Even his grandmother had run a restaurant, his father was a cook, thus no wonder Zé had been attracted to gastronomy from a young age. Later, he continued his education in this profession, then with his father they ran a family catering company. In 2012, he launched his Winged Flavor Hunter gastro-blog. Since 2014 he has been a regular jury member of RTL Club TV's "The Chef” show. In 2014 he and his younger brother launched the Street Kitchen video blog, that by now has grown of the country's leading gastronomy portal while he also publishes a printed gastro-magazine and cookbooks.