Connecting Brazil to the world
DISCOVER Year 3 • Issue 8 • Summer/Fall 2012
Rio de Janeiro: Gateway to Brazil
Coffee: The quintessential drink
Education Canada & Brazil build prosperity through education Governor General of Canada, David Johnston, head of a Canadian delegation of ministers and presidents of 30 universities, in Rio de Janeiro
Discover Brazil Magazine
Contributors Connecting Brazil to the world
DISCOVER Year 3 • Issue 8 • Summer/Fall 2012
BUSINESS • COFFEE
The quintessential drink
is a journalist and PR, who specializes in technology, economics, and tourism, having in her portfolio Culture TV, CBN Radio, McDonalds and Microsoft.
COVER • EDUCATION Building prosperity through education
DOING BUSINESS in BRAZIL One taxation for investments abroad
has been a Public Relations professional working in Rio de Janeiro since 2006. After moving to Canada, she started working as an international correspondent journalist for TimesSquare.com, in New York.
TECHNOLOGY Going beyond Rio’s tourism vocation
Jose Francisco Schuster
SPECIAL REPORT • RIO DE JANEIRO Gateway to Brazil
has been a journalist for 30 years. He is the producer and host of the radio show “Fala, Brazil”.
IMMIGRATION Fascination with Canada
Culture Brazil welcomes the Shakespeare’s Globe Theatre Luciana Souza: Jazz in the Soul
is a journalist who specializes in energy matters. He is also one of the directors of “Ambiente Energia” (www. ambienteenergia.com.br).
REGULARS Your Letters
News in Brief
is a journalist and writer. He lives in Toronto.
Azeda beach, Buzios, Rio de Janeiro by Sergio Quissak
is a journalist with a post-graduate degree in Environmental Education.
From the Publisher Connecting Brazil to the world
Founder & Publisher Leila Monteiro Lins Production Manager Teresa Oliveira Executive Editor Ingrid Coifman Contributors Danielle Marinho Jose Francisco Schuster Julio Santos Marcelo Vital Marcos Maraba Digital Production Manager Vanessa Ferreira Translation Rafael Alcantara Copy Editors Cecilia Chin Joan Sheppard Art Director Lin Rocha Photographer Diego Barros (Brazil) Saul Porto (Canada) Sales Canada & Brazil email@example.com Frequency Discover Brazil is published two times a year
LML Events | Media Marketing
Publisher Address LML COMMUNICATIONS & MARKETING INC. P.O. Box 19612, Toronto, Ontario M4W 3T9, Canada Phone (647) 227-5514 firstname.lastname@example.org www.discoverbrazil.ca Distribution Brazil & Canada ISSN nº1920-7859 Folow us at: Twitter: @DiscoverBrazilM Facebook: Discover Brazil Magazine Linkedin: Discover Brazil
Discover Brazil magazine is member of Brazil-Canada Chamber of Commerce There are more great content and exclusive features at Discoverbrazil.ca. To get there, simply download any of the free QR code readers available for your Smartphone and scan the square QR code on the left using your Smartphone’s camera.
Cover Their Excellencies the Right Honourable David Johnston, Governor General of Canada, and Mrs. Sharon Johnston during their visit to Corcovado with members of the Canadian delegation including the Honourable Diane Ablonczy, Minister of State for Foreign Affairs (Americas and Consular Affairs), the Honourable Gary Goodyear, Minister of State (Science and Technology), as well as four members of Parliament. Photo by Sgt Ronald Duchesne, Rideau Hall. Copyright office of the Secretary to the Governor General (2012) 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. www.discoverbrazil.ca
Building prosperity through education
Building prosperity in these challenging times requires nations to reach out beyond their borders to establish strategic international connections. Canada’s universities have recognised the need to build and strengthen collaboration with nations that are making bold investments in education and research. High on that list is Brazil”, says Stephen Toope, president of the University of British Columbia and Chair of the Board of the Association of Universities and Colleges of Canada (AUCC).
Thirty representatives from Canadian universities were in Brazil between April 5th and May 2nd this year, led by Canada’s Governor General David Johnston in order to establish partnerships between universities of both countries. According to Abina Dann, Consul General of Canada in Sao Paulo, “several agreements were signed during the visit, which will strengthen our already close ties in the field of education.” Journalists Francisco Schuster and Daniella Marinho in their reports show that Brazilians are choosing Canada as a premier destination when studying abroad. For further information check out our website www.discoverbrazil.ca,which brings the full interview with Abina Dann. The state of Rio de Janeiro is in the spotlight in this issue. Governor Sergio Cabral explains how Rio has become a magnet for investments in the country. Go to page 26 to read more.
There are three other noteworthy stories in our August issue. The first one is about coffee. Brazil is responsible for 33% of the coffee market share in the globe, which means that for every cup of coffee sipped on the planet, one third is Brazilian coffee. The country, currently the second biggest consumer in the world, behind only the United States (21 million sacks of coffee consumed), is expected to top the list within the next two years, according to ABIC-Brazilian Coffee Industry Association. Journalist Ingrid Coifman researched and wrote this special report. The second important report is about the agreement between the London Shakespeare’s Globe Theatre with the Gandarela Institute, in the state of Minas Gerais. Brazil will be the first country in Latin America to build a replica of The Globe. And lastly, our third story is our launch of a new section called “Doing Business in Brazil”. Lawyer, Fernando Leonardo will answer some common questions from potential investors. Enjoy the articles and give us your feedback!
Leila Monteiro Lins Founder & Publisher email@example.com 5
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. Congratulations on the wonderful progress the magazine is making. It is indeed a pleasure to watch the growing success. I am now following your magazine through LinkedIn. All the best! Howard Arfin, Regional Representative/Head of Office Caribbean Regional Representation Office at International Federation of Red Cross and Red Crescent Societies
I’d like to compliment you on the excellent magazine you’ve developed. Having worked with Trade Promotion between Brazil and Canada, and as part of the Brazilian Community in Toronto, I was able to recommend it as a great source of information about Brazilian culture, tourism, and economy. Articles like “Pioneer in Importing Brazilian Fruit” and those related to the food trade show (SIAL) certainly help to boost small businesses and diffuse Brazilian products. I always look forward to reading the next issue on-line. Stefania Carrilho Tome, Montevideo, Uruguay
Thank you for the latest copy of Discover, with the interview that journalist Jose Francisco Schuster did with me. It was a pleasure to explain our organization’s activities and specifically those related to Brazil. We circulated the magazine within the office and were very pleased with how it turned out. Thanks again for this exposure of our efforts to work with Brazilian companies. George Hanus, President & CEO of Greater Toronto Marketing Alliance
Discover Brazil Magazine
The Quintessential drink By Ingrid Coifman
Coffee is indeed the most popular (and beloved!) hot beverage in Canada with a total of 14 billion cups consumed annually. An estimated 64% of Canadians drink coffee each day, which makes the industry worth approximately $650 million a year. In this lucrative market, Brazil is among the top ten coffee makers who export to Canada, along with Colombia and Ethiopia.
razil is big when it comes to coffee. The country is responsible for 33% of the global coffee market share, meaning that for every cup of coffee sipped on the planet, one third has Brazilian coffee. The country, currently the second largest consumer in the world (19 million sacks of coffee consumed per year), second only to the United States (21 million sacks of coffee consumed per year), is expected to top the list within the next two years, according to Christian Santiago e Silva, from ABIC (Brazilian Coffee Industry Association), which represents about 500 Brazilian coffee companies. Canada is among the 10 biggest coffee importers in the world, importing around $5 billion in coffee and related products, according to Agri-Food Trade Service (ATS) in 2011. In that same year alone, Canadians imported US$ 25.7 million in soluble coffee from Brazil, becoming the seventh biggest importer of Brazilian coffee. The first position in that category still belongs to the United States, with US$ 98.4 million or 14.001 tons of soluble coffee.
