Juan is Managing Director of the Spanish firm GENERANDI that is involved in the forestry value chain, from plantations to product trading in Europe.
Generandi is active in the woodchip and pellet business working as exclusive agents of Sumitomo Corporation in Europe.
Juan holds a Master Degree in Forest Engineering by the Madrid Polytechnic University, MBA by ESADE Business School, Master Degree in Enology and Viticulture by the International Social Science Council and financed research stay at the Department of Forestry of the Virginia Polytechnic Institute and State University, USA.
He shares this professional activity with his position as Silviculture and Reforestation Ad Honorem Professor at the Forestry School of the Madrid Polytechnic University.
Before launching GENERANDI Juan has held different positions in Forestry based companies like ENCE and EF.
Since the year 1998 active in associative matters holding positions as Vice-president of the European Confederation of Wood-working Industries (CEI-Bois), Member of the Board of the Spanish Confederation of Woodworking Industries (CONFEMADERA), Chairman of the wood promotion project “Living with wood” and Member of the Board of PEFC-Spain (forest sustainability certification scheme).