'My Portugal' is our newsletter series celebrating Portuguese culture through conversations with friends of Portugalia Marketplace. This month, we are highlighting Maria Araujo, the co-founder of the olive oil brand Metáfora.
Maria Araujo was born and raised in Porto, and spent extended periods of time in Trás-os-Montes, the northeast region of Portugal. Her early years were marked by time outdoors in the olive groves, and by the presence of her grandfather, who shared with her and her brother a deep respect for the land and its pace.
She later pursued a career in the creative arts, working for several decades as an art director and set designer in film, television, and advertising. To broaden her professional path, she lived and worked in London for over a decade to immerse herself in a fast-paced, international environment.
In 2018, Maria and her brother, Artur Araujo, founded Metáfora, continuing a family legacy of olive cultivation that spans several generations. What began as a way to honor that heritage has grown into a long-term project where tradition, contemporary design, and storytelling intersect. Today, Metáfora sits at the center of her work, bringing together her creative background and her lasting connection to Trás-os-Montes.
Portugalia Marketplace: How long has your family been producing olive oil, and can you share your first memory of being a part of the tradition?
Maria Araujo: Olive growing has been part of my family for many generations. Our grandfather was one of the main olive producers in Trás-os-Montes, and some of my earliest memories are of him proudly showing my brother and me the land. We would walk for hours through the groves, picking figs and pears that grew among the olive trees, learning to see the land as something to care for, not own. At that time, the harvest was almost entirely manual. It was hard work and depended on collective effort, but it was also deeply communal. As the day came to an end, around six in the evening, the sound of the nearby train whistle signaled it was time to stop, a shared marker for workers who didn’t own a watch, but understood time through routine and shared experience.
I remember the oil tasting very different from what we make today. Late-harvest olive oil was considered the best, and harvesting happened much later, in December till early March. With Metáfora, we harvest earlier, in November, when the olives are still fresh and green. In many ways, it’s a continuation of the same tradition, but shaped by a new understanding of quality.
PM: What does the name ‘Metáfora’ evoke, and how does it reflect the philosophy and vision behind the brand?
MA: Metáfora comes from the word metaphor. We chose the name because the bottle represents more than just olive oil. It carries our care for the land, a deep connection to our family legacy, and a relationship with time that values patience and continuity. That philosophy extends naturally into the way Metáfora is presented. The packaging reflects the same values as the product itself, through artisanal details, hand-finished elements, and the time it takes for each bottle to be ready. In nature, nothing grows quickly.. Everything requires care, attention, and waiting. Our bottles mirror that process. From the handmade knots to the hand-numbered batches and labels, each step carries intention and respect for the time behind it. In that sense, Metáfora is not just an olive oil, but a reflection of how we choose to work, with patience, care, and trust in what time can shape.
PM: Can you briefly explain the start-to-finish process of creating olive oil?
MA: Our goal is to produce olive oil that reflects the best of what nature gives us. Our olive oil is single estate, meaning we only use olives from our own groves. We work with three main varieties: Verdeal, Cobrancosa, and Madural, each with its own character. Alongside these, our groves also include lesser-known traditional varieties such as Cornalhuda, Redondal, and Borrenta, which appear naturally across the Trás-os-Montes groves. Unlike more recent olive plantations, which are often monovarietal, traditional olive groves are defined by their diversity. This natural mix allows us to create a field blend, selected at harvest, resulting in an olive oil with more layered, expressive aromas and flavors that reflect the character of the land and offer a more engaging experience for the consumer.
We usually harvest in November, when the olives are still green and the first autumn mists appear, conditions that help the olives to naturally begin to loosen from the tree. Once picked, they are cold-pressed within two hours, at temperatures below 18°C, to preserve their freshness and delicate flavors. We don’t filter the oil; instead, we let it decant using a traditional method for two to three months until the residue settles, readying it for bottling. Keeping the oil unfiltered helps preserve antioxidants and polyphenols, while decanting ensures it is stable and can be enjoyed just as long as filtered oils.
We also bottle in small batches as orders come in, so every bottle reaches its fullest freshness. For us, this process is not just about making oil, it’s a way of working with time, nature, and patience, honoring the land and the fruit it gives us.
PM: Can you describe Avantos, the region where your olives are grown? How do the soil and climate influence the flavor profile of the olive oil?
MA: Avantos is a place where the passage of time feels almost majestic. Our olive trees grow quietly, including some that are millennial, expanding with each passing year, a living testament to nature’s resilience and the wisdom that comes only with time. They have endured plagues, earthquakes, wars, and the relentless pressures of industrialization. Today, in every olive, we see the story of these years and the enduring stability of the land itself. Located in the heart of Tras-os-Montes, in the "Terra Quente" region, Avantos enjoys long, hot, and dry summers and cool winters. This climate, combined with fertile soils, provides the perfect conditions for olives to develop and mature fully. The local variety, 'Verdeal,' is particularly well-adapted to this microclimate, producing olives that give our oil its distinctive character: a harmonious balance of robust fruitiness, subtle bitterness, and gentle peppery notes.
PM: What are some of your favorite traditional Portuguese dishes where Metáfora olive oil truly shines as an ingredient?
MA: I absolutely love traditional Portuguese dishes, and Metáfora olive oil elevates so many of them beautifully. For me, it’s perfect drizzled over flamed-roasted codfish, letting the oil accent the smoky, savory flavors. It also pairs well with slow-roasted pork, where just a touch on top brings everything together. I particularly enjoy it on cold codfish salad with chickpeas, and, of course, it’s fantastic with octopus, whether roasted with punch potatoes or served cold in a salad.
PM: Beyond cooking, what is the simplest, most perfect way to experience the full flavor and quality of Metáfora oil?
MA: The simplest way to enjoy Metáfora is really just dipping fresh bread in it, where each bite can immediately transport you to the olive groves. It’s also lovely drizzled over soups or on a beef tomato salad, enhancing the flavors without overwhelming them. Surprisingly, it’s also excellent on plain cooked pasta, which acts like a white canvas, letting the character of the olive oil really stand out.
PM: How do you view Portuguese olive oil on the global culinary stage? What role do you hope Metáfora plays in shaping its reputation?
MA: In an increasingly digital world, dominated by new technologies and digital innovations, we take pride in offering a product made entirely by humans. Anyone who holds a bottle of Metáfora will sense the delicacy of a product where each knot is crafted with the strength of a feeling and every stitch is placed with the depth of a passion. Every year, we receive more and more visitors from around the world to our country, mostly people passionate about the benefits of the Mediterranean diet, who have greatly contributed to spreading the quality of Portuguese olive oil. We hope that each traveler who chooses to return to their home country with a bottle of Metáfora will, later through tasting, experience not only a high-level gastronomic moment but also a memory of an era the world has forgotten.
Metáfora Extra Virgin Olive Oil
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