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Keep it Simple

TerrAjuda is a composite of two Portuguese words: Terra + Ajuda (Soil + Help)


This word came about my first project TerrAzoia, yet as I am a nomad of sorts, I did not feel I wanted to be attached to the name of an actual place, hence the Ajuda, which does not signifies the lack of a geographical place, but the work I do as I love to help, being a multi-faceted person with various passions, such as marketing, design, wellness, culinary and agriculture.

Ajuda, Lisboa  |  +351 961 106 600  |

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I am Sofia, a Lisbon-based self-taught marketer, designer, recipe tester and developer, chef and non-practitioner architect.


Wellness and food go hand in hand and have been a passion since I was very young. Being brought up all over the world, I was introduced to a variety of culinary delights and learned from chefs and home cooks from each of these countries. 

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Marketing & Design go hand in hand. One cannot exist without the other. Design is a tool and marketing, its channel. Hence the reason I work on both, along with a team of freelancers I trust. 

Sofia was instrumental in helping me develop and refine the recipes in my book FORKS. A Quest for Culture, Cuisine, and Connection. Her keen eye, trained palate and attention to detail helped me and my team tweak and finalize a diverse collection of recipes from cultures all over the world. He knowledge of cultures, writing and even technology contributed to an efficient and successful process.

Allan Karl

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