“We believe in the potential of the Canadian market and want to establish partnerships that boost imports and the distribution of our products. We are able to offer certified products in areas such as quality, organic, or fair trade; guaranteeing our commitment to the productive chain of the sector,” says Santiago. www.discoverbrazil.ca
Christian Santiago e Silva, Commercial Developer of PSI-Integrated Sector Program at ABIC
He has confidence in the ability of small Brazilian coffee producers (83% of ABIC companies are smallsized) to meet the needs of niche markets, having more flexibility to export quickly. But he also recognizes that one of the biggest challenges is to build a brand and captivate the end consumer. “Countries such as Colombia did an excellent job in promoting their raw materials and brands that are currently recognized internationally. Other countries with small coffee production are focused on branding and specialty products. Brazil wants to be a partner, not a competitor, with all these global players,” he concludes. 7
When Sustainability is Key
Up and running since 2007, ABIC has a program to boost sustainable coffee production and conscious consumption entitled “Cafes Sustentaveis do Brasil”. The program, unique in the world, certifies industrialized products. The goal is to stimulate this small segment in Brazil by validating products that are developed according to economic, social and environmental sustainability standards. In Brazil, this sector represents only 1% out of 17 million bags. There is great potential for growth. In France, for instance, 20% of the market is made up of conscious consumers.
Coffee is the top beverage in the foodservice category in Canada. The country is second only to Italy in the highest percentage of total cups of coffee consumed away from home. Research from Agriculture and Agri-Food Canada has shown that consumers are no longer satisfied with drinking brewed coffee; demanding information on origin/ source, locally grown, fair-trade, organic, and green coffee products. Decaffeinated coffee has also been losing its negative appeal in recent years, thanks to the growing Canadian senior population. Coffee is an ‘age-driven’ rather than a ‘gender-driven’ business. It is the second most consumed beverage, after water, by people 25 and older, and the top beverage among adults, especially those between 25 and 49. The greatest consumption of coffee is found in the 50+ age group, and the least is those in the 18 to 24 age group. Premium and specialty products with attractive product presentation as well as single servings and individualized beverages are growing in popularity and valued for their uniqueness, convenience and portability. Source: www.agr.gc.ca
• Cr 8
Discover Brazil Magazine
• Un • Bo
Brazil is responsible for 33% of the global coffee market share. Every cup of coffee sipped on the planet, one third has Brazilian coffee
“Brazil is very important to us”
In 1995, Reunion Island started with Peter Pesce, who was the first to develop specialty coffee in Canada and since then has been playing a key role in the development of this industry. Currently, the mid-size coffee roaster focuses on quality and sustainability, using renewable energy, recycling programs, and implementing sustainable farming programs in places such as Tanzania, Guatemala and Colombia, among other innovative green initiatives, such as switching from paper cups to Ecotainer, a leader in compostable (corn-based) paper cup technology. The company has been partnering with cooperatives in Brazil (Bahia and Minas Gerais) and incorporating Brazilian coffee into approximately half of its blends. “There is no coffee company in the world that can thrive without Brazilian beans as a component of its coffees. Brazil is the largest producer and a very important country. They have deep, heavy, rich coffees that are great for various blends and espressos,” says Adam Pesce, who joined his father in the business seven years ago. One of its Brazilian-grown coffees is called Bahia Blue, which is cultivated in Pico das Almas, Pico
do Itabira and Pico dos Barbados region, in the Bahia State Highlands. The region was known for its cacao production and is becoming one of the most sought-after sources of fine Arabica coffees.
According to Adam Pesce, the company is strongly committed to developing relationships with farmers around the globe, to meet the growing market demands, especially from the BRIC countries (Brazil, Russia, India and China). “As coffee gets more expensive, we will have the competitive advantage of having a relationship with farmers who give us priority and loyalty. This way, we will be able to meet increasing consumer needs while developing a responsible business.” After importing 60 kg bags of raw beans, the company does the roasting, blending and packaging from their roasting facility located in Oakville, Ontario. Their distribution channels include corporations in the food and tourism business in Canada and the United States. Today, Reunion Island is North America’s leading manufacturer of single cup coffee pods for hotels and offices. Source: www.reunionislandcoffee.com
Business & Financial Consulting Services for all Business Segments in Canada • Business Plans and Professional
Presentations for Small Businesses
• Financing Capital for Small Business Start Ups
and Business Ventures
• Crisis Management • Back Office Services • Credit Management Training Seminars • Unsecured Business Loans www.discoverbrazil.ca • Bookkeeping Services
Maria J. Martins MBA, IMBA CAAMP President / Founder
Additional Services: Maria J. Martins is a Licensed Independent Mortgage Agent FSCO Lic. M08001451 with Mortgage Intelligence FSCO LIc. 10428, with extensive experience in financing Residential and Commercial Real Estate Mortgages in Ontario.
“Building Your Business One Step At A Time.” 1130 Dupont St, 3rd Floor Toronto, ON M6H 2A2 t: 289.999.7237 c: 416.450.1710 f: 289.999.7239 e: firstname.lastname@example.org
Canada and Brazil build prosperity through education By Danielle Marinho
Their Excellencies the Right Honourable David Johnston, Governor General of Canada, and Mrs. Sharon Johnston during their visit to Corcovado with members of the Canadian delegation. Photo by Sgt Ronald Duchesne, Rideau Hall
A program will empower over 100,000 Brazilian students and researchers to study in more than 30 different countries, including Canada
aunched in 2011, the Science without Borders Program will provide 75,000 scholarships for Brazilian undergraduate and graduate students to study abroad in more than 30 different countries. Brazilâ&#x20AC;&#x2122;s private sector will be responsible for funding an additional 26,000 scholarships, totalling 101,000 scholarships by the year 2015. The program aims to promote expansion, consolidation, and innovation in science, in Brazil, through international exchange.
The intention is to increase the presence of Brazilian students and researchers in institutions of excellence and offer similar opportunities to foreigners in Brazilian institutions, attracting young, talented, scientific leaders from abroad to work in the country, in partnership with Brazilian scientists.
