Discover Brazil Magazine

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Connecting Brazil to the world

DISCOVER Year 2 • Issue 6 • Summer/Fall 2011



Hidden gems for you to discover


Commercial aviation flying high


Leading the greatest private investment

Taste of Brazil

Film festivals bring excitement to Toronto

Food & Beverage

Brazil makes a worldwide mark


Consolidating the bridge between Brazil and Canada

Looking for Nature? Organics Brasil The Best Brazilian Organics Producers Organics Brasil is the brand name of a project that brings together a wide range of Brazilian Certified Organics Producers and promotes them in international markets. Fly and find the Brazilian Organic Companies and their products at



Juruena National Park

Mato Grosso, Brazil

Photo WWF Brazil / Zig Koch

Cobi Design

Discover Brazil Magazine

Contents Connecting Brazil to the world



Year 2 • Issue 6 • Summer/Fall 2011

TRAVEL Ecotourism: Hidden gems for you to discover


MINING Mining sector leads investments in Brazil


NEW MEDIA Banff World Media Festival: Broadcasting partnerships


TECHNOLOGY Marcelo da Luz tests the limits of his solar car


BUSINESS Brazil-Canada Chamber of Commerce


SPECIAL REPORT Food & beverage: Brazil makes a worldwide mark


TRANSPORT Commercial aviation flying high


REGULARS Your Letters

Taste of Brazil


28 Jericoacoara, Ceara, Brazil - by Angela Gonzalez (


From the Editor Canadians eye opportunities in Brazil’s booming economy


tephen Harper’s trip to Brazil in August showed that this country is definitely a priority for Canada’s conservative government. Brasilia had not been visited by a Canadian prime minister since November 2004. According to the Canadian Embassy, Canadian direct investment in Brazil has jumped more than 70% since 2000, to end at over $11 billion in 2009. And the Brazilian investment in by Stefania Tomé Canada is even larger at $15 billion. Both countries have now made each other’s top-10 investors list. Speaking of business, the good news is that as of this edition, Discover Brazil has a new partnership: The Brazil-Canada Chamber of Commerce will inform the readers about specific events and news related to the commercial relationship between Brazil and Canada. Stay tuned!

Our special report in this issue is the food and beverages industry which has grown approximately 49% in the past five years. The companies Forno de Minas and Porto Morretes that took part in the North American Food Marketplace (SIAL) in Toronto in May, are examples of Brazilian participation in the international market. Meanwhile, Sunshine Importer & Exporter stands out for importing 28 types of Brazilian fruit to Canada. The mineral and aviation sectors are also highlighted. Journalists Flavia Agnello and Rosana Dias provide us with detailed information on the growth of these markets. In Tourism, we went on a journey to discover natural spots in Brazil that are not known by first time travellers. These gems are hidden in famous metropolises such as Ceara and Mato Grosso do Sul.

Discover Brazil’s team is always working to improve the communication with our readers. After a few months of research, we are proud to launch the new magazine website. It has totally changed and it is easy to navigate, very interactive, updated news from Brazil constantly. There will be a direct link to the printed magazine. I hope the readers will like it. We look forward to your feedback.

Connecting Brazil to the world



Publisher & Executive Editor Leila Monteiro Lins Production Manager Writer

Ingrid Coifman


Elida dos Santos Flavia Agnello Jose Francisco Schuster Marcelo Vital Rosana Dias Translation Alexa Translations Copy Editors

Cecilia Chin Joan Sheppard Maria Helena Amaral

Art Director Photographer

Lin Rocha Saul Porto

Sales Canada Sales Brazil Puente Comunicacao Frequency Discover Brazil is published three 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 Distribution

Leila Monteiro Lins Executive Editor

Teresa Oliveira

Brazil & Canada ISSN nº1920-7859

Folow us at: Twitter: @BrazilMagCanada Facebook: Discover Brazil Magazine

Cover Jericoacoara, Ceara, Brazil Photo by Setur-CE

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

Your Letters I just wanted to tell you how much I enjoyed the latest issue. Your magazine brings the thought of visiting Brazil to the forefront of my mind, making me wonder when I can book my flight. Thanks for lighting the fire in me to explore Brazil in the near future. Your publication is full of interesting details on both tourism and trade. I particularly liked the Canadian references made throughout.

Jamie Maxwell, Program Development Officer City of Toronto

I’ve been following your work online and would like to congratulate you on the content and the great effort by your team in promoting the Brazilian culture. I see Canada, especially Toronto, as a place of vast cultural diversity and in many ways very similar to Brazil.

Michelle Bruck, Communications Professional Belo Horizonte (MG), Brazil

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 magazine is a great window for Canadians to see a rising country in South America and on the world stage, and gain an understanding of its rapidly developing economy, rich history, beautiful culture, and its ties with Canada. I was particularly touched by the story on Brazilian Canadian dancer Newton Moraes’ (May issue). The story is about how love goes beyond national borders and cultural boundaries, and shows how immigrants’ artistic creations enrich Canada. Congratulations on your magazine’s meaningful role in bridging Canada and Brazil and I look forward to reading more in-depth articles. Yafang Shi, Contributor Radio Canada International, Toronto, ON

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

Flávia Agnello

is a journalist specialized in the mining sector. She worked for Radiobras and Radioweb agency.

Marcelo Vital

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

Elida dos Santos

is a journalist who specializes in corporate communications.

Jose Francisco Schuster

is the producer and host of the radio “Fala, Brazil,” and writes a blog on the Brazilian community in Canada.

