Discover Brazil Magazine

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Connecting Brazil to the world

DISCOVER Year 2 • Issue 5 • May 2011 • Spring



Pernambuco An example of progress and development

Royal Ontario Museum

promotes tour to Brazil


Brazilian students choose Canada

Canada & Brazil

Business and friendship come together


Discover Brazil Magazine


From the Editor Connecting Brazil to the world




he overall vision for Brazil’s future prospects is bright and optimistic. It’s also full of ambitious projects, such as continuing to invest in infrastructure and the alleviation of poverty. Brazil also continues to cement its good neighbour relations with the rest of the Latin American and North American countries.

President Barack Obama’s initiative to visit Brazil before greeting President Dilma Rousseff in Washington can be seen as recognition by the US of the new relevance the South American giant has assumed in regional and global affairs since becoming a democratic and economically stable nation. Brazil is no sleeping giant; this resourcerich country has transformed itself into a nation exceptionally worthy of long-term investment.

Although the Northeast region is one of the poorest in Brazil, nowadays it has been growing at an accelerated speed with results well above the national average. Its 54 million inhabitants are spread out over 1.5 million square kilometres; an area that equals Germany, UK, Italy and France altogether. This new Northeast represents a consumer’s market of C$240 billion and is responsible for 14% of the National GDP. Within this issue, fellow journalist Márcio Rollemberg, writes about Pernambuco, an example of progress and development. The intention is to allow the reader to have an opportunity to understand why the state of Pernambuco is growing faster than anywhere else in the region. Twenty-two members of the Royal Ontario Museum experienced 15 amazing days visiting five Brazilian cities (Manaus, Salvador, Foz do Iguaçu, Rio de Janeiro and Belo Horizonte). Journalist Ingrid Coifman tells us in her article about some of the different paths taken by the group and their experiences.

According to the Canadian Tourism Commission (CTC), in 2010 Canada ranked in first place as the top favourite destination among Brazilian students, eclipsing the USA, England and Australia in their preferences. Elida Rocha tells us about the main reasons for this change in her article Canada, top destination for Brazilian students.

In a recent interview with journalist Marcelo Vital, EDC (Export Development Canada) regional vice-president for South America, Jean Cardyn, talks about the trade partnership between Brazil and Canada; the Brazilian position on the international scene; and also about the similarities shared by both countries.

As always, we enjoy hearing your thoughts on what we deliver to you in every issue - or about whatever else is on your mind. E-mail your ideas and suggestions to me. I am looking forward to hearing from you.



Publisher & Executive Editor Leila Monteiro Lins Production Manager Writer

Teresa Oliveira Ingrid Coifman



Elida dos Santos Marcelo Vital Marcio Rollemberg Rosana Dias Rafael Alcantara

Copy Editors

Cecilia Chin Joan Sheppard Maria Helena Amaral

Art Director Photographer

Lin Rocha Saul Porto

Sales Canada

Anna Paula Vieira Nina Garcia

Sales Brazil Puente Comunicacao Cecília Queiroz Frequency Discover Brazil is published four times a year Spring, summer, Fall & Winter

LML Events | Media Marketing

Publisher Address LML COMMUNICATIONS & MARKETING INC. P.O. Box 19612, Toronto, Ontario M4W 3T9, Canada Phone (647) 227-5514 Distribution Brazil & Canada (Toronto, Mississauga, Montreal, Ottawa & Vancouver) ISSN nº1920-7859 Folow us at: Twitter: @BrazilMagCanada Facebook: Discover Brazil Magazine

Cover “Caboclo de Lança”, symbol of Pernambuco’s culture (see page. 22). Photo by Rafael Medeiros.

Leila Monteiro Lins

Executive Editor 4

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

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

Elida dos Santos

is a journalist who specializes in corporate communications.

Marcelo Vital

is a journalist and writer. He is the host and producer of Brazil Vital, a Brazilian music radio show in Toronto.

Marcio Rollemberg

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

Rosana Dias

is a journalist and public relations. She has worked for companies such as Folha de S達o Paulo newspaper, Exame Magazine, Fiat Automoveis and Embraer.




Connecting Brazil to the world



Year 2 • Issue 5 • May 2011 • Spring

TOURISM Royal Ontario Museum promotes tour to Brazil


BUSINESS Labatt: Focus on responsible drinking


Jean Cardyn: Canadian heart with a Brazilian soul


Gerdau Ameristeel: Brazilian expansion in North America


Education Canada: Top destination for Brazilian students


SPECIAL REPORT Pernambuco: An example of progress and development


REGULARS Your Letters

News in Brief

Taste of Brazil 6


13 28 Fernando de Noronha Beach, Pernambuco - by SeturPe Discover Brazil Magazine

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. The Royal Ontario Museum group’s visit to Ouro Preto was a success. I would like recognize the role of Discover in connecting all of us to make this meeting happen. We appreciated your tenderness and encouragement, which have contributed to foster tourism relations between Canada and Brazil. We’re glad to see that our city of Ouro Preto was profiled in this issue. In fact, this is a great support to the development of tourism opportunities and promotion of our culture and ecology attractions. Sincerely,

Angelo Oswaldo de Araújo Santos Mayor of Ouro Preto, Minas Gerais, Brazil

I am writing to tell you how much I enjoy Discover Brazil. I read it cover to cover and always find interesting information about a country I’m becoming increasingly fascinated with. Brazil will surely be a major player on the world stage this century. Continued success with your great magazine! Richard Turner, Guelph, ON

