Discover Brazil Magazine by LML Communications & MKT

Connecting Brazil to the world

DISCOVER year 2 • issue 4 • 2011 • Winter www.discoverbrazil.ca

Special

MAGAZINE

Bahia Mystical

Euphoric

angra dos reis

a breathtaking paradise

carnival an unforgettable experience

Brazil-canada:

Billions in trade beyond the american border

Brazilian Wines

at your LCBO store

Now, the

paradise

is more complete!

Itacaré Village offers you the perfect combination of comfort and nature. A hotel built in complete harmony with the environment. It lies in an environmentally protected area in front of São José beach and is surrounded by mata atlântica (atlantic forest), rivers, falls and trails.

Itacaré Village counts 44 apartments, including bungalows suitable for family occupation, with fully equipped kitchen and living room, and also special suites with hydro-massage for couples in honeymoon.

Here you can ﬁnd many possibilities of leisure and total relaxation in a marvelous natural setting. ECOTOURISM YOGA

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ECOLOGICAL TRAILS

RIVER KAYAKING STRETCHING EXERCISES

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AND MORE...

BOOK NOW: +55 (73) 3251-2400 | reservas@itacarevillage.com.br | www.itacarevillage.com.br 2

Discover Brazil Magazine

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ITACARÉ – BAHIA – BRAZIL

From the Editor

Contributors Ingrid Coifman

Connecting Brazil to the world

DISCOVER

is a journalist who specializes in technology, economics and tourism.

MAGAZINE

Publisher & Executive Editor Leila Monteiro Lins

Discover Brazil magazine celebrates its 1st anniversary

t´s a moment to celebrate. Discover Brazil magazine turns one year old. We are very pleased to have achieved our aim: making Brazil better known in Canada. The goal of introducing the Canadian reader to a diverse country of continental dimensions, that is focused on the future and constantly growing, has become a reality. The Discover Brazil team looks forward to continuing to produce stories that contribute to our readers’ understanding of Brazil.

In the last eight years Brazil has gone through economic and social changes, improvements to its employment situation and wealth distribution. The Applied Research Institute (IPEA in Portuguese) estimates that if Brazil keeps growing at the same rate as between 2003 and 2008, the absolute poverty level will be reduced to just 4 per cent of the population. It´s up to the new president, Dilma Roussef, to lead the way in the next four years.

For this anniversary issue we have prepared stories that profile several options for the foreign tourist to explore. One of them is the state of Bahia. Its cultural diversity makes Bahia one of the most interesting travel destinations in the country.

We also have great stories about Angra dos Reis, with its 365 islands and two thousand beaches, located in the south of the state of Rio de Janeiro, as well as the beauty of Iguacu Falls, located on the border of Brazil, Argentina and Paraguay. It´s also important to mention a not to be missed event that will take place at the beginning of March: Carnival. Journalist Elida dos Santos gives all the details on the largest and most popular party in the country on Page 10. Our most recent contributor, Marcelo Vital, interviews the new president of the Brazil-Canada Chamber of Commerce, Raul Papaleo, and shows how the Canada-Brazil trading relationship is growing. According to Statistics Canada, Canada-Brazil bilateral trade has jumped 70 percent in the past five years. Happy 2011 and enjoy our stories!

Writer

Lourdes Freire

Teresa Oliveira

is a travel agent who specializes in Latin America, Europe, Cruises, Groups and Incentives with vast experience in customized programs.

Ingrid Coifman

Contributors

Translation

Christian Pedersen Elida dos Santos Lourdes Freire Marcelo Vital Marcio Rollemberg Reginaldo Heller

Reginaldo Heller

is a journalist, columnist and commentator. He is a former press secretary of the Central Bank of Brazil.

Marcio Rollemberg M. Teresa Nocera

Copy Editors

Cecilia Chin Joan Sheppard Maria Helena Amaral

Art Director Photographer

Christian Pedersen

is the co-founder of OiToronto, a blog about the city for Brazilians. He was the editor until October 2010. Back in Brazil, he used to work in marketing and promotions in the music industry.

Lin Rocha Saul Porto

Sales Canada

Anna Paula Vieira magazine@discoverbrazil.ca

Marcio Rollemberg is a journalist with experience in television, radio and print.

Sales Brazil Puente Comunicacao puente@puente.com.br

LML Events | Media Marketing

Elida dos Santos

Discover Brazil is published four times a year Spring, summer, Fall & Winter

is a journalist who specializes in corporate communications.

Publisher Address LML COMMUNICATIONS & MARKETING INC. P.O. Box 19612, Toronto, Ontario M4W 3T9, Canada Phone (647) 227-5514 info@discoverbrazil.ca www.discoverbrazil.ca

Marcelo Vital

is a journalist, writer, translator and radio host. His new Brazilian music show starts Saturday, February 5th on 88.9 FM in Toronto from 8 to 9 pm. (www.brazilvital.com)

Distribution Canada (Toronto, Mississauga, Montreal, Ottawa,Vancouver & Calgary) & Brazil. ISSN nº1920-7859 Folow us at: Twitter: @BrazilMagCanada Facebook: Discover Brazil Magazine Cover The Farol da Barra: lighthouse, fort and museum. Amazing views over the All Saints bay, Salvador, Bahia. Photo by Jota Freitas

Leila Monteiro Lins

Executive Editor

Production Manager

The information contained in this publication has been obtained from sources the proprietors believe to be correct. However, no legal liability can be accepted for any errors. No part of the publication may be reproduced without prior consent of the publisher. Discover Brazil Magazine

www.discoverbrazil.ca

Contents

Your Letters the newsroom continues to receive many compliments and words of encouragement from our readers in canada and Brazil. We welcome those comments and look forward to your ideas and feedback.

Connecting Brazil to the world

DISCOVER year 2 • issue 4 • February 2011 • Winter

I received the last issue of Discover Brazil and checked out the beautiful article on Medical Tourism. Congrats on the magazine! I hope to see Discover’s news team in our next event that will deﬁnitely bring many innovations.

