Portuguese people who stand out abroad are helping to find out where business opportunities are and what kind of companies and activities the country can attract. An initiative that brings together Negócios and the Portuguese Diaspora Council.

1- What led you to leave Portugal?

My decision to leave Portugal was motivated by the desire to face new challenges and take advantage of Angola’s untapped potential in the retail area. At the time, I was working at Nike, with the possibility of moving to Spain, but I opted for a completely different challenge: to go to Angola and launch the Kinda Home project. It was an opportunity to apply my experience to an emerging market, building something from scratch in a country with great potential.

Today, looking back, I am convinced that this was the right decision in my career, as it allowed me to contribute to the future of a country with a lot of potential, while simultaneously growing as a leader and manager.

2- What advantages or disadvantages has being Portuguese brought you?

Being Portuguese has given me a significant advantage in terms of cultural and linguistic proximity to Angola, facilitating the creation of strong relationships and easier adaptation. Portugal and Angola share a common history and language, which was an asset in a new and complex environment.

However, I also faced the challenge of adjusting my practices and perspectives to a business context that was very different from the one I was used to in Portugal. This adaptation required great flexibility, resilience and a constant desire to learn and evolve.

3- What obstacles did you have to overcome and how did you do it?

During my 13 years in Angola, I faced challenges such as economic volatility and adapting global practices to the local context. Resilience, combined with a strategic vision focussed on team building and the creation of local partnerships, enabled me to turn obstacles into opportunities, building a sustainable foundation for the company’s continued growth.

4- What do you admire most about the country you’re in?

What I admire most about Angola is the determination and strength of its people. Angola has a rich and complex history, but it is also a country where you can feel a vibrant energy and an incessant desire to progress and build a better future. It’s inspiring to live and work in a place with so much potential, where overcoming challenges is evident in all sectors.

Furthermore, I appreciate Angola’s dynamism, a country in constant evolution, where opportunities are vast and every day brings a new possibility to contribute to development. Despite the current economic challenges, Angola’s ability to reinvent itself and move forward is remarkable.

5- What do you admire most about the company or organisation you work for?

What inspires me most about Refriango is our ability to face up to challenges and to constantly evolve. Over the years, the company has shown remarkable resilience, adapting quickly to market changes and always remaining at the forefront of the beverage sector in Angola. This path of constant improvement is reflected in our unwavering commitment to quality and excellence, which are fundamental pillars of our success.

I admire the dedication and talent of our team, who strive every day to overcome new challenges and reach ever higher heights. This culture of innovation and continuous improvement is what allows us not only to face adversity, but also to turn it into opportunities for growth.

We are committed to continuing to expand, always with the aim of bringing our products to more consumers and positively impacting their lives.

6- What recommendations would you give to Portugal and its entrepreneurs and managers?

Portugal has a strategic and unique role to play in Africa, based on its history, culture and long-standing relations with various countries on the continent. Portuguese entrepreneurs and managers are in a privileged position to act as bridges between Europe and Africa, facilitating not only trade, but also the transfer of knowledge and innovation, thus promoting sustainable development that benefits both regions.

Portugal’s position allows it to understand and respect the cultural and economic specificities of African markets, which is essential to achieving success. At the same time, Portuguese entrepreneurs have the ability to introduce a European business mentality, characterised by innovation, efficiency and quality, adapting it sensitively to local needs and realities. This balance between tradition and modernity is one of the keys to success in Africa. To successfully fulfil this strategic role, it is crucial that Portuguese entrepreneurs and managers establish solid alliances and show a real willingness to understand and adapt to local dynamics. In addition, it is essential to adopt a long-term vision, as success in Africa is not achieved immediately, but through continuous and sustained effort. By embracing this unique role, Portuguese entrepreneurs and managers can not only expand their operations, but also contribute to a more prosperous and integrated future for both Portugal and Africa.

7- In which sectors of the country where you live could Portuguese companies find clients?

In Angola, Portuguese companies find a wide range of opportunities in strategic sectors. The agricultural sector, for example, offers significant potential due to the abundant water resources and extensive fertile land still to be exploited. Portugal’s expertise and advanced technology can play a crucial role in increasing agricultural productivity and diversifying local production in response to growing domestic demand.

In agro-industry, there is an opportunity in the production of goods that Angola currently imports, such as meat. Developing a solid local industry will not only reduce dependence on imports, but will also strengthen the Angolan economy, promoting self-sufficiency.

In addition, the technology and innovation sector, fuelled by a young and growing population, is a promising field for investment.

8- In which sectors of Portugal might companies from the country where you live want to invest?

Angolan companies could invest in Portugal in the tourism, infrastructure and construction sectors. These sectors offer opportunities to strengthen the link between Angola and Portugal, creating synergies that benefit both countries.

9- What is the competitive advantage of the country you live in that could be replicated in Portugal?

One of Angola’s great competitive advantages that could be replicated in Portugal is the resilience and adaptability of its people and companies in the face of a constantly changing economic and market environment. In Angola, companies often operate in a context of volatility and uncertainty, which gives them an agility and ability to respond quickly to change, characteristics that could be very valuable in Portugal, especially in sectors facing rapid transformation.

Another competitive advantage is the entrepreneurial spirit seen in Angola, where necessity often stimulates innovation and creativity. This entrepreneurial dynamism, when combined with the stability and resources available in Portugal, could foster new business opportunities and accelerate the development of innovative solutions in various sectors.

10- Are you thinking of returning to Portugal? Why?

Portugal is, and always will be, a fundamental part of my identity and history. Although I travel to Portugal frequently, my current priority is Angola, where my family and I have adapted very well and where I see enormous potential for growth and development, both personally and professionally. At the moment, I’m focused on taking advantage of the opportunities that Angola and the African continent offer, particularly in the development of Refriango, always with the vision of inspiring and making a significant difference. That said, I never rule out the possibility of returning to Portugal in the future.