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Discover Brazil Magazine
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Editor
From the
DISCOVER Connecting Brazil to the world
MAGAZINE
Publisher & Editor-in-Chief Leila Monteiro Lins Production Manager Teresa Oliveira Writer Ingrid Coifman Contributors Elida dos Santos Flavia Rocha Jose Schuster Josyanne de Souza Marcio Rollemberg Maria Helena Amaral Reginaldo Heller
BRAZIL: AN ATTRACTIVE DESTINATION FOR INVESTMENTS
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study based on interviews with executives from more than 800 international companies projects that Brazil will rank as the fourth most attractive destination for foreign investment in the next three years, behind China, India and the Eastern European countries. According to the study conducted by Ernst & Young Consulting, Brazil might surpass Russia, North America and Western Europe in this regard. Discover Brazil’s magazine team chose the editorial line for the July issue based on Ernst & Young’s study results. The article “An investment paradise in a world in crisis” by journalist Reginaldo Heller, for example, highlights the advantages of Brazil over other developing countries. Without a pegged currency system or an economy tied to the price of oil, along with a reduction in household income inequality, Brazil stands out as a very attractive country. Less than 30% of Brazil’s territory has been geologically surveyed, yet it is one of the world’s largest suppliers of ore. In an interview given to Discover Brazil magazine in Toronto, Paulo Penna, president of the Brazilian Mining Institute, reveals the country’s potential, with more than 50 different types of high-value ore. A special story in this issue tells about the Brazilian state of Minas Gerais. Known for its hospitality and its people, impressive cuisine, natural beauty and cultural and artistic heritage, Minas offers visitors an interesting range of historical and ecological experiences. Journalist Ingrid Coifman takes readers on an unforgettable trip. According to Language Travel Magazine, which specializes in educational trips, Brazil hosts about 12 thousand foreign students a year. Canada stands out as one of the countries that show the most interest in learning more about Brazilian culture. Journalist Marcio Rollemberg discusses Canadians’ interesting opinions about Brazil in this article. Toronto will host three big Brazilian events this summer: Brazilfest (July 25 ), Expressions of Brazil (July 16-18) and Brazilian Day (September 6th). Journalist Jose Schuster fills us in on each of them in the section “Taste of Brazil”. It’s worth checking out. th
I hope I have been able to motivate you to discover a little bit more about Brazil through our July issue’s stories. We encourage you to share your feedback and story ideas with us. Contact us at editor@discoverbrazil.ca ∆
Leila Monteiro Lins Editor-in-Chief
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Copy Editor Cecilia Chin Joan Sheppard Art Director Fabiane Azevedo Photographer Saul Porto Sales Canada marketing@discoverbrazil.ca Sales Brazil Puente Comunicação puente@puente.com.br Cecília Queiroz Frequency Is published four times a year Spring, Summer, Fall & Winter
LML Events | Media Marketing
Publisher
MAILING ADDRESS
LML Communications & Marketing Inc. P.O. Box 99052 Toronto, ON M6H 2A0 - Canada Phone/Fax: (647) 342-5629 magazine@discoverbrazil.ca www.discoverbrazil.ca
Distribution Brazil & Canada (Toronto, Mississauga, Montreal, Ottawa & Vancouver). ISSN nº1920-7859 Photo taken by Jefferson Pancieri Minas Gerais - Brazil
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
Photo by Fabiane Azevedo
Translation Marcio Rollemberg Rosemary Baptista
CONTRIBUTORS INGRID COIFMAN was a former editor of TV Cultura, and worked as a journalist in north eastern Brazil, specializing in the areas of technology, economics and tourism. In Toronto, she has developed special events and communication strategies for Corso Italia-Business Improvement Area (BIA).
FLAVIA ROCHA has a MA in Communications and Culture and has worked in the advertising industry. Currently, she is working with international cooperation projects and writing her first movie script.
ELIDA ROCHA is a journalist who specializes in corporate communications. She worked as a television host, and also as a magazine editor focusing on business.
JOSE FRANCISCO SCHUSTER has been a journalist for 30 years. He is the producer and host of the radio show “Fala Brazil,” and writes a blog on the Brazilian community in Canada. He is also a reporter for a community newspaper.
JOSYANNE DE SOUZA divides her time between Canada, where she is currently attending law school and Brazil, where she practices law and is the author of seven law books.
MARIA HELENA AMARAL is a journalist who specializes in corporate communications. For over 17 years she has worked for public relations firms and non-governmental organizations.
MARCIO ROLLEMBERG is a journalist with experience in television, radio and print. He has worked as a television news reporter and documentary film-maker, in Brazil. Since moving to Canada in 2005 he has filed stories for the Folha de Sao Paulo newspaper and is currently a contributor to OMNI TV.
REGINALDO HELLER is a journalist, columnist and commentator and has served as the editor of an economics and finance newspaper in Rio de Janeiro and Sao Paulo. He is a former press secretary of the Central Bank of Brazil. www.discoverbrazil.ca
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Connecting Brazil to the world
DISCOVER July, 2010
Year 1
MAGAZINE
Summer
Number 2
ECONOMICS Brazil An investment paradise in a world in crisis__________10 SPECIAL REPORT Minas Gerais History, culture, ecotourism and much more_________ 18 BUSINESS Mining Minas Gerais represents 50% of total Brazilian mineral production___________________________________ 12 New Markets Brazil on track toward internalization_____________ 14 Technology RIM confirms a 9th Smartphone manufacturing unit in Brazil_____________________________________ 15 Food Marketplace SIAL & SET Canada attract global businesses_______ 16
Photo by Jefferson Pancieri
Energy Brazil & Canada: working together for energy solutions_____________________________________ 24 Sports New business opportunities through the FIFA World Cup____________________________ 26 Soccer’s effect on Africa and Brazil _______________ 27 POLITICS G8 & G20 Summit Lessons on economic recovery___________________ 23 CULTURE Educational trips Brazil, here we come___________________________ 28 REGULARS Minas Gerais - Brazil, handcraft, photo taken by Jefferson Pancieri
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Your Letters___________________________________ 8 News in Brief _________________________________13 Taste of Brazil________________________________ 30 Discover Brazil Magazine
Connecting Brazil to the world
DISCOVER
www.discoverbrazil.ca
www.discoverbrazil.ca
MAGAZINE
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Your Letters
“The magazine is very well done. There is plenty of information about Brazil. After I read it I thought to go and discover the country. I will be following the next editions.” Margaret Laurie, Toronto, Canada
“The first edition of Discover Brazil magazine gave me several reasons to choose Brazil as my next travel destination. I am curious to know the Brazilian lifestyle and visit Rio de Janeiro.” Stan Hallas, Toronto, Canada Stan Hallas & Margaret Laurie gave Discover Brazil their feedback and won two tickets for a delicious gourmet dinner at Rio 40 Graus (www.rio40restaurant.com)
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iscover Brazil’s first edition made a good impression. The newsroom received many words of encouragement from our readers in Canada and Brazil. We welcome those comments and look forward to your ideas and viewpoints, as we strive to bring you an up-todate, enhanced magazine in each and every issue. “This magazine is filled with rich information. It’s also well presented and sends a positive message to all. Also, this is an excellent source of information, even to Brazilians who have
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not had the opportunity to travel to Brazil. I am a fan already. Keep up the great job. Love it!” Renata Magalhães, York University “I wanted to congratulate you for the excellent quality in both format and content, while also wishing you success in this venture. We are pleased to see TAM prominent amongst your first display ads and look forward to cooperating in the pursuit of common goals, whenever the opportunity may arise.” Luigi F Colizza, Sales Director Canada, TAM Airlines
“I’ve found your magazine online and I’d like to congratulate you for this innovative and informative publication. It covers relevant and interesting topics and I’m sure it’ll become a fantastic source of information for its readers.” Helen Schoft, Commercial Assistant ILS3 - Intelligent Leisure Solutions
“Congrats on the bright magazine. It is about time we had a publication full of quality representing Brazil in Canada.” Josivaldo Rodrigues, president of the Brazilian Association in Ontario
We invite you to share your thoughts about the magazine. Send us an e-mail: info@ discoverbrazil.ca.
