For 13 years, he was in charge of the Michelin-starred Feitoria restaurant at the Altis Belém Hotel, where he introduced the famous Matéria menu, with the presentation of raw products to the customer and a strong customer-oriented cuisine. Under his leadership, Feitoria won six consecutive Mesa Awards. In 2023 he carried out a gastronomic residency across the country, travelling through 12 regions for 12 months, bringing people to deepen and rediscover the territories and their culture, while raising awareness of local issues such as desertification, ageing, the risk of losing traditions, handicrafts, etc. 

In 2016, he founded the Matéria Project, a pioneering non-profit project open to the entire community that promotes and creates synergies between national producers with good agricultural and livestock production practices that respect nature and the environment, as fundamental elements of Portuguese culture. 

His latest project, the Canalha Restaurant, which was inaugurated in Lisbon in November 2023, is a neighbourhood restaurant that democratises access to quality and affordable cuisine.

João is also working on his flagship project, the Monda restaurant, which is due to open soon in the West Region.