Rosana Dias

is a journalist and public relations. She has worked for companies such as Folha de Sao Paulo newspaper, Exame Magazine, Fiat Automoveis and Embraer. 5


Hidden gems for you to discover by Elida Rocha & Ingrid Coifman

Brazil has diverse, untouched ecosystems; large wilderness areas with magnificent waterfalls, natural beaches and undiscovered archaeological sites. These gems are usually unknown to first-time travelers to the country. So, instead of classic destinations, think about including some adventure and spectacular sights in the paradises listed below. Jericoacoara, Pedra Furada - by Setur-CE

JERICOACOARA The word Jericoacoara means “house of turtles.” Located in Ceará State, ‘Jeri’ is full of wildlife and surrounded by huge dunes, coconut palm trees, crystalline lagoons and caves. The place is one of the world’s hot spots for windsurfing and kitesurfing. This old fishing village is located about 300 kilometers from the state capital, Fortaleza, in an environmentally protected area. Its beaches, located within national parks, are ranked in the top 10 most beautiful beaches in the world according to the Washington Post.

Bonito, Ilha do Padre - by MS Hoje

Where: Ceara State, Northeastern Brazil How to get there: The distance from Fortaleza’s Pinto Martins airport to Jericoacoara beach is approximately 6 hours by car or bus. The bus company, Redenção, sells tickets at the airport. You can check schedules and prices at Adventures: Kitesurfing, windsurfing, sandboarding, and dune buggying (use of a recreational vehicle with large tires to ride on sand dunes). Average price: $119, duration 5 hours. More info:


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Jericoacoara, Lagoinha - by Setur-CE


BONITO Bonito is located on Bodoquena Mountain, in the State of Mato Grosso do Sul. Due to an immense quantity of limestone in the ground, the river waters are among the clearest and most transparent in the world. There are over 30 ecological tours around the Bonito area that explore the natural environment, and all require an accredited local guide. The ‘Natural Aquarium’ excursion, for instance, starts with a 25-minute walk through the jungle where you can check out a variety of the region’s native animals, followed by a 900 meter snorkel adventure. Where: Central West region, Mato Grosso do Sul State. How to get there: Many companies fly from the state capital, Campo Grande, to Bonito Airport, a 280 kilometer distance, and 35-minutes by direct flight. For information, go to The buses company Viação Cruzeiro do Sul leaves daily at 6 a.m. and 3 p.m.. The 5-hour trip costs $15. Adventures: Walks to caves, lakes of crystal clear water and adventure treks through the treetops on a suspended steel walkway installed in native trees of the Pantanal region. More info:

JALAPÃO The eighth season of the reality show Survivor was filmed here. Situated about 250 kilometers from Tocantins’ capital, it’s the largest state park in the region. This ecoregion has increasingly received interest from adventure tourists and ecotourism fans. The vegetation is predominantly savanna, with waterfalls, rivers, large plateaus and golden sand dunes, up to 30 meters high. The desert of Jalapão is anything but a ‘desert’. It’s actually a paradise of waters, flowers and exotic animals.

Where: North West region, Tocantins State.

How to get there: The starting point is the city of Palmas. Major Brazilian carriers fly daily to Palmas airport ( htm), and fares range from $199 to $344. From Palmas, drive 64 kilometers on Highway TO050 to Porto Nacional, and then 116 kilometers on TO-255 to Ponte Alta do Tocantins. Adventures: Sports such as rafting. To reach most of the attractions, it’s necessary to travel about 50 kilometers on dirt roads. The difficult access makes it a natural haven for flora and fauna. The region is still relatively untouched by man due to the limited number of visitors.

Jalapao - by Adtur-TO

More info:



Numbers have beaten the record and surpass $68 billion

Mining leads investments in Brazil By Flavia Agnello

The mining sector will be responsible for the greatest private investment boom in Brazil during the 2011- 2015 period, with contributions amounting to $68.5 billion, according to a study carried out by the Brazilian Mining Institute (Ibram) on Brazilian mining companies. Investments in iron ore reach approximately $45 billion, as it is the key export in its sector. Ibram´s president, Paulo Camillo Penna says that increased interest for mining projects is due to an increase in demand for the product, in addition to an increase in prices. “It is believed that strong demand will continue”, says Penna.

Paulo Penna President of the Brazilian Mining Institute (Ibram)


he domestic market has excellent perspectives. Specialists add that urban development programmes such as housing construction, basic sanitation, the World Cup and Olympics in Brazil will keep mining products in high demand. CHALLENGES IN THE MINING SECTOR This scenario makes Ibram believe that until 2013 Brazilian mining production will increase 10 to 13% each year. This growth could be even higher; however it is hindered due to a shortage of skilled labour. Data from the National Confederation of Industry shows that Brazil trains approximately 30 thousand engineers per year in comparison to 300 thousand in China.

Jones Belther. the director of Votorantim Metais Mineral Exploitation states, “We are experiencing a significant shortage of specialised labour in this country and there is no doubt that for us to grow at the expected rate, we will have to seek out professionals abroad.” Mineral research constitutes another challenge for the mining sector. Brazil is one of the countries that invest the least in this study. In fact, Brazil 8

is represented by only 3% while Chile and Peru represent 5% respectively. These low numbers are due to the lack of basic geological research.

