The Heart & Hustle of Portugal

Joey Bats put pastéis de nata on the map in NYC, and he did it by refusing to sell people a history lesson. He'd never cooked a day in his life. Engineer, corporate job, bored out of his mind. He got his mother's Bolo de Bolacha recipe first, sold it door to door to restaurants and bodegas, then switched to pastéis de nata because they freeze and travel. Early on, giving away free samples on the street, people heard "Portuguese pastry" and walked. It doesn't look like much. Nobody knew what it was.
Then Joey changed the pitch. He stopped mentioning Portugal. He told people to imagine a warm creme brulee wrapped in a croissant. That one sentence took him from selling a few to selling thousands.
But the bigger opportunity was never inside the diaspora. Joey has a theory about why Portuguese food stayed invisible in America - Portuguese immigrants came to New York, then left for Long Island and New Jersey, away from the cities that shape what the country eats. New York has more Ethiopian restaurants getting written up than Portuguese ones, and there are hundreds of thousands of Portuguese people around this city. Joey built his shops in exactly the cities with that kind of exposure, on purpose.
Ten years, a pandemic, an outdoor shed he built himself with no permit, and now a shop in Boston already doing the same daily numbers his original Chelsea Market spot did on day one.
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Chef Nuno Sousa reflects on his journey from immigrant worker with three jobs to restaurant owner, and on how New York’s culture of resilience, risk-taking and reinvention shaped both his career and his outlook.
The conversation traces the growth of Leitao from a street-food concept inspired by New York’s Smorgasburg market to a restaurant that introduced many American diners to Portuguese dishes such as leitão, francesinha, bacalhau and octopus. Sousa discusses the challenges of presenting Portuguese food outside Portugal, the importance of quality ingredients and hospitality, and the opportunity created by the growing international interest in Portuguese culture, tourism and gastronomy.
Sousa also looks ahead to Galo, his new restaurant project, which aims to showcase Portugal’s regional wines and culinary traditions in a more ambitious setting. Throughout the conversation, he reflects on identity, migration and the values he associates with the Portuguese community: resilience, courage and hard work. The result is a portrait of an entrepreneur using food as a way to represent Portugal on one of the world's most competitive culinary stages.
The synopsis of this episode was created with the help of AI. Read more about Impresa’s use of Artificial Intelligence
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Hayden Inacio grew up in Modesto, California — Central Valley, agricultural, working class. His grandfather emigrated from Terceira in the Azores, came through the East Coast, and eventually built a dairy. By the time Hayden came along, the Portuguese was mostly gone: no language, not much culture, just a last name and a grandmother's saying that would end up in a song.
He started rapping at 13. At 16, he was in a near-fatal car crash that killed two people, broke his back, left him on life support for six days, and eventually produced “29” — written from a hospital bed, recorded before he could walk properly, and the song that launched everything. A billion streams, three albums, and a platinum plaque later, he walked into an IPMA pre-party in Providence not really thinking of himself as Portuguese. He left with an award, a cousin pointing at a photo of his avô, and a challenge to record something in the language his mother decided not to teach him.
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Richie Campbell went to Jamaica at 18 with one contact and no plan. He printed out Patois lyrics at school to learn the language. He learned to compete in Kingston studios before Portugal fully understood what he was building. Speaking with Tony Gonçalves, one idea prevails: Portugal gave him roots, Jamaica gave him meaning.
His new album is called Elephant in the Room. This is the conversation behind it, recorded live on location at the IPMA.
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Nuno Seixas, 24, grew up in Sintra and attended the prestigious Berklee College of Music in Boston. When he came back, he didn’t only bring his music: he brought a bench, a camera and a simple request: sit down and share what’s going on in your life. The project “Everyubody’s Going Throug Something” took him through the streets of New York, Pittsburgh or Los Angeles. Nuno believes that behind every face there is a story that needs to be told.
His grandfather hooked him on Frank Sinatra, he took saxophone lessons at 14 and a friend convinced him to submit his application to Berklee. He shared writing sessions with producers that worked with Ed Sheeran (one of his idols), Nina Nesbitt or Shawn Mendes. This year, he recieved the award for Best Videoclip at the IPMA, a notification he recieved in his pajamas, about to go to bed. Nuno is not looking for fame, instead, he is looking for light, hoping that his music reaches someone that needs it. That might be a simple ambition, but it’s the simplest things that touch us more dearly.
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