On November 5, 2021, Montse Baró Vilà, manager of Baró e Hijos, was appointed president of Afrucat for the next four years, taking over from former president Francesc Torres.
Torres will remain on the association's board representing the second degree cooperative ACTEL.
"I wish to thank Francesc Torres for his involvement and the great work carried out in these almost 5 years, during which he has always worked for the common good," stated Montse Baró.
The president appeared excited about the challenge she has accepted and is looking forward to making her contribution, but above all, she's eager to listen to the sector and get it to participate in this new stage.
Baró said to be convinced about the fruit sector's ability to adapt to change and highlighted the passion they have for what they do.
According to Baró, the fruit sector faces a future with great challenges, but also great opportunities.
The new president
Montse Baró Vilà, 33, is the manager of Baró e Hijos. She has a degree in Business Administration and Management from ESADE and a master's degree from the same university.
She is the third generation of a family business, founded in 1962 by her grandfather Emilio Baró, who was also one of the founders of Asofruit.
Her father, Josep M.ª Baró, was a member of the board of Asofruit when the employers' association merged with Catalonia to create Afrucat.
After a forced break due to the pandemic, Afrucat has again held the annual convention of the Catalan fruit sector.
This year, the theme of the convention was "Transformaction", playing with the words "transformation" and "action", encouraging attendees to continue innovating, adapting and transforming.
The technical conference was held at the Cappont campus of the UdL with the presence of JM Mulet, biochemist, professor, writer and scientific disseminator, who gave a presentation on misinformation in food; and with sales professional, coach and trainer Inés Torremocha.
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