Our approach is built on direct experience — not theory.

Herbert Morales brings more than 30 years of experience in international business development, institutional relationship building and executive problem-solving. He founded Latin American Business Solutions — LaBuSo Group — in 2009 to help companies navigate the commercial, cultural and institutional realities of doing business across the Americas.

Before founding LaBuSo, Herbert spent eight years supporting Latin American trade development through the Arkansas World Trade Center environment. His work connected Arkansas companies with opportunities across Mexico, Central America, the Caribbean and South America and included trade missions, executive engagement and relationship development with business and public-sector stakeholders.

Earlier in his career, Herbert worked on public-administration modernization initiatives connected with the United Nations Development Programme in Guatemala and held leadership roles with Tyson Foods, Network Marine and Marex. He also taught Public Administration and Political Science.

Today, he advises business leaders on market strategy, negotiation, protocol, partner development and cross-cultural execution — turning decades of institutional and commercial experience into practical guidance for companies ready to grow.