Resources allocated by the government for geological surveys registered a significant increase. The Geological Service of Brazil (CPRM) reports that $84 million was spent between 2005 and 2008, while between 2000 and 2004, only $8 million was spent. The president of GEOS Geology for Mining, Elmer Prata Salomão guarantees that Brazil is headed in the right direction and that increases will be felt gradually. He states that “We need to increase resources for research but also improve data analysis conditions, improve laboratories, professional qualifications, as well as other needs.” MORE COMPETITIVE MINING

In order to overcome these and other obstacles and assure strong competitive mining, the Brazilian government launched the National Mining Plan 2030. The programme shall guide the activity for the next 20 years. Activities foreseen include Discover Brazil Magazine

the consolidation of the new Mining Regulatory Framework, as well as a new policy regarding financial compensation for mineral resource exploration, the sector’s royalties, increasing the duty to reduce other charges to assure compensation.

In addition to the issue regarding royalties, discussions on the new mining regulatory framework should also follow a more technical discourse. For Paulo Camillo Penna, the government initiative meets the sector’s expectations and he adds “for the first time in Brazil, a national mining policy has been created, but we need to be cautious about change”. The current Mining Code has allowed Brazil to get to where it is today, holding the status of a large mineral producer. Specialists defend that current legislation needs some adjusting rather than an entire reform. The president of J. Mendo Consultoria, José Mendo says “We do not need to change the law, rather manage it more efficiently.”

Fortaleza de Minas - by Votorantim







NEW MEDIA Brazilian producers present projects at the Banff World Media Festival

Quality TV and New Media made in Brazil


By Ingrid Coifman

he Banff World Media Festival 2011 brought together writers, producers, directors and buyers of television and digital media productions from around the globe. This year, in the land of Alberta’s Rockies, one of the most important international media events took place in mid-June at the Fairmont Banff Springs Hotel, gathering thousands of industry players ready to pitch milliondollar ideas, hoping for a big hit in the small screen universe soon. Brazil was well represented there and grabbed the attention of international partners.

Anuncio LBX 01.pdf 1 06/07/2011 17:32:24

Brazilian delegation at Banff Festival - by ABPI

Showcasing television and new media content, competitions, a conference and workshops; the event, formerly known as the Banff World Media Festival, effectively boosts networking and business.

The Brazilian Independent TV Producers Association (ABPI-TV) represented the country with 11 delegates (photo) at this year’s event, including producers Big Jack Studios, Usina X2, Baboon Production, Lightbox Studios and Mosquito Video & Design. They coordinated the panel, Access to Brazil, profiling all the companies who attended Banff 2011 and various projects open to co-production. According to Rachel do Valle, executive manager of the association, the event was an opportunity for some companies to participate for the very first time in the Festival and make important contacts abroad In the past five years, BTVP has enabled 50 TV projects in partnership with 12 countries. The volume of deals has totalled over 70 million dollars and Brazilian productions were broadcasted in 118 countries.

Animation and Illustration Studio original projects for animated TV series, feature film animation, online and mobile content. Outsourcing services 2D and 3D animation traditional and digital illustration character design digital compositing post-production +55 11 3044-1024 10

Discover Brazil Magazine

NEW MEDIA Lightbox

Fun projects attract younger audiences


ightBox attended Banff for the first time this year, aiming to understand how coproductions between Canada and Brazil take place. Having two projects targeted for children that are ready to sell and broadcast, Luka Starbuster e Pikoko (see box) the company has three more projects (Devil’s Rejects, My Father is an Alien and Emy Jones) in the works, which are expected to be edited by the end of this year. In total, 10 projects are being developed in the hope of becoming animated TV series and comic books in the near future.

Directors Abraham Aguiar (Brao) and Caio Caldeira plan to “participate in other international festivals and continue enhancing their materials.” They have been working together since 2004, and in 2009, after being selected to produce the pilot for the series Herbie and Gadgety (participant project on AnimaTV and winner of the Web Viewers Award), they started creating content for the entertainment industry, including intellectual properties for TV series, comic books, feature films and interactive contents.

Abraham Aguiar - by Ligthbox

The company is located in Sao Paulo, Brazil, and has in its client portfolio top notch company brands such as Goodyear, McCann & Ericson, Mitsubishi, Nestlé, Greenpeace and Avon. Access: or

Lightbox Projects

Luka Starbuster: Style: 2D Animation; Target Audience: 6 - 12 years; Format: 13 episodes, 22 minutes each.

Luka is a typical 10 year-old boy who loves playing video games and hates studying. His parents are constantly on his back about his homework, cleaning his room, studying, showering and brushing his teeth. However, what he really loves is playing the ultimate online space battle game called STARBUSTER. Pikoko: Style: 3D Animation; Target Audience: 1 - 5 years; Format: 52 episodes, 11 minutes each.

Pikoko is a child who lives in a magical forest where the fruits are huge and delicious and the vegetation is green and soft. He is a very curious and fun child and along with his friends, the animals of the forest, he discovers how nature is important and fun.



Experience beyond its years


uring Banff 2011, Usina X2 promoted two projects devoted to children’s audiences: Buzy & Bezzey and Tommy Lee (see box). A first time Festival-goer, the company was represented by CEO Andre Valle, who dubs himself a ‘dinosaur in the field’, with over 24-years of experience in animation and video.

