Jorge Palacio
From the lecture halls of university to the executive office of one of Colombia’s leading distribution companies, Jorge Palacio has always been driven by a bold vision and a deep understanding of numbers. Born in Medellín and rooted in Bogotá for most of his life, he joined Altipal when its operations were still concentrated in Antioquia.Since then, Jorge has been instrumental in expanding the company’s reach across the nation. His leadership is grounded in a powerful life purpose: to create opportunities that generate well-being for many—always guided by the values that define Altipal’s identity and impact in Colombia.
Fernando Corredor
Originally from Cúcuta, Fernando Corredor joined Altipal in October 2017. Since then, he has built a solid career within the company—starting as a legal analyst and steadily taking on key responsibilities in strategic areas.Today, he leads Human Talent, Legal Affairs, and Corporate Governance with a leadership style grounded in integrity, commitment, and continuous improvement. Fernando stands out for his strong sense of purpose, service-driven mindset, and deep ethical conviction that well-executed work can create a positive impact on society.With a passion for reading, wine, coffee, and research, Fernando’s personal interests reflect his constant pursuit of knowledge and holistic growth.
Carolina López Pineda
Business Administrator and Master in Marketing from Universidad EAFIT, Carolina brings over eight years of experience in the consumer goods sector, with a proven track record in leading digital B2B and B2C business initiatives.She has played a key role in transforming Colombia’s traditional trade channel into an omnichannel ecosystem, leveraging digitalization as a strategic tool for supply chain efficiency and brand positioning. With a sharp analytical mindset and results-driven focus, she designs and executes strategies that promote sustainable growth, resource optimization, and long-term value creation.A passionate leader, Carolina turns ideas into concrete, measurable, and impactful actions—driving a culture of innovation, continuous learning, and collaboration.
Luisa Velásquez
Luisa Velásquez is a Civil Engineer with a Master’s degree in Strategic Business Management, bringing over 20 years of experience in the Downstream Oil & Gas industry. She has led the construction and maintenance of service stations and industrial facilities for some of Colombia’s most recognized fuel and lubricant distribution companies.
Her commercial career began with major challenges that sharpened her ability to spot opportunities, understand client needs, and build profitable, sustainable business models. Throughout her journey, she has demonstrated a strategic mindset and a strong talent for leading high-performance teams—always fostering value-driven organizational cultures.
Luisa firmly believes that business success is built by extraordinary teams, committed to excellence, productivity, and transforming their environment.
Nury Callejas
Nury Callejas leads the Mass Consumer Products business with a strategic focus on sustainable growth and the development of strong, long-term commercial relationships. As a sales manager, her purpose is to empower her team—motivating them to deliver outstanding results that strengthen the business and create lasting value.
With a proven ability to lead, Nury fosters high-performance environments built on trust, collaboration, and continuous improvement. Beyond her professional role, she finds balance in her personal life as a wife and mother to a 15-year-old daughter. Her leadership is grounded in commitment and purpose, inspiring those around her to reach their full potential—both in business and in life.
Diego Álvarez Vargas
Diego Álvarez Vargas brings a strong background in Financial Planning, Mergers & Acquisitions (M&A), and Process Optimization, which has shaped his holistic and strategic view of the business. As Head of Strategy and Commercial Operations at Altipal, he drives operational efficiency, optimizes supplier investments, and strengthens decision-making through technology and data analytics.
His purpose is to design and implement commercial strategies that fuel sustainable growth—aligning key business areas, streamlining processes, and maximizing profitability. Diego is known for his data-driven leadership, his ability to transform resource management, and his focus on measurable outcomes.
His work is grounded in building strategic teams, smart automation, and the application of analytical tools that enhance both planning and commercial execution.
Oscar Poveda Vásquez
With over 24 years of experience in technology and a Master’s in Business, Óscar Poveda Vásquez has led Altipal’s digital transformation—implementing artificial intelligence, multi-cloud infrastructure, network modernization, and robust cybersecurity enhancements.
He stands out for developing an intelligent contact center and inclusive digital solutions that break down socioeconomic barriers. His purpose is to apply innovation through a human-centered approach, improving the lives of collaborators and contributing to collective well-being.
Óscar leads with commitment and vision, grounded in three personal pillars: faith in God as his spiritual guide, family as his emotional core, and his service-driven vocation at Altipal, where he champions purposeful technology and forward-thinking leadership.
Eduardo Galeano
Eduardo Galeano brings a solid track record in logistics, having held strategic roles at La Polar Retail Chile, Dispapeles, and now Altipal. His leadership is focused on optimizing the supply chain to ensure efficient, sustainable distribution aligned with the highest operational standards.
He combines operational excellence with human talent development, driving controlled processes, flawless execution, and exceptional customer service. Innovation and continuous improvement are core pillars of his approach, promoting technology integration to enhance efficiency, boost competitiveness, and scale commercial growth.
Eduardo fosters a collaborative environment where every team member thrives and contributes to collective success—strengthening a culture of efficiency, innovation, and high performance.
Yaneth Rodríguez
Yaneth Rodríguez is a Certified Public Accountant with an MBA from INALDE Business School and specialized training in Tax Law, Finance, and International Financial Reporting Standards (IFRS). Her career spans key leadership roles in Accounting, Auditing, Taxation, Treasury, Administration, and Finance—giving her a comprehensive and strategic view of the financial and business landscape.
As Altipal’s Chief Administrative and Financial Officer, she leads a team focused on implementing strategies that optimize financial resources and drive organizational growth.
Yaneth is guided by the pillars of continuous learning, effective leadership, and innovation, which fuel her ability to transform challenges into opportunities and achieve ambitious goals in a fast-paced, competitive environment.