For the last 20 years, I have managed to balance between the academic world and the "Fish" business world. Since 2021 I am an official advisor for the UNITED NATIONS, and am part of the portuguese group of experts that wrote the report to the UN on "Sustainable Diets: National Biodiversity, Imported deforestation and Responsible Fish", a report that was presented at the United Nations Food Systems Conference (23rd Sept 2021). I have worked for many companies in the ocean/fish sector, namelly the Associação Nacional da Indústria das Conservas de Portugal, Royal Greeland, Pescanova, NSEC- Bacalhau da Noruega, the Associação Nacional de Aquacultura, Deloitte, PwC, Ernest & Young, COTEC, AEP, Fileira do Pescado, SONAE, Jerónimo Martins and B.P. From 2002 till 2007 i was advisor for the Danish Minister of Fisheries. I have a 5 years degree in "Administração e Gestão de Empresas", from Universidade Católica do Porto, I have attended the "Master of Science in Business Performance and Excellence" at Århus Business School (Denmark), which was the university where I previously made Erasmus. In 2002 I was granted a scholarship from the Danish government to do a PH.D. at Syddansk Universitet (Denmark), and I defended it at the Universidade Rey Juan Carlos in Madrid, intitled "How can we explain the cross-cultural difference in food patterns? Fish consumption in Denmark and Portugal as an example of how market systems produce consumption patterns". I have published papers in international journals and have participated and organized many conferences (in Portugal, Norway, Canadá, Bélgium, Denmark, Eslovénia, USA, Spain, Brazil). I managed to bring Kotlet and Lipovetsky to two international conferences in Portugal). In 2020 I edited a book in the U.S.A., (together with a researcher from Universidade de Aveiro and a researcher from the Ilia State University, Georgia) entitled "Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior". This book has a total of 24 chapters (from 50 experts/authors from 20 different countries: South Africa, Germany, Australia, Austria, Belgium, Brazil, Canada, Denmark, France, Georgia, Israel, Italy, Netherlands, Peru, Poland, Portugal, Russia, Turkey and United Kingdom and the United States of America). One of the chapters was written by me and 3 other researchers, including Teresa Coelho (Secretary of State for Fisheries) "Leading the Way to a Sustainable Future: The Positive Impact of a Generation Marketing Campaign", which focuses on the perception of the new generation of consumers in relation to products in the category 'fish'. Currently, and since 2016, i am hired as Assistente Convidada at Católica Porto Business School, hired as Docente Convidada at Escola das Artes (2021-), and hired as Docente Convidada at Faculdade de Direito (2015-). I am also Guest Lecturer at the University of Southern Denmark. At CPBS I teach 4 different courses (Busines Studies, Portuguese and European Economy, Strategy and Management). In the past I have been Professora Auxiliar Convidada at Universidade Católica Viseu (2011- 2015), Professora Adjunto at IPAM Porto and IPAM Aveiro (from 2007 - 2010) and NonTenured Associate Professor at the Department of Environment and Business Economics, Syddansk Universitet, Denmark. I have had the opportunity to disseminated my research results in the media, both in Portugal and Denmark (National Debates on TV, TV Interviews, articles to Magazines, interviewd by News Papers, and Radio). In 2007 I was leading person from Syddansk Universitet for the EUROPEAN UNION project entitled "Employability & Entrepreneurship: Tuning Universities & Enterprises" [ European project regarding cooperation between universities and enterprises in Europe, including the University of Salford, University of Audencia, Warsaw School of Economics, Universidade Católica Portuguesa (Portugal) and Syddansk Universitet]. In Oct 2007 the project was approved and funded.