“My wife and I are English teachers. We both are using Discover Brazil first issue Our many thanks, in our classes, discussing Editor Discover Brazil ∆ the topics with our students. Congrats on the publication.” Paulo Roberto Rosa, Rio Grande do Sul, Brazil
Discover Brazil Magazine
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ECONOMY Economy
Brazil
AN INVESTMENT PARADISE IN A WORLD IN CRISIS By Reginaldo Heller & Translated by Rosemary Baptista
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or all the emerging markets, this country is offering the best conditions for new investment: for a rapidly growing domestic market, economic and political stability and good infrastructure. While the core western countries are still experiencing a slow economic recovery, especially the so-called group of seven in the most developed countries, all heavily affected by
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the financial crisis of 2008, the performance of another group, called the BRIC ( Brazil, Russia, India and China), not only stimulate those economies, as and most importantly, increasingly awakening the attention of investors around the world, attracted by the excellent business opportunities that emerge there. Among these emerging giants, there is a special interest in Brazil due to its advantages over the other countries: unlike China, it does not have a fixed exchange rate policy, with its obvious risks; unlike Russia, it does
not stake its performance solely on the expectations of the oil prices; and unlike India, who has decreased difference in income levels of its population. In other words, a new middle class has flourished in Brazil as a result of a more consistent economic, fiscal and monetary policy. RECORD GROWTH In the monthly newsletter sent to its list of preferred clients, Bradesco, one of Brazil’s largest private banks, Discover Brazil Magazine
Photo by TopNews
The BRIC countries (Brazil, Russia, India & China) are calling the attention of investors around the world
Photo by thinkpanama
Economy emphatically affirmed that in 2010, “Brazil will register the third highest growth among the 30 largest economies in the world, with an estimated rate of over 6%, second only to China (9.4%) and India (8.2%)”. And after suggesting certain reasons, it concluded that “potentially in 2010 it will have the highest rate of investment diffusion since the 70s. Many different industries identify the current moment as “propitious” for investments with emphasizes on its aggressive role”. According to Bradesco’s analysts, the upcoming elections and the possibility of an opposition government does not represent any risk to this trend.
production in the expanding domestic market that has provoked an avalanche of giant investment projects in the private and government sector. For of every one dollar invested in a specific project, two or three are attracted to indirect investments. The government is fully aware that there is capacity to produce goods and services sufficient to meet expected demand. Brazil currently produces just over 2.3 million barrels of oil per day and consumes approximately the same amount. In 2016, when new offshore wells will be in full production, the country will occupy a prominent place among the world’s major oil producers.
of the major government projects for this sector.
A NEW MIDDLE CLASS
HYDROELECTRIC PLANTS
EXPANDING CONSUMPTION
Another sector that will require much indirect investments to ensure supply of goods and services is the construction of new hydroelectric plants. Today, in the Brazilian energy model, 80% of power generation comes from hydroelectric plants that now represent an installed capacity of 80 GHz, for the potential yet to be exploited in the order of 180 GHz.
Successive governments have defined their priorities in recent years in the basic sectors of the economy such as power generation and transport infrastructure (construction of subways
Among the projects now under implementation in this sector one that stands out from others is the proposed plant in Belo Monte, in Para in the Amazon. It has installed capacity of 40,000 MW at a cost to the government of $ 19 billion, but the expense for the private sector would reach as high as $ 31 billion. This is just one
2014 World Cup bid logo
For many analysts, this expectation is due in large part to the decisive role of a new social player: the new middle class that emerged in the improved economic environment of recent years. In fact, the combination of a stabilized economic policy, consisting of certain fiscal austerities and monetary discipline, which has ensured prolonged price stability, with its inclusive economic and social policy, strongly adopted in the last 15 years, has resulted in the emergence of a new and decisive Brazilian middle class. This is a new segment with family income between $8,000 year to $ 35,000 per year. ENERGY PRODUCTION It is the prospect of energy www.discoverbrazil.ca
Brazil: boom in the real state market
especially in the rising and the lower middle class, in the same way that the production of durable goods such as cars and appliances have been pushing the expansion of industrial production capacity. TOURISM
in major cities, bullet train linking Rio and Sao Paulo, and modernization of port terminals, especially the port terminals).
Tourism is another sector that should experience a strong growth in upcoming years, thanks to the proximity of the World Cup in 2014 and the Olympics in 2016 (*). Those events will necessitate the construction of large hotel chains and new infrastructure which will create a modern profile in this country which is traditionally renowned and adored for its distinctly tropical beauty and attractions.
The development of residential housing has caused a genuine boom in the real estate market,
(*) For more information about new businesses opportunities in Brazil see the article on page 26. ∆
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Business
MINING
MINAS GERAIS REPRESENTS 50% OF BRAZILIAN MINERAL PRODUCTION By Leila Monteiro Lins
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ess than 30% of Brazil has been geologically surveyed, yet it is one of the world’s largest suppliers of ore. Photo by Flavia Rocha
After almost two difficult decades - the 1980s and ‘90s - the worldwide mining sector can breathe freely again. Data from the Brazilian Mining Association (IBRAM) reveals that this sector has expanded, and represents 10.5% of Brazil’s GDP (R$150 billion/year) and 25% of the national trade balance. President of IBRAM, Paulo Penna, met with Discover Brazil magazine for an interview at the annual convention and trade show of the Prospectors and Developers Association of Canada (PDAC), which occurred in March, in Toronto. Brazil Pavilion at the Prospectors and Developers Association of Canada (PDAC) in Toronto
DB - Why has Brazil been so attractive to Canadians? Penna - Today, less than 30% of Brazilian territory has been geologically surveyed and yet it’s one of the biggest suppliers of ore in the world. The country also boasts more than 50 different types of high-value ore, such as iron ore, manganese, bauxite, kaolin and niobium - all of which have great potential to generate wealth.
