Twenty years ago, Rocío Medina made a decision that would change not only her own life but also the future of her family’s business. At the time, she was a recent law graduate when she told her father she wanted to run the company, despite leadership traditionally passing through the male line. Her father, Antonio Medina Lama, had also chosen an unconventional path: in the 1960s, he left his law practice in Sevilla to pursue agriculture in the province of Huelva, which was then dominated by outdated techniques and low yields.
Antonio was among the first to introduce new technologies and experiment with growing California strawberries. These innovations sparked an agricultural revolution in the region, transforming Huelva into one of Europe’s largest berry-producing centers. Today, the province’s agribusiness generates over 1.2 billion euros a year and provides employment for about 160,000 people.
Rocío not only had to prove her business acumen but also challenge stereotypes in the male-dominated agribusiness world. Over two decades of her leadership, Grupo Medina has grown into a powerful agricultural holding with four main divisions. The flagship is Inter Terra, the company responsible for growing, processing, and selling fresh fruit—including the prized Sharoni persimmon.
Growth and innovation
Today, Grupo Medina supplies around 14,000 tons of fruit to the market annually, of which 11,500 tons are Sharoni persimmons. In addition, the company cultivates kumquats, raspberries, and blueberries. The holding also includes Viveros California—one of the largest nurseries in Europe, producing more than 130 million seedlings of strawberries, raspberries, and other berries each year for both its own needs and external clients.
The two other divisions are Agromedina, which focuses on experimental projects and breeding new varieties, and Global Fruits, responsible for international sales. Over 80% of Grupo Medina’s production is exported, reaching more than 70 countries worldwide. The main markets are Europe, the Middle East, and the USA. Last year, the company finally entered the Chinese market after nearly a decade of preparation.
The company employs an average of 650 people, and this number exceeds a thousand during the season. Annual revenue is expected to reach around 45 million euros. Such growth has been possible thanks to continuous investment in development: this year alone, 13 million euros were allocated to expand the production center in Lepe. The facility will double in size—from 6,000 to 12,000 square meters—with a new fruit processing line to handle increasing production volumes.
A family tradition
The story of Grupo Medina is not only about business, but also about continuity. Sixty-seven years after the company was founded, and more than two decades since Rocío Medina took over the family business, the baton is now being passed to her daughter—Rocío Cataño Medina. At 35, with degrees in law and business administration, she has already spent eight years working for the company alongside her brother.
Rocío Cataño currently serves as CEO, while her mother remains executive president and chief adviser. The new generation is unafraid to introduce fresh ideas, while staying true to family values. Rocío Cataño admits she doesn’t always agree with her mother, but on the main point, they’re united: the company is one big family, and its success depends on the cohesion of the team.
The new management plans not only to expand production capacity, but also to increase the area dedicated to persimmons by another 100 hectares, bringing the total to 700 hectares. This should strengthen the company’s position in the European market and boost exports.
Recognition and prospects
Grupo Medina has received regional recognition on several occasions. In 2003, Antonio Medina Lama was awarded the Medal of Andalucía for his contribution to agriculture, and in 2023 Rocío Medina received the same honor for successfully running the company.
Rocío Catanho, mother of three young children, says she views this new chapter as a challenge that demands humility and responsibility. She is confident that she will not only maintain but also build on the achievements of previous generations, so that one day she can pass the company on to the fourth generation of the Medina family — the descendants of the man known in Huelva as the “father of berries.”
