Every product is
a reflection of the passion
we put behind it
My work focuses on consulting and teaching within kitchens of all types. I help teams sharpen technique, structure their workflows, and understand the thinking behind the food so quality stays consistent as operations evolve.
I am Alejandro Luna. I’ve spent most of my working life in pastry kitchens, learning through repetition, responsibility, and collaboration. My work has largely taken place working alongside and leading teams navigating growth, change, and daily production. Over time, this has included helping shape new programs and support evolving bakery and pastry businesses.
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 unique.
I am Alejandro Luna. I’ve spent most of my working life in pastry kitchens, learning through repetition, responsibility, and collaboration. My work has largely taken place working alongside and leading teams navigating growth, change, and daily production. Over time, this has included helping shape new programs and support evolving bakery and pastry businesses.
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 unique.
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.
Mandarin Oriental,
New York
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.
Marina Bay Sands,
Singapore
Executive Chef for Pastry & Bakery in one of the world’s most iconic hotels.
Bottega Louie,
Los Angeles
Executive Pastry Chef of the team behind high-end pastries loved across Instagram.
Bottega Louie,
Los Angeles
Executive Pastry Chef 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.
Sonoma Bakery,
Sydney
Part of the bakery that introduced sourdough culture to Sydney.
My journey
My journey
The first spark
Born and raised in Caracas, Venezuela, I started working in a bakery at 14. It didn’t take long to realise I had found my passion. What began as work quickly became a lasting interest in pastry and the discipline behind it. After culinary school, I learned that progress comes from travelling, working alongside others, and staying open to learning through practice.
Born and raised in Caracas, Venezuela, I started working in a bakery at 14. It didn’t take long to realise I had found my passion. What began as work quickly became a lasting interest in pastry and the discipline behind it. After culinary school, I learned that progress comes from travelling, working alongside others, and staying open to learning through practice.
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
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Menu & operations optimisation
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Product & concept development
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Kitchen, facility & production setup
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Staff training & team development
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Start-up, expansion & launch support
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Recipe systems & documentation
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Brand & product strategy
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Recipe & menu creation
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Menu & operations optimisation
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Product & concept development
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Kitchen, facility & production setup
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Staff training & team development
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Start-up, expansion & launch support
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Recipe systems & documentation
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Brand & product strategy
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Recipe & menu creation
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Menu & operations optimisation
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Product & concept development
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Kitchen, facility & production setup
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Staff training & team development
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Start-up, expansion & launch support
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Recipe systems & documentation
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Brand & product strategy
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Recipe & menu creation
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02.
03.
04.
Menu & operations optimisation
01.
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03.
04.
Product & concept development
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03.
04.
Kitchen, facility & production setup
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03.
04.
Staff training & team development
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03.
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Start-up, expansion & launch support
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Recipe systems & documentation
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Brand & product strategy
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Eight rules I always follow
Respect tradition, but don’t let it limit imagination.
Respect tradition, but don’t let it limit imagination.
Knowledge grows when it’s shared, not guarded.
Knowledge grows when it’s shared, not guarded.
Precise technique with honest flavours.
Precise technique with honest flavours.
Great pastry needs both chaos and discipline.
Great pastry needs both chaos and discipline.
Always embrace local culture in the final product.
Always embrace local culture in the final product.
Better tools give freedom to push your craft further.
Better tools give freedom to push your craft further.
Your pastry is only as good as your team.
Your pastry is only as good as your team.
Never stop tasting the world.
Never stop tasting the world.
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
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.