From Shoeboxes to Sushi: How Joana Trigueiros Built a Global Brand
Joana Trigueiros grew up surrounded by shoeboxes in her grandparents' shop, Sapataria Trigueiros. Years later, she took over Maray, a plant-based sushi brand, and transformed it into an international name. Her journey from corporate economist to food entrepreneur began with a simple Instagram message.
Trigueiros spent two decades working in multinational firms after studying economics. But her path changed when she spotted Maray's potential while stuck in traffic. Fearing the brand might disappear, she reached out to its owners through Instagram.
The deal moved quickly. Within a month of her first message, she became the new owner. Under her leadership, Maray expanded into Paris and New York, broadening its menu beyond sushi to include vegan ready meals and seasonal specials.
Her approach focuses on people. Trigueiros believes strong teams drive success, a principle she applies daily at Maray. The brand's growth reflects her vision—blending business experience with a personal touch.
Maray now operates in major cities with a wider product range. Trigueiros' leadership has reshaped the company's direction, turning a local favourite into a global player. The brand continues to evolve under her guidance, staying true to its plant-based roots while reaching new markets.
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