According to Valle, follow up is crucial in establishing commercial relationships and securing deals after attending the event. “Our next step is to produce 1-minute-teasers of each of our projects and forward them to all the good contacts we made in Canada. I believe that it’s possible to sell one of our series by the end of the year. We found many people receptive to our ideas”, he says. With headquarters in Petrolina (Pernambuco State, Brazil), Usina X2 has successful projects in the advertising sector, particularly in Angola. Acess:


Andre Valle - by Usina X2

Usina X2 Projects

Tommy Lee: Target Audience: 8 to 11 years; Format 52 episodes,11 minutes each. 3D cartoon shader

The series is all about Tommy Lee, a kid with a physical disability, his team, and a mysterious silver medallion that will take them to virtual worlds. Buzy and Bezzey: Target Audience: 4 to 7 years; Format: 52 Episodes, 11 minutes each.2D

The story is about two sister bees who are looking for Blue Rose, an extinct rose that produces pollen with magic powers.

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Cristiano Seixas

Cutting edge projects host Jack Entertainment (GJE) participated for the second time at the Banff Festival, eager to consolidate relationships that started during last year’s event. Also, they announced the merger of Big Jack Studios (founded in 1997 by Cristiano Seixas) with a games producer in California, pitching to potential partners its 20-years of experience in the industry and edgy animation content for TV, movies, games, and mobile phones. “We are focused on character branding and interested in developing transmedia storytelling projects”, says Cristiano Seixas, development director, head of GJE’s Brazilian branch, and a master of 2D and 3D art with over 13 years of graphic arts experience.

During the event, they were looking for investors interested in projects related to new technology and environmental sustainability (see box). The animation project Melty, for instance, has been broadcast in Brazil for the last two years and has a pilot ready for the international market. Access:

Big Jack Projects

iNOT: This project aims to promote sustainable tourism initiatives in places such as Serra do Cipó, besides raising awareness of the activities of iNOT (Earth Institute of Observation).

MELTY: Melty is a cartoon that entertains while discussing the dangers of the greenhouse effect on the planet. Each week they discuss and figure out what we can do in our daily life to prevent global warming and lessen the negative environmental impact.

Coddart + Ghost Jack: Through a partnership with the studio Coddart, GJE wants to integrate new technologies, and research visual and emotional experiences using computer-based programs.



Power of one

Marcelo da Luz tests the limits of his solar car By Marcelo Vital

His name means “from light” in Portuguese, so what could be more fitting than for this 43-year-old Brazilian from Sao Paulo to create a car powered by sunlight? The Power of One is the effort of an international team orchestrated by one man with a dream: Marcelo da Luz.


hile not an engineer or scientist by trade, Marcelo reached out to volunteers all over the world to build his dream, a solar-powered three-wheeler of his own design called the Power of One, or “X of 1.” Seeing the X of 1 in action is surreal and exhilarating; a UFO-like structure gliding over the road, making no noise. No wonder some people in the course of its journeys have run away from it in fear.

In 2004 an accident with a solar car resulted in a moratorium on solar-powered vehicles in the province of Ontario, halting research in the field and preventing Marcelo from driving his car in the province where he lives. Now, after 12 years of development, driving on the treacherous Ice Roads of Northern Canada and being the first solar car to reach the Arctic Circle, the X of 1 faces what may be its greatest challenge yet: politics.


XOF1 at Yukon territory, Canada - by Moritz Noster

Discover Brazil - What gave you the idea to build a solar-powered car?

Marcelo da Luz - When I was growing up, São Paulo’s two main rivers, Tietê and Pinheiros, were dead, they had became an open sewer. Pollution from oil refineries was so bad that the Atlantic Forest in their vicinity was dying. I grew up with it, it bothered me and I wanted to do something about it. I just didn’t know what to do. Then I was watching the news one day and it was about a solar car race in Australia. I thought, “How cool is that? Race cars powered by light! That’s the future – I want to be part of it.” DB - How did you go about building a solar car when you had no engineering or scientific background?

ML - I started by looking at the rules and regulations of the World Solar Challenge, a solar car race in Australia. Discover Brazil Magazine

There were guidelines for designing and building a car. I had a few sketches of the car and I started looking for people who knew computer graphics and asked for their help. I think that’s the most beautiful part of this project. This car was built by flight attendants, nurses, homemakers, students, teachers and also engineers. What I have done is the result of a collective effort.

“ ”

My objective is to build a dream and inspire others to build their dreams

DB - In April, you pulled your solar car yourself on foot during a 12-day trek from Niagara Falls to Toronto in protest to the current policy of the Ministry of Transportation on solar cars in Ontario. Did any developments come from it?

ML - I met with the Minister (Kathleen Wynne) recently and at the end I felt even more frustrated. They came up with rules and regulations which make it impossible to apply for a permit successfully. I can drive the car anywhere in the world, but not in Ontario.

Power of One (XOF1) - by Lydia Perr

XOF1 - by Mario Bilusic

DB - What is the future for you and the X of 1?

ML - The car has become a fantastic way to promote sustainability. I want to drive the car from the Arctic to Brazil and I’m looking for volunteers. I also want to go to poorer countries, schools, universities, and do presentations, share the technology of the car, inspire them to learn about clean and sustainable energy. My objective is to build a dream and inspire others to build their dreams. More information about Marcelo da Luz’s solar car can be found at


Business Brazil-Canada Chamber of Commerce

Consolidating the bridge between Brazil and Canada


stablished in 1973, the Brazil-Canada Chamber of Commerce has the mission to create a link between the two countries highlighting the multiple businesses and cultural opportunities both nations have to offer. The goal is to provide tools and resources for anyone interested in investment, exportation, and/or importation in either Canada or Brazil. The founding members included Alcan, Brascan and CIBC.

Originated as a business association whose primary objective was to foster stronger commercial relations between the Brazil and Canada, the BCCC has its headquarters in Toronto, taking on a vital role, linking players from private and government sectors who work together to strengthen bilateral trade and investment opportunities. Currently the Chamber has a growing number of active members throughout Canada and Brazil. The Members are divided into Corporations, Not for Profit Organizations including Universities, Individuals and Students.