This initiative is the result of a joint effort between the Ministry of Science, Technology and Innovation (MCTI) and the Ministry of Education (MEC); through their respective funding agencies: CNPq and Capes, and the Departments of Higher Education and Technological Education of MEC. CNPq and Capes will finance the transportation, accommodation, daily living costs, as well as health insurance (in countries Discover Brazil Magazine
Education where health care is not free). Canada’s universities are ready to welcome more than 100,000 Brazilian students through these scholarships, where they will study, undertake internships, and conduct research in selected countries over a four-year period. The Canadian component of this program will offer a flexible combination of language training, academic study, research internships, and off-campus work placements.
key-element strengthens relationship
Last April, the Governor General of Canada, David Johnston, led the delegation for the Association of Universities and Colleges of Canada (AUCC) at the 2nd Conference of the Americas on International Education (CAIE) in Rio de Janeiro, Brazil. “Each year, international students bring their rich culture to Canadian classrooms and contribute to our country’s economy. Conversely, Canadians participating in international study programs bring back innovative ideas that help promote jobs and economic growth at home.”
According to Paul Davidson, president of AUCC, “Attracting students and researchers to Canada through the Science without Borders program is a key element of Canada’s efforts to build strong educational and research partnerships with Brazil now and in the future”. The Association of Universities and Colleges of Canada is the national voice of Canada’s universities, representing 95 Canadian public and private not-for-profit universities, and is collaborating with the Canadian Bureau for International Education (CBIE) to bring Brazilian university students to Canada. Through other agreements between those institutions and the Brazilian government, about 12,000 Science without Borders scholars are expected to come between now and 2016.
Applicants must have high grades in their performing courses in Brazil and must have completed at least 20% and at most 90% of the curriculum. The scholarships can last from 6 months up to 12 months. It is possible for an undergraduate and postgraduate to participate in the sandwich program (one part in Brazil and the other, overseas).
Moreover, the Science without Borders scholarship program seeks to attract researchers from abroad who wish to settle in Brazil or establish partnerships with Brazilian researchers in priority areas. Within Brazil, there are two options: Scholarships for Young Talent and Special Guest Researcher. The “Young Talent Attraction” will cover a period of 12 to 36 months and the benefits include: approximately CAD$ 3,650 ( R$ 7 thousand) a month for living expenses, a grant amounting to CAD$10,370 per year (R$20 thousand), airline tickets and an accommodation allowance of CAD$ 3,650. The “Special Visiting Researcher” fellowship will cover a period of 12 to 36 months, and include: CAD$7,260 ( R$14 thousand) a month for living expenses, a research grant of CAD$ 25,920 (R$50 thousand) a year and flight tickets.
Investment in the Science without Borders program by the Brazilian Federal Government and associations will surpass the mark of R$ 3.2 billion (amounts in Reais, Brazilian currency), approximately CND$ 1.7 billion dollars, by 2015. Specialties and some areas of priority are: Engineering and Technology; Biomedical and Health Science; Aerospace Technology; Pharmaceuticals; Sustainable Agricultural Production; Oil, Gas and Mineral Coal; Renewable Energy; Mineral Technology; Biotechnology; Nanotechnology and New Materials; and New Constructive Engineering Technologies. Applications for the programs are available on the Federal Government Science without Borders website (http://www.cienciasemfronteiras.gov.br). www.discoverbrazil.ca
Daniela Goncalves , student from Brazil, study at Western University, in London, Ontario.
Educational Fair invites Brazilians to study here By Jose Francisco Schuster
It’s not by chance that the Canadian government is promoting Imagine Studying in Canada (www. imagineestudarnocanada.com.br) for the second time in Brazil.
anada is the number one destination for Brazilians wanting to study English as a second language and is second only to France for French studies; with more than 20,000 students in Canada for six months or less in 2011,” says Abina Dann, Consul-General of Canada in Sao Paulo. Additionally, in 2011 there were 2,493 Brazilian students in Canada for more than a six month period, a 10% increase over 2010.
Marc Greve, marketing director of Hansa Language Centre. By Jose Schuster
Imagine, Study in Canada
The first Canada-only education fair, Imagine, Estudar no Canada (Imagine Study in Canada), highlighted the quality and innovation of education in Canada, providing more than 4,000 visitors with face-to-face contact with representatives from 68 Canadian institutions, at all levels of education, from kindergarten to university; and participation in cultural activities and a series of presentations.
In 2012, the event will take place not only in Sao Paulo, but also in two new cities: Recife and Brasilia. The fair will bring additional opportunities for Brazilians to learn more about what Canada has to offer. Besides the quality of studies, safe environment and affordable cost of education; each province offers a range of programs such as technical and vocational courses, undergraduate, masters and doctoral degrees.
“There are always quite a few Brazilians here,” says Marc Greve, marketing director of Hansa Language Centre, one of the major language schools in Toronto. “Brazil, with 8% to 15% of the total, is among our top five sources for students, along with Mexico, Japan, Korea and Saudi Arabia,” he adds. “Brazilians are very keen on learning the language, and they are very warm people. They liven up the classroom.” 12
Miliani Vianini (left) with two friends by Jose Schuster
Brazilian students learning English in Canada are unanimous in being satisfied with the experience. Miliani Vianini, from Belo Horizonte, for example, is coming for the second time. “You listen to English all day long and make friends from other countries to whom you can talk to only in English. Also, living abroad helps your personal growth,” she says. Claudionor Sigoli says: “In Brazil, the language school is only part-time and you don’t have someone to practice with. Here, I talk even to strangers on the bus and they help me to improve.”
Discover Brazil Magazine
13365 Pitu DISCOVER BRAZIL Ad
’s a d a n a C s i a ç a PITÚ Cach . a ç a h c a C l a n i ig r o d n a g n li l e s Celebrate BRAZIL with its national cocktail, the CAIPIRINHA...... Cut half a all lime into sm pieces and place in a . rocks glass
Mash it all together n with a spoo. e tl s or pe
Fill glass with . crushed ice
Add 2 oz. Pitú Cachaça.
Add 2 a te spoons sugar.
ous the world fam A!! PITÚ CAIPIRINH
PITÚ CACHAÇA is represented by PMA Canada Ltd. Visit www.pmacanada.com Please Enjoy Responsibly.
Doing business in Brazil One taxation for investments abroad
By Ingrid Coifman
Fernando Pieri Leonardo, president of the Brazilian Association of Customs Studies (ABEAD)
In the midst of recovering from a global economic crisis, Canadian entrepreneurs are strengthening their relationship with Brazil; with the intention of finding a new place for their financial resources, without sacrificing legal certainties, profitability and favourable tax treatment. This issue celebrates Discover Brazilâ&#x20AC;&#x2122;s launch of a new section, designed to explain in simple terms, how to develop a business in Brazil. Fernando Pieri Leonardo, Professor of Tax and Customs Law and President of the Brazilian Association of Customs Studies (ABEAD), is featured in our inaugural article. We welcome your questions and comments as we find out what it takes to be successful in a new business venture in Brazil. Discover Brazil Magazine
Discover Brazil - Describe the business relationship between Canada and Brazil?