President of IBRAM, Paulo Penna
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DB - In which ways are Canadian companies helping to develop Brazil? Penna - With the resurgence of mineral prices on international commodity markets, Canadians began to focus on South America and Brazil in particular. Mineral exploration
companies, known collectively as junior mining companies, led the way. Today, more 30 Canadian mining companies operate in Brazil. DB - In which parts of Brazil are Canadian activities concentrated? Penna - The largest concentration is in Minas Gerais, which represents 50% of Brazilian mineral production. Canadians are also present in Para, Amazonas, Goias and Bahia. The ores involved are gold, nickel, copper, manganese and iron. DB - What does the future hold for the development of the mining sector in Brazil? Penna - We foresee investments in the vicinity of $50 billion between 2010 and 2014. ∆ Discover Brazil Magazine
Photo by José Francisco V. Schuster
News in Brief
Housing Plan: a model for developing countries
Newton Moraes Dance Theatre presents L’Amour
By Élida Rocha
The Brazilian choreographer and dancer Newton Moraes has developed a singular, mesmerizing style, which blends Brazilian dance with international dance traditions. He is performing L’Amour from July 14 -25 at Winchester Theatre in Toronto. Information and reservations: (416) 997-2883. ∆
Brazil is investing in an ambitious housing plan. The program, “My Home, My Life,” is the largest in Latin America aimed at cutting overcrowding in slums. Experts consider it a model for developing countries to alleviate the slum problems worldwide. The program is part of the social policies that have made president Luiz Inacio Lula da Silva one of Brazil´s most popular ever. ∆
www.discoverbrazil.ca
The researcher Natasha Prévost, releases guide about Brazil The guide “Comprendre Le Brésil” presents the history and geography of Brazil, focusing on their influence
on modern society around the world. It explores the complex social and cultural panorama of Brazil, citing a variety on themes. Natasha Prevost lives in the province of New Brunswick and works as a researcher at the Research and Development Facility of Moncton University. ∆ Workshop about Brazil By José Francisco V. Schuster
The 2nd Brazilian Road Show in Canada, hosted by Embratur (the Brazilian tourism authority) in Montreal, Toronto and Vancouver from May 26 to 31 was a sold out event. Hundreds of Canadian travel agents attended the event in order to know or to upgrade their understanding about Brazil. The country will host the 2014 World Soccer
Workshop round-tables in Toronto
Cup and the 2016 Summer Olympic Games. An exhibit and round-tables with about 20 exhibitors, including representatives from Iguassu Falls and Florianopolis, consolidators and airlines, were able to showcase what Brazil has to offer in so many areas. ∆
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Business
New Markets
Brazil on track toward internalization By Marcio Rollemberg & Leila Monteiro Lins
St. Marys Cement in Toronto
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razil has never taken the risk and invested in the overseas market as it has been doing today. In 2009, 14 Brazilian companies were ranked amongst the world’s new global competitors by the Boston Consulting Group. According to the Central Bank of Brazil, Brazilian companies abroad invested $4.2 billion dollars, as of February, 2010. Votorantim The latest study conducted by the Dom Cabral Foundation, a centre for company development, revealed 32 Brazilian companies were functioning in other countries. In 2006 there were only 24. In 2001, Votorantim began its international expansion process when it purchased the Canadian firm St. Marys Cement Group. “Brazilians and Canadians went through a process of information exchange. They learned from one another and moved forward with the only objective being the development of Votorantim’s
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Cory McPhee, vice-president of Corporate Affairs at Vale Inco
products”, says Edilson Chimilovski, senior manager of procurement at St. Marys Cement. Even though much of the company’s production is based in the United States, the head office is located in Toronto. Votorantim has two production units (St. Marys and Bowmanville) both in Ontario, with a production capacity close to 2.5 million tonnes of cement per year. “Ontario has had a better year than we expected. We hope that will continue” replied William Asselstine, vice president of Logistics for St. Marys Cement. “The truth is that Canada is in a better situation than the United States. There are a lot of concerns about how quickly things will recover.” Vale Inco In 2006, for the first time ever, Brazilian direct investments overseas were larger than foreign investments inside the country. Part of this money was invested in the purchase of the Canadian mining company Inco by Vale, for over $18 billion. By 2008, Vale Inco had earned a higher profit than Inco had made in a decade. “Vale invested in Canada even more than the previous Inco ever had. They were investing two or three times as much in training our employees,
in exploration, employee bonuses, new projects and upgrading old infrastructure,” said Cory McPhee, the company’s vice-president of Corporate Affairs. Operating in many Canadian cities, Vale Inco has the largest part of its production in Sudbury, Ontario. The company has eleven thousand employees and plans to produce about 400 thousand tonnes of nickel by 2011. “The objective for Vale Inco is to be the biggest mining company in the world, leading in terms of environmental and social performance“, declared McPhee. According to Jase Ramsey, International Business Center coordinator for the Dom Cabral Foundation, Brazilian companies have been increasing their investments abroad over the past decade because in many cases they already have had very large domestic market shares. In order to grow, new markets outside Brazil are essential. “This is good for both Brazilian and Canadian companies. Consequently, Canadian businesses diversify their income streams and Brazilian firms learn how to make their products better by investing abroad,” revealed Ramsey. ∆ Discover Brazil Magazine
Photos by Leila Monteiro Lins
William Asselstine, vice-president of Logistics and Edilson Chimilovski, manager of procurement at St. Marys Cement
Business
Technology
Research In Motion announces Brazil as the 9th Smartphone manufacturer By Josyanne de Souza
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fter rumors started circulating last year, Jim Balsillie Research in Motion (RIM) executive, confirmed “the Canadian Smartphone handset manufacturer had signed an accord with Singapore’s Flextronics to manufacture the Curve 8520 model at its unit in Sorocaba - Brazil.”
the Brazilian cellphone market has attracted several foreign copanies like Nokia, Samsung, Motorola and LG, which have been manufacturing their equipment in the country for years.
manufacturing in Brazil is a logical extension of RIM’s expansion in the region.
The growth potential of the Brazilian telecommunication market is one of the reasons why RIM decided to manufacture the Curve 8520 model in the country. Resembling other developing countries, more people in Brazil use cellphones than traditional landlines. As of 2004, according to IBGE – the Brazilian Institute of Geography and Statistics, the percentage of homes with only The company manufacturing cellphone was already larger than the base’s are concentrated in Canada, percentage of homes with only fixed Mexico and European countries. lines. Consequently, Brazil phone The Brazilian unit will be the companies are increasingly changing ninth company’s manufacturing in their focus to mobile services. the world. The Canadian company aims to capture a larger share of Mobile technologies the Smar tphone market in the countr y and plans to use Brazil as Brazil dominates the Latin American an expor t base for Latin America. Internet market in terms of user
A major benefit of local manufacturing is the drop in price helping provide competitive advantage for RIM’s smartphone handset in Brasil. The Curve 8520 handset to be manufactured in Brasil will be cheaper than the imported BlackBerry models currently available. The aim should be to reduce costs and thereby to increase RIM’s marketshare in the Brazilian Smartphone segment.
The BlackBerr y cost
RIM’s Smartphone handset is currently offered by the four main players in the Brazilian mobile phone market: Vivo (Spain’s Telfonica SA and Portugal Telecom); Claro (Mexico’s America Movil SA); TIM (Telecom Italia Spa) and Oi (Brazilian company). ∆
numbers and the mobile Internet is growing. Moreover, cellphone Mobile Telephony has been in Brazil growth rates indicate that the mobile since 1990 and has experienced technologies will bring access to an explosive growth since then. the Internet to people who have not According to Anatel, (the national had prior access. Cellphones are telecommunications agency) the less expensive than laptops and are number of cellular phone users in affordable for a large number of users. Brazil in 1990 was only 667. Presently, More mobile users in Brazil have Brazil holds almost one third of all accessed the Internet on their mobile mobile users in Latin America. In 2009 devices. the country reached a total of 154,600 million cellular phone users, making RIM hopes to benefit from a growing the country the fifth largest mobile demand for Smartphones and from consumer in the world behind China, rising consumer interest in mobile Internet in Brazil. United States, India and Russia.