Mariana Palha, Medical Travel Meeting, Brazil

MAGAZINE

Fernan do Lusvarghi & his mother

TOURISM A breathtaking paradise of Angra dos Reis Carnival: An unforgettable experience Iguacu Falls, a wonder of nature

Honestly, when the project Discover Brazil was born, I thought that it would focus on local issues, presenting a microcosm of Brazil in Toronto. It’s been a fine surprise to find a magazine with a fantastic editorial line that reflects Brazil’s potential and its various opportunities to Canadians readers. Additionally, the magazine keeps all of us who live abroad in the loop. Congrats. I wish you much success and a long life!

10 27

POLITICS The new president of Brazil takes the lead

Fernando Lusvarghi, Volunteer Coordinator, Toronto, ON

Colin Cole

I came across your magazine on the internet while searching for information on Brazilian music. I am an avid Jazz listener. The online description on Discover Brazil seemed fascinating. I am interested in Brazil because my cousin has travelled there several times for business and he has told me a lot about the country. I want to learn more about Brazil and thought your magazine would be a good way to ﬁnd out about that country. Most Canadians do not know about your country. Colin Cole, Ottawa, ON

BUSINESS BCCC: building bridges among entrepreneurs

The Brazilian wine market, season of the grapes

Cultiverde’s palm hearts coming to Canadian tables Billions in trade beyond the American border

Lotus Arts and Wellness

Integrated therapies, Spa services

Guiomar Campbell C.S.T., RN

SPECIAL REPORT Bahia: mystical & euphoric

Shiatsu & Acupuncture Cosmetic acupuncture Pregnancy massage Aromatherapy

REGULARS Your Letters

Taste of Brazil 6

Reproductive health Holistic Nutrition Treatment for digestive imbalances Relieve mental stress

29 ilheus, Bahia - by lin rocha Discover Brazil Magazine

94 Cumberland St. Suite 805 | (647) 428-7200 | www.lotusartwellness.com | Toronto, ON

www.discoverbrazil.ca

urrounded by Atlantic Forest and blessed by Mother Nature, Angra dos Reis is flooded with great islands, urban and wild beaches. Upon arriving, Angra dos Reis it is “love at first sight” and right away you will be planning to return to such beauty. Many tourism magazines consider the region the most beautiful for sailing. It features a generous archipelago located inside a large bay, with endless choices of activities and attractions. Get yourself on a boat and be prepared to be mesmerized by your journey into the unknown.

a breathtaking paradise By Leila Monteiro Lins

Brazilian cariBBean Cataguases Island located in Angra Bay, is also known as the “Brazilian Caribbean.” This island is a must see for those who appreciate paradise-like landscapes. The Botinas Islands, with its crystal clear waters is an escape to a land of magic. This is one attraction that should not be missed. Another area popular with visitors is Gipoia Island, located 30 minutes by boat from Angra Bay. The island offers an excellent tourist infrastructure with hotels, restaurants and bars. For those of you who are sun worshippers, the best beaches are Gipoia, Flechas and Vitorino.

located in the southern state of rio de Janeiro, the green coast region is extremely popular with international and domestic tourists. the 365 islands are surrounded by emerald green waters and their 2000 beaches provide visitors with the chance to experience unforgettable moments of enlightenment. amongst the most visited cities are angra dos reis, which is one and a half hour drive from the city of rio de Janeiro. it is imperative to mention the historic Paraty, a region that will sweep you far into the past and is only three and half hours from rio. 8

Botinas islands - by turisangra

Discover Brazil Magazine

convention & visitors Bureau Gino Zamponi is the president of the Convention and Visitors Bureau for Angra dos Reis. He is very excited about the area’s potential to become an international tourist destination. “The creation of the bureau last year was done with the goal of integrating the tourist sector and advertising Angra nationally and internationally”, says the entrepreneur who invested in a hotel in Angra.

Last year the city participated at the International Tourism Market of Latin America, in Argentina. According to Zamponi, this was the first event at which Angra dos Reis was present, and represented an important opportunity to officially introduce the city to investors and entrepeneurs from all over the world. “Without the support of the bureau this wouldn’t be possible”, he says. “Our goal is to show Angra dos Reis’ beauty and to fortify the investments in the tourist sector.”

Ilha Grande (Big Island) is an ecological sanctuary, surrounded by hundreds of beautiful beaches with trails, waterfalls, rivers, lakes and mountains. A tourist has three options to get to Ilha Grande. Transportation from downtown to Vila do Abraao (Abraao Village) via taxi, bus, car and then take a catamaran or ferry. The catamaran has the capacity for 120 people and leaves Santa Luzia station at 8 a.m., 11 a.m., and 4 p.m. The round trip ticket costs CAD$ 30. The ferry has a capacity of 500 people, leaves at 3:30 pm on weekdays and at 1:30 p.m. on weekends and holidays. The ticket costs CAD$5 during the week and CAD$9 on weekends and holidays.

a typical angra meal “Peixe com banana” ( Fish with banana) - by turisangra

angra dos reis

ilha grande (Big island), Blue lagoon - by lml

Tourism

services

location: Angra dos Reis is located 170 km from Rio de Janeiro and 410 km from Sao Paulo. hosPitality: Many hotels and bed and breakfasts in the region have their own marinas. FooD: The region specializes in seafood. Diving courses: International certificate, recognized in 185 countries. The course takes four days.

gino zamponi, president of angra dos reis www.discoverbrazil.ca convention & visitors Bureau - by lml

tourist inFormation: Angra dos Reis Convention & Visitors Bureau: www.angradosreiscvb.com.br TurisAngra: www.turisangra.com.br

Tourism

carnival

an unforgettable experience the beginning of the year in Brazil isn’t known just for its high temperatures and beautiful summer days. at this time, the countdown begins to one of the largest events on the planet, the carnival, where millions of people celebrate with music and gaiety for 7 days - and in some places even longer.