Fernando - Brazil is Canadaâ&#x20AC;&#x2122;s largest trading partner in Latin America and the tenth on a global scale, being the third largest exporter of goods to Canada. DB - Are there any favourable tax incentives for investing in Brazil?
Fernando - Since 1985, Brazil and Canada have maintained an agreement that avoids double taxation on income and earnings, which demonstrates the consolidation between them. In general, the agreement allows a Canadian who invests in Brazil, but maintains his or her residence and domicile in Canada, to pay tax only in Canada, thus avoiding taxes accrued on earned income that is taxable in Brazil. It is the same for Canadian companies operating in Brazil: a company may conduct business in Brazil, keeping its property in the country of origin, and pay tax only to Canada on the income from the international transaction. If the company chooses to open a branch or subsidiary in Brazil, the tax will be determined as if they are two separate entities: the parent company will pay tax to Canada and the subsidiary will pay tax to Brazil. DB - What has the Brazilian government done to promote the economy and attract Canadian investments to Brazil?
Fernando - Besides maintaining an agreement to avoid double taxation, the Brazilian government allows the Canadian branch operating in Brazil to write off moving expenses or expenses related to their establishment in Brazil, including expenses and charges for general administration. In addition, on April 3, www.discoverbrazil.ca
2012, the Brazilian Minister of Finance announced a package of measures aimed at promoting the growth of Brazilian industries, such as: an exemption from social security charges for employers in several sectors; and reduced (this may even reach exemption) taxation for exporting companies of products and services. Such benefits may be extended to taxes calculated on the exporting inputs purchased by exporters. DB - What are the benefits for a Canadian firm that opens a branch in Brazil?
Fernando - By choosing to open a branch in Brazil, the Canadian entrepreneur can experience unparalleled profitability if compared to other countries: no double taxation, being able to export products produced at a lower cost in Brazil back to Canada with a reduction or even exemption from exporting taxes and the purchase of inputs for export production, reduced social security charges on payroll, among others. On top of that, the investor will face the possibility of expanding their consumer market through their subsidiary opened in Brazil, because: firstly, the products of Brazilian companies or ownership structures that are considered to be national, receive a preference, allowing them to acquire up to 25% over the imported equivalent; and secondly, the branch can be a gateway to Mercosur, considering that Brazil is the leader of the block. Service:
Fernando Pieri Leonardo, lawyer and consultant with 16 years experience, is a partner at HLL Lawyers, specialising in International Trade, Customs Law, Tax and Business. Contact: email@example.com Website: www.hll.com.br 15
Discover Brazil Magazine
Going beyond Rioâ&#x20AC;&#x2122;s tourism vocation
By Julio Santos
With the expected boom of the subsalt exploration, the Technology Park of Rio de Janeiro is emerging as a haven for the development of new solutions in the areas of the environment, energy and information technology.
Technology Park of Rio de Janeiro, Brazil - Ascom/COPPE
io de Janeiro is at the international forefront, just like it was many years ago as a tourist destination. In an area with first class infrastructure and a population in the throes of change - and in light of the existing research centre at the Federal University of Rio de Janeiro (UFRJ) - The Technology Park of Rio de Janeiro is starting to take shape. A true oasis of
Technology technology a few minutes away from the city centre. The space is dedicated to the development of new solutions in the fields of energy, the environment and information and communication technology (ICT).
With the discovery of oil reserves in the subsalt layer, the Technology Park of Rio opens a new window to attract investments, business as well as the development of science and technology. Companies from other countries have announced investments in setting up new research centres in the space. The list includes Petrobras - owner of the Centre for Research and Development Leopoldo Americo Miguez de Mello (Cenpes) - Siemens, General Electric (GE), Schlumberger, Baker Hughes, FMC Technology and Usiminas. In addition to the big ones, there is also room for new companies that were born in the “business incubator” located at the University Campus of the existing Fundao.
The expectation is that the park will become a generating point for highly qualified professionals in the development of new technologies. It is estimated that within three to four years, five thousand researchers will be working in the park. The director of the Technological Park of Rio, Mauricio Guedes, says this is a great opportunity to turn scientific knowledge into wealth.
“The authorities are starting to see UFRJ - Federal University of Rio de Janeiro as a major force in attracting investment to the city,” said Guedes.
An estimated $264 million investment made by private companies will go into building the new centres. On Fundao Island, where the Federal University of Rio de Janeiro is located, GE will launch its Global Research Centre this year, with investments estimated at $99 million. The company has similar centres only in the U.S. , Germany, China and India.
Technology Park of Rio de Janeiro, Brazil - Ascom/COPPE
Another giant in the field, Siemens has also announced the investment of $49 million to build a technology centre focusing on research and development. With the project, Siemens gets even closer to its goal of being next to Petrobras and other customers in the area of energy, a good strategy for a company that will be investing, by 2016, $593 million in Brazil. Located in an area of 350 sq. meters on Fundao Island, The “University City” is where the Technology Park Project Rio was born nine years ago, aiming to increase the exchange between the university and the market. The structure includes laboratories and centres of excellence maintained by Coppe / UFRJ.
Discover Brazil Magazine
News In Brief George Brown holds Brazilian themed dinner
The Chef’s House brought Brazilian Chef Walner Sovi to Toronto to participate in a fundraising dinner with a Brazilian theme last July.
Walner Sovi has worked for the past 13 years in the international cuisine scene across international restaurants and hotels in Brazil; but more recently, he has cooked for heads of states (including David Johnson, Governor of Canada) as the Executive Chef running the kitchen of the Consulate General of Canada in Sao Paulo. Sovi is a graduate of the Federal Institute of Alagoas and SENAC in Brazil. Chef Walner Sovi joined Chef John Higgins and the students of the Centre for Hospitality & Culinary Arts at George Brown College during this special event.
Brazil’s Image Abroad
More and more, Brazil is making headlines in the international press. A survey conducted by Imagem Corporativa, between 2009 and 2011, showed that in the 15 publications surveyed, the country obtained a total of 13,648 published articles. On average, there were 379 articles per month. More than 12 articles are published every day, reinforcing the role of Brazil in the new international scenario.
Internet & Mobile strategies growing in Brazil
With the increase in content creation and consumption, use of social media and adoption of mobile devices and tablets have been leveled and Rajiv Chatterjee, CEO of the Web has become Ready Portal by LML the method of choice for brand penetration. The increase in broadband penetration in developing countries has added momentum to this trend. While China and India have seen a growth of 12% and 38% respectively in Internet users, Brazil has seen a 99% year after year growth in 3G subscriptions.
Brazil is an emerging market and both internet and mobile users are growing at amazing rates. With such growth companies and organizations will have to create a web presence that will demand much more sophisticated software. “ReadyPortal wants to be at the forefront of this to market”, says CEO Rajiv Chatterjee. Readyportal, a Canadian software company, tackles the looming issues as scalability and customization, being a multitenant SaaS (Software as a Service) and ECMS (Electronic Contract Management System) player in the world.
Imagem Corporativa informs us that publications such as Financial Times and The Economist started publishing specials about Brazil on regular basis, as well as in-depth articles on the country´s matters. Moreover, large Brazilian companies, such as Petrobras, Vale, Gerdau and Natura, have begun to be analyzed by economic newspapers.