The Chamber has four main mandates: Network, Information, Advocacy and Services. It exercises those mandates through Events, Website, Newsletter, Articles and Members meetings, stretching close contacts with the Canadian and Brazilian Governments’ high level Officers.

Among the Chamber major activities, the highlights are the organization of conferences, seminars and luncheons which present individual speakers and groups from the commercial and diplomatic corpus of both countries. Furthermore, BCCC focuses its efforts on building and promoting a networking system and rendering additional services to its members. The Chamber supports the interests of Canadian companies established in Brazil and Brazilian companies operating in Canada. It also provides information on the business environment and on overall trends in Brazil and Canada, while identifying and developing quality contacts that may be of assistance to our members.

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Brazil opportunities for the World Cup, Olympic Games and Beyond. - by BCCC (July 20)

II Brazilian Networking: Consul Afonso Cardoso (left), Ricardo Melo (Labatt) and BCCC staff, Fabiana Silva, Raul Papaleo (president) and Mirian Ribeiro. - by LML (July 15)


BUSINESS / Food & Beverage

North American Food Marketplace

Brazil makes a worldwide mark By José Francisco Schuster

Brazil Pavilion at SIAL Toronto. - by Secom

Ivan Amaral (Brazil Trade Shows) & Wanja Nóbrega (Consulate of Brazil in Toronto) - by Francisco Schuster

Brazil has a vast agricultural sector, namely as a coffee, orange juice, soya and canned meat exporter. In 2008, despite the global financial crisis, the country attained record agricultural production with a 9. 1% growth compared to the previous year.


he food and beverage industry grew a whopping 49% between 2005 and 2009, food imports increased 75% during the same period. The food sector experienced an average annual growth of 12. 4% and Brazilian retail experienced an average annual growth of 14. 5%. What concerns bilateral trade, is Brazil is an important sugar exporter to Canada. It also exports aircrafts, iron, steel, chemical products and machinery.

Brazil participated once again in the Canadian edition of SIAL, one of the largest global fairs in the food sector. The fair, held for the first time in Toronto (usually held in Montreal), took place from the 11th to the 13th of this past May at the Metro Toronto Convention Centre. There were 697 exhibitors from 37 countries. The pavilion was organized by the Trade Promotion Sector of the Consulate General of Brazil in Toronto had 22 stands featuring products that ranged from chocolate to wine, from coffee to cheese bread and even kitchen utensils. 18

SIAL BRAZIL Brazil received great news that SIAL will have a Brazilian edition in 2012. The fair had been held exclusively for many years in South America, in Buenos Aires. SIAL Brazil will be held from the 25th to the 28th of June at the Expo Center Norte, in São Paulo. According to Ivan Amaral, from the Brazil Trade Shows “SIAL in Brazil will place the country on the world map of the food sector”, while pointing out that SIAL will take place alongside Fispal Food Services, a traditional Brazilian fair that for the past 27 years has been focused on equipment and utensils for restaurants. Between 200 and 300 exhibitors are expected for the first fair with 10 thousand square meters of exhibit space. For more information, visit

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BUSINESS / Food & Beverage

Interview Wanja Nobrega By José Francisco Schuster & Leila Monteiro Lins

Wanja Nobrega - by LML

Business meeting at SIAL Toronto. - by LML

Discover Brazil - How do you feel about the North American Food Marketplace (SIAL) being held in Toronto?

Wanja Nóbrega - I am very optimistic about it. This partnership between Montreal and Toronto is a perfect match. They are both important markets in Canada, the strongest, but different, each one with its unique features that complement each other. This move to Canada is in response to the demand of distributors, restaurants, traders and the public in general. DB - What are the public’s expectations?

WN - A 30% increase is expected in comparison to last year. The SIAL network is currently present in six cities in five different continents. Paris was the first, Shanghai, Abu-Dhabi, Montreal, Toronto and Buenos Aires. Last year, I had the opportunity to ask the group’s president, Valerie Lobry “Why not a SIAL Brazil?” Considering Brazil is currently the largest agricultural and agri-business market producer and the largest meat, larger soya, sugar and orange juice exporter. She said she would take the idea to the group’s director and today we were told that the next SIAL will be held in Sao Paulo in June 2012. I am very satisfied with the fact that the idea was executed so quickly.

DB - How is SIAL different to the other fairs?

WN - SIAL´s public is not the final consumer, they are the traders, the distributors, the restaurant owners. SIAL´s philosophy is more than just supplying food, it supplies a food philosophy. They seek increased food quality and a food-health concept, a foodhappiness concept, part of a better life. Taking part in SIAL is, in itself, a stamp of quality. DB – How is Brazil taking part in Canada’s SIAL? WN - Since 2007, the Trade Promotion Sector of the Consulate of Brazil has organized the Brazilian Pavilion. All companies registered with Secom and associations received an invitation. The government fully paid the stand’s rent and the architectural project. Companies only need to pay their personal expenses. To participate, companies do not need to be well known, but they must have quality. DB – What has been the outcome?