Your magazine is amazing! Since I do not have very much prior knowledge of this country, it is interesting for me to learn new and engrossing things about it. I feel many people could learn a great deal more about this amazing country and all of its potential after reading an issue of Discover Brazil. I recommend it for all. L.S., Toronto, ON



Royal Ontario Museum promotes tour to Brazil

Ouro Preto, Minas Gerais - by Neno Vianna

By Ingrid Coifman

The Royal Ontario Museum (ROM) travel division tailored a unique trip to Brazil that included a visit to a native tribe in Amazon rainforest. They also visited and attended such sites as; a Capoeira Afro-Brazilian martial dance presentation in Salvador, architectural tours through world heritage sites in Minas Gerais, stops at the magnificent statue of Christ the Redeemer in Rio and Iguacu’s spectacular waterfalls in the south. After a 15 day-journey, its travelers are still mesmerized at what they experienced. 8

Discover Brazil Magazine



his jaw-dropping journey to Brazil provided some of the most exclusive experiences, highlighting history, art, and architecture. They took a boat ride to an Eco Lodge to explore the rainforest and the mighty Amazon River. The travelling party took a jungle survival crash course and later enjoyed the mind-boggling ‘Meeting of the Waters’, where the Negro river joins the Solimoes river.

Their second stop was Salvador, the first capital of Brazil for over 200 years with the most African influence anywhere outside Africa. They explored the city and had a chance to attend a live performance of Capoeira, an Afro-Brazilian martial art dancing.

On the south side of the country, Iguaçu Falls was the highlight, located just above the meeting points of Brazil, Paraguay, and Argentina. Iguacu is South America’s most celebrated waterfalls, a glorious combination of 240 cascades, furious white water, rain forest, and diverse wildlife. The trip finished in vibrant Rio de Janeiro, one of the most culturally dynamic, visually breathtaking cities in the world. It is the site of the 2014 World Cup of Soccer and the 2016 Summer Olympics. “Iguacu Falls along with Christ-the Redeemer statue just took our breath away,” says Yolande.

HISTORY, ARCHITECTURE AND ART In Belo Horizonte, capital of Minas Gerais, the group went on an architectural tour and then proceeded to Ouro Preto, a UNESCO world heritage site, with cobblestone streets, baroque churches (18th century) and huge colonial buildings. There, a homogeneous architectural ensemble is mostly composed of one and two-story dwellings with clay tile roofs and whitewashed walls; their wooden structural elements and ornaments are painted bright colors. Ouro Preto is a university city with an intense student life. A number of former gold mines in the city offer

Yolande Baldachi (ROM) and Mayor Angelo Oswaldo - by Neno Vianna

tours to tourists. One of the most popular is the Mina do Chico Rei (Little King Mine), near the sanctuary of Nossa Senhora da Conceicao.

In fact, the city was one of the stops that most pleased the group. “We saw places that tourists in general don’t have a chance to see. Brazil is not only made up of São Paulo and Rio. We were amazed at the colonial, opulent and rich Ouro Preto. Our group didn’t want to see the ‘usual’ in an amazing trip like this,” continues Yolande. In Ouro Preto, the group also had the opportunity to meet Mayor Angelo Oswaldo de Araújo Santos and to spend time at the Museum da Inconfidencia, which traces the Inconfidencia independence movement. That was a great point of interest for them, whose interest in art makes it a natural option to include visits to important museums around the globe in their tours.

Indians from a native tribe in Amazon rainforest - by Lewie Gonsalves

According to Yolande Baldachin, one of the volunteer coordinators of ROM Travel Group, felt safe walking around the downtown area. “We saw police cars most of the time and didn’t feel harassed by street vendors. The feedback from our group was great and many of us would like to repeat the experience. Food was excellent and the hotels were beautiful,” recalls Baldachin.



ROM: 60 COUNTRIES IN 25 YEARS “A breathtaking trip like this requires almost 2 years of preparation,” says Yolande. Lots of research and promotion had to be done carefully by each coordinator of the ROM Travel committee. In total, there are 600 members in the Department of Museum Volunteers working in 25 different committees. She has been involved in organizing ROM trips to places such as Egypt and has travelled extensively to Brazil. India is being planned for 2012. Only ROM members can sign up for the trip and those who come on board have to make a donation of $300 to the museum. Each trip usually accommodates 20 people. There are around 55,000 ROM members – many of those have visited more than 60 countries over the last 25 years. IN HIGH DEMAND These signature packages are becoming trendier for the exclusive experience they offer to its


Iguaçu Falls, located on border of the Parana state - by Lewie Gonsalves

travelers. Lewie Gonsalves, president of Worldwide Quest International and his company specialize in experimental travel to distinctive destinations around the globe for targeted groups, such as museum members, lawyers, history buffs, among others. “We take people on journeys to discover unique places. About 80% of our clients are repeat clients or come to us by referral,” says Gonsalves, who has been partnering with ROM groups for the last 15 years.

To customize a package, Worldwide takes into account the duration of the trip, accommodations required, and the taste of its various groups of travelers. In providing this type of journey to Brazil, Gonsalves made partnerships with local tourism agents to make sure English was spoken during sightseeing stops and boarded the plane himself along with the group. “We only recommend trips to places we’ve been before. I’ve been to Brazil many times and recommend going back as many times as possible. It’s a huge country with so many amazing places to explore.”

