The parrot was more than simply a supporting character: he served as the comic relief of the program by using his witty humor and telling jokes every now and then to lighten the mood, and even purposefully disagreeing with Ana Maria Braga, the hostess, to provoke her.

He organized artisan craft fairs that Ana Maria Braga would publicize in her show, "Note e Anote".

[11][12] In March 1997, while Ana Maria Braga was stuck in traffic with her then husband, Carlos Madrulha, she told him she "needed a puppet to make a smoother transition", given that Note e Anote aired right after a children's show.

[11] The choice for the name was inspired by a real parrot owned by Ana Maria Braga, also called "Louro José".

[11] In September 1997, about 6 months after the creation of the puppet, Rede Record attempted to trademark the "Louro José" brand.

[17][18] In 1999, Ana Maria and Louro José were hired by Globo, becoming a part of the Cem Modos team, the same from the TV Colosso show.

In May 2012, Veiga renewed his contract with Globo for another 4 years, laying to rest rumors that Louro José would stop participating on Mais Você.

[21] A 2000 episode of Mais Você aired with a video clip retconning Louro José's "birth".

In it, Ana Maria Braga is shown breaking open a giant egg with a hammer, to the sound of a baby crying in the background.