generandi
Our team
JUAN PRADOS EDWARDS
Managing Director
Forestry Engineer by the Polytechnic University of Madrid, MBA by the ESADE Business School and Master in Viticulture and Enology. Expert in trade operations of wood and biomass, with 20 years of experience in Europe, South America, Asia and Africa. He has extensive knowledge in maritime logistics and operations related to the wood industry. Experience in production of non-timber forest products. Large experience in agri asset management of different crops (vineyard, nuts, olive, rice, herbs, pear, etc.)
Since 1998 he has been active in the associative world, where he was Vice President of the European Confederation of Wood Industries, member of the Management of the Spanish Confederation of Wood Businessmen, President of the project of wood promotion “Living with Wood” , member of the PEFC-Spain management and vice president of the Association of Foresters of Madrid.
ANA ALCAIDE
CFO
Ana holds a bachelor degree in Administration by Universidade Complutense de Madrid and has more than 20 year-experience as responsible for finance for public and private-owned companies.
Besides her responsibilities supervising the administration and accounting for the companies of the group at each regional office (Madrid, Extremadura and Andaluzia in Spain and Castelo Branco in Portugal), she is also responsible for producing the reports to the investment funds, as well as for the financial analysis of new acquisition opportunities. Ana is also responsible for Human Resources.
beatriz del castillo
Tech, Market Analysis and Innovation Manager
Forestry Engineer with a Master’s Degree in Forest Management from the Polytechnic University of Madrid and MBA from the Camilo José Cela University. She has more than 20 years of experience. Beatriz was Manager of the Spanish Confederation of Wood Industries until 2014, in direct contact with companies throughout the value chain of the wood and biomass sector. Member of the National Forestry Council, of the Observatory of the Wood Sector and of the Secretariat of the CTN of Solid Biofuels of AENOR. Between 2014 and 2016 he developed numerous innovation projects related to energy, forest management and sustainability. From 2016 to 2021 she worked in Aqualia (FCC group) as head of the Innovation Management System and PMO.
JAVIER JUÁREZ
AGRICULTURAL DIRECTOR
Agricultural Engineer and Technical Agricultural Engineer from Miguel Hernández University of Elche, Javier Juárez has a solid international background in the agribusiness sector, combining technical expertise, commercial vision, and global business development experience.
Prior to joining Generandi, he served as General Sales Manager at AZUD, a multinational company specialized in irrigation and water efficiency solutions. There, he led the international commercial strategy across more than 100 countries and managed agronomic projects on five continents. During this period, he developed extensive experience in market expansion, multicultural team leadership, and the development of high-value-added agricultural solutions.
At Generandi, he leads the Agricultural Division, integrating the areas of Agricultural Investment (Property Management), Farm Management, Agricultural Consulting & Engineering, and Agricultural Product Commercialization.
JAVIER GONZÁLEZ
AGRI-ASSET MANAGER
Agricultural Technical Engineer from Pablo de Olavide University (Seville), Javier González Fernández brings more than 25 years of experience in agricultural production and farm management, with a strong specialization in organic farming and high-value fruit crops.
Throughout his career, he has held senior technical and management positions in leading agricultural companies in Extremadura, overseeing the establishment, development, and optimization of fruit production projects. He has extensive experience in crops such as cherry, plum, apricot, asparagus (organic), as well as in the development of kiwi, walnut, and chestnut plantations.
Before assuming his current role, he served as Technical Director of Agricultural Production in several companies, where he was responsible for crop strategy, cost control, team management, commercialization, and the implementation of organic and biodynamic production systems.
Javier combines deep field knowledge with strong operational and team leadership skills, contributing to the sustainable and efficient development of Generandi’s agricultural portfolio in line with the company’s long-term investment strategy.
ANTONIO OLIVEROS
FORESTRY Director
Forestry Engineer from the Polytechnic University of Madrid, Antonio Oliveros brings more than 20 years of experience in the forestry and bioenergy sectors. His professional career has been closely linked to both the pulp industry and the development of biomass and energy crop projects across Southern Europe.
Throughout his career, he has led national and international projects related to the establishment and management of energy crops, biomass supply for power plants, and the optimization of forestry operations. He has strong expertise in technical and financial project planning, contract negotiation, institutional relations, and multidisciplinary team coordination.
He has held senior management roles in companies such as Forestalia and Ence – Energía y Celulosa, where he worked on improving forestry harvesting operations, implementing standard operating procedures, defining and monitoring key performance indicators (KPIs), and managing R&D projects related to short-rotation plantations, genetic improvement, and biomass logistics.
He has extensive experience in operational efficiency, safety, and quality in forestry operations, as well as in the application of agricultural techniques to woody biomass production and in optimizing logistics for timber and biomass transportation.
At Generandi, he leads the Forestry Division, focusing on the technical and strategic management of the group’s forestry assets, the development of biomass projects, and the integration of advanced sustainability and efficiency criteria aligned with energy transition and decarbonization objectives.
DANIEL MADRID GARCIA
Trading Director
Forestry Engineer with a Masters Degree in Forest Management by the Polytechnic University of Madrid (Spain), He’s been responsible for Generandi’s Technical Office since 2012, there he has specialized in the international market of pulpwood, panel and biomass, as well as in the Iberian market of industrial wood. He has been an auditor in the control of biomass volumes and stock in biomass power plants, and in international litigations. He is a former member (spokesperson) of the normalization committee 164 of solid biofuels of AENOR (Spanish normalization committees).
FELIPE VILLANO
Risk and Investor Relations Director
Mining Engineer by the Escola Politécnica da Universidade de São Paulo (Brazil), with an extensive experience in the world of consulting, he has been part of Jakko Pöyry Engineering in Brazil at the department of Economic Studies and Business Modeling. In the field of bioenergy, he was responsible for the business development of Cosan Biomassa in Brazil (Bagasse sugarcane pellet plant). Felipe has also worked in investment funds, always responsible for business development.
mercedes izquierdo
ESG Supervisor
Mercedes holds a bachelor degree in Chemistry by the University of Salamanca and a technical degree in occupational risk prevention by Instituto Universitario de Ciencia y Tecnología.
Mercedes Izquierdo is our Quality Systems coordinator. Her responsibilities include the development, implementation and maintenance of the system in line with the required standards, including ISO 9001 and Global Gap.
Mercedes has worked for 9 years as quality control responsible for the food and agriculture industries.