Fátima Lopes, one of the most recognised and cherished voices on Portuguese television, is the new face of The Value of Time Group, in a partnership aimed at giving greater visibility to Portugal’s cultural heritage and to the crafts that continue to keep the tradition of handmade alive.

With a career spanning more than three decades in television, Fátima Lopes has become one of the most respected figures in Portuguese media. She made her debut on SIC in 1994 and has hosted some of the most iconic programmes on Portuguese television, leading formats built on closeness to the audience and real-life stories. Over the years, this path has established her as a reference in empathetic and human-centred communication.

Throughout her career, she has taken on an active role in valuing people and their stories, maintaining a close connection with artisans and traditional crafts. It is precisely this people-centred vision — rooted in authenticity and respect for heritage — that brings Fátima Lopes closer to The Value of Time Group.

Created with the mission of preserving and promoting Portuguese cultural heritage, The Value of Time Group has developed projects that give a stage to the country’s traditional knowledge — to crafts that often remain in the shadows, to artisans, and to products that carry centuries of history. This includes bread, Serra da Estrela cheese, canned goods, filigree and conventual sweets.

The collaboration now announced emerges from this shared ground: the defence of a living culture, shaped by memory, Portuguese identity, and manual work.

For Fátima Lopes, this partnership represents a natural continuation of her journey: giving a voice to the people who build Portugal every day, often far from the spotlight, yet whose dedication keeps the country’s authenticity alive.

For The Value of Time Group, working with a communicator who has made listening, proximity, and the appreciation of human stories the core of her work is a way to amplify the mission that guides its brands: to remind us that what is made by hand always carries time, knowledge and soul — something no machine can replicate.

This collaboration will give rise to a series of initiatives designed to bring the public closer to the world of Portuguese cultural heritage, celebrating the work of artisans, producers and creators who continue to preserve techniques and traditions that are part of the country’s collective identity.