WN –The Reserva de Minas that imports organic sugar, cocoa, coconut water, coffee, cereal and fruit bars, for example, started from scratch. They had a product that was unknown in Canada. They complied with all requirements and they’ve opened a factory specifically to attend to the Canadian market. 19

BUSINESS / Food & Beverage

Forno de Minas

Conquering Canadians through their stomachs By Rosana Dias


orno de Minas cheese rolls were one of the Brazilian attractions at the SIAL Canada (North American Food Marketplace), in May 2011. Visitors had the opportunity to taste a Brazilian culinary attraction that has been conquering shelf space in the Canadian marketplace. “We are satisfied. SIAL was very helpful in promoting the product,” according to Elizabeth Garcia who is the regional sales manager at BR4 Trade, the company responsible for bringing Forno de Minas cheese rolls to Canada. Renato Castro, export manager for Forno de Minas, who was present at the SIAL in Toronto says: “We believe in this type of event as a means to acquire new clients.” ETHNIC MARKET Since early 2011, BR4 Trade has been distributing Forno de Minas frozen cheese rolls in Canada. Focus was first put on the so called “ethnic market” comprised of restaurants and Brazilian and Portuguese product shops in Quebec, Toronto and surrounding region. It was a success “right off the bat”, says Elizabeth. Currently the product can be found at major ethnic market sales outlets in Ontario (GTA and Ottawa), Calgary (AB) and Quebec, and it is also served in restaurants such as Churrascaria Brasa in Niagara Falls. One of BR4´s objectives is to introduce itself in Vancouver, on the west coast, thus covering Canada from coast-to-coast.

THE PERFECT SNACK FOR CANADIANS Besides expanding distribution in the country, fairs such as SIAL and tastings at events such as the 20

Cheese rolls - by Forno de Minas

Honda Indy race help BR4 reach a more general market comprised of the Canadian public and other groups, such as the Chinese and East Indians. Elizabeth says: “cheese rolls and Canada are a perfect match.” She adds, “It is a natural and tasty product made with cheese and flour with no gluten or chemical components.” In her opinion there are still many unexploited markets, such as hotels, cafes, and organic and gourmet product shops.

For those who are unacquainted with Forno de Minas cheese rolls, they are slightly smaller than muffins and fit on the palm of your hand. They are usually served warm, the ideal temperature to savour the melted Discover Brazil Magazine

Forno de Minas’ factory in Contagem, Minas Gerais


BR4 Trade was established in 2010 with the objective of bringing quality Brazilian food products to Canada. The company is the exclusive representative of Forno de Minas in Canada and it began its activities with the distribution of frozen cheese rolls. There are many plans for the future. New items are expected to arrive soon such as cheese, chicken, sugar, frozen fruit pulp and typical Brazilian confectionaries. Canadians will soon have the opportunity to become more acquainted with Brazil’s rich and tasty cuisine.

cheese. History tells us that the recipe came from farms in the Brazilian State of Minas Gerais that prospered through the production of ingredients such as milk, eggs, cheese and flour. It is a multifaceted snack: it can be served with coffee at breakfast, as a snack in the afternoon or even as an appetizer during meals.

Renato, from Forno de Minas says: “It is an exceptional product and I believe that our partnership will enable us to grow in Canada.” Forno de Minas is a market leader in Brazil that also exports to the United States, Europe and Latin America. At the factory in Minas Gerais, 1,600 tons of ready-tobake frozen Brazilian cheese rolls are produced per month using a fully mechanized system.

Cheese rolls are one of the “registered trademarks” of a Brazilian family business that was established in 1990 and currently has a line of products that includes a variety of cheese rolls and items such as potato bread and stuffed puff pastry. This is a sign that there are many other surprises on their way to Canada soon.

Renato Castro (right), export manager for Forno de Minas and Flávio Ferreira, Br4 representative


BUSINESS / Food & Beverage


Pioneer in importing Brazilian fruit By José Francisco Schuster Sunshine International imports 96 thousand boxes per year of papaya

When Hélio de Souza and Vilma Francisco moved to Canada, there was hardly any fruits imported from Brazil. Conveyor belts were installed at the Food Terminal of Toronto. They discovered that there was potential that had not been exploited because of the cultural shock between the two countries.


unshine International Importer & Exporter was established in 1999 and brings 28 types of fruits and some roots from Brazil sold at all three Food Terminals in Canada (Toronto, Montreal and Vancouver), that cater mostly to small retailers and directly to supermarket chains. Main types of fruit imported include mango (388 thousand boxes / year) and papaya (96 thousand boxes / year), but the list also includes, depending on the season, grape, avocado, sweetsop, persimmon, fig and kumquat (a small


Kinkan - by LML

orange used in cocktails), as well as others. Roots include eddoes, ginger, sweet potato and okra. CONQUERING THE CANADIAN MARKET Entrepreneurs mention the numerous challenges they were faced with to get to where they are now, starting with winning the trust of Canadian distributors on a market that, due to its characteristics, works without contracts and at top speed. According to Helio DeSouza “the supermarket puts out a flyer a month in advance advertising the fruit that will be on offer and it is expected that we deliver it within the deadline. If the fruit is not available, the consumer can actually put the supermarket in court.” On the Brazilian side, where 300 to 400 producers currently live off exports to Sunshine, it was important to highlight quality and standardisation issues. The exchange rate and saturation of Brazilian ports constitute further challenges Sunshine’s creativity brought global innovation to the fruit market. Souza realized, for example, the potential for Formosa papaya (the big one),

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Eddeos - by LML

Sweet potato - by LML

that was not exported. Golden papaya (the small one), that is just enough for one person to eat, costs consumers $2.90 while the Formosa costs $5 and is enough for the whole family. Families would have to buy three of the small ones which turned out more expensive. We began importing Formosa papaya in 2000 and afterwards Mexico, Costa Rica and Belize also began planting it”, he says. Sunshine is also a pioneer in importing sweetsop, a new fruit cultivated in Brazil which is a cross between soursop and sweetsop. They say “we started with 100 boxes and now we are no longer able to attend to demand.”


