Barniol, who previously worked at Grupo Barniol, Prosol and Cultipalta, will play a key role in driving the company’s growth strategy
Málaga-based tropical fruit specialist Montosa said it aims to achieve a turnover of €350mn by 2030 – double the €150mn recorded in 2025. As part of this growth strategy, the company has announced the appointment of Magali Barniol as business director, with responsibility for coordinating purchasing and sales activities, with a particular focus on the European retail sector.
Barniol brings more than 18 years of experience in the fruit and vegetable trade. She previously served as managing director of Grupo Barniol and has also held positions at companies including Prosol and Cultipalta. She has also studied at ESSEC Business School, is bilingual in Spanish and French, and has first-hand knowledge of France, one of Montosa’s key markets.
In her new role, she will develop new sales channels and strengthen relationships with customers and suppliers, both in Spain and internationally. Working closely with the company’s other departments, she will build on her in-depth understanding of the product, from its origins onwards.
“I am excited to take on this new challenge,” said Barniol. “We have an outstanding product that is perfectly aligned with current market trends. However, growth for its own sake is not the goal. Our main objective is to achieve profitable growth that delivers real value throughout the entire supply chain, from the grower to the end consumer, including, of course, major retailers.”
The tropical fruit sector faces a number of challenges, including water availability in the Axarquía region, cross-border logistics costs and overlapping supply periods with imported fruit. To achieve its targets, Montosa said it is addressing these challenges through stable, long-term supply agreements.
Barniol’s appointment is Montosa’s latest move to beef up its management team. In September the company appointed Jesús Regodón in the newly created role of director of innovation and knowledge management.
Both Barniol and Regodón join the company at a time when it has several major projects underway.
“We are working across every level of the company. A very solid project is taking shape, bringing together highly skilled professionals across different departments, and I am honoured to be part of it,” Barniol said.
“This collaborative approach will enable us to gain an even deeper understanding of fruit quality and strengthen quality control, while also improving digital efficiency and operational optimisation at our facilities.”
Barniol’s appointment comes as the new season for fresh Spanish avocados gets underway. Set to begin in the coming weeks, Montosa said its campaign will include varieties such as Hass, Bacon and Fuerte, with quality looking promising and medium and large sizes expected to predominate.
“The recovery of water resources will enable us to approach the season with a more consolidated supply. The arrival of Spanish avocados is always eagerly anticipated by our European customers, who value locally sourced produce, and this year is no exception,” Barniol noted.
