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Born in Piquiucho, a small village in the Valle del Chota, one of Ecuador's poorest regions, De la Cruz set up the charity Friends of FundeCruz to fund a number of projects serving the local community, to which he donates about 10% of his salary.
The Afro-Ecuadorian village of Piquiucho in northern Ecuador's Valle del Chota is a three-hour drive from Quito, the nation's capital.