Photo by Black Berry.com
The cellphone market in Brazil
Brazil’s telecommunication market is expected to grow exponentially, despite the global downturn. Furthermore, the Brazilian cellphone sector has been fully liberalised. Competition is fierce in the mobile market as there are no restrictions on foreign capital. The government embraces this competition because www.discoverbrazil.ca
According to RIM’s Executive, Jim Balsillie, as well as the Curve 8520 model, the Canadian company plans to manufacture in the future other BlackBerry models in Brazil. RIM’s businesses in Latin America grew by 100% over the past six years. The The Curve 8520 model will be manufactured in Brazil
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Business
Food Marketplace
SIAL & SET CANADA ATTRACT GLOBAL BUSINESSES By Flavia Rocha
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The international food marketplace brought together food distribution businesses from around the globe, in the hotel and restaurant industries. The event, with its mix of exotic flavours, large variety of colours and products was able to satisfy every taste, and hosted many workshops. Among the topics discussed were agribusiness, sustainable development and the development of food products which better serve the needs of a consumer market that has become more competitive and demanding. Brazilian presence Brazil, participating in the event for the third time and represented by 34 companies, stood out for its offerings of organic and
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Photos by Flavia Rocha
ith the goal of expanding business opportunities and strengthening partnerships, 545 companies from around the world participated in the 7th annual North American Food Marketplace (SIAL Canada), and SET Canada tradeshow, from April 21 to 23 in Montreal.
Brazil Pavilion at SIAL Canada in Montreal
biological products such as cachaca (a Brazilian alcoholic drink), juices, coffee and even organic chicken, which has once again been sold to the Canadian market. The Brazilian embassy in Canada, with the support of the Brazilian Ministry of Foreign Affairs, has made a significant investment in helping Brazilians who want to export. Not just big companies, but also many small companies are getting together to bring quality products to Canada.
The deals and contacts that Brazilian companies made at this event are extremely important, as nowadays the country is the world’s third largest exporter of agricultural products. In 2008 alone, Brazil exported almost $ 75 billion world-wide. Brazil is one of the biggest exporters of beef and chicken, and exceeds Canada in total grain production.
General of Brazil in Toronto, the number of Brazilian companies interested in exporting to Canada has increased over the years. Nobrega explains that one of the factors that facilitate access to the Canadian market is its openness to foreign products, due to Canada’s multiculturalism. On the other hand, she emphasizes that the Canadian market is very high demand because of Canadian market the purchasing power of the population, with an average According to Wanja Nobrega, income of $45 thousand a head of the trade promotion year per capita. “Another sector of the Consulate factor to be considered is the Discover Brazil Magazine
Business access Canada has to a large variety of ethnic groups, which adds even more to the challenges of the market,” says Nobrega. Brazil’s agribusiness industry has been growing significantly and has gained respect in the international market. Today, the focus of attention
is on a professional image and the high quality of its companies. Considering the results seen at the tradeshow, the prospects for the future are excellent.
SILA Canada is part of a series of tradeshows that are held in five countries (France, Canada, Argentina, China and the United Arab Emirates). The 7th edition of SIAL Canada and SET Canada brought together 12,759 agrifood professionals from across Canada and United States and over 60 countries (6% increase over last year).
Wanja Nobrega, trade commissioner for the Consulate General of Brazil in Toronto
“Canada identified Brazil in 2008 as its primary target market in South America. In 2009 Canada imported $ 2.4 billion in goods and services and exported $ 1.5 billion. With respect to Canadian direct investments abroad, Brazil ranked 10th.”
www.discoverbrazil.ca
The tradeshow broke new ground this year by introducing “Space Cuisine,” which featured creations by chefs from Canada and around the world, over the course of three days. Brazil was represented by Rodrigo Sanches, a special guest invited by Itamaraty. For the first time, Brazilian wine was on the list of the 50 best in the world, selected by the French newspaper Le Figaro and on the exclusive fine wines list of Courrier Vinicole, a publication of the Société des alcools du Québec.
Space Cuisine: Rodrigo Sanches represented Brazil at SIAL
The Brazilian Ministry of Foreign Affairs produces the guide “How to Export to Canada,” to help the small- and mediumsized exporter. The consulate in Toronto advises those who wish to study the Canadian market and adapt their products to meet Canadian government requirements. ∆
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Special Report SPECIAL REPORT
Ouro Preto, Minas Gerais - Brazil
Photo by Neno Vianna
Minas Gerais History, culture, ecotourism and much more By Ingrid Coifman and Leila Monteiro Lins
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Discover Brazil Magazine
Special Report
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Tourism
Photo by Wikipedia
nown for its hospitality and its people, rich gastronomy, natural beauty and cultural and artistic heritage, Minas offers a historical and ecological experience that will amaze visitors. With an area as large as France, the state of Minas Gerais boasts practically everything that a visitor would expect to find in Brazil: history, culture, business, ecology and adventure. Blessed with a uniquely diverse landscape and a rich religious, artistic and architectural heritage, Minas offers a return to the past, to the richness of the country’s origins, a merging of the urbanity and modernity of its capital with the bucolic and simple charm of its countryside. The capital Belo Horizonte, or “Beaga” to the locals, with more than five million people and the third largest
Belo Horizonte, capital of the state of Minas Gerais
economy in the country (behind Rio and Sao Paulo); is a metropolis full of attractions, shops and busy restaurants, along with a vibrant nightlife. The country’s first planned city, Belo Horizonte was selected by the Brazilian architectural genius Oscar Niemeyer, back in the 1940s, as the location for one of his works which beautifies the shore of Pampulha Lagoon (series of buildings), one of the picture postcard sites of Belo (another city nickname). Treasure to explore Via the Royal Road (Estrada Real) it is possible to journey the same way the pioneers did during the gold and diamond rushes in Minas Gerais.
They shipped goods and riches down the road to Rio de Janeiro, the colony’s capital at that time. Created in 2001, the road has1,512 km length and passes through 177 cities, 162 of which are in Minas Gerais, eight in Rio de Janeiro and seven in Sao Paulo. The route follows three paths: “Caminho Velho” (Old Way), “Caminho Novo” (New Way) and the “Rota dos Diamantes” (Diamonds Route), which highlights the 18th century gemstone exploitation period in Brazil’s history. Historic cities Known for its gold rush days and slavery, the historic city of Ouro Preto
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Special Report boasts relics of baroque art, including internationally-recognized masterpieces by artists such as Aleijadinho and Ataide. The largest collection of baroque architecture in the country is found in old Vila Rica where it’s displayed in its museums and churches. This city is a World Heritage Site. Other cities that are of artistic and architectural importance from the colonial period are: Mariana, Diamantina, Congonhas, Tiradentes, Sabara and Sao Jao del-Rei. The rococo style seen on the gold region’s churches also attracts visitors from far and wide. Ecotourism & adventure sports Its commitment to the preservation of its historical and cultural heritage is an added bonus for tourists, over and above what Minas offers in ecotourism and adventure sports. Besides enjoying the river rapids, waterfalls, lakes, pathways and woods, visitors should definitely stop in the small villages to see the iron roads and farms established by settlers in the colonial period.