he streets, parks and clubs are sublime with colour, great music and energy. The Carnival isn’t just a Brazilian party, but an intense emotional experience, with great rhythms such as samba, frevo and maracatu, all of them Brazilian styles of music; which distinguish the country and attract tourists from around the world. Carnival is an event that in Rio de Janeiro alone generates around R$1 billion a year (or almost CAD $600 million) and creates more than 300 thousand jobs, according to Riotour (City of Rio de Janeiro Tourism Authority). The carnival has been resistant to the economic crisis. More than one million tourists went to Rio in 2010, putting hotel occupancy at close to full capacity, according to information from TurisRio.

carnival in rio de Janeiro - by Pedro Kirilos (riotur)

The event in Bahia has similar economic spin-offs, generating about CAD $400 million last year. rio De Janeiro, the caPital oF the carnival In Sao Paulo and Rio de Janeiro, samba is the main musical style. Rio de Janeiro is considered the main samba city due to its central role in the history of Carnival. Nowadays there are more than 70 samba schools that participate every year in a competition for the title of Carnival’s best samba school. The parade happens in the Sambodromo at the Marques de Sapucai (the street where the Carnival Parade occurs) before a commission responsible for choosing the best performances with respect to costume, theme, harmony of presentation and others. Sao Paulo is the largest city in Brazil and one that hosts one of the best Carnival celebrations in the country. Unlike Rio de Janeiro and Salvador, however, Sao Paulo’s Carnival is less raucous. That doesn’t mean it doesn’t have incredible energy and plenty of loud music and dancing. The Carnival parade takes place in Sao Paulo on Friday and Saturday nights, as opposed to Rio’s Carnival, where it is held on Sunday and Monday nights.

carnival in salvador - by Jota Freitas

carnival in sao Paulo - by caio Pimenta/ sPturis

Bahia, carnival all year long “The world’s heart beats here”. This great slogan introduces Salvador, capital of Bahia. The public, called folioes in Brazil, walk down the streets, wearing the abada, as the clothes worn for this event are called. The streets fill with big trucks, the trio-eletrico, carrying famous musicians and their contagious beat of African influenced music. Every year more than two million people throng through the streets. reciFe, anD the rhythm oF Frevo In this city, frevo, a type of music from the state of Pernambuco, counts for a lot. In the capital, Recife, a big crowd takes over the streets to be closer to artistic performances, which come from that region. Frevo is a quick beat, with syncronized dance moves. Recife has the largest carnival group in the world, the Galo da Madrugada, which numbers 1.5 million people. According to IBGE (Brazilian Statistics and Geography Institute) this number is larger than the number of people actually living in the city.

carnival in ouro Preto - by luis eloi

By Elida Rocha

The Export and Investments Promotion Agency of Brazil (Apex-Brasil) has been promoting foreign investment in Brazil during the carnival period. In 2010, the Carnival Project invited investors from 29 countries to watch the Carnival Parade in Rio de Janeiro. “Last year we did something similar, but it was on a smaller scale, with just 100 visitors from 22 countries. The result was CAD $10 million in investments”, said Apex-Brasil’s president, Alessandro Teixeira, in an interview with Brazil Agency.

According to Teixeira, the project received an investment of CAD 600 thousand. The idea is to strengthen the relationship between Brazilian entrepreneurs and international consumers; and relies on the support of the Brazilian Tourism Institute (Embratur) and companies from many sectors in the economy.

carnival in rio de Janeiro - byDiscover Pedro Kirilos (riotur) Brazil Magazine

www.discoverbrazil.ca

Politics

Business

Dilma roussef

the new president of Brazil takes the lead By Reginaldo Heller

Brazil-canada chamber of commerce

Building bridges among entrepreneurs By Marcelo Vital

raul Papaleo

When planning their future moves, the question that many international investors are asking at the beginning of 2011 is: where is Brazil heading, politically and economically, in the next few years? one of the world’s four great emerging economies, Brazil has elected – for the first time in its history – a woman to be president of the country. the question only time will answer for sure is: what is the real meaning of Dilma roussef’s ascension as the woman replacing the charismatic president luis ignacio “lula” da silva? by FaaP

ill the new president be able to continue the successful policies of her predecessor, who leaves the Brazilian presidency with an impressive amount of popularity? While answers vary, even the toughest adversaries would agree that prioritizing economic stability and social inclusion will continue with this new government.

The principal challenge the new president will have to face right at the beginning will be protecting the Brazilian economy from the vicious effects of the international economic crisis. Defending the local currency, the Real, against the American dollar’s devaluation and the Chinese exchange rate policy will certainly require a restrained fiscal policy which will reduce interest rates and avoid an influx of foreign currency, as happened in the last few months. The biggest challenge will be finding new ways to face international market competition without sacrificing social development. The new government is aware

the Bccc (Brazil-canada chamber of commerce) is an organization that is headquartered in toronto and dedicated to facilitating business relations between the two countries. canada and Brazil have been strengthening their commercial ties lately and their interest in each other’s markets keeps growing. the new president of the Bccc, raul Papaleo, has plans to expand the member roster and kick-start an initiative in which universities would be partnered with the business sector. originally from the south of Brazil, the retired engineer and mBa professor in sao Paulo came to canada in 2009 and soon became involved with the Bccc (he was already a member in Brazil). last september raul was appointed president of the organization.

DB: What is the commercial relationship between Brazil and Canada like today?

that education challenges have to be urgently met in order to join the ranks of developed countries.

Finally, there are high hopes for great benefits from the recently discovered off-shore oil reserves, the holding of the World Cup in 2014 and the Olympics in 2016, all of which will have a multiplier effect on the Brazilian economy. Despite all the challenges, former president Lula’s “shadow”, Dilma Roussef, will have the opportunity to show that she is here not just to warm up the seat for her predecessor should he decide to run again in the future. It’s Dilma Roussef’s time now. Discover Brazil Magazine

Raul Papaleo - The volume of trade between Brazil and Canada has grown by 70% over the past four years. To give you an idea, the volume of Canadian exports grew by 95% between January and August of 2010, compared with January to August of 2009. In 2009, Canadian investments in Brazil were around 12 billion dollars. Brazilian investments in Canada were even higher, 14 billion dollars. There is definitely an attraction between the two countries. DB: What kind of services does the BCCC offer to its members?