BUSINESS / Food & Beverage

Porto Morretes

Organic Cachaça with international certification By José Francisco Schuster

Fulgencio Torres (left) and his representative in Canada, Ildefonso Go. - by LML


t’s the company’s eighth harvest and the company president, Mr. Fulgêncio Torres, says he takes pride in showing the cane fields to visitors, who are amazed with the productivity and quality. Brazilian consumers have reacted positively to the quality of the cachaça, “that pleases right from the first aroma.” Porto Morretes is one of the few companies whose factories are producing organic Brazilian cachaça with international certification.

Torres, however, has still more ambitious plans: he wants to turn Brazil’s most popular alcoholic beverage into a product that is admired and consumed abroad. He says: “Selling to more demanding markets could be our ticket to standing out from the small and less professionalised alembics.” ORGANICS BRASIL Thirty percent of Porto Morretes´s production is presently in the United States and in Canada.


The company uses sophisticated fermentation and distillation techniques that are not commonly used in smaller companies; and that attracts foreign consumers who are more aware of organic products. According to Torres, the Canadian market, where his presence is made possible by the support of Organics Brasil (a project that enables Brazilian companies to participate in various international events in the organics industry), “is small, but sophisticated and demanding” and combines perfectly with the company’s profile. “It suits us” he says. Alongside Torres, the company’s management team includes Dr. Agenor Maccari Jr., one of the leading experts of cachaça in Brazil, and former Brazilian soccer player Mozart Santos Batista Jr.. The trio’s biggest challenge to date has been the preparation of several special lots. The most anticipated one will be released during the 2014 Soccer World Cup in Brazil when Porto Morretes will present its 10 year aged cachaça.

More information at: Porto Morretes: IPD-Institute for the promotion of Development: Discover Brazil Magazine

by Porto Morretes

One of the highlights of the 2011 SIAL Toronto was Porto Morretes’s organic cachaça. Organic cachaça is created with the basic principle of respect for nature, with no pesticides or herbicides used in the cane fields.


Time to take off

Brazilian commercial aviation flying high By Rosana Dias

Brazilian aviation is experiencing one of the best growth spurts in its history. The country’s expanding economy, and events such as the 2014 World Cup and the 2016 Olympic Games have given the Brazilian aviation industry reason to be optimistic about the next few years. An annual growth rate of 10% is foreseen, above the global average. The goal is to surpass 90 million domestic passengers, a 32% increase, by 2014.


ccording to a report by the International Air Transport Association (IATA), traffic of domestic passengers in Brazil doubled in the last five years. India is the only country that expanded more rapidly and tripled air movement during the same period. Brazil is currently the fourth biggest domestic aviation market in the world after the United States, China and Japan. The booming Brazilian market has attracted the attention of both national and international airline companies. Some companies, such as Azul Linhas Aéreas, have inaugurated new routes or expanded existing ones; others have acquired competitors to assure market growth, such as the co-leader Gol Linhas Aéreas which recently acquired Webjet, a venture that cost R$ 311 million (approximately CA$ 190 million) and placed the company closer to the current leader, TAM Linhas Aéreas. TAM, on the other hand, is celebrating its entry into the Start Alliance Group in 2010. It is now a partner with companies such as Air Canada, offering passengers more comfort and service options.

Different connections Air Canada, which has exclusive use of direct flights from Canada to Brazil, shows how important the Brazilian market is for the company, with flights leaving every day. The company states that, “The importance of the Brazilian market is unquestionable and it already represents the greatest demand within Latin America.”

Last year Air Canada deepened its ties with Brazil even more through a code-share with TAM, the largest Brazilian airliner; together they are partners in the airline company alliance, Star Alliance. Facilitating connecting flights is highlighted as one of the most significant advantages of this alliance. Clients can catch connecting flights in Brazil using one sole ticket for the entire trip, and check in their luggage one time for pickup at their final destination. Brazil has gradually gained a prime position in Air Canada. In May 2011, the occupation index on Air Canada Brazil routes reached 83.4%, superseding the company’s global occupation rate of 82.2%.


Marcos Calixto, general manager of Copa Airlines for Brazil


New flights to Canada In June of this year, the Panamanian Copa Airlines inaugurated a Brazil-Canada route to Toronto. The company’s strategy is to offer promotional rates and specific offers for students whose favourite destination is Canada.

Marcos Calixto, general manager of Copa Airlines for Brazil says: “Entering the Canadian market was one of this year’s most significant events.” Besides competitive rates, Copa plans to offer alternatives for passengers who otherwise would fly via the United States where a visa is required. Between Brazil and Canada, Copa uses a connecting flight out of Aeroporto Internacional de Tocumen, Panamá.

The Brazilian domestic aviation market is led by TAM (see table), followed by Gol and Azul. TAM currently flies to 49 destinations in Brazil and 19 international routes. This number multiplies to 1160 destinations in 181 countries if we count the airline companies that are included in the Star Alliance. Paulo Castello Branco, TAM’s Commercial and Alliances vicepresident says: “In 11 months we have achieved a growth rate of 63% in the number of passengers transported on our flights with tickets generated by partner companies under code share and interline agreements, in comparison to the previous period.” Quality growth Azul stands out on the Brazilian market. Established in 2008, the company currently ranks third on the market, with approximately 7.5% participation. David Neeleman, the company’s founding partner states that, “Our biggest challenge is not to occupy first place but to grow and maintain quality in the service provided to flyers so that they always have the Experiência Azul (The Blue Experience), which translates into the pleasure of travelling by plane.”