Worth checking out: Gastronomy: Pork is a popular ingredient in the cuisine of Minas Gerais. The most famous pork dishes are tutu with pork loin (which is basically mashed beans), pork cutlet and pururuca-style roast pork. Other well-known dishes are vaca atolada (beef ribs stewed with tomatoes and yucca); “feijao tropeiro com torresmo” (a combination of beans, roast pork loin and cassava flour); sausage and kale; chicken with “pardo” sauce (made with chicken blood) and cornmeal; chicken with chopped okra and rice. Famous desserts from Minas Gerais are “doce de leite” (butterscotch), “doce de goiaba” (guava paste) and “ambrosia” (made with eggs).
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Serra do Cipo: waterfalls, canyons, caves and archaeological sites
The cheese bread (which is made with sweet or sour manioc starch) calls to mind a time when farm kitchens from Minas prepared the delicious snack for nobles in the 18th century. Nowadays cheese bread is one of the main culinary touchstones in the state, and is exported to the United States, England, Argentina, Germany, Italy, Spain, France, Portugal and Japan, amongst others. “Boteco” (bars): Informally nominated the “botecos” capital of Brazil, Belo Horizonte is proud to have the largest number of bars per capita in the country. Typical appetizers are served with authentic “cachaça” (a Brazilian alcoholic drink) are always on hand. The drink, made with sugar cane, was concocted by early settlers of the Minas Gerais countryside. Among
the most well-known brands are Anisio Santiago (Old Havana), Princesinha do Vale, Canarinha, Rainha do Vale, Dona Beija, Espirito de Minas, Tabaroa and Salineira. Museums: Minas has the largest number of museums in the country, many of them dedicated to local history and art. Among the most important ones are the Mariano Procopio Museum, which was the first museum established in the state; the Inconfidencia Museum, with an important collection of 18th century art; the Pampulha Art and Slave Museum in Belo Vale, the only museum in Brazil dedicated exclusively to black culture. Caverns and Water Routes: There are caverns in over 100 cities in Minas Gerais, an outstanding attraction in terms of beauty. Maquine and Rei Discover Brazil Magazine
Photo by Lia Priscila
Furnas Lake (also known as “Mar de Minas”) is the state’s largest lake in terms of volume, with 1, 440 km2. It flows past 34 cities and turns into lakes, waterfalls, natural pools and bathing places. The canyons, at 20m in depth, reveal surprising views and feature beautiful waterfalls, such as the Lagoa Azul (Blue Lake).
Special Report WHERE TO STAY IN BELO HORIZONTE The city of Belo Horizonte has many good hotels. We selected a few of them from different categories (stars): Ouro Minas Palace Hotel (5 stars) Multilingual concierge, hypoallergenic apartments, 7 elevators of which 4 are panoramic, 24 hour health centre, fitness centre with personal trainer. From: $220 CAD.
Hotel Caesar Business (4 stars) Offers a business centre, private meeting rooms, internet access, and voicemail; along with a fitness centre, tennis court and swimming pool. Rooms for disabled guests are also available. From: $180 CAD. Mercure Apartments (3 stars) Wireless internet access is provided along with direct-dial phones, fax and complementary newspapers; and outdoor swimming pool. From: $150 CAD. Diamantina preserves the beauty of its rich historical heritage
Photo by Jefferson Pancieri / Brazil Map by Wikimedia
do Mato are located in the central part of the state, in a region known for being the birthplace of Brazilian palaeontology. “Pico da Bandeira�: The Pico da Bandeira (Peak of the Flag) is located at Caparao National Park, famous for its beauty. It is the thirdhighest mountain in Brazil and also the main geographic reference point in the region. Muriqui Route Circuit: Located in the east of the state, its main attraction is the Natural Heritage Reserve, whose Atlantic forests, lakes, waterfalls and rivers make this rural tourism route one of the most popular. The region possesses many lakes and its recreational pastimes include fishing and swimming in waterfalls, along with traditional celebrations. www.discoverbrazil.ca
Source: wikimidea
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Special Report
Interview
Minas Gerais works to become the second tourism destination in Brazil By Leila Monteiro Lins
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DB - What is the strategy of the Minas Gerais Tourism Board for attracting more tourists to the state? Erica Drumond - Our policy is to work with other states. I don’t believe in Minas Gerais working by itself. The marketing of Rio de Janeiro’s “Sun and Sea” has to join forces with the “Natural Beauty” of Foz do Iguacu and the “Ecotourism” of Minas Gerais, for example. We have the biggest waterfalls in the world and the greatest biodiversity after the Amazon. Our protected parks are already structured for tourists. If Minas Gerais today enjoys one of the healthiest state economies in Brazil. Some of the reasons are: - Largest Brazilian producer of iron ore, steel, cement, milk and coffee; - Second largest Brazilian state in the automotive sector.
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Source: Setur-MG
the states work together they will go further. DB - What sets Minas Gerais apart as a foreign destination for tourists? Erica Drumond - In addition to the traditional visits of historic cities, Minas offers ecotourism, mountaineering, religion, musical culture and fine dining, amongst other attractions. The Mineiro’s [resident of Minas Gerais] hospitality also sets us apart. We also created the “Cavern Circuit,” which besides showing off the archeological treasures of the area also tells the story of the area. Adventure tourism is another highlight. Minas Gerais is the state that has invested the most in safe adventure tourism. We have awarded many prizes in this category. DB - What importance does business tourism have for the state? Erica Drumond - The creation of the special program “Minas: A Good Business” is evidence of the state’s interest in business tourism. The Interamerican Development Bank and the state government signed an agreement to coordinate efforts to increase Belo Horizonte’s competitivity. We’ve allocated US$5.6 million for this. DB - How is the preparation for the 2014 FIFA World Cup going? Erica Drumond - We are very honoured that Belo Horizonte has been chosen as one of the 12 cities to host the 2014 World Cup. Our concerns go beyond the construction of the Mineirao Sports Complex. The facility has to be environmentally and operationally sustainable. We
By Leila Monteiro Lins
he state of Minas Gerais, which has 853 cities and almost 18 million people, has been making headway toward its goal to become the second most popular tourist destination in the country. The secretary of Tourism of the state of Minas Gerais, Erica Drumond, declared in an interview given to Discover Brazil magazine in the state capital of Belo Horizonte that Minas is interested in creating a direct air link with Canada.
Erica Drumond, secretary of Tourism of the state of Minas Gerais
have three companies interested in the operation and maintenance of Mineirao already. I believe it is going to be set an example for Brazil.