Raul Papaleo - We offer three main benefits. The first one is networking; putting Brazilian and Canadian companies who wish to do business together, in contact with one another. An additional benefit is qualified information. We have contacts in both

governments and this level of information, this body of knowledge, is available to all members. Another important service we offer is advocacy. We can act as an intermediary between companies and the Brazilian or Canadian governments. DB: Who are the members of the BCCC?

Raul Papaleo - The majority are corporate members, Canadian companies interested in Brazil and viceversa. Today we have 66 corporate members, as well as individual members and even student members. Since Brazil has been gaining a lot of visibility, this number tends to grow. There are government entities that are honorary members such as the EDC (Export Development Canada), the Department of Foreign Affairs and International Trade, and the Brazil Trade Commission, which belongs to the Brazilian government. Adding it all together, we have about 90 to 100 members. One of our plans is to make this number grow dramatically in the next 10 to 12 months.

To become a member and to get more info about the Brazil-Canada Chamber of Commerce, visit:

http://www.brazcanchamber.org.

www.discoverbrazil.ca

Business

Cultiverde

More than a successful project By Marcio Rollemberg & Leila Monteiro Lins

Considered one of the largest biodiversity locations in the world, the Deep South of Bahia is located 150 km from Salvador. It is in this area, home to approximately 270 thousand people, that many farmers have been changing the reality of the rural community. As a result of the efforts of the Deep South of Bahia Integrated and Sustainable Development Project (PDIS) – backed by the Odebrecht Foundation – many co-ops have been created; generating jobs and income for the area.

he Odebrecht Foundation has made a huge investment in the Deep South of Bahia Integrated and Sustainable Development Project. Between 2003 and 2010, the company invested over CAD$ 80 million in the project. For over 45 years, the foundation has been working toward sustainable development and environmental protection in different regions of Brazil. Roberto Lessa, vice-president of the Odebrecht Foundation, discussed the The PDIS´S challenges and the central role of the family in the program, at the International Symposium on Sustainability in Salvador, in September. “When we talk about sustainability we must ask ourselves where in society do our rules start? I believe it’s in the family,” said Lessa. “If that family isn’t sustainable we can’t expect the world to be, either,” he continued. Teaching leadership The Heart of the Palm Deep South Producer’s Association (known as Coopalm in Portuguese) manages the Integrated Model and Sustainable Development of the Environmental Protection Area

(APA) of Pratigi project, aided by the Odebrecht Foundation, in the region of Southern Bahia. Created in 2004, it aims to technically and financially guide the family farmers of hearts of palm. With a harvest of 10 million hearts of palm a year, about 470 farmers have seen their incomes multiply after becoming part of the program. It is expected that the project will generate CAD$ 10 million by the end of 2011. Coopalm has earned a lot of recognition for its efforts. Besides the Rainforest Alliance certificate, which acknowledges the social and environmental responsibility of its products, the co-op also received ISO certification and recognition for the quality of its systems; its respect for the environment; and for food safety procedures. Cultiverde brand: high quality and social mentoring The palm hearts are shipped to stores under the brand name Cultiverde. Each package features the slogan “Here we have family agriculture” and refers to the family’s active participation in producing the product. Cultiverde was the first brand in Brazil to win the Agrarian Ministry’s agricultural family seal. For the

3rd year in a row, Cultiverde’s palm hearts have been exported to France, and plans exist to expand into the American, Chilean and Canadian markets. “We have contacted many companies and we are dealing with one in particular that should supply the product all over Canada,” said Augusto Matos, Cultiverde’s director of foreign trade. “We want Canadians to know and consume our product. We want our brand to be available in the best places in Canada.” To make administering the project easier, three administrative areas have been created. The social-environmental section focuses on the environment and society; the social-producer section takes care of Cultiverde’s products; and the educational section focuses on bringing technology to the countryside and training new farmers. The Family Home, a type of school where young people stay for a week while receiving classroom and practical training in agricultural techniques, is another key element of the project.

Islandia Jesus dos Santos, 15 years old, lives in the town of Tancredo Neves, Bahia. She is one of the students at the Family Home. Because of the support she received from the project, Islandia was able to learn new techniques to improve her family’s production and was also able to pass on what she learned to her community. “I thought that people who lived in the countryside didn’t have good opportunities until I found the Family Home. Now I know I can earn a good salary, help my parents and improve our production.” The biggest challenge for Islandia has been trying to convince the more experienced farmers that the techniques she learned in school are more efficient. “Sometimes I use comparison as a strategy. I grow some stuff and I show them that I got better results.” Islandia dos Santos by Fernanda Silva

Farmer Vandonilton de Souza has worked with Coopalm. He used to have a red pepper plantation but ended up losing it all when red pepper prices dropped. Disappointed, he decided to leave Bahia, but his friends convinced him to stay and join the co-op. As a result he gained access to credit and high quality technical assistance. “Nowadays I can say I am very satisfied. My job gives me the opportunity to support my family and I am very thankful to the co-op,” he said. 14

Vandonilton de Souza - by LML

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Ad Renato Harari

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Business

Beverage

Brazilian wine market: the grapes are ripe By Ingrid Coifman

Vale dos Vinhedos, Rio Grande do Sul - by Silvia Tonon

Not only Canada, but many countries are discovering Brazil’s capacity for producing excellent wines. The country’s winemaking industry has made significant break throughs in technology and in modern equipment relying on skilled labour and countless production quality controls. In the last few years, Brazilian wines have achieved more than 2,000 international awards.