News In Brief Brazilian Films on the big screen this fall
The 2012 BRAFFTV (Brazilian Film Festival of Toronto) takes place between October 11th and 14th at the TIFF Bell LightBox and Carlton Cinema. The following is part of the program: Brahkah-zoo (films made by Brazilians who live abroad), Brazil seen by other eyes (films made by foreign filmmakers about Brazil), and seminars for industry professionals. During the Awards Ceremony, the Golden Maple trophy will be granted to filmmakers. Over the last five years, the festival screened 200 films in Canada. The organizers of BRAFFTV, Cecilia Queiroz (Puente) and Barbara de la Fuente (Southern Mirrors) also coordinate the UpTo3 Festival (films up to 3 minutes made for new media formats). More info: www.brafftv.com
The 6th Brazil Film Fest in Toronto will be celebrating RioFilme’s 20th anniversary with a selection of ten successful features produced and/or distributed by RioFilme depicting a history of 20 years of comedy, passion, and culture from Rio de Janeiro/Brazil.
Brazilian country duo Jorge & Mateus at BDC
Brazilian Day Celebrations
The 4th Annual Brazilian Day Canada Festival will take place from August 27th to September 3rd with a series of events.
On September 1st, from noon to 6pm, the BDCFamily Day will be a free multicultural family event with activities for children, samba drummers, games, capoeira, arts and crafts at Nathan Philips Square. On September 3rd, the Brazilian Day Canada Concert & Street Fair begins at 1:30 pm and will transform Yonge-Dundas Square into an ocean of people dressed in green and yellow to celebrate Brazil’s Independence Day. The event will feature country duo Jorge & Mateus and introduce Thiago Corrêa and other local musicians. More info: www.braziliandaycanada.ca
The festival will take place from October 18th to 21st at the Royal Theatre. Last year, the event grew, welcoming the audience in two different centers: the Royal and the new partner, TIFF Bell Lightbox. Also in 2011, the festival, coordinated by Katia Adler (Jangada), screened films, documentaries and fiction, for an audience of more than 2,000 people. More info: www.brazilfilmfest.net
6th Brazilian Film & TV Festival of Toronto Bigger and Better
Discover Brazil Magazine
Special Report • RIO DE JANEIRO
Rio de Janeiro: Gateway to Brazil By Julio Santos
Buzios: Ferradurinha Beach - by Sergio Quissak
Great sunny beaches, warm weather, natural beauty, good food, lots of culture and history are not exclusively present in the vibrant, wonderful state of Rio de Janeiro. The “Off Rio” attractions present a fascinating snapshot of the main corners of the state that will make it worth extending your stay.
nyone who arrives at Tom Jobim International Airport is welcomed right away with a good impression of the city of Rio de Janeiro as portrayed by the postcards. They are filled with images of a wonderful landscapes and landmarks such as Christ the Redeemer, Sugar Loaf and the traditional beaches of Rio.
“OFF THE BEATEN TRACK RIO”
The beauty here goes far beyond what one can see in the city. The attractions located in the state of Rio de Janeiro, for those unfamiliar, is a must see for all it offers. It is not only for its beauty, but also for its history, culture and tradition. One www.discoverbrazil.ca
simply cannot miss a visit to one of the four main corners of this state – The Lake Region, Mountains, Green Coast and the Paraiba Valley.
LAKE REGION (REGIAO DOS LAGOS)
Sun, heat, and wonderful beaches lead to a pretty idyllic life in the Lake Region. During some points of the year activities include Carnival, New Year’s Eve and long holidays. These are all landmarks of Lake Region, which has more than 100 kilometers of coastline. Also called the ‘Sunshine Coast’, the region also enjoys an average of 300 sunny days a year.
The Lake Region is a place where tourism flourishes because of so many typical attractions of a tropical country. One of its well-known cities is Cabo Frio, which welcomes international and national visitors almost all year long from all around the globe. Among one of the most visited cities, Buzios, emancipated itself from Cabo Frio 17 years ago. The city became internationally famous through actress Brigitte Bardot as she chose that city as her favourite spot. Arraial do Cabo, with crystal-clear waters and Rio das Ostras, which is a city that is witnessing an economic boom brought by the oil business. These are places that need to be part of your journey.
Special Report â&#x20AC;˘ RIO DE JANEIRO
Arraial do Cabo: Forno Beach - by Joao Calandrini
THE MOUNTAINOUS REGION (REGIAO SERRANA)
The mountainous region, with particular attention to the cities of Nova Friburgo, Teresopolis and Petropolis, all offer a wonderful mix of history, culture, good food and mild temperatures year round. The Itatiaia National Park covers an area that involves some cities of the region and it is an important conservation area with temperatures sometimes reaching below zero. Nova Friburgo still conserves traces of the Swiss colonization which began in 1820. Petropolis brings the historical mark to the picture and is home to the Imperial Palace, which served as a summer residence for the imperial family. Teresopolis is named after the wife of the Emperor Dom Pedro II, Dona Teresa.
Petropolis: Sao Pedro de Alcantara Catedral - by Foto Joao Calandrini
Discover Brazil Magazine
Special Report โ ข RIO DE JANEIRO GREEN COAST REGION (REGIAO DA COSTA VERDE)
Tradition also marks the region of Costa Verde, named after the luxurious Rain Forest and Atlantic coast. Some of the beaches are not always suitable for bathing, but the history and the exuberance of the region are its main features.
Angra dos Reis is the landmark of the only two existing nuclear power plants in Brazil. Paraty, a land of good cachaรงa and historic streets and houses, enjoys international fame with the celebration of the International Literary Festival that is celebrated in July.
Angra dos Reis: A Breathtaking Paradise - by LML
Parati : Historic Centre of Paraty - by Joao Calandrini
PARAIBA VALLEY REGION (REGIAO DO VALE DO PARAIBA)
If you prefer to taste a bit of the colonial history of Brazil, you should take the road to Vale do Paraiba, located between the east and south of Sao Paulo from Rio de Janeiro. The region, once a wealthy region during the Coffee Cycle, still keeps important colonial mansions, many of them open to the public. The state of Rio de Janeiro offers many alternatives for short trips, rich in history, culture and natural beauty. You just need to be up for a challenge and a few hours drive. * For more information please go to www.discoverbrazil.ca/Travel www.discoverbrazil.ca
Special Report â&#x20AC;˘ RIO DE JANEIRO
SERVICES â&#x20AC;&#x201C; WHERE TO STAY: Lake Region (Regiao dos Lagos) Arraial do Cabo: Ocean View www.oceanviewhotel.com.br
Buzios: Hotel Ferradura Resort www.ferraduraresort.com.br Finger of God, Teresopolis - byJoao Calandrini Angra dos Reis - by LML
Cabo Frio: Malibu Palace Hotel www.malibupalace.com.br
Rio das Ostras: Grande Park Hotel www.granadaparkhotel.com.br Mountainous Region (Regiao Serrana) Petropolis: Hotel Casablanca Palace www.casablancahotel.com.br Nova Friburgo: Bucsky Hotel www.hotelbucsky.com.br Teresopolis: Bel-Air Hotel www.belairhotel.com.br
Green Coast Region (Regiao Costa Verde) Angra dos Reis: Portogalo Suite Hotel www.portogalosuite.com.br Parati: Hotel do Frade & Golf Resort www.hoteldofrade.com.br
Paraiba Valley Region (Regiao Vale do Paraiba) Barra do Pirai: Pousada Fazenda Ponte Alta www.pontealta.com.br Vassouras: Vassouras Eco Resort www.vassourasecoresort.com.br
Carnival in Rio de Janeiro - byPedro Kirilos (Riotur)
Discover Brazil Magazine
Cheese Rolls Forno de Minas. The taste of Brazil that goes beyond borders.