Discover Brazil Magazine


Understanding the Art of Global Communication

Translation Interpretation Cultural Consulting Multi-cultural Web Development Multi-Cultural Design

breaking the language barrier

MagAdMar2011RR.indd 1

1200 professionals More than 100 languages and dialects Visit us at 11 23/03/11 9:00 PM


Labatt focuses on responsible drinking By Leila Monteiro Lins

Rafael Goncalves - by LML

Considered the largest brewer in Canada, Labatt was the first brewery in the country to launch a responsible drinking program and to introduce a “near-zero alcohol” beer. By the end of 2011, the company plans to launch a new moderation campaign with billboard ads across Canada inviting Canadians to take a pledge to not drink and drive. In this interview with Discover Brazil, Brazilian-born Rafael Goncalves, Labatt’s vice-president of finance, explains how Labatt has dealt with competition and social responsibility.

Discover Brazil - What is Labatt doing to improve sales of its products in Canada?

Rafael Goncalves - We are always looking for innovative new ways to market and package our products – new ways that appeal to a wide range of beer consumers. Let me give you a couple of examples. Over the past couple of years we have introduced Bud Light Lime to Canada – in fact it was the most successful launch in our history – and recently we have extended the Alexander Keith’s family of brands to include a number of new products. This winter we extended our relationship with hockey – Canada’s national and by far most popular sport – through Budweiser. DB - What are Labatt’s concerns, challenges and strategies for facing competition in the brewing industry?

RG - We welcome competition – we always have, it’s part of our business and business in general. We don’t really have any concerns, but our challenge is to remain a leader in the products we offer, the service we provide to our customers and the value we represent to consumers. We work very hard to maintain our leadership and we believe we have been and will continue to be successful in this regard. DB - Do you think that the fact of being Labatt brewery increases your social responsibility? Are there any projects in this area?

RG - We have the same corporate responsibility as any major company. We have always believed in supporting the communities where we do business and run a variety of sponsorship and donation programs. Labatt has done this for more than 160 years and 12

we have a wide variety of projects and programs we will be undertaking in 2011 and the years ahead. DB - What are Labatt’s initiatives for propagating the concept of responsible drinking? RG - For close to three decades, Labatt has been a pioneer and taken a leadership role in the promotion of responsible drinking. The company has devoted considerable resources to encourage consumers, particularly young adults, to enjoy its beers responsibly and moderately.

Labatt was the first Canadian brewery to launch a moderation program and the first to introduce a “near-zero alcohol” beer. As part of its collaborative approach over the years, Labatt has partnered with local law enforcement agencies, urban transit commissions and organizations such as the Canadian Red Cross, to develop campaigns that promote consumer safety and responsible drinking behaviour. DB - Do you believe that Canada offers a promising market for Brazilian beers?

RG - This would depend on consumer demand and preference. We have a broad portfolio of brands from around the world that we can leverage if there’s a market opportunity. DB - What do Labatt’s beers have that other beers/drinks do not have?

RG - All Labatt beers have heritage and unsurpassed quality and taste. One of the main advantages of being part of AB InBev, the biggest beer company in the world, is that we can offer Canadian consumers a portfolio of products that is unmatched in its breadth and range of styles and tastes. Discover Brazil Magazine

News in Brief

Aldemo Garcia: Farewell to the community largest supporter By Ingrid Coifman

After five years working as Deputy-Consul in the Brazilian Consulate in Toronto, Aldemo Garcia has accepted the invitation from Brazil’s Ministry of Communications, Paulo Bernardo to lead the country’s International Relations Department. Garcia leaves an extensive list of accomplishments in promoting Brazil’s cultural image in Canada. He paved the way for the implementation of two annual Brazilian Film Festivals, which have been taking place since 2005 and helped promote a fastgrowing industry responsible for over 80 movies a year.


For 2011-2012, a new classical concert and a modern art exhibit are expected to bring well-known Brazilian artists to the local cultural circuit. Garcia tells us “Toronto is a multicultural, lively city that has space to accommodate a Brazilian calendar of events year round. Also, our community has grown, being more active and present in the local media and entertainment business. But most importantly, there’s a great interest in Brazil’s development at this moment.”

New Brazilian Ambassador By Ingrid Coifman

Piragibe Santos Tarrago is the new Brazilian Ambassador to Canada. He has over 35 years of experience in the Foreign Affairs Ministry, serving in embassies in Mozambique, New York, Geneva, London and Caracas. He has announced that he’ll focus on raising Canadian interest in traveling to Brazil and also on improving cooperation between universities in both countries. By LML

Canada & Brazil, partners in the audiovisual sector By Leila Monteiro Lins

Robert Montgomery - by LML

The first edition of the Rio Content Market event took place in Rio de Janeiro on March 16th and 17th. This international event welcomed the audiovisual industry and new media to Rio. Eager to share experiences and promote the development of new multi-platform projects, like cell-phones, web and video-games, Brazil can rely on Canada as a strong trading partner resulting in productive and lucrative exchanges for both countries.

The Canadian Company Achilles Media supported the event by providing speakers and facilitators. The company has been organizing the Banff World Media Festival for more than 30 years. The Festival happens annually in Banff, Alberta. The event attracts the most renowned names in the audiovisual industry.


News In Brief

Brazilian Carnival Ball gives support to Culture


By Leila Monteiro Lins

The Brazilian Ball has had a history of friendship and togetherness since its modest beginnings by Anna Maria de Souza in the basement of a church since 1966, when Anna worked along with a committee of only six to eight people to bring the tradition of the famous Carnival held in Rio de Janeiro to Canada.