ne of the reasons for receiving recognition abroad is that Brazilian wines can count on a rich, favourable soil for grape-growing in six key regions: Serra Gaucha, Campanha, Serra do Sudeste, Campos de Cima da Serra, Planalto Catarinense and Vale do Sao Francisco. This debunks the myth that the country is too hot to favour a solid viticulture. Take, for instance, the influential region of Vale dos Vinhedos, located in Southern Brazil, which accounts for 90% of the country’s production. The climate is temperate and offers great conditions for harvesting a variety of grapes such as Chardonnay, Pinot Noir, Cabernet Sauvignon, and Merlot. Brazilian recipe

Traditionally not a big wine-drinking nation, Brazil is betting on the international market to expand its market significantly. Following the successful path of Chilean and Argentine wines that have become very popular abroad, Brazil has been rated as the fifth largest producer. In the Southern Hemisphere, Brazil produces 3.5 million hectolitres, less than Argentina (14.864 million), Australia (10.3 million), South Africa (8.9 million), and Chile (8.4 million). 16

Currently, Brazil has over 12,000 ha of vineyards, resulting in more than 45 million litres of wine a year. In a strategy for expanding internationally, Brazilian fresh, light sparkling and red wines are getting more and more exposure thanks to the work of Brazil Integrated Sectorial Project. This project is an organization that aims to increase the export of fine wines, sparkling wines and grape juice for discerning tastes, supporting the industry in the foreign market. So much so that four Brazilian brands - Lidio Carraro, Pizzato, Miolo, and Vinibrasil – are already selling in Canada, one of the eight top-priority markets for Brazil when it comes to the export of wines.

Markets are controlled by state monopolies in charge of purchase, sale and distribution; the Canadian wine market has been receiving special attention from Brazilian wineries due to its size and potential. Currently, Canadians consume approximately 14.2 litres per capita, per year, totalling 350 million litres. LCBO is the Liquor Control Board of Ontario, which is the leading purchaser of alcoholic beverages in the world with 600 stores; holder of 50% of the alcohol market in Ontario, whose population amounts to 12.5 million people.

Discover Brazil Magazine

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Special Report • Bahia

Business

Brazil’s mission to Canada

Billions in trade beyond the American border By Marcio Rollemberg

Bahia

Departing on a mystical voyage By Ingrid Coifman & Lourdes Freire

Ramalho, who also mentioned that in the first eight months of the last year the relationship between both countries resulted in over CAD$ 3 billion in trade. “There are Canadian companies that have invested in Brazil for over fifty years and that relationship is important not just for the value of the investments, but also to give more credibility to our economy.”

Ivan Ramalho - by LML

Commercial trade between Brazil and Canada was the topic of an event that took place between September 22nd and 24th, in Toronto. Focused on exploring strategic partnerships between both countries, “Brazil’s Mission to Canada” was organized by the Ministry of Development, Industry and Foreign Trade of Brazil (MDIC) and the Brazilian Agency for Export Promotion and Investment (Apex-Brasil).

he event gathered participants from 29 Brazilian companies in areas such as technology, food, construction, energy and more; resulting in new deals anticipated to be worth an estimated CAD$ 22.5 million. Ivan Ramalho, executive-secretary for the Ministry of Development, Industry and Foreign Trade of Brazil (MDIC) hosted the meeting. According to him, the commercial partnership between Canada and Brazil in 2010 might go beyond the record CAD$ 5 billion reached in 2008. “The 30% increase in Brazilian exports to Canada has surpassed the Brazilian average and that shows us there’s great potential for increasing commercial trade,” said

Brazil’s Mission to Canada - by LML

Brazil-Canada: a profitable relationship Bilateral trade figures give reason for optimism. According to MDIC, Brazilian exports to Canada increased 29.9% between January and August of 2010, compared to the same period in 2009. Canadian exports to Brazil increased 70.9%, reaching CAD$ 1.7 billion. During these months Canada ranked 21st among countries importing Brazilian products. Brazilian exports to Canada consisted of 73.8% manufactured products and 25.1% basic products. During the event, Ivan Ramalho met with the Canadian Deputy Minister of Trade, Louis Levesque, who expressed the desire to diversify Canada’s trading relationships, and decrease its dependency on the United States. Levesque said Brazil could become the largest manufactured products supplier and that Canada is interested in helping Brazil with the World Cup in 2014 and the Olympic Games in 2016. “We can offer our expertise when it comes to infrastructure for those events,” he said.

Investment opportunities The event resulted in 210 meetings with entrepreneurs and about 106 deals. Many seminars were also held, such as the one by Eric Bonnor, vice- president for Brookfield Asset Management and Chairman of the Brazil-Canada Chamber of Commerce (BCCC), who talked about investment opportunities in Brazil. “With the economy in the United States being very slow, it’s been suggested to Canadian companies to expand their trade beyond the American border,” said Bonnor. “Brazil is one of those countries that can take advantage of that fact and become much more important in the future.”

Discover Brazil Magazine

Bahia State, located on the northeast coast of Brazil has paradisal beaches, architecture designated as UNESCO World Heritage sites, mountains, waterfalls, forests, myths and legends. Today, Brazil’s birth place stands out as an effervescent center on the country’s cultural landscape, and for the rich African heritage in its music, dance, literature, arts and folklore. www.discoverbrazil.ca

Lacerda Elevator - by Setur Bahia

Special Report • Bahia

alvador, capital of Bahia, was the first major port and capital of colonial Brazil for almost two centuries. It was built on two levels: the first made up of residences constructed on the hills, and the second a level of forts and docks built on the beaches; thus dividing the city into an ‘upper’ and ‘lower’ city. In the upper city, you will find Pelourinho, the colourful, historical city center and a UNESCO World Heritage Site. It means ‘whipping post’ in Portuguese; and it was there that black slaves were traded. Since 1992, the Pelourinho neighborhood has been the beneficiary of nearly CAD$ 100 million, for a restoration project that has led to the rebuilding of hundreds of buildings’ facades. The All Saints’ Bay lies in the lower city about 85 meters below. To stroll up and down, people take one of the historical landmarks of Salvador, the Lacerda Elevator, which has connected the two city sections since 1873.

