Pedro Borja
Chief Executive Officer

Pedro Borja is the founder and  Chief Executive Officer (CEO) of  Fruver Iberia. He is responsible for the units Strategy & Corporate Development, Human Resources, Internal Audit, and F&V purchase.


Pedro has extensive experience in F&V, having worked for more than 20 years in Agribusiness sector, defining business objectives and managing purchase services to the largest  retailers in Europe such as Rewe, Asda, Lidl.


Starting his professional career as a Procurement Executive at Fesa UK, an English subsidiary of Aneccop,  Spanish company with more than 550mn€ annual turnover. Wide knowledge about  European and Overseas  F&V production and Supply Chain.


Since 2001, Pedro has develop his career in a wide range of roles, designing and executing different purchase projects for the European Large Distribution.

Fruver Iberia Advisory Board consists of senior executives and professionals from the consumer, retail, and financial sectors. Regular meetings and consultations with Advisory Board members allow our team to draw on wide international experience, strong sector knowledge as well as understanding of corporate governance and diverse cultural issues.

Javier Fernández
Advisory Board

Javier Fernández Rozado is Advisory Board member at Fruver Iberia. Javier has extensive experience in retail finance, and strong expertise in financial and strategic analysis. Javier completed his degree in Business Administration at the Universidad Autónoma de Madrid, where he also received a Ph.D. in Business Administration.


He holds a Master in Financial Management from the Stanford Graduate School of Business. Javier also completed the Advanced Management Program at the Instituto de Estudios Superiores de Empresa (IESE).He began his career at Tabacalera / Nabisco Brands Iberia, where he was responsible for financial controlling and Investor Relations. During that time he was also an associate professor of Management and Finance at the Universidad Autónoma de Madrid, and continued teaching throughout his professional career.


He later joined C.E.U. Luis Vives as associate professor of Strategic Planning and Finance. Javier began working in equities as Vice-President of Equity Research at Santander Investment, in Madrid, and later held the same position at Deutsche Bank, in London. At Deutsche Bank, Javier became Director of Equity Research, and was responsible for the origination in numerous consumer and retailing transactions, including Caprabo, CVC-El Arbol, Inditex, Carrefour Spain, Esselunga and Jerónimo Martins.

Isidoro Unda
Advisory Board

Isidoro Unda is Advisory Board member at Fruver Iberia. Isidoro graduated from Deusto University, Bilbao, with a degree in Law and Economics, and has an extensive career, first in the Spanish Administration, and later on within the Insurance Industry.


Isidoro started his career in the Ministry of Finance as Tax Inspector, becoming member of the Customs Cooperation Committee in Geneva and the Customs Value Committee( Brussels ). He was part of the Spanish Delegation managing the accession to the European Community in relation to customs matters. As well, he had an active role as Technical Advisor in the Ministry of Finance, evaluating and implementing the remuneration system for the Spanish Administration.


He started in the Insurance Sector as Deputy Managing Director and Chief Financial Officer of Consorcio Compensation de Seguros, moving to the CEO position in Credito y Caucion, and being the last 12 years, till December 2019, CEO of Atradius, the second largest credit insurance in the world, present over 54 countries. He was Chairman and Member of the Board of Inverseguros Securities and Stock Trading Company and Member of the Board of Mutua Madrileña Automovilista. He’s is currently Member of the Board of Nacional de Reaseguros.

Carmen Fernández

Advisory Board

Carmen Fernandez Rozado is Advisory Board member at Fruver Iberia. Degree in Economics and Business Administration and Political Sciences and Sociology by the Complutense University of Madrid; PHD in Public Finance by the Complutense university of Madrid. MBA management program IESE Business School; State Tax Inspector by Public Competition; Account Auditor.


As a State Tax Inspector she has provided services at the Ministry of Economy and Finance, where she has occupied several positions, among which are the Chief Inspector in the General Directorate of Insurance and Pension Funds and the Head of the State Tax Inspection Office in Madrid.


In 1999 she was named member of the Board of Spanish National Energy Commission (regulatory body of the Spanish Energy System), she occupied this position until 2011. Since then, she keep being international consultant for the development and execution of energy and infrastructure plans in different countries through Asia and Latin America.


Since 2015, she is member of the Board and the Audit Committee of EDP (Energías de Portugal) in Lisbon, besides being an Advisory Board Member in Beragua Capital Advisory. Since February 2017 she is also member of the Board and President of the Audit Committee of ACS Group.


Professor in different universities and business schools in Spain and abroad, focused on tax, finance, accounts auditing, renewable energies and governance. Furthermore, author of articles and publications in these subjects.