I feel at home
wherever great pastry is being made
Welcome to my world of honest pastry — where bread has real crunch, croissants are perfectly flaky, and panettone melts on the tongue. I help bakeries, pastry shops and restaurants around the world create products that make people come back for more.
I am Alejandro Luna, and I’ve spent almost 30 years working in pastry kitchens around the world. Along the way, I’ve led large teams, opened major hotel programs and helped build pastry and bakery concepts that became local institutions.
Today, my focus is simple: share what I’ve learned and help bakeries and pastry teams grow with confidence. Because when we work together, we can create something truly special — just as I did in these places.
I am Alejandro Luna, and I’ve spent almost 30 years working in pastry kitchens around the world. Along the way, I’ve led large teams, opened major hotel programs and helped build pastry and bakery concepts that became local institutions.
Today, my focus is simple: share what I’ve learned and help bakeries and pastry teams grow with confidence. Because when we work together, we can create something truly special — just as I did in these places.
Mandarin Oriental,
New York
Part of the opening team in a city where food is its own language.
Part of the opening team in a city where food is its own language.
Marina Bay Sands,
Singapore
Executive Chef for Pastry & Bakery in one of the world’s most iconic hotels.
Executive Chef for Pastry & Bakery in one of the world’s most iconic hotels.
Bottega Louie,
Los Angeles
Part of the team behind high-end pastries loved across Instagram.
Part of the team behind high-end pastries loved across Instagram.
Sonoma Bakery,
Sydney
Part of the bakery that introduced sourdough culture to Sydney.
Part of the bakery that introduced sourdough culture to Sydney.
My journey
My journey
The first spark
I grew up in Caracas, Venezuela. When I was 14 years old I discovered pastry and hopelessly fell in love. After culinary school I realised that real growth happens when you travel, work with great chefs, and stay open to learning every single day.
I grew up in Caracas, Venezuela. When I was 14 years old I discovered pastry and hopelessly fell in love. After culinary school I realised that real growth happens when you travel, work with great chefs, and stay open to learning every single day.
Fermenting knowledge
I’ve spent my career learning from chefs I admired early on, like Pierre Hermé, Oriol Balaguer and Albert Adrià, and absorbing wisdom from mentors in kitchens across the US, Singapore, Australia and beyond. Every place, every team and every challenge added something new to the mix.
I’ve spent my career learning from chefs I admired early on, like Pierre Hermé, Oriol Balaguer and Albert Adrià, and absorbing wisdom from mentors in kitchens across the US, Singapore, Australia and beyond. Every place, every team and every challenge added something new to the mix.
What feeds me today
I’m still as curious and self-driven as I was on day one — only now my focus is on consulting, teaching and sharing the knowledge I've spent years fermenting. I love the rhythm of a busy kitchen, the honesty of good pastry and the joy it brings people. Helping teams grow and gain confidence is what keeps me moving forward.
I’m still as curious and self-driven as I was on day one — only now my focus is on consulting, teaching and sharing the knowledge I've spent years fermenting. I love the rhythm of a busy kitchen, the honesty of good pastry and the joy it brings people. Helping teams grow and gain confidence is what keeps me moving forward.
What can I do
for you?
Recipe & menu creation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Menu & operations optimisation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Product & concept development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Kitchen, facility & production setup
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Staff training & team development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Start-up, expansion & launch support
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe systems & documentation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Brand & product strategy
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe & menu creation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Menu & operations optimisation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Product & concept development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Kitchen, facility & production setup
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Staff training & team development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Start-up, expansion & launch support
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe systems & documentation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Brand & product strategy
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe & menu creation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Menu & operations optimisation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Product & concept development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Kitchen, facility & production setup
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Staff training & team development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Start-up, expansion & launch support
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe systems & documentation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Brand & product strategy
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe & menu creation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Menu & operations optimisation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Product & concept development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Kitchen, facility & production setup
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Staff training & team development
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Start-up, expansion & launch support
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Recipe systems & documentation
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Brand & product strategy
01.
Brand Strategy
02.
Digital Strategy
03.
Brand Positioning
04.
Discoverability
Eight rules I always follow
Respect tradition, but don’t let it limit imagination.
Knowledge grows when it’s shared, not guarded.
Precise technique with honest flavours.
Great pastry needs both chaos and discipline.
Always embrace local culture in the final product.
Better tools give freedom to push your craft further.
Your pastry is only as good as your team.
Never stop tasting the world.
My open pastry notebook
My open pastry notebook
My open pastry notebook
On my Substack channel I share what I’ve learned over nearly 30 years in pastry — openly and without gatekeeping. Each post explores one topic in depth, from techniques to ingredients and recipes, so bakers of all levels can understand the “why” behind the craft and grow with confidence.
On my Substack channel I share what I’ve learned over nearly 30 years in pastry — openly and without gatekeeping. Each post explores one topic in depth, from techniques to ingredients and recipes, so bakers of all levels can understand the “why” behind the craft and grow with confidence.
Lamination Nation: Unlocking the Secrets of Perfect Layers
There’s something hypnotic about watching a perfect croissant emerge from the oven — golden, crisp, and so light it seems to defy gravity. Behind that beauty is a process that some bakers both love and fear: lamination.
The Soul of Panettone:
Lievito Madre
To some, it’s just a starter. To those of us who have spent years baking panettone, it’s something more: a ritual, a responsibility, and yes, a living thing with moods.
Kornfeil – my partner in craft
Kornfeil – my partner in craft
Kornfeil – my partner in craft
I’m proud to be a brand ambassador for Kornfeil — a team whose dedication to baking technology mirrors the way I approach my craft. I first connected with their ovens, but it was the people, their passion and their commitment to quality that made the partnership feel natural. Together, we support bakers who want to grow with confidence and push their craft further.
I’m proud to be a brand ambassador for Kornfeil — a team whose dedication to baking technology mirrors the way I approach my craft. I first connected with their ovens, but it was the people, their passion and their commitment to quality that made the partnership feel natural. Together, we support bakers who want to grow with confidence and push their craft further.
Technology as a key to freedom
Kornfeil ovens give bakers something rare: peace of mind. When your equipment is consistent, precise and reliable, you get the freedom to focus on flavour, creativity and the things that truly matter in a busy bakery. Great tools don’t replace craft — they elevate it.
Kornfeil ovens give bakers something rare: peace of mind. When your equipment is consistent, precise and reliable, you get the freedom to focus on flavour, creativity and the things that truly matter in a busy bakery. Great tools don’t replace craft — they elevate it.
CEO with contagious passion
Behind every great oven are people who care deeply about the craft. For me, Martina represents that spirit — her ambition, curiosity and drive to push the industry forward are contagious. It’s the kind of leadership that lifts the whole community.
Behind every great oven are people who care deeply about the craft. For me, Martina represents that spirit — her ambition, curiosity and drive to push the industry forward are contagious. It’s the kind of leadership that lifts the whole community.
K is for Kornfeil Kommunity
Kornfeil isn’t just a manufacturer — it’s a community of bakers who share the same passion, curiosity and respect for the craft. It’s a place where people ask questions, exchange ideas and support each other. Anyone who takes baking seriously will feel at home here.
Kornfeil isn’t just a manufacturer — it’s a community of bakers who share the same passion, curiosity and respect for the craft. It’s a place where people ask questions, exchange ideas and support each other. Anyone who takes baking seriously will feel at home here.