“Minas Gerais is a strong candidate for hosting the 2014 World Cup opening ceremonies, considering that Belo Horizonte is able to meet all of FIFA’s requirements.” Erica Drumond DB - Belo Horizonte has air links with Lisbon, Panama City and Miami. Are there any plans for a Minas-Canada connection? Erica Drumond - Our program “Take off Minas” created air links in 2008 between Belo Horizonte and Lisbon, Panama City and Miami. They are fully operational and are in high demand. In 2009, 136.6 thousand passengers departed from the Tancredo Neves (Confins) international airport, nine times higher than the whole period of 2007. Minas is interested in receiving direct flights from Canada. Confins is the only airport in Brazil with a totally protected with room to expand, which offers possibilities for many connections. ∆ Discover Brazil Magazine
Politics
G8 - G20 Summit
LESSONS ON ECONOMIC RECOVERY By Ingrid Coifman
Photo by Saul Porto
O
n the weekend of June 25-27, Toronto hosted U.S. President Barack Obama and leaders from all over the world, under the banner of the G8 and G20 group of nations, to discuss economic recovery; an issue on which newly developed economies such as China and Brazil set a fine example. Under the theme “Recovery and New Beginnings”, leaders from the 20 most powerful economies in the globe came together to discuss how to improve the international financial sector, while a U.S. President Barack Obama arrives for the G8-G20 Summit in Toronto riot of protests and arrests was taking place in Toronto’s downtown core, only a few blocks away from the high-end start cutting their budget deficits later conclusion of the Doha round of talks of than others. the World Trade Organization (WTO). meetings. The final list of principles actually was a win for Brazil and Canada (also for In their communiqué, or final document, BRAZIL’S PARTICIPATION Japan and China), who have fought the G20 leaders accepted a postrecession economic policy that includes Brazil’s president Luiz Inacio Lula da against European attempts to impose a aggressive deficit-cutting targets but Silva had to cancel his trip because of global bank tax. During the global bank allows individual countries to plan their massive floods that hit the North-East of tax debate, specialists advised that bank own approach to meeting those goals, the country. His representative, Minister taxes might increase the willingness of committing to fiscal plans that will at Guido Mantega, defended regulation large banks to take undue risk, since least cut deficits in half by 2013 and of the international financial system, a they could expect bailouts after having stabilize or reduce government debt-to- reformulation of related international paid the tax. ∆ GDP ratios by 2016. Some countries will organizations such as the IMF, and an early
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Business
Tucurui hydroelectric (Para, Brazil)
Brazil and Canada strengthen their relationship in the search for energy solutions By Maria Helena Amaral
E
nergy helped forge a commercial relationsship between Brazil and Canada. Today, Canada is one of the main energy producers in the world, and faces energy generation and supply challenges similar to those of Brazil. These challenges include an always-rising demand for energy, essential for continued economic growth and the energy-intensive extraction of natural resouces. Further, similarities between Brazil 24
and Canada include their transmission lines and the predominance of power plants. Companies and autorities in the sector understand the energy situtation and are starting to make good use of business opportunities, partnerships and exchanges. Global growth has spurred an incessant search for new energy resources as domestic demands and specifically those of the industrial sector must be met. This represents an opportunity for companies in the energy generation and transmission fields. Brazil, which is the 10th largest energy consumer on the planet and the
3rd largest in the western hemisphere, behind the United States and Canada, has one of the cleanest energy mixes in the world. 50% of Brazil’s energy comes from renewable resources. It will be a technological challenge to keep this clean energy ratio so high. Joint ventures According to Ubirajara Rocha, director of technology for Eletrobras, there is great potential for the development of joint ventures. “We have made agreements with Canadian universities to send technical groups to evaluate the national generation capacity through small power plants.” Canada’s minister of International Relations, Pierre Arcand, stated in a press conference during his recent visit to Brazil that Canada and Brazil both have very strong Discover Brazil Magazine
Photo by Wikipedia
ENERGY
Business hydroelectric potential. “Canadians could play an important rule in the development of new long-distance transmission lines, which is an area in which we have accumulated a lot of experience. We are leaders in the use of renewable energy resources.” Even though the volume of commercial trade between Brazil and Canada is still small, over the last few years the relationship between the two has grown closer. The number of visits from high-level Canadian government officials to Brazil has increased in the last two years. This trend started in November, 2008, when representatives from the two countries signed a cooperation agreement in the area of science and technology. Canadian companies Many Canadian companies have established themselves in Brazil, generating new jobs and trade links. Timberland Equipment, headquartered in Woodstock, Ontario, has been in Brazil for over 10 years, focusing on oil platform construction
www.discoverbrazil.ca
for Petrobras. The company intends to expand its presence in the Brazilian market by 2020, moving into the electrical energy area. Powerbase, a Canadian company that makes control systems for small power plants, has been looking for a partner in Brazil that has the ability to make diesel turbines or generators. The plan is to supply regional markets and then expand worldwide later. Canadian company, Axys, also bet on the Brazilian market using the same expansion plans that had worked for them elsewhere: supplying software that helps operators manage water flow as efficiently as possible. The company is already working closely with Brazilian energy generators. Enerfin, from Québec, specializing in the manufacture of heat transfer products for power plants, is currently developing partnerships with Brazilian companies to deal with international groups that will supply equipment to Brazilian power plants. ∆
Historical presence In April of 1899, the Anglo-Canadian firm The Sao Paulo Tramway and the Light and Power Company in Toronto marked the start of the long relationship between Brazil and Canada in the electricity and transportation sectors. Responsible for the production, delivery and marketing of energy in the city of Sao Paulo – the first electric light bulbs in the city, installed on Barao de Itapetininga Street, were installed in 1905 – the company also administered the streetcars in the growing city. In Rio de Janeiro, the Rio de Janeiro Tramway, Light and Power Company, founded on June 9, 1904, introduced trams to the city as well as generated, delivered and marketed its electric energy. Its arrival came with a series of technological innovations reflected in the growth of the city. In the pathway of the tramway tracks, the engineers and experts from Light re-assessed streets and neighbourhoods, directly influencing the development of the federal capital.
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Business
“Construction boom promises to generate 3.5 million jobs all over the country” Sports Photos by Getty image
New business opportunities through the FIFA World Cup By Maria Helena Amaral
B
razil is synonymy with soccer. As our soccer team attempts to win its sixth (known as the “hexa” in Brazil) World Cup title in South Africa, another challenge faces the “Green and Yellow.” Brazil is getting ready to host the World Cup in 2014, re-energizing the Brazilian tourism industry. Hotel accommodations will need to be renovated and expanded, and the main roads in a dozen cities where the games will be held will require upgrading. The federal government has tried to take the lead, indicating that construction will provide a boost to the Brazilian economy over the next few years. Growth cicle Thus, preparations for the World Cup should transform the country into a big construction zone, restarting the
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growth cycle which was interrupted by the 2008 world financial crisis. Construction companies have seen improved profitability already and an increase in hiring to meet the demand is guaranteed. The companies’ optimism is based on the volume of predicted investments in the sector, anywhere from R$60 billion to R$100 billion ($35 billion to $57 billion Canadian). In an interview for the newspaper of the Federation of Industries of the State of Sao Paulo, Carlos Mauricio Lima de Paula Barros, CEO of the Brazilian Association of Industrial Engineering, says that the growth of the construction sector should increase the number of jobs in industrial construction, project management, consulting and renovation. Entrepreneurs’ expectations increased after the announcement of the 12 cities which will host the World Cup games, in anticipation of the work needed to meet FIFA’s requirements for hosting the games.