Easy to navigate - Interactive Dynamic - Up dated news from Brazil

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David Neeleman David Neeleman has extensive experience in the Aviation sector. His parents are North American and he was born in Brazil. He is also one of the founders of JetBlue in the USA and of WestJet in Canada, and no doubt, of many new things still to come. David Neeleman, founding partner of Azul Airlines

Discover Brazil - What were the main challenges in these past two years, the first two for Azul? David Neeleman - In two years we conquered third place on the Brazilian airline market in terms of passenger flow with an occupation level on all flights of approximately 85%. DB - What makes the company different?

DN - It’s a value equation: you are just better off travelling with Azul and the public notices that right away. The company offers discounts without discounting from our clients. Our company combines low cost tickets with high quality services. Azul´s objective is to offer prices that are lower than a bus ticket and promote the option of a new medium class in air transportation. Our clients have several payment facilities at their disposal, as well as frequent promotions. Azul also stands out for its customer service. We train our Crew (Azul employees) to give attention that is real, close and human.

DB - What are the differences between managing an airliner on the Brazilian market and one on the North American one?

DN - They are very different markets. The load factor of Brazilian companies is very low in comparison to the North American companies. I saw that Brazil had huge potential for market growth and I always wanted to do something for the country and for the Brazilians. If we evaluate the country’s economic growth in the past few years, we can see that Brazilians currently have greater purchasing power to take flights more often. We can stimulate that demand by offering rates that are compatible with the ones sold by bus companies. That’s exactly what Azul is offering: quality services coupled with accessible prices. DB - What is your experience with Canada?

DN - In Canada I developed and applied some innovative ideas that materialised with WestJet and that have been very successful. Westjet is currently the second largest airline company in Canada.



Aline Morales

Releases her first solo CD By José Francisco Schuster

by José Francisco Schuster

by José Francisco Schuster

Lula Lounge, one of the most prominent Latin night clubs in Toronto, was packed on the 22nd of May for the release of Aline Morales´ solo debut album “Flores, Tambores e Amores” (Flowers, Drums and Loves). Prior to the official launch, the “The Grid” website called it “possibly the best Brazilian album ever made in Canada”.


line celebrates modestly and explains that the CD is a combination of influences, such as samba masters (Cartola and Paulinho da Viola), forro (Jackson do Pandeiro and Luiz Gonzaga) and pop by Radiohead. Maracatu: Rhythm from the Northeast Region of Brazil Aline´s accomplished work has captivated Canada in only seven years. Her gentle appearance and soft voice perfectly fit the work she has been developing. She is the lead singer of the Maracatu group Baque de Bamba where she skilfully handles bug and snare drums with an electrifying and contagious rhythm. Aline played a crucial role in introducing Maracatu in Canada, a traditional rhythm from Northeast Brazil, namely from the state of Pernambuco. Maracatu is known for its strong percussion and frenetic rhythm.


It has its roots in the so called congadas, crowning ceremony festivities of African kings and queens.

Moving to Canada was the starting point to becoming a singer. “It wasn’t in my plans to have a singer title, but it happened”, Aline says. Approximately half of Baque de Bamba´s group, consisting of 40 Canadian members who did not speak Portuguese at that time, have given her the opportunity to take the lead. “Samba is a faster and more explosive rhythm, while Maracatu is slower, groovier. So I think it’s easier for people to understand and to show interest and participate in Maractu”. She is glad the rhythm makes people want to know more about Brazilian tradition and history and even about Brazil overall. Many members of the group have gone to Brazil and have learned how to speak Portuguese. She promises to release a CD in several different capitals of Brazil this year yet.

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Festivals showcase Brazilian latest productions By Ingrid Coifman

Barbara de La Fuente

Katia Adler



Cherishing Brazilian Movie Makers

Barbara de La Fuente - by Felipe Vianna

he Brazilian Film Festival of Toronto 2011 (BRAFFTv) promises to bring new features and surprises to the public. With its opening night taking place at TIFF Bell Lightbox, this year’s movies will be screened at a different venue: Carlton Cinema. The 5th edition of the Festival will take place from September 29th to October 2nd, including recent Brazilian productions in genres such as fiction, documentary and animation. According to Barbara de la Fuente, executive producer in Canada, BRAFFTv is reaching more and more visibility. “We are bringing screenings in new media format (Internet, games and cellular), as well as preparing other surprises to our audience. International film festivals like ours are a great opportunity to showcase Brazilian productions.” Past festival editions gathered about 800 people during each screening.

An Amusing and quick visit to Brazil

Kátia Adler and Nelson Pereira dos Santos, Brazilian movie director

pening at Tiff Bell Lightbox, Brazil Film Fest 2011 will pay homage to Bahia State and its cinematography. During four days - between October 27th and October 30th - the Royal Theater will celebrate a diverse, rich place, known by its unique culture and strong African influence in Brazil. Since 2007, around 1,500 people attended the Film Fest. “Canadian audiences are discovering more and more Brazil’s cinema. Each and every year, Brazil produces and exports more movies”, says Katia Adler, the event director, who has over 14 years of experience in the industry, being responsible for Brazilian film festivals in Paris as well.

Date: October 27th to October 30th Location: Royal Theater More information:

Date: September 29th to October 2nd Location: Carlton Cinema More information:

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