Available in Brazilian and Portuguese restaurants and food markets such as: Távora, Pavão, Nosso Talho - GTA Brasa - Niagara Marché PA, Alim Pot - Montreal Gaucho - Calgary
EXCLUSIVE DISTRIBUTOR IN CANADA
Phone: (416) 800 - 9073 x102 E-Mail: 25 firstname.lastname@example.org
Special Report • RIO DE JANEIRO
Interview: Sergio Cabral Rio de Janeiro: US$102 billion in investments by 2013 By Leila Monteiro Lins
Sergio de Oliveira Cabral Santos Filho was elected governor of Rio de Janeiro in 2006 with 5.1 million votes. In 2010, he was re-elected governor with 5.2 million votes, which accounted for more than 66% of the votes.
Discover Brazil - After decades of economic stagnation, Rio de Janeiro has become a magnet for investments in the country. How did this transformation take place?
Sergio Cabral – This is a great moment for Rio de Janeiro and it is the result of a joint effort between our administration and other levels of the municipal and federal governments; as well as providing attractive conditions for the private sector to flourish in our state. A central pillar of this recovery is the policy of “appeasement of communities”, along with the implementation of Pacification Police Units (UPP). Today, the ongoing struggle against crime, and our efforts to make Rio into a more attractive place for tourists, are key-elements to our securing a good business environment and going forward with our plans for further economic growth. DB – Rio has surpassed Sao Paulo in attracting investments. How does the state plan to keep up with its momentum?
Sergio Cabral – Data collected from a recent Firjan study has shown that the state will receive US$102 billion in investments by 2013, with 75% of these resources being allocated to the industrial sector. In 2010, we led in the attraction of public and private investments in the country, with US$18.45 billion. It is almost the sum of Minas Gerais and Sao Paulo together, which received, respectively, US$ 10.6 26
Sergio Cabral, governor of Rio de Janeiro - by Carlos Magno
billion and US$ 10.4 billion. In 2009, we were in third position in this ranking. Although it is not a competition, and we certainly do not have this intention, our hope is to stay on top of that list. We have great projects being developed throughout our state, for example: the construction of the Port of Açu and a new plant for the production of steel plates in Sao Joao da Barra; the installation of Michelin in Itatiaia and a Petrochemical Complex in Itaborai. When all of these projects are ready to roll, we will be able to expect even more successful results. Discover Brazil Magazine
Special Report • RIO DE JANEIRO
Thanks to the good relationships we have built with foreign partners and our image perceived abroad last year, we were able to reach the unprecedented balance of US$10 billion in our net exports. In the first two months of 2012, we had a surplus of US$2.2 billion.
DB - According to IPEA (Institute of Applied Economic Research), Rio has become the Brazilian leader “in reducing countryside poverty.” What has the government been doing to achieve this goal? Sergio Cabral – The country’s first state plans with the goal of eradicating extreme poverty. “Rio without Misery” was recently launched by our government, with investments of about US$1 billion over the next three years. The “Better Income Program” is one of the highlights of this plan. We are associated with another income generation program called Bolsa Familia which provides income complementation for families living on less than US$100 per person. The “Better Youth Income”, in its turn, is another branch of the program which aims to reduce the school drop out rate and the age-grade disparity. Eligible students will receive a savings account in which deposits will be made by the government each year the student has performed well at school. DB – How is the population benefiting from this surge of development?
Sergio Cabral – Rio de Janeiro’s come back is not merely a phenomenon illustrated by numbers and percentages. In 2011, we registered the creation of more than 168,000 jobs. The construction sector showed the largest growth, with 156% more vacancies than in the previous year; but the service sector, however, still remains the one with the most number of hires, with 85,275 vacancies filled. Due to economic development and the demand for skilled labour, we have expanded professional training and development. Besides these achievements, we are also creating a special credit line for entrepreneurs who want to invest in our “pacified” communities. The “UPP Entrepreneur Fund” will allow the state to grant up to US$15,000 to micro and small entrepreneurs. The Fund will provide US$6 million per year for merchants to have access to loans to expand their businesses and help the economic development of the area. As a consequence, we will see more jobs and more income, more security, expansion of the sewage system and transportation improvements. There is still much left to do, but we are on the right track.
“Rio Without Misery” launched with the investments of US$ 1 billion over the next three years - by Marino Azevedo. www.discoverbrazil.ca
Special Report • RIO DE JANEIRO
Interview: Ronald Azaro Rio de Janeiro offers attractions for all different tastes By Leila Monteiro Lins
the 92 municipalities that were represented at the event, but we were also able to showcase crafts, cultural events and the typical products of each municipality. I must also mention the release of the first part of the funds provided by Prodetur – Tourism Development Plan - in the amount of US$ 22 million. It is an important milestone in our administration. DB - How do you explain the growing number of foreign tourists who visited the state last year? Only in 2011 Rio received 31% of the 5.4 million visitors coming from abroad.
Ronald Azaro – The attraction of several mega events such as Rio +20, in June this year, the Confederations Cup in June 2013, World Youth Day, July 2013, World Cup in June and July 2014; and the Olympic Games, in August 2016 has drawn worldwide attention to our state. The media that has been generated spontaneously by all these events has made thousands of tourists choose Rio as the destination of their next trip. In addition, the Ministry of Tourism, Embratur and state and municipal departments have been actively working to develop local tourism. Ronald Azaro, secretary of Tourism, Rio de Janeiro - by Joao Calandrini
Discover Brazil - What were the main results obtained by the State Secretariat of Tourism of Rio de Janeiro since its creation in 2011?
Ronald Azaro – Rio de Janeiro, the capital of our state with the same name, is a world renowned city. The countryside of our state is composed of many “wonderful cities” and is still little visited by foreigners. We decided to take action by developing new promotional material, becoming more present in events, fairs and conferences related to tourism and providing new material for international travel magazines. As a result, we saw a great change with an increase in the number of foreign visitors who decided to extend their visit to Rio just to have the opportunity to visit the coastal cities and mountains. The realization of the State Tourism Hall on Copacabana Beach was another very positive point of our administration. More than 40,000 people had access not only to tourist attractions and tours of 28
DB - Rio is one of the states that will host the 2014 World Cup. Is Rio ready to receive tourists for this mega event?