Vehicle factories investment The main vehicle factories in Brazil promise to invest, all together, almost $9 billion Canadian by 2014. Among the direct result of injecting so much money into the national economy will be increased tax revenue, job creation and higher incomes. Vehicle manufactures in Brazil have already announced their investment plans. French PSA Peugeot Citroen indicated it will invest $ 750 million in the next two years to develop new vehicles and motors in the country. General Motors of Brazil will invest R$1.4 billion ($800 million Canadian) in their plants in Sao Caetano do Sul and Mogi das Cruzes. GM plans to invest R$5 billion ($ 2.9 billion Canadian) by 2012. Fiat has a similar goal. It plans to invest R$5 billion (2.9 billion Canadian) but in shorter period, between 2008 and 2011. Volkswagen announced it will invest R$ 6.2 billion ($3.53 billion Canadian) in Brazil between 2011 and 2014. Ford is preparing to invest R$ 4 billion ($2.3 billion Canadian) in Brazil between 2011 and 2014. ∆ Discover Brazil Magazine
Business
Sports
SOCCER’S EFFECT ON AFRICA AND BRAZIL One of the world’s most exciting sporting events went to Africa, inspiring the hopes and dreams of an entire continent By Leila Monteiro Lins
Photos by isabel Pimentel
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he Brazilian ambassador to South Africa, Jose Vicente de Sa Pimentel, gave Discover Brazil magazine an exclusive interview on the importance of soccer for South Africa and Brazil, both developing countries. DB - How do you feel about representing Brazil in South Africa during the 2010 World Cup? Jose Vicente - I feel privileged, for many reasons. I’ve always been a soccer fan, so now I have an opportunity to join work and pleasure. The fact that Brazil will host the next World Cup makes it important for us to watch very closely what the South Africans are doing in order to learn from them. We were working with them while they were preparing the country for the games (and I have to say they did a great job – just look at their stadiums, airports and roads), and I’m sure it will be in our interest to sit down with them after the Cup to assess what was good and what can be improved in Brazil. So I firmly believe that soccer, and sports in general, will become another important item in our bilateral relations with South Africa from now on. DB - In what ways will this important world competition affect the African people’s daily life? Jose Vicente - Just remember that South Africa was banned from FIFA in 1976 and only readmitted as a member in 1992, when Mandela convinced Joao Havellange, then president of the Federation, that the process of ending apartheid was irreversible. Once pariahs, now they’re hosting FIFA’s mega-event. The Cup has provided a platform for South Africans to interact www.discoverbrazil.ca
FIFA president Joseph S. Blatter (left) and Brazilian ambassador to South Africa, Jose Vicente Pimentel
with the world and also to prove to themselves that they’re capable of fantastic accomplishments when they work together. Some impressive numbers that have been made public show that the World Cup is providing a huge economic benefit for South Africa. More important than that, in my view, will be its contribution to the pride of this nation and to the solidarity of its people. DB - What does hosting the World Cup for the second time mean for Brazil? Jose Vicente - It’s important to underline that, for the first time in history, the World Cup will be played successively in two developing countries. I believe this is a sign of the times, the new times in which countries like Brazil and South Africa are being called to play larger and more substantive
roles in international affairs. The FIFA World Cup is the richest, mostwatched and probably the most prestigious sporting mega-event that exists today. Take a look at the list of countries that have already put forth their candidacies for forthcoming editions of the Cup, and you will have an idea of the aura of prestige that surrounds it. I don’t want to sound presumptuous, but I’m sure you’ll agree that Brazil is one of the most beautiful countries in the world. Brazil is more than a tourist attraction; it has a vibrant economy that offers plenty of business opportunities, a highly diversified society that creates original and always interesting cultural events, and a hard-working and fun-loving people who will seize the chance to host the best World Cup ever. No one will want to miss that one. ∆
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Culture
Educational trip
Brazil, Here We Come To study, work, or live abroad, Brazil offers much more than what you think By Marcio Rollemberg
I
Photo: Courtesy of Alan Hetherington
ts great artistic diversity and the warmth of its people are the main reasons for making Brazil a popular destination for Canadians to study and travel. Some even choose Brazil to make it their home as a temporary residence. According to a study published in 2009 by Language Travel Magazine, specializing in educational trips, Brazil hosts about 12 thousand foreign students a year and Canada is one of the principal sources of students interested in learning more about Brazilian culture.
Toronto musician Alan Hetherington travelled to Brazil for the first time in 1989 to learn more about the culture. “I had listened to a Brazilian band playing in Toronto and that sound caught my attention. So I decided to travel to Brazil to get closer to the music.” That first visit, Alan was on a trip to Peru and ended up crossing the border by bus. “I remember the tropical smell of Brazil when I got there, I felt the hot weather, it was such a mix of senses.” Alan has returned to Brazil many
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Alan Hetherington went to Brazil attracted by Samba music
times and lived in the country for five years in Jundiai, in the state of Sao Paulo. His exposure to Brazilian music led him to establishing a samba
school in Toronto. “Brazilians are very creative in the arts, painting, and music. The world can learn a lot from them,” he said. According to Discover Brazil Magazine
Culture Carol Campos, a manager at the Portland, Maine-based Council on International Educational Exchange, Brazil’s culture is of great interest to students from around the world. “Brazil has a very rich and mixed culture. Bahia, for example, is a state where the majority of the population is of African descent. The traditions still kept alive by Baianos attract many university students to that region to experience their customs.” The Brazilian lifestyle The Central de Intercambio, a Brazilian student travel organization located in Campinas, in the state of Sao Paulo, hosts about 500 foreign students a year. According to the director of the agency, Roberto Mascarenhas, the Brazilian lifestyle is one factor, which attracts students to the country. “Brazilians are very outgoing and hospitable. They are always concerned with making foreigners feel really comfortable in Brazil.” This friendliness enchanted solar energy designer Michelle Bird. “Brazilians are open-minded and very friendly. They are people that say “good morning”
when getting in an elevator or start talking to you when you are waiting at the bus stop she retorts. Michelle travelled to Brazil after she watched a Maracatu concert (a Brazilian musical style) in Toronto. “I didn’t know how to speak Portuguese when I visited Brazil for the first time and it was difficult to communicate. When I learned the language everything had a new meaning. I started to better understand Brazilians and the way they express themselves.” Cultural diversity According to Grace St. Amand, coordinator of ASSE Canada, an international student exchange programs agency in Mirabel, Quebec, many Canadians are surprised when they encounter the large cultural diversity of Brazil. “They have a different image of Brazil and some of them have no idea how Brazilians live. Sometimes the best way to understand a culture is to immerse yourself in the country and become one with it. This
way you can envelope yourself with all five senses”. Canadians are curious about Brazil. It’s a different lifestyle. Alan Hetherington thinks that a good way to better understand and appreciate Brazilian culture is to learn a little about the country before travelling. “The fact that Brazilians like to make friends helps a lot. Those who want to go to Brazil should look for the Brazilian community in their city and have contact with Brazilians that live in Canada. Ask them questions about Brazil. Be curious. Most times you will be able to meet great people and start a great friendship. To have contact with that culture is amazing and people have to experience that. For more information about studying in Brazil: Council on International Educational Exchange: www.ciee.org. ∆
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Culture
TASTE F BRAZIL “
Taste of Brazil is the space dedicated to promote Brazilian culture initiatives that are highlighted in Canada. Each issue is an invitation to try a bit of the infinite explosion of colors and flavors from Brazil, without even having to leave the country.