During its 45 years of existence, the ball has raised over $57 million that has been donated to charities associated with health, research, culture and education. This year, the Royal Ontario Museum (ROM), Canada’s largest museum of world cultures and natural history was honoured. “Every year I am left truly speechless by the generosity and kindness of this city. Anna Maria would be so pleased to know that Torontonians still support and look forward to this event celebrating Brazilian culture that she created 45 years ago”, says Ivan de Souza, president and CEO of the Brazilian Carnival Ball and husband of the late Anna Maria de Souza.

By Brazuca

The beauty of the Carioca Carnival was present one more time at this year’s edition of the Brazilian Carnival Ball. More than 60 artists came from Brazil in particular for this event. This year’s theme was “Baroque: The Beauty of the Old Brazil.”

Brazilian students association receives an award in Toronto By Leila Monteiro Lins

The Association of Brazilian Students, Brazuca, Brazilians United in Canada has received the award of the Best New Club of the University of Toronto. Anna Paula Vieira, Nina Garcia, Klara Yang and Adam Yang were founders of the club. Bringing awareness to Brazilian culture was the first goal they had in mind when the club was first created.


Discover Brazil Magazine

News in Brief

II Brazilian process food and beverage mission in Toronto


By Leila Monteiro Lins

ABBA (Brazilian Processed Food & Beverage Importer & Exporter Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency) are organizing a business matchmaking and a cultural event co-presented with BRAFFTv (Brazilian film and TV Festival of Toronto) in Toronto. Canadian buyers from different provinces will have the opportunity to watch the film Times of Peace and sample Brazilian products during the II Brazilian Processed Food & Beverage Mission in Toronto from May 9-12. The purpose is to expand the Brazilian industry’s horizons and its presence in the Canadian market. More information at

Miss Brazil-Canada By Saul Porto

By Leila Monteiro Lins

A Canadian born to Brazilian parents Jennifer Silva, 19 years old, won the Miss Brazil-Canada Beauty Pageant which took place on April the 9th, in Toronto. Among other prizes, the winner received two round-trip tickets to Brazil. So she can bring a lucky friend with her.

A 3D comedy adventure about Rio de Janeiro By Leila Monteiro Lins

RIO was born from the imagination of Brazilian filmaker Carlos Saldanha, who directed the animated hits Ice Age, Robots, Ice Age: The Meltdown and Ice Age: Dawn of the Dinosaurs.

The film is a combination of Brazilian sounds and contemporary American music. It was launched in Canada and United States on April 15.

Brazilian maestro commands the Toronto Orchestra By Marcio Rollemberg

By Saul Porto

After moving to Canada with a husband and two kids in 2008, Danielle Lisboa was very excited to become part of Orchestra Toronto, one of the oldest and most important orchestras in the country. She became the orchestra’s first apprentice conductor in September 2009 and was named assistant conductor two months later. In 2010, Lisboa replaced the previous music director, Errol Gay, and became a legend herself, spreading the joy of classical music through workshops, and most importantly, memorable presentations.

A sublime moment happened last February, when she conducted Rhapsody On a Theme of Paganini, written by Russian composer Sergei Rachmaninoff. For that piece, Danielle Lisboa performed with Brazilian pianist Sergio Monteiro, from Rio de Janeiro.




Top destination for Brazilian students Renata Chiara & her brother in Chateau Frontenac, Quebec

By Elida Rocha

Multi-lingualism is an asset that is key to building a successful career today. In some situations, the main element of a successful job interview is the maturity and the life experiences acquired by students while living and studying abroad. However, the choice of the right place plays a very important role. The United States has always been the main destination chosen by Brazilian students, until recently, when Canada started to stand out as a top destination for those who go abroad searching to broaden their knowledge of English.


ccording to statistics from Citizenship and Immigration Canada (CIC), 1998, the number of Brazilian students who visited Canada continues to grow significantly. In 2010, Canada was ranked first place – out numbering the USA, England and Australia, registering a 30% increase in the number of Brazilian visitors according to the Canadian Tourism Commission (CTC). The main reason for the change in this scenario is a direct result of the world economy and recent terrorist attacks. However, there are a few other explanations. The Canadian General Consul in São Paulo has pointed out the fact that the Canadian educational institutions are not only able to provide a very high standard of quality education, but are very well prepared to receive a multicultural postglobalization clientele. Furthermore, the magazine The Economist states in one of its articles that three Canadian cities (Vancouver in the first place, Toronto in fourth and Calgary in fifth) were awarded the title of the “World’s Most Liveable Cities 2011.” On top of that, the United Nations indicated that Canada offers one of the highest standards of living in the world. Those who have been there Gabriela David, from the exchange student agency Globalway, emphasizes that “the vast majority of our Brazilian students are looking for a place


not only diverse but also culturally similar to our own making it easier to relate to our own country. It is easy to like what you see here.”

Renata Chiara, a teacher, visited Canada in 2001 and says that she was amazed by the Canadian multi-culturalism. “Each city we visited, we were able to find something new. The mixture of languages is something fascinating.”

As for Letycia Furtado, administrator, the safety of the cities was something remarkable. “Toronto is a very safe place, with efficient means of transportation. People are friendly and welcoming.” For those who are going to study abroad For those who are interested in studying in Canada, there are several options like ESL (English as a Second Language) Programs, High School, College and University. According to the Canadian Consul General, the numbers of foreign students have always been higher in courses with a shorter duration offered by ESL Programs and Private ESL schools and that are no longer than six months. But since the number of Brazilian students has increased in the last few years, one can notice a change in this category with the enrolment of more students in ESL courses with a lengthier period of time. The Discover Brazil Magazine


According to Gloria Luchsinger, from ELC Idiomas e Itercâmbio, Canada is the first choice among the students from her school. “Moreover, the choice of the Province varies according to the age of each student. The younger ones between the age of 16 and 20 years old and with a more basic knowledge of English tend to prefer Vancouver. But the senior students fall for Toronto because of its proximity with different cities which allows them to fuse a little bit of tourism with their studies,” she adds. Sandra Teixeira, from the exchange study agency Canada Destino, points out that a lot of people have been looking for study programs with the chance of a paid internship with a more kinaesthetic approach to what they studied in school. “This program is by far the most sought after by students.”