Special Report • Bahia

Barra Lighthouse - by Rodrigo Aranha

Salvador Soteropolitanos, people who are born in Salvador, don’t need a specific reason to party in the streets. There’s always something to celebrate. According to the Guinness Book of Records, for instance, its carnival has become the largest street party on the planet. During this one week, more than 2 million people celebrate, dancing to a resounding drum beat along 25 kilometers of streets and avenues.

The city also offers one of the most modern and complete tourism infrastructures in Brazil with accommodations to suit any budget or taste, from youth hostels to sophisticated hotels. There is parking for cars and tourist buses everywhere. The international airport, Deputado Luis Eduardo Magalhaes, is located in an area of more than 6 million square meters and its roadway has already become one of the city’s scenic attractions. It’s the 5th busiest airport in Brazil. Over 35 thousand people circulate daily through the passenger terminal.

From 1500 to 1815, a significant portion of the sugar, gold, and diamond trade passed through Salvador. It was a golden age during which resplendent homes and churches adorned and decorated in gold were built. Many of the city’s baroque churches, squares, and even paving bricks have been preserved as part of Brazil’s historic inheritance. Walking along the streets of the historic district transports you back to an ancient civilization in Brazilian history. With over 2.8 million inhabitants, Salvador is a place full of mysticism and rhythm. Its impressive long coastline presents 50 kilometers of first-rate beaches.

Carnival in Salvador - by Jota Freitas

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African heritage In Salvador, more than anywhere else in the country, the African influence is visible all around--from the spicy dishes, some called by their African names, caruru, vatapa, acaraje; to the religious ceremonies honouring African deities; to the capoeira, an African form of ritualistic dance and fight mixed together. The most famous carnival group, Olodum (pronounced ‘oh-lo-doon’) is an Afro group that has become a major institution within many public welfare programs centered in the Pelourinho historic district. ‘Axe’ is a style of popular music that originated in Salvador. The word comes from a ritual greeting that means good vibration and is used in the Candomble and Umbanda religions.

Dende is named after an African oil-palm tree; from its fruit, an oil is extracted and used in local cooking. Baianos, a milky coconut juice is prepared and used to concoct a variety of sea-food based dishes, such as Ensopados and Moquecas. Another must try dish is Abara, a wrap with bean paste, dende oil, and onions cooked in a banana leaf with spices. Acaraje are small fritters made from black-eyed peas and onions fried in palm oil and filled with spicy vatapa (shrimp paste). These are sold on the streets by Baianas, local women, who wear turbans, lots of necklaces, and big, rounded white skirts.

Capoeira is a martial art created by African slaves, about 400 years ago. It is a form of martial arts and dance that is used to promote physical fitness and grace of movement. Everything starts with the berimbau, a traditional instrument used in Capoeira. It dictates the speed and type of movements. Capoeira Angola is the oldest form of Capoeira, being a bit slower and filled www.discoverbrazil.ca

Capoeira - by LML

Mariscada - by Setur Bahia

with tradition and history. Capoeira Regional is the newest form of Capoeira: faster and more acrobatic.

The handcraft legacy of Bahia is seen in the use of only raw materials (straw, leather, clay, wood, seashells and beads); and the most rudimentary crafts, which are reasonably inexpensive. Other pieces are created with the use of metals like gold, silver, copper and brass. The place to see Salvador’s production of handcrafts is Mercado Modelo, which is the biggest handcraft center in Latin America. 21

Special Report • Bahia

chapada Diamantina - by lin rocha

Century. Among its highlights are the 12 kilometers of crystalline beaches and abundant vegetation.

Baianas at Pelourinho in salvador - by lml

Porto da Barra Beach in salvador - by lml

itacare village resort - by lml

Bahia has some oF Brazil’s most historical anD traDitional villages, anD BeautiFul Beaches Arraial d’Ajuda: Its 20 kilometer stretch of coastline is considered one of the most dynamic in the country and very popular for the practice of Eco-Tourism. Porto Seguro: All paths lead to Porto Seguro, the gateway for those who want to engage in sports, learn the lambaerobica (a sensual dancing style), or simply gaze at beautiful seascapes, blue sky, and the sun that shines relentlessly throughout the year. It is an ecological paradise that offers a mix of history, culture, and natural wonders. There are 90 kilometers of beaches surrounded by coral reefs, rivers, streams, and coconut groves. Ilheus: It’s Bahia’s postcard setting with picturesque beaches, a spectacular shoreline, and breathtaking landscapes. It’s definitely a place for leisure and relaxation.

Ilha de Itaparica: Ilha de Itaparica : The largest island in the Baia de Todos os Santos has more than 40 kilometers of beaches with calm, temperate waters. Most of its coastline is inhabited by coral reefs. Also, there are important historical and architectural sites to see. 22

Morro de Sao Paulo: A perfect destination for ecotourism, surf, and scuba diving. The island has a lush landscape, beautiful beaches, natural pools, swamps. The island offers endless party filled nights. Vila Cabralia: A historical village with wellpreserved natural surroundings and desert-like beaches such as Praia da Coroa Vermelha.