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Expressions of Brazil A cultural Brazilian weekend at Habourfront Centre By José Francisco V. Schuster
T Photo by Ivan de Souza
he Harbourfront Centre, located along the shores of Lake Ontario, is a well known summer hot spot for Torontonians and tourists alike due to its multiple cultural attractions. One such highlight is World Routes, a series of free festivals that will run from July to September, bringing artistic traditions from around the globe to Toronto. The Harbourfront Centre will host a Brazil only Festival in 2010. It will run from July 16 to 18, in partnership with three Brazilian businesses: Southern Mirrors, Puente and Caju Restaurant. “We have been preparing for this festival for the last two years”, says Barbara de La Fuente, president of Southern Mirrors, already known to the Brazilian community for promoting the Brazilian Film Festival of Toronto. “Brazil is fashionable right now. Beyond its recent economic growth, it is getting world visibility as the chosen host of the 2014 World Soccer Cup and the 2016 Summer Olympic games”, she adds. Two new talents The new festival, “Expressions of Brazil”(www.expressionsofbrazil.com),
will bring not only the world renowned sounds of Brazilian music, but also its cinema, photography, cuisine, handicrafts and workshops. Two new rising talents in Brazilian music are coming from Brazil: Mallu Magalhães (acclaimed by Rolling Stone magazine, although she is only 17 years old) and Laura Finnochiaro. Local groups will also be there, such as: Sambacana, Roda de Samba, Batucada Carioca, Sinal Aberto and Escola de Samba (Toronto’s own Samba School) – guaranteed to get everyone moving.
exhibit by Soraya Montaheiro, known for her work portraying celebrities in São Paulo. It will also be possible to sample delicious Brazilian food, with chef Mário Cassini, owner of Caju Restaurant (located at Queen & Shaw), who is promising to bring his special recipes to Harbourfont. About 250 thousand people are expected to attend the festival’s 30 hours of attractions. Definitely not to be missed. ∆
Brazilian movies In the cinema, there will be about five Brazilian movies, including: “Se eu fosse você” (If I were you), with Glória Pires and Tony Ramos, one of three home-made blockbusters in recent history; and “Coração Va g a b u n d o ” (Vagabond heart), a documentar y about one of Brazil’s greatest singers, Caetano Veloso. As for p h o t o g r a p h y, there will be an
A talented Brazilian singer , Malu Magalhães, 17, is on the hit-parade in Brazil
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Discover Brazil Magazine
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Culture
Taste of Brazil
Brazilian Day
A major Brazilian singer, Ivete Sangalo, is going to shake the city By José Francisco V. Schuster
T
he 2nd annual Brazilian Day Canada is expected to be an even bigger success than the first, with an extra day added and a big “feijoada” (typical black beans with pork dish) right at Yonge-Dundas Square.
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On September 6, Yonge Street will be closed from Dundas to Shutter to accommodate 30 Brazilian booths selling shirts, food and services. Ivete Sangalo At the Dundas Square stage, the main attraction this year will be Ivete Sangalo, a major Brazilian singer and one of the most anticipated artists of Bahia’s Carnival. “This year, we are expecting 80 thousand people, more than double the inaugural event”, says Nuttall. A VIP area will hold up to 700 people, with a great view of the concert, private bar and washrooms. An after party is also being planned. “Brazilian Day Canada is already the biggest showcase of Brazil not only in Toronto, but in In Canada, it will be broadcast on Canada”, says the promoter. Rogers’s cable, on demand. Attendees from Canadian cities such as The local promoter, Tania Nuttall, says Montreal and Vancouver are confirmed, this year the celebration will be held for as well as groups from the USA, all the two days, on September 5 and 6. On the way from the East Coast to Florida. first day, in addition to “feijoada”, there Once again, it will be a festival to shake will be performances by local Brazilian up the city. ∆ Ivete Zangalo gets nominated for six categories in the Multishow Award of Brazilian Music 2010
Discover Brazil Magazine
Photo by Ivete Sangalo.com
This main intersection in Toronto played host to one of the largest crowd ever on the 1st Brazilian Day Canada. Last September 7th, on the anniversary of Brazilian Independence Day, a sea of 30 thousand people filled the square across from the Eaton Centre with green and yellow, screaming for the Brazilian singers Elba Ramalho and Carlinhos Brown, and cheering on Globo TV host Luciano Huck. It was the first taste for the Brazilian community in Canada of an event that has been promoted for the last 26 years by Globo TV Network (the biggest TV network outside of the USA) in New York City. Globo took a gamble on the expansion of the festival, both in the growth of the Brazilian immigrant communities around the globe and in the expansion of its own international service.
artists, including a capoeira show (a Brazilian martial art created by the slaves of the 19th century) and Toronto’s Samba School.
Culture
Taste of Brazil
BrazilFest A festival with a home-made flavour
Photo by Teresa Oliveira
By José Francisco V. Schuster
B
razilFest celebrates its 7th year as a staple of Toronto’s multicultural community calendar, in 2010. It’s a big event, with a special home-made Brazilian flavour. It all started when Italian born Antonio Scisci married Brazilian Arilda de Oliveira, and fell in love with the Brazilian culture. Together they started Itabras in 1997, a company focused on the promotion of Brazilian events in Canada. Caipirinha Social Club, which used a party-style format; and Brazilian Carnival Fever were among Itabras first initiatives. “The Brazilian community needed to celebrate its artists and
7th Annual Toronto International BrazilFest When: Sunday, July 25, 2010 Where: Earlscourt Park Toronto (St. Clair Ave W.& Caledonia Rd)
Time: 12p.m. to 10p.m. Free admission
cultural riches. Toronto is the perfect place when it comes to welcoming and supporting the diversity of various ethnic groups. Canadians enjoy learning and discovering other cultures”, says Arilda de Oliveira. Yellow & green For the first few years, BrazilFest took place at Toronto’s Centre Island, attracting at that time 1,500 participants wearing yellow and green and singing unforgettable Brazilian pop songs. Last year, BrazilFest took place at Earlscourt Park, in the heart of a neighbourhood where the Brazilian community is starting many businesses. “We realized how important it is to have easy access to our event via TTC”, reveals Arilda. Itabras Productions This year, the 7th annual event promises lots of dancing going on all day long. Bracatum Band, Camila Derais, Carla Dias, D.J. Simba, Marcelo Neves, Guiomar Campbell and Brazil Dance World are on the list of performers
BrazilFest brings the Brazilian community together
already confirmed. “We feel very happy and accomplished. With our energy, passion and investment, we put Brazil on the map of the city”, rejoices Antonio Scisci. The festival is just one among many Itabras Entertainment initiatives throughout the year. Beyond bringing the community together, their events showcase current Brazilian music and local Brazilian artists. In 2010, the organizers expect over 10,000 people to attend BrazilFest. ∆
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1- Leila Monteiro Lins (Discover Brazil), Ivan de Souza (CEO Brazilian Carnival Ball) and Mary Jane Esplen (De Souza Institute) 2- Discover Brazil Magazine’s team 3- Mellohawk’s team 4- Valeria Sales (Abrigo), Leila (DB) and Jussara Lourenço (St. Christopher House) 5- Ambassador Americo Fontenelle 6- Sandro Miranda and Felipe Scarpelli (PanTV), Ingrid Coifman (Discover Brazil) and Marzio (OMNI News) 7- Christian Pedersen and Fernanda Thiesen(Oi Toronto) 8- Peter Hawkins (Mellohawk), Luis Silva (TAM Airlines) and Angela Rodrigues (Consulate of Brazil in Toronto) 9- Adelino Sales (Acadia Turismo) e Maria Braga (Brasil Travel).
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Discover Brazil Magazine