Ronald Azaro – Currently, there are numerous works in the making on our roadways, construction of new hotels and vocational training for workers in various segments of tourism. Besides the huge hotel capacity that the capital has to offer, we are able to rely on several municipalities a few miles away that can be used to accommodate our visitors as well. The resorts of Cabo Frio and Buzios, for example, have the capability to provide more than 12 000 rooms. DB - What makes Rio stand out in terms of attractions and diversity compared to other cities like Paris and New York?
Ronald Azaro – I think the great advantage of the state is to be able to offer attractions for all different tastes. The capital, for example, is surrounded by some of the most alluring cities in Brazil, only a few miles away, less than 200km on average. There are attractions on the coast and the mountains. One can Discover Brazil Magazine
Special Report • RIO DE JANEIRO find in each of these cities unique and unforgettable attractions. We, therefore, have a real tourism “mall” where tourists can shop around for different attractions and which is very appealing to any visitor. Nowhere in the world can tourists spend the night in a mountain town, enjoy the low temperature in front of a fireplace, wake up in the morning and travel for an hour and a half and easily get to the beach where you can enjoy the sunshine and warm weather.
DB - Why Rio is considered the gateway to Brazil? What makes the state so special?
Ronald Azaro – In addition to the tourist attractions already mentioned, the state of Rio has one differential that is the icing on the cake according to all tourists who visit us: the openness and joy of the people of Rio de Janeiro. Being in Rio de Janeiro is to be home. Here tourists feel welcomed. This is the plus that delights those who visit us.
Buzios: Ferradurinha beach - by Sergio Quissak
Discover Brazil Magazine
Fascination with Canada By Marcos Maraba
Rodrigo Calheiros Borges, founder of Prime Canada - by Sayuri Kanno
Canada has one of the highest standards of quality of life in the world. Since 1992, the country has been appointed by the United Nations Organization as one of the highest indexes of human development in the world (which measures quality of life in general). As of 2005, it has been ranked in the fourth place. In relation to per capita income, Canada is in thirteenth place, according to the PPP index (Parity of Purchasing Power) in the World Bank’s report.
anadians have free access to medical assistance, with the exception of dental care. Most people over 65 and those who receive social assistance have the majority of their medications supplied for free. Canada also has an extensive network of social security, which includes old age pensions, family assistance, unemployment insurance and welfare. However, what really attracts Brazilians are the work possibilities and especially the question of public security. Canada is considered one of the most secure countries in the world.
The main destination for students
Canada can accept 12 000 Brazilian students at the graduate, doctorate and post-doctorate levels within the scope of the federal government’s ‘Science without Borders’ program. (SwB)
David Johnston, Canada’s Governor General, stated that the Canadian private sector is engaged in the initiative and plans to support a high degree of Brazilian internships and scholars. “So that students not only learn by theory but also from a hands-on approach. And when they return to Brazil they will be the best ambassadors for strengthening our relations.” 31
Johnston praised the Brazilian programs, especially the SwB, and reminded his listeners that Canada is the main destination for Brazilians who wish to learn English as a second language and is behind only France when it comes to learning French.
How to obtain a visa?
There are different types of visas. The Department of Citizenship and Immigration has all the information online. This will allow those who are interested to research a little further into the various processes and different types of visas. Another option is to search for a specialized consultant, who could assist from the start of the process until arrival in Canada. Prime Immigration Canada, for instance, is a specialized consultancy in immigration that helps those who are seeking permanent residency in the country, as well as those who wish to stay on a temporary basis, through a work, student, or tourist visa. They represent not only individuals and family members, but also offer support to small and mid-sized companies who need to transfer their executives to Canada. In Brazil, Prime is represented by renowned law firm Carvalho, Testa and Antoniazi,
created by lawyers, Carlos Alberto Pinto de Carvalho, Guilherme Sartori and Elcio Augusto Antoniazi. The firm specializes in company law, litigations, real estate law, and agribusiness.
“The moment of intense economic and social evolution has brought, besides the obvious financial prosperity, a greater internationalization of business and people, and it was in this context that the firm has shifted to serve a new demand “, comments Carlos Alberto P. Carvalho, one of the partners. The project was idealized by Rodrigo Calheiros Borges, who also works in the technology sector in Waterloo, Ontario. Every month, Prime selects 20% of its candidates randomly to fulfill their projects without any consultancy costs. Candidates only have to pay the Consulate processing fees.
“Sponsoring some visa applications for Brazilians is very satisfying to me. I see it as a way to pay back all the opportunities that Canada has opened to me in diverse areas,” comments Rodrigo. For more information: www.cic.gc.ca/english/ www.primecanada.org
(From left to right) Guilherme Sartori Testa, Carlos Alberto P. Carvalho, Elcio Augusto Antoniazi and Camilla Massari Guedes - by Sayuri Kanno
Discover Brazil Magazine
DANIEL LEE FERNANDES RFP, RFC email:
Bookkeeping & Accounting Services Payroll Services Income Taxes Objections & Appeals Small Businesses Quickbooks Training & Support
ITN Applications WSIB & Union Remittances UnďŹ led Tax & Unreported Income Corporate Tax Services Audit Assistance/CRA correspondence Forensic Taxation & Accounting Services
1444 Dupont Street Unit 1B Toronto, Ontario M6P 4H3 Tel: 416-516-4949 Fax: 416-516-7613
Brazil welcomes the Shakespeare’s Globe Theatre By Leila Monteiro Lins
From left: Neil Constable (CEO Shakespeare’s Globe Theatre), Mauro Maya (CEO Arte Brasil) and Peter McCurdy (Shakespeare’s Globe Theatre building engineer), during the contract signing event for cooperation between the Gandarela Institute and Shakespeare’s Globe Theatre of London
The Globe Theatre Shakespeare’s Globe Theatre of London signs cooperation agreement with Brazil through the Gandarela Institute
n April 2012 a cooperation agreement was signed between the Gandarela Institute and Shakespeare’s Globe Theatre of London at the Municipal Theatre Opera House, in Ouro Preto, Minas Gerais. According to Mauro Maya, the founder of the Brazilian Globe and CEO of Art Brazil, an art production company established by the Institute Gandarela, the idea is “to build a replica of the Elizabethan theatre, to establish a cultural exchange between the two countries and also expand the universality of Shakespeare’s work.”
The London Shakespeare’s Globe Theatre is in fact a replica, built by engineer Peter McCurdy and completed in 1997 of the Elizabethan Globe Theatre of 1599, which was destroyed by a fire in 1613. In addition to presenting Shakespeare’s plays, the replica is also an education centre that conducts research and offers courses for writers and actors involved with the universe of one of the greatest playwrights in the world, William Shakespeare.