Trancoso: A quiet town with no cars and an exquisite landscape, this is a typical Jesuit community of the 16th

Alcobaca: Its old-fashioned homes and Atlantic Forest are unforgettable. Alcobaca is also a gateway to the Archipelago of Abrolhos, the largest marine park of Brazil. This is a zone covered by corals and immense reefs with crystal clear water that allows observation of submarine fauna, such as: marine turtles, dolphins, diverse shoals and even Yubarta whales. Chapada Diamantina: Located in the heart of Bahia, it is an ecological paradise with great tourism potential. The varied topography and vegetation makes this site perfect for adventure sports such as mountain cycling, rappelling, trekking, scuba diving, off-road and horse riding. There’s no fee to enter the park, however, there is a fee to access some special attractions. the ParaDise oF cacau coast The Cacau Coast covers approximately 180 kilometers across the municipalities of Itacare and Canavieiras. This region is full of unbelievably pristine backcountry, rarely trodden on by human beings. The ecosystem remains untouched and in its natural state. The Coast is rich in natural beauty, rivers that cut through the cocoa-production zone and small cove type beaches full of coconut trees; amidst the Atlantic Forest and dense green mangrove swamps.

itacare Among Cacau Coast cities, Itacare stands out for its geological formations, considered unique in Northeastern Brazil. Coconut trees intermingle harmoniously with mangrove forest areas, beaches, rivers, and falls of crystal clear waters.

Located in the south of Salvador and 70 kilometers north of Ilheus, Itacare is home to about 20 thousand inhabitants. The town has become a popular destination for fans of ecotourism and adventure sports such as; surfing, fishing, canoeing, scuba diving, hiking, sand boarding and many others. It’s easy to find river waters merging with salty seawaters when crossing the Jebucacu or Engenhoca rivers. Itacare is also on the edge of a national park, one of the last large expanses of Atlantic rain forest left in Brazil.

With great infrastructure, the town also offers opulent resorts, as well as pousadas (lodging or inn). Itacare Village Resort (www.itacarevillage.com.br), for instance, is a top-quality option, situated in front of Sao Jose beach, in the Mata Atlantic protected area, 15 kilometers from Itacare. hoW to get there: From Salvador to Ilheus: 35 min by plane From Ilheus to Itacare: 50 min by car

salvaDor travel tiPs *

airFare: Round trip (taxes included) American Airlines: Miami-Salvador-Recife-Miami hotels in salvaDor (per day) Convento do Carmo (5*) Deville (5*) Deluxe Blue Tree (4*) Superior Sol Plaza (3*) Standard transFers: One way

tours: City Tour Pelourinho & dinner Itaparica Island w/lunch

CAD$ 1,170 CAD$ 235 CAD$ 90 CAD$ 52 CAD$ 44 CAD$ 36 CAD$ 45 CAD$ 75 CAD$ 100

Note: hotel’s price includes breakfast

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Special Report • Bahia

interview

iguacu Falls

By Leila Monteiro Lins

By Christian Pedersen

emilia salvador silva

a wonder of the natural world

emilia silva - by Bahiatursa/Joao ramos

Known as one of the most popular travel destinations in Brazil, iguacu Falls is an integral part of the travel itinerary for those who decide to visit Foz do iguacu, a city located at the border with argentina and Paraguay, and situated about one thousand kilometers from sao Paulo. While there, tourists can check out the falls, recognized worldwide as one of the 7 Wonders of the natural World, besides exploring ciudad del este, in Paraguay.

the Bahia magnetism is the result not only of its incomparable natural beauty, but also of its culture and its people, have descended from the intertwining of european and african peoples in Brazil. together they created a magic-involving a mysterious energy--which makes Bahia unique. emilia salvador silva, Bahiatursa’s president, elaborates more on this in an interview given to Discover Brazil, in salvador. DB: What makes such a difference in the State of Bahia?

Emilia Silva: Bahia’s forte is its cultural elements. In Bahia, 70% of the population have an African heritage, and various shades of skin, but all embrace the same cultural message. It is a culture of various Africas, because there is not only one Africa, but several. We are black descendents of many African areas, each one with its ancient history. Painting, dance, music, poetry and cooking among other elements, have African traces. Foreign visitors are curious and have great expectations of Bahia’s diversity. 26

DB - What are the business opportunities in Bahia’s tourism sector?

nother great attraction is the Binational Hydroelectric Power Plant in Itaipu, considered one of the 7 Wonders of the Modern World. It is the largest energy supplier in the world. Situated on a lake that covers an area of 1,350 km2, it has 20 supplier units of 700 MW each, which supply 90% of the energy consumed in Paraguay and 19% in Brazil. Aware of the giant Since 1977, the power plant has welcomed 15 million visitors, from 188 countries (as of December 2009). Canada is in 23rd place on that list, with more than 34 thousand Canadian tourists.

Emilia Silva: Among the many options I would like to mention, are the “Costa do Descobrimento” (Discovery Coast), and the Municipalities of Porto Seguro, Santa Cruz de Cabralia and Belmonte. They are perfect destinations for those who wish to know the early stages of our history. The trip to Chapada Diamantina, which is a region of various natural attractions, is good for those who wish to have history and adventure on their itinerary. Golf tourism in Bahia boasts one of the best golf course terrains in the world, located in the city of Trancoso. Also, there is the outing to the “Costa das Baleias” (Whales’ Coast) in the municipalities of Caravelas, Prado, Alcobaca, Nova Vicosa and Mucuri. I cannot forget to mention our biggest patrimony, which is the Bahian people, happy, festive and hospitable. Discover Brazil Magazine

According to Jaime Nelson Nascimento, Itaipu Tourism Centre’s manager and member of the Municipal Tourism Council of Foz do Iguacu (Comtur in Portuguese), the Special Technical Circuit is the favorite of North Americans and Europeans who visit the site. The tour lasts 2 hours and 30 minutes and provides bilingual customer service, special rooms that play movies about Itaipu and a bus equipped with drinking water. It includes seven stops and accords visitors a chance to take pictures. Another attraction is the Panoramic Sight, which offers visitors a special view of the power plant from the main lookout. This tour lasts 1 hour and 30 minutes.

Iguacu Falls are taller than Niagara Falls and twice as wide, with 275 individual falls spread out in a horseshoe fashion, covering nearly two miles. During the rainy season, between November and March, the rate of water flow over the falls can reach over 450,000 cubic feet (12,750 cubic m) per second. Iguacu’s water volume is nine times that of Niagara Falls.

