Courageous man willing to conquest new markets by traveling far, Florentino was the first artisan to work for ERENO and open the doors of his community to Paulina. In the process of becoming a Shaman or Mara´kame, leader and commissioner of the Huichol community in San José, Jalisco, Florentino is a respected member and is committed to improving the people's well-being and lifestyle. He represents the Wixárika values, beliefs, and teachings in everything he does; whether it’s in sharing stories about his ancestors, leading ceremonies or creating music he makes sure the Huichol legacy lives on in the future.