After the 2010 Winter Olympic Games in Vancouver, the city was able to attract a lot of visitors and new admirers. In fact, according to the report released by the Canadian Government, (CIC), observations were made and 20 488 foreigners registered for entry in Vancouver and 25 307 in Toronto respectively in 2010.

Canada - Total entries of foreign students by province or territory and urban area, 2006-2010* AREA







13,779 13,660 15,172 18,310 25,307



10,193 10,092 11,365 11,558







Vancouver 16,246 17,556 18,576 20,138 20,488 Source: Citizenship and Immigration Canada, RDM, Preliminary 2010 Data.

Sandra Teixeira, director of Canada Destino

fact was observed in the last Education Abroad Fair, in São Paulo, where we could see a record number of Canadian exhibitors (over 50 institutions).



Gerdau Ameristeel:

Brazilian expansion in North America By Rosana Dias

The debut of the Brazilian Group Gerdau in Canada took place in 1989 with the acquisition of the Courtice Steel Mill, in Cambridge, Ontario. Ten years later, Gerdau acquired the second largest rebar producer in the US with four mills in Florida, North Carolina and Tennessee. It was the beginning of a successful business journey into North America making it possible for one of the largest holdings in Brazil to become the leading producer of long steel in the Americas and one of the largest suppliers of specialty long steel in the world. Among the 14 countries where Gerdau has its operations, Canada is the country with the third largest capacity installed.

Andre B.Johannpeter Gerdau - by Bruno Magalhaes

In this exclusive interview for Discover Brazil, Andre B. Johannpeter Gerdau, the CEO and president of Gerdau Ameristeel, tells us a little bit about the company’s recent history in North America and its plans for the future.

Discover Brazil – What’s Gerdau’s current business profile?

Andre Gerdau - Gerdau Ameristeel has over 40,000 employees and an industrial presence in 14 countries with operations in the Americas, Europe, and Asia. Together, they represent a capacity of over 25 million metric tons of steel per year. It is the largest recycler in Latin America and around the world. Gerdau is listed on the stock exchanges of São Paulo, New York, and Madrid and has around 140,000 shareholders. DB - In your opinion, what is it like to do business with Canada?

AG - There is a true fit in how both Canada and Brazil approach business success, both countries have hard working, skilled and capable people – a core principle of Gerdau is to engage its employees world-wide in employing the best practices of doing business. Canada is significant to Gerdau as the operations in Ontario and Manitoba created a 18

solid business foundation for becoming a major player in the North American steel industry. DB – What are Gerdau’s plans after the acquisition of Ameristeel?

AG - Gerdau Ameristeel is now wholly-owned by Gerdau S.A. The combined business will benefit from additional business development opportunities in the context of Gerdau S.A.’s global strategy. As a whollyowned subsidiary of Gerdau S.A., Gerdau Ameristeel will realize global synergies and enjoy a lower cost of funding as a result of Gerdau S.A.’s stronger credit ratings. We are proud of the role we play in the consolidation of the long-product sector in the U.S. DB – What are the company’s plans for future investments in North America?

AG - Due to the recovery process of the North American steel market, Gerdau´s investment plan for next year forecasts technological advances and maintenance of the industrial plants. Discover Brazil Magazine

Special Report • Pernambuco


An example of progress and development By Marcio Rollemberg

The Suape Port and Industrial Complex - by Rafael Medeiros

Although the Northeast region is one the poorest in Brazil, nowadays it is growing economically at the same rate as China, with results well above the national average. Its 54 million inhabitants are spread across 1.5 million square kilometres, an area that is the size of Germany, the UK, Italy and France put together. Today this new Northeast represents a consumers’ market of C$240 billion and is responsible for 14% of the National GDP. Pernambuco is the fastest-growing state in the Northeast region. One concrete example of its development is the impressive Suape Port and Industrial Complex (page.23), a true symbol of the state’s new era of development, and considered to be the largest development hub in Brazil.


Boa Viagem beach by Hugo Acioly

Special Report • Pernambuco

Recife: a mix of art, natural beauty & history


hen the Dutch arrived in the state of Pernambuco in 1630, Recife was just a small village of fishermen, until Count Mauricio de Nassau ordered the construction of bridges, buildings and dykes. The result was what today is known as Old Recife, a neighbourhood of excellent bars and restaurants surrounded by beautifully restored 17th century buildings.

Handicraft from Recife by Hugo Acioly

The best way to explore Old Recife is to start from the exact place where the city was founded: the Marco Zero. From there it’s possible to see the Sculpture Park on the other side of the Capibaribe River, showcasing a portion of artist Francisco Brennand’s collection of sculptures.

Recife is well known for its bridges. The majority of them span the Capibaribe River and the best way to visit them is by catamaran. “We go to over 30 tourist attractions and also under the bridges. A guide explains the history of each one and also tells tourists interesting stories. We do all that while listening to music from Pernambuco,” says Juliana Brito, the catamaran director.

