Juan Prados Edwards is a seasoned forestry engineer and senior executive with a robust international background, offering extensive experience in large-scale agroforestry operations, technical property management, and sustainable land development. As the CEO of Generandi, he leads a specialized group of companies dedicated to delivering comprehensive property management, technical engineering, and advanced operational services for agricultural and forestry portfolios. Throughout his career, Juan has been a pioneer in implementing high-performance technical property management frameworks across Southern Europe. Juan has been one of the pioneering technical property managers in Southern Europe in partnership with Folium Capital.
Previously, Juan served as the Forestry Operations Director at ENCE, where he was directly responsible for large-scale asset management encompassing 80,000 hectares across Spain and Portugal, heading a team of over 400 professionals and managing complex international wood-fiber supply chains.
Juan holds a Master’s Degree in Forestry Engineering, from the Universidad Politécnica de Madrid, an MBA and a Master’s in Viticulture and Enology, combining a rigorous academic foundation with deep practical expertise in navigating complex regional and international markets. His extensive international exposure includes directing forestry and agronomic projects across Europe, South America, and Africa. Beyond his corporate achievements, Juan is deeply committed to environmental and social responsibility, spearheading initiatives for sustainable forest management and community integration support.
Previously, Juan served as the Forestry Operations Director at ENCE, where he was directly responsible for large-scale asset management encompassing 80,000 hectares across Spain and Portugal, heading a team of over 400 professionals and managing complex international wood-fiber supply chains.
Juan holds a Master’s Degree in Forestry Engineering, from the Universidad Politécnica de Madrid, an MBA and a Master’s in Viticulture and Enology, combining a rigorous academic foundation with deep practical expertise in navigating complex regional and international markets. His extensive international exposure includes directing forestry and agronomic projects across Europe, South America, and Africa. Beyond his corporate achievements, Juan is deeply committed to environmental and social responsibility, spearheading initiatives for sustainable forest management and community integration support.