Brazil will be the first country in Latin America to have a replica of The Globe Theatre
Discover Brazil Magazine
Culture Gandarela Institute
The Gandarela Institute, an educational and artistic foundation, is aiming to reconstruct the 1599 Globe Playhouse in Brazil. Currently, the institute shares its headquarters with the art production company Arte Brasil in Belo Horizonte, Brazil’s fifth largest city and capital of one of its largest provinces, Minas Gerais. Over the next three years, the Gandarela Institute will have two main goals: to complete the construction of a new cultural complex in the city of Rio Acima, located in a natural preservation area with very few employment and education opportunities; and to build a replica of the 1599 Globe Playhouse at a location yet to be decided.
Petrobras is a Brazilian multinational energy corporation located in Rio de Janeiro that has a long track record of supporting arts projects.
In Brazil, however, The Globe will have more of our local colour, according to Mauro Maya. It will “reflect the colours of the ‘pau a pique’, a rustic technique used in the construction of houses and the colours of our landscape.”
According to Mauro Maya, the Brazilian Globe is not restricted to the construction of the theatre itself, which is due to be opened in the official anniversary of Shakespeare’s birth, April 23, 2015. “Our goal is to offer a series of activities in various sectors of society such as education, environment, tourism and culture. They will be held over the next three years,” says Maya.
To achieve its goals, the Gandarela Institute has formed partnerships with key Brazilian international companies, among which are Vale and Petrobras. Vale is a mining company, active in the landscape around Rio Acima, which is keen to be involved in an educational, cultural and environmental project that will benefit the local and national population, as well as have an international dimension.
Gandarela Cultural Complex www.discoverbrazil.ca
Luciana Souza: Jazz in the Soul By Marcelo Vital
Luciana Sousa and Romero Lubambo performing at the Toronto Centre of the Arts on April - by Dave Gruggen
Leading lady of jazz, Luciana Souza talks about her love for Chet Baker, feeling like a Brazilian diplomat in the US, and her recent and revelatory trip to Brazil.
er voice, warm and emotional, yet clear and precise, has captivated listeners in Brazil and North America. Her interpretations are deep and moving and can be sensitive and fragile or relentless and full of humour. Today she is at the forefront of Brazilian and American jazz, her name among the most important jazz singers of her generation. But despite all the accolades, Luciana Souza couldn’t be more down to earth. “Sometimes I feel like a diplomat because I am known abroad as a Brazilian jazz singer,” she says on her way from her home base in New York to a performance in Toronto. “Everything that I sing is infused with Brazilian music, even if I’m singing jazz or American music, or classical music – my sound is Brazilian.”
She sings with the same ease and grace in both Portuguese and English, thanks to years of living in the United States and attending and teaching at American universities (she has a degree in jazz composition from Berkeley College of Music in Boston and a Master’s degree in jazz studies from the New England Conservatory.) She is a singer, but also an accomplished composer and skilled arranger. The New York Times has called her voice “the sound of a well-rested intelligence.”
The audience at the Toronto Centre for the Arts could attest to that after Luciana’s concert, accompanied by guitar virtuoso Romero Lubambo, her longtime Discover Brazil Magazine
Culture musical partner (and “one of the most creative and soulful musicians on the planet,” according to Luciana.) Together, they deliver an impeccable string of Bossa nova and Brazilian hits, from Tom Jobim to Cartola, with Joao Gilberto, Djavan and Toninho Horta thrown in for good measure. Luciana’s poise betrays her classical training, but her way with the tambourine makes her Brazilian roots evident. She follows Lubambo’s guitar beat by beat in her signature high-pitched, jazzy scat.
Their magic will once again be captured on a record with the upcoming release of “Brazilian Duos III.” Luciana has had eight albums released in North America – the first being “An Answer to Your Silence” in 1998 – but it was 2001’s “Brazilian Duos” that put her on the map. The album connected the dots between jazz, pop and bossa nova. Consequently, Luciana’s style and delivery got noticed in the jazz scene for creating something new. The album was nominated for a Grammy that year, as was “Brazilian Duos II” in 2005. “Brazilian Duos III” is the last volume of the trilogy that brings back her long time collaborators – Lubambo and master guitarist Marco Pereira. She is also joined by one of Brazil’s most unique guitarists and composers –Toninho Horta. She recorded four songs with each musician, a repertoire that includes more Brazilian gems. On the same day that Luciana releases “Duos III”, she also makes available her record of Chet Baker songs, “The Book of Chet.” The album is a tribute to the late trumpet player and singer.
Luciana’s love for jazz comes from her childhood in Sao Paulo. Her father brought home records by Frank Sinatra, Carmen McCrae and all the greats of jazz and bossa nova.
Luciana Souza and Romero Lubambo flanked by Rochelle and Raymond Koskie, founders of JPEG - Jazz Performance and Education Centre - by Dave Gruggen
Since then, she has performed and recorded with names such as Herbie Hancock, Paul Simon, Bobby McFerrin, James Taylor, Hermeto Pascoal and many others. She has set to music poems by Pablo Neruda, Elizabeth Bishop, E.E. Cummings and Canadian Leonard Cohen. She was awarded Female Jazz Singer of the Year in 2005 and has performed with orchestras and philharmonics around the world.
Her busy schedule in the United States (besides being on the road, composing, arranging and recording music, she’s also the mother of a three-and-a-half year-old) doesn’t allow as much time to work in Brazil as she would like, but Luciana managed to play a few concerts in Sao Paulo recently. Service: Luciana Souza’s new albums, “Brazilian Duos III” and “The Book of Chet” come out August 28th on Sunnyside Records.
Discover Brazil Magazine
comes to The Chefs’ House at George Brown College! Internationally-acclaimed chefs collaborate to showcase Brazilian and Canadian cuisine. On Wednesday, July 25, Chef Walner Sovi and Chef John Higgins and the students of the Centre for Hospitality & Culinary Arts at George Brown College celebrated Brazilian and Canadian cuisines, authentic cooking methods, and our chefs’ talents! Proceeds from all sales will serve as contribution towards funding George Brown College students to participate in study-abroad opportunities in Brazil.
About Chef John Higgins Chef Higgins has over 30 years of international culinary experience as Executive Chef for fivestar hotels around the world; he also worked for several years as Executive Chef at Buckingham Palace, where he cooked for her Majesty Queen Elizabeth, the Royal Family, many heads of state, and was the Private Chef to the Queen Mother. In addition, Chef Higgins has won dozens of gold medals in competitions and has several awards, such as Worldwide Winner of Uncle Ben’s Olympic Challenge; as Captain of Canada’s Olympic Culinary Team, he was Winner of the Culinary World Champions in his former hometown of Glasgow. Chef Higgins commands international acclaim, and now, super Chef John Higgins is finding a new kind of satisfaction: he is the Director and Corporate Chef at George Brown Chef School. Chef Higgins is a graduate of Motherwell College in Scotland.
About Chef Walner Sovi Chef Walner Sovi has worked for the past 13 years in the international cuisine scene across international restaurants and hotels in Brazil, but more recently, Chef Sovi has cooked for heads of states (including His Excellency the Right Honorable David Johnson, Governor of Canada) as the Executive Chef running the kitchen of the Consulate General of Canada, in Sao Paulo. Chef Sovi is a graduate of the Federal Institute of Alagoas and SENAC in Brazil.
Discover Brazil Magazine