Marco Zero by Hugo Acioly


WHERE TO FIND THE BEST HANDICRAFTS IN RECIFE Recife produces some of the most beautiful handicrafts in Brazil. The tourist can find examples in many places, but for those who want to purchase good Discover Brazil Magazine

Special Report • Pernambuco

Sao Jose Market by Hugo Acioly

quality items at a low price, Sao Jose Market is the best place. Rag dolls, lace and ceramics are just some of the products that can be found there. Built in 1875, the market is also a nice place to try exotic local fruits such as mangaba, pitanga, jaca and graviola. The Casa da Cultura (House of Culture) is another good place to buy local handicrafts. It also offers music, dance and local theatre performances. “We plan the schedule monthly to promote our culture. Recife is extremely rich in the arts,” says Fabiana Lima de Melo, event coordinator for the Casa da Cultura. ONE OF THE BEST CUISINES IN BRAZIL Recife has a remarkable variety of restaurants. Those who visit the city should try arrumadinho (beans, sun-dried meat, cassava flour, cilantro and onions); escondidinho (similar to shepherd’s pie, it comes with mashed manioc, sun-dried meat and melted cheese) and sarapatel (pork giblets with blood, served with cassava flour). The city is well-known for its seafood. The most famous dishes are peixada pernambucana (fish, vegetables and pirao - a blend of cassava flour and the water in which the fish was cooked) and caldeirada (a mix of a variety of seafood and coconut milk).

For dessert, Recife has a large selection of sweet items. The most traditional ones might be cartola (fried banana with butter, sugar, cinnamon and melted cheese) and bolo de rolo (a roll cake that has guava spread in it).

Bolo de rolo ( a roll cake) by Rafael Medeiros


How to get there: Air Canada offers a direct flight every day from Toronto to São Paulo. TAM Airlines fly from São Paulo to Recife. The price is around C$2,300. roundtrip.

Where to Stay: Recife Palace (5 stars). Hotel in front of Boa Viagem Beach. Complimentary breakfast. 55 812464. 2500 Hotel Jangadeiro (4 stars). Early bookings are strongly recommended. Complimentary breakfast. 55 81 3465.3544 Important Contacts: Catamaran Tours - 55 81 3424 2845 Secretaria de Turismo de Pernambuco - 55 81 3232 8105.


Special Report • Pernambuco


linda was founded in 1535 and is considered one of the most well-preserved colonial cities in Brazil. Its name (which means Oh Beautiful) perhaps is the best way to describe the city. In 1982, UNESCO designated Olinda as a World Heritage Site. With a population of 375 thousand people, Olinda is quieter than its neighbour Recife, only 7 km away. “It’s a city where those who live here work in Recife all day long and just come back to sleep,” says tour guide Airton Bandeira.

Bandeira, 33 years old, started his career when he was just 10, like many of the kids and teenagers we meet when we arrive at Praça do Carmo (Carmo Square), where they work as tour guides. Some of them speak English and French and can be informative guides for those who want to know about the city’s monuments and history.

There are many churches in Olinda. The Igreja da Se (Se Church), built in 1535, is the oldest one in the northeast of Brazil. The Convento de Sao Francisco (Saint Francis Convent), founded in 1585, displays on its walls a ceramic depiction of Saint Francis’ life. The Igreja e Mosteiro de Sao Bento (Saint Benedict Church and Monastery), is the most impressive one in Olinda. Built in the 16th century, the church was restored in 2001 by more than 20 professionals and one year later its altar was sent to the Guggenheim Museum in New York for an exhibition.

Many paintings can be found in the Rua do Amparo (Amparo Street). Inside historic houses, we can see the artists selling many of them. One of the best restaurants in Olinda, Oficina do Sabor, specializing in seafood, is also located on this street. The Mercado da Ribeira is the best place to buy handicrafts and souvenirs.

Caboclo de lança by Rafael Medeiros

Olinda hosts one of the biggest carnivals in Brazil


Carnival in Brazil is usually in February, but in Pernambuco the parties start in January and keep going until the event itself. It’s a mix of rhythms, all of them from Pernambuco: maracutu, frevo, ciranda, caboclinho. Amongst the most famous Carnival groups, the Galo da Madrugada, known as the largest in the world, attracts millions of people that follow the trio eletricos (big trucks with music bands on the top). Every year, the streets in Olinda and Old Recife are packed with people that come from many parts of the world to see this big event. Folk groups, such as the Caboclo de Lança, which is featured on Discover Brazil’s cover this month, are considered by many to be the symbol of Pernambuco’s culture, one of the richest Brazilian states in artistic performance. Carnival in Olinda by SeturPe

The most beautiful view in Olinda can be seen from the Alto da Se, one of the highest spots in the city. From there, we can see the ocean and a part of Recife. During Carnival, crowds of people throng through the normally quiet, narrow streets of Olinda. Frevo, a traditional style of music from Pernambuco, is played throughout the city, accompanied by people dancing with umbrellas. Another Carnival staple: giant, 15-foot tall puppets which are paraded through the streets. Thousands of people wear costumes and celebrate a party that lasts all week.


Discover Brazil Magazine

Special Report • Pernambuco

A symbol of progress


ernambuco today is a symbol of progress in Brazil. Schools, hospitals and residential buildings have been built in many areas of this state, that might triple its GDP by 2030. Recife, the state’s capital, is the second largest medical centre in Brazil, behind São Paulo, with more than 400 hospitals and clinics. People from around the world travel to Recife for treatment and surgery. Recife is considered the most important information technology centre in the country, thanks to Porto Digital (Digital Port). With more than 100 companies, such as Microsoft, Nokia, Accenture and Oracle, it generates over 3000 jobs and is responsible for 3.5% of Pernambuco’s GDP.