Emilia Silva: There are countless opportunities. Foremost among them, is the need for business-class hotels, docks, and nautical equipment. Besides that, we need more service suppliers (people to run the hotels, entrepreneurs) and tourism-related products (tourism packages) tailored to our local industry. There are lots of opportunities for development in this sector. DB: What does Bahia have to offer to Canadians?

iguacu Falls - by iguacu Falls tourism

Tourism

The falls pour over precipices 200 feet deep. It is like Arizona’s Grand Canyon with water pouring over all sides. The surrounding jungle, now a Brazilian national park, is thick with ferns, palms, bamboo and orchids. According to CNN, Iguacu Falls was one of the top 14 most romantic destinations in the world in 2009. Service: www.itaipu.gov.br | Special thanks to: Itaipu Binacional Media Division.

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TASTE OF BRAZIL

Guiomar Campbell

The eternal search for the inner equilibrium Guiomar at work - by LML

By Ingrid Coifman

Guiomar Campbell has definitely taken wellbeing to another level. With a solid career as a singer and percussionist, the Brazilian artist has been instrumental in bringing rhythm and moves to the body-health field in Toronto.

devoted student of Oriental medicine, the spirited, creative performer has combined music and dance in revamping many therapies such as shiatsu, acupuncture, aromatherapy, and massage, creating the Biosync-rhythm. This is a technique that synchronizes the body’s natural rhythms through inventive movement, self- shiatsu and yoga. Campbell employs a variety of techniques according to the needs of each one of her clients. Shiatsu, for instance, involves applying pressure to selected acupressure points on the body. Self –massage or Do-In teaches patients to “do it themselves.” These treatments include rotations and stretching of limbs, joints, and meridians to generate energy flow by stimulating the nervous system and consequently relaxing the entire body.

Biosync is proving to be an affordable painkilling option for those seeking relief from back, neck and shoulder pain, sciatica, muscle tension, spasms, insomnia, chronic fatigue syndrome, fibromyalgia, arthritis, anxiety, depression and migraines. When it comes to infertility issues, Guiomar works alongside Tanya Smith, a Doctor of Traditional Chinese Medicine. Together they investigate the patient’s health history and habits to determine which organs and meridians are out of balance to restore equilibrium. “Our body talks to us revealing what’s wrong and how to heal it. It amazes me that we can combine diagnosis and treatment to change people’s lives in such a profound way.”

Her other self:

A native of Minas Gerais State, Brazil, Campbell has been performing in Toronto since 1978. Guiomar leads Parabolica, a Toronto-based musical group built on a foundation of Afro-Brazilian folk rhythms, bossa nova, samba, and jazz. She also coordinates workshops for both adults and children in samba drumming and dancing. She has performed with many top Toronto acts, including the Toronto Pops Orchestra, Jesse Cook at the Montreal Jazz Festival, and with Grammy nominated jazz flautist Jane Bunnett as part of the Global Divas series. Guiomar was a cast member of ‘Da Kink in My Hair’, a successful Canadian play. Also, she provided a rhythmic pulse for the play ‘First Hand Woman’. On March 1st, 2011, Guiomar will star again in ‘FemCab’at the Harbourfront Centre. Music, comedy, dance, film, and theatre will be the main focus of the cabaret-style show with a cast of 10 performers. The play will start at 8:00 P.M. Be sure to get your tickets early. Find Guiomar Campbell online at www.myspace.com/guiomarcampbell

Service: Lotus Arts Wellness and Lifecycles Wellness 94 Cumberland St. Suite 805. T: 647 428 7200. More info at: www.lifecycleswellness.com and www.lotusartswellness.com. 28

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TASTE OF BRAZIL her father, an engineer and musician. Over the years, she also learned harmonica, piano, banjo, and started writing lyrics in English. Her first album brought folk beats (including the hit ‘Tchubaruba’) that became Brazilian post-modern anthems.

Mallu Magalhaes

Inspired by her heritage Mallu Magalhaes - by Bia Schmidt

By Ingrid Coifman

aria Luiza de Arruda Botelho Pereira de Magalhaes, or simply Mallu Magalhaes, turned 18 and had already established herself on the music scene. The young Brazilian singer, songwriter, and musician made a dramatic first impression through her MySpace page at the age of 15. Back then, she managed to record and release her own music online, grabbing more than 4 million hits. Featuring the cover pages of major newspapers and magazines, Mallu got critics’ attention, sold out shows, and was compared to power house names such as Cat Power and Feist by MTV Brazil. The young girl from Sao Paulo grew up listening to the Beatles, Dylan (her number 1 idol), and even Johnny Cash thanks to her grandparents’ old records. She was truly inspired by these musical icons. She received her first guitar at age 9 from

Now, Mallu is showing that she is a force to be reckoned with in the music industry. For her second album, it was her intention to present a more mature image of herself. Following her debut Mallu was ready to let go of some of the prodigious-child images she had. She sings half of the songs in Portuguese and mixes Brazilian rhythms such as bossa and samba, revealing a personal journey to discover her own roots. “I’ve been researching and learning a lot about musical icons in Brazil. Tom Jobim, Chico Buarque, Nara Leao, Noel Rosa, Jorge Ben, my list goes on and on. I’m falling in love with them and realizing that I don’t want to find a particular musical style. I’m enjoying experimenting,” she explains.

Although she has grown from a teen to young woman in the public eye, she maintains a genuine, even humble attitude in show business. Her spontaneity and charisma, along with a low-key performance, captivates the audiences. Mallu has performed in Portugal and Canada and is determined to become an international musician. A third album is in the works and she is already pre-planning international performances. She likes to call her soul ‘molenga’, an adjective meaning easy-going, adaptable, laid-back people. Definitely, Mallu’s natural talent has brought her this far, her giftedness and personality is going to take her even farther. She is in stride to reach maturity without losing all the fun, the experimentation, and her exuberant attitude along the way.

Sites: http://www.myspace.com/mallumagalhaes and www.mallumagalhaes.com.br

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