Health. Enjoyment. Purpose.
Discover what’s driving us.
Our story
« BOABOA, meaning “good-good” in Portuguese, is built on the strong belief that pleasure and purpose should not only coexist but thrive together.»
— BOABOA founders
Thomas Hendrick
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Thomas Hendrick ∘
2023
Thomas grew up wanting to do something good for the planet so he started working for NGOs but soon realized that philanthropy won’t cut it—change has to be part of the main thing: global economy.
When coming to Lisbon for the sardines festival, he fell in love with the city and Portugal's vibrant conserva culture. As a flexitarian with a true weakness for seafood, he couldn’t help but think: “How amazing would be to revive the oceans simply by eating it?”
What looked like a silly idea at the time soon became a side job.
Marta Lisboa
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Marta Lisboa ∘
2023
Marta grew up by the Atlantic ocean in Portugal, spoiled with arguably the best seafood in the world without realising it at the time. It’s only when moving to Paris to propel her career that she recognized her blessing as a child.
After a decade in Parisian creative agencies and tech startups, Marta longed for something closer to her heart, filled with humanity, purpose and Portuguese sun. Something inside her felt like it was time to infuse her hard learned skills into a new purpose-driven journey.
And, as with any great story, a touch of fortune played its part.
2024
The encounter
The first Sunday of August 2024, like every summer, Marta was in Portugal and needed to wrap up something for work that day in Lisbon, while Thomas desperately needed to practice his new pitch to the single other person available at the co-work on a Sunday: Marta.
This quickly became much more than just a chat by the coffee machine, and three hours later, hands were shaken and BOABOA was born.
Feeling like you should be part of the story too?
2025
After months of creative work, countless tastings, and lots of van travels to meet the finest tinned fish and seaweed producers, we’re almost ready to make you love seafood more than you could have ever imagined. Soon, you’ll be able to vote for the flavors you want to try first and get a 20% discount on your pre-order, so join the waiting list!
What now?
Join the waiting list
Be the first in line and secure your spot when pre-orders open.