The Federal University of Pernambuco is amongst the best universities in Latin America, with its Bachelor of Law Degree being considered the best in Brazil, after that of the University of Brasilia.

The Suape Port and Industrial Complex gets the credit for making Pernambuco’s economic growth rate exceed 10% a year (higher than Brazil’s national average). The site is located between the towns of Ipojuca and Santo Agostinho, 40 km from Recife.

SUAPE by Hugo Acioly

The port is 14 thousand hectares in size, hosts more than 90 companies and has room for 100 more. Many economists consider Suape Complex as the economic symbol of the new Brazil. Inside the complex is a training centre, where over 3000 people have undergone specialist preparation. The training centre represents a great opportunity for people living in the region, who are used to working in agriculture and cutting sugar cane.

The Atlântico Sul Shipyard, which launched the first ship built in the northeast of Brazil, is amongst the complex’s companies. The company has attracted many people from other Brazilian states as well as from overseas, such as Japan, to work in the shipyard. Welder Genivaldo Silva left São Paulo to return to Pernambuco, the state he was born in. “My cousin told me about the shipyard and the opportunities I could have. I only believed it when he went to São Paulo to visit me and his wife told me they had bought a house and a car. So, I decided to leave everything in São Paulo and came back with my family to Pernambuco,” says Silva, who formerly sold fruit at São Paulo’s Municipal Market.


Special Report • Pernambuco


Eduardo Campos By Marcio Rollemberg

Eduardo Campos, Pernambuco’s governor - by Roberto Pereira

The experts believe that Northeast of Brazil’s economy should grow by up to 10% by the end of the year, at the same rate as China’s. Pernambuco has been the state that has grown the most in the region and it is considered an example of progress for the country. The state’s economic success assured popular governor Eduardo Campos’ re-election with 80% of the vote. In this interview with Discover Brazil, Campos explains how Pernambuco became a model of development. Discover Brazil - The Suape Port and Industrial Complex has become the largest development centre in the country. How did this happen?

Eduardo Campos - I credit its success to the partnerships our administration started and I can also tell you we did our homework really well. We understood Pernambuco by itself couldn’t make Suape the large complex that it is nowadays. We went to the private sector and to the great public banks to show them that investing in Suape was worth it and that they would have a guaranteed profit. 24

DB - A commission from Pernambuco’s government came to Canada last year focusing on making new economic partnerships. What progress has been made so far?

EC - The main purpose for our trip was to make business possible within the oil exploitation sector, which was very profitable. We came back home with great investment possibilities that are still being negotiated. The opportunity also gave us the chance to introduce the Suape Global project to Canadian entrepreneurs, which is our player in the oil, gas and offshore industries. I also learned about the experiences of the largest port in Canada, in Vancouver. DB - What could the other states learn from Pernambuco?

EC - Pernambuco has became the state in Brazil that is growing the most. We have created new strategies that have goals and always verify them. I check the results personally. That way we can have priorities, replace bad expenses with good ones and increase the ability of the state to invest, especially in the areas chosen by those who pay their taxes and have the right to have good quality public services. Those are the values that I have and whoever works with me has to think the same way. Discover Brazil Magazine

Special Report • Pernambuco

Pernambuco invests millions to become the best tourism destination in Brazil By Marcio Rollemberg

Pernambuco is one of those places where diversity is an understatement. The tourist has so many beautiful places to go that it becomes complicated to prioritize them. Recife and Olinda are both delightful cities, swarming with history and exotic attractions. For those looking for sun and sea, Porto de Galinhas and Tamandaré are only two names among the more than 180 kms of dazzling beaches. Visitors may also enjoy Caruaru, famous for the best Festa Junina in Brazil. Nova Jerusalém has the largest outdoor theatre in the world; it presents a Passion play every year. Fernando de Noronha is an archipelago, with 21 heavenly islands and unique wild life. To preserve this and more, the Government of Pernambuco has invested over C$ 150 million to improve its roads, hotels and services.

Discover Brazil interviewed Pernambuco’s tourism secretary, Alberto Feitosa, who talked about what has been done to make Pernambuco one of the best tourism destinations in Brazil. Discover Brazil - Pernambuco is one of the states that will host the World Cup in 2014. Is the state ready to welcome tourists?

Porto de Galinhas beach by Rafael Medeiros

Alberto Feitosa - Governor Eduardo Campos created the World Cup Special Office to coordinate all actions related to the event, which we consider a huge opportunity for Brazil and especially Pernambuco. We are investing R$ 50 million (around C$ 30 million) to improve Recife’s harbour, which will become a great passenger terminal, and capable of mooring cruise ships, one of our hospitality alternatives during the event.

DB - Pernambuco’s culture is very rich and has been responsible for attracting many tourists, especially Canadians. Are there any projects in this area? AF - All marketing regarding Pernambuco’s image is connected to culture. For the most important international and national events, we bring our music, food, dance and arts. We promote our nature and culture. We consider our culture to be an extremely rich inheritance and we have been investing constantly in it. DB - There are no direct flights from Canada to Recife. Are there any plans to change that?

AF - We have many Canadians visiting Pernambuco. We have been talking to some airlines, discussing the viability of many new direct flight destinations, including Africa. We believe very soon we will have good news which could include Canada.



