Inside the Chef’s Kitchen: Chef José Avillez

José Avillez is one of Portugal’s top chefs, who holds four Michelin Stars and a Michelin Green Star, as he is renowned for elevating Portuguese gastronomy worldwide.
His partnership with COSTA NOVA dates back to our early days – a collaboration we proudly nurture. In the latest issue of The Hospitality Journal, we caught up with him. Get to know what he had to say.

Chef Avillez, you have been using COSTA NOVA pieces for several years. What was your first impression of the brand and how do you see it today?

My first impression was: this is truly Portuguese and it has the quality to be on any table in the world. COSTA NOVA has a strong identity, combining quality, durability and an understanding of table culture. The pieces have a tactile, almost emotional appeal, reflecting craftsmanship with a contemporary, refined finish. The design is timeless and elegant, never overpowering the food. Being a Portuguese brand, connected to the Atlantic and our ceramics, makes it even more special.

Do your dishes influence the aesthetics of your tableware or do you choose pieces that best showcase your creations?

Most of the time, I look for pieces that serve the creations we imagine for each restaurant and each menu. We always start with the flavor, the product and the idea. Then we look for the right home for that dish. But the opposite also happens. There are pieces that inspire dishes. Sometimes a new COSTA NOVA line arrives and I immediately think this dish calls for the sea, or this piece calls for a more intimate and comforting moment. When that happens, I let myself be guided by the tableware as well. Above all, there must be harmony.

Sustainability is becoming increasingly important in the restaurant industry. How significant are Portuguese products made responsibly and built to last for you?

For me, Portuguese products are essential. In our restaurants, we prioritize high-quality, national ingredients, valuing provenance, seasonality and freshness, often sourced from small producers, fishermen and farmers – people we know by name. Some products come almost artisanal, others from our own gardens. When I choose COSTA NOVA, I know I am investing in tableware that is durable and sustainable, in something that makes sense not only aesthetically and functionally but also in line with this idea of responsibility and longevity.

As an advocate for Portuguese gastronomy and for Portugal as a top gastronomic destination, how do you see the growth and recognition of COSTA NOVA aligning with that goal?

I deeply believe that Portugal will only truly establish itself as a gastronomic destination if it succeeds in aligning several worlds. When COSTA NOVA’s tableware sits on restaurant tables at home and abroad, it carries a piece of our identity with it. Each plate is a silent ambassador of Portugal, of our ceramics, our relationship with the sea, and our way of gathering around the table. COSTA NOVA helps us serve not just food, but a vision of contemporary Portugal with memory, quality and a future.

Read the full issue of The Hospitality Journal here.