Jean Cardyn:

Canadian heart with a Brazilian soul By Marcelo Vital

Export Development Canada, or EDC, is Canada’s export credit agency, a government institution that offers financial services to Canadian exporters and investors interested in doing business abroad. They provide financing, insurance and bonding services, as well as foreign expertise in more than 200 markets worldwide and last year, facilitated $24.7 billion of Canadian trade in emerging markets.



Coincidently that is one of the hottest emerging markets these days in Brazil as well. With financial and political instability taking over other international markets, South America – especially Brazil – is starting to look very attractive to Canadian exporters and investors. Jean Cardyn is EDC’s regional vice-president for South America and has recently moved to São Paulo to work at the Canadian Consulate General. A Canadian born in the Chilean Patagonia to French and Spanish parents, Jean has had a long and varied career in the international field and now, much like many Canadian investors, he has turned his attention to Brazil.

Discover Brazil Magazine

Business Discover Brazil - What is the role of the EDC in South America?

Jean Cardyn - Our objective is to grow Canada’s international trade. We provide trade finance and risk management services for Canadian exporters and investors coming to Brazil. Our role is basically to help them extend their international business. We offer financing in the form of working capital to exporters, insurance, bonding support and credit insurance, which can help with cash flow and line of credit increase. DB - What are the main areas of interest in Brazil for Canadian investments?

JC - Our main area of activity goes with the sectors where Canadians are more active. In Brazil it’s mostly the primary sector – mining, oil and gas, followed by infrastructure, environment, resources, and then transportation. DB - Are Brazil and Canada good trading partners? JC - The relationship between Brazil and Canada has been a very positive relationship. Canadian companies have been investing in Brazil for over one hundred years now. Both countries have matured quite significantly and there is a fair bit in common between the two. We share vast territories, in the most part uninhabited, we have similar natural resources, multicultural societies, and share similar values about human rights. We’re both peaceloving nations. There’s a recognition now in both countries that resource development and innovation are signs of economic growth and productivity, which leads to an increase in prosperity.

DB - What is your biggest challenge?

JC - Our challenge is to increase awareness about the opportunities that exist in Brazil and the potential for investing here. The goal is to make Canadian companies discover more about the country and become more familiar and comfortable coming here, investing and developing relationships. It’s all growing but it’s still small compared to the potential. DB - You have worked closely with the financial markets in the Middle East, Africa and Asia. How do you see Brazil positioned in the international arena?

JC - Brazil is doing the right things to address social and security problems. The country has become a very stable economy and there’s a lot of confidence in the direction that the country is taking. There are solid policies implemented and it’s an open economy, welcoming foreign trade. Brazil still needs to do some significant catching up to bring its infrastructure to the level required to sustain its growth, but its middle class is growing and the recent discovery of offshore oil and gas is going to bring significant resources that will be invested in growth. DB - You had never been to Brazil prior to moving there. How have you been adapting?

JC - I’m a Brazilian at heart. I’ve been here for 9 months and I love Brazil already. There’s so much I still have to discover, I’m looking forward to my stay here. For me it’s been a discovery and a lot of Canadians go through the same process. Living in Canada for the past 40 years have made me a typical Canadian, but I feel at home here as much as I feel at home in Canada.



Newton Moraes

Turning life into dance By Marcio Rollemberg | Photos by Cylla Von Tiedermann

Newton Moraes lives to transform moments that mark his life, whether positive or negative, into dance. The oldest son of a nurse and a shoemaker, Moraes came to dance through the influence of his father. “My dad loved to dance the tango, and did it very well,� he says proudly. Newton, who as a child wanted to be a soccer player, realized when he became a teenager that dance was his real passion.

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inding up in Canada was no accident 26 years ago. While living in Porto Alegre in Southern Brazil, Newton Moraes met an anthropology professor Robert Shirley. They moved in together and in 1991 came to Canada. So Newton, a graduate in Physical Education and then-owner of an aerobics dance gym in Brazil, dropped everything and immigrated to Canada. He became the first Brazilian to join the School of Toronto Dance Theatre, one of the best dance schools in the country. “Bob told me that Canada would be a great country for my career as a dancer. I always trusted him. He was my mentor.”

After his partner passed away in 2008, Moraes wanted to leave everything and go back to Brazil. Once again a difficult phase was the inspiration for Newton Moraes, who last year created his performance “Ihu,”

TASTE OF BRAZIL a tribute to Robert Shirley. “In this dance I pictured my life before, during, and after Bob,” he explains.

A devout member of the Batuque faith, Moraes uses symbolism in his performances and is inspired by African life and religion. In “Ihu”, the presence of white balloons represents his personal loss. “I want to dance forever, but I’m almost 50 years old and I know one day I will have to stop. Being a choreographer gives me the opportunity to continue creating, even with physical limitations.” Dancing his way through the world With the support of Robert Shirley, in 1997 Moraes founded the Newton Moraes Dance Theatre, a dance company that merges Brazilian dances with contemporary ballet. With the support of several Canadian agencies, Moraes has performed frequently in Germany, Brazil and several cities in Canada. In 2000, the company presented a performance in honour of the 500th anniversary of the discovery of Brazil. After finishing his Masters in Fine Arts at York University in Choreography, Newton Moraes has plans to expand his dance school. “I want to promote the Brazilian culture, as well the Canadian one. Both countries are a very important part of my life and I think we have to show more of their culture. I want to focus on the aboriginals, they are people that have a rich culture of art that should be further explored,” he says.

In June, Newton Moraes will perform in Saskatoon and has plans to create a special performance to celebrate the 14th anniversary of his dance company next summer. It should be a show full of beautiful movements and a choreography that reflects Moraes’ philosophy: life is the main source of art.


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