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Organic and sustainable markets in BRAZIL February 2012 Number 4 Free distribution English special edition

Green Rio will have a panel about Organic and Sustainable World Cup

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June 19-20, 2012, the same week of Rio+20 Conference, there wil be the event Green Rio at Convention Center of Rio Stock Exchange

In this edition: Interview with Claudio Langone, Coordinator of the Environment and Sustainability Area of the World Cup 2014 / Ministry of Sports.

Ecochefs in Rio de Janeiro: cook to change people

Core group of the "Organic and Sustainable World Cup" approaches to Government and private initiative

Organic with charm

Organic Retall: Getting Specialized

I June 19 - 20, 2012, during the Rio+20 week, arrange a meeting with representatives of the Green Economy at the Convention Center of Rio Stock Exchange.

The Green Rio event will promote initiatives of the Green Economy in the format of a Conference + Exhibitors + Business Rounds, with emphasis on the following topics: ŸTraceability, Ecological Footprint and Green Economy ŸMega Events and Green Economy ŸFamily Farming and Green Economy ŸGreen Investors ŸSustainability Indicators ŸGastronomy Workshops using products from the Brazilian biomes

June 19 - 20, 2012 Centro de Convenções Bolsa do Rio (Convention Center of Rio Stock Exchange) Praça XV de Novembro, 20, Ground Floor City Center - Rio de Janeiro / RJ - BRAZIL Organization

Please enroll at the website w w w. g r e e n r i o . c o m . b r for further information Support

Orgânicos & Cia / 3

Interview

Interview with Claudio Langone, Coordinator of the Environment and Sustainability Area of the World Cup 2014 / Ministry of Sports.

Orgânicos & Cia interviewed Claudio Langone, who tackled the expected economic benefits up to the Organic and Sustainable World Cup, a subject matter which is already incorporated in the 2014 World Cup National Thematic Chamber for the Environment and Sustainability.

The coordinator of this core theme, of which Planeta Orgânico is a member, is the Director of Added Value and Incomes Department of Family Agriculture Secretary of MDA, Arnoldo de Campos.

O&Cia - What does Brazil want to show in this 2014 World Cup? Langone: The Brazilian Government has already decided that one of the main highlights of the 2014 FIFA World Cup will be the environmental sustainability. Brazil will be hosting the United Nations Summit on Environment in 2012, the World Cup in 2014, and the Olympic Games in 2016. Therefore, it wants to consolidate its global leadership in that area, and use the agenda for the environment and sustainability to mobilize the society around the World Cup. This is an event that will promote the country in the world and we will use this to leave a legacy that will be noticed by the visitors at different times.

We want to give priority to the educational approach, leaving specific evidence that this is a World Cup with a real commitment to sustainability, social inclusion, and respect towards the environment.

O&Cia – What are the economic benefits expected with regards to the 2014 World Cup? Langone: Preliminary studies hired by the Ministry of Sports estimate near R$ 47 billion of direct impact.

O&Cia – What differentiates Brazil in this 2014 World Cup? Langone: The World Cup will take place in 12 hosting

cities, representative of the group of Brazilian biome, which will receive significant investment in infrastructure, especially in health, and in the majority of mobility and traffic.

Brazil will host a series of mega events: Rio+20 in 2012, the Confederations Cup in 2013, the World Cup in 2014, and the Olympic Games in Rio in 2016. They are all exceptional opportunities to promote our social and environmental mega diversity, as well as good capacity established in the environmental matter, and the great opportunity for Brazilian “products” to spread globally (e.g. biofuels, organic and/or sustainable products, products coming from traditional towns, etc.).

I always certify and stress the need to combine environmental sustainability with social inclusion.

O&Cia – What tasks are in process?

Langone: I could name the following actions that are already in process: Environmental certification of the stadiums, Organic and Sustainable World Cup, World Cup Parks, Selective Collection with Social Inclusion, Weather changes,Monitoring process of project licensing.

For each of the mentioned actions, a Thematic Group for each Project has been created, made up by governmental and non-governmental institutions, who are responsible for the details, budget and definition of the implementation strategy in the Hosting Cities.

O&Cia - Your opinion on the chapter Organic and Sustainable World Cup? Langone: This will represent a unique opportunity to add value specially to the small property, as well as to the products coming from the rich Brazilian biodiversity, whose legacy will be the availability of certified products in large quantities, with retail prices for the Brazilian consumer.

4 / Orgânicos & Cia

Organic Retail: Getting Specialized Luís Alexandre Louzada Sítio do Moinho Store in Leblon

To think of eating organic food in Brazil 20 years ago was a true adventure. The market was not organized and was limited to the activity of alternative producers. Today, this scenario has changed and is constantly growing.

On the other hand, the deficiency in product supply, the question of consumers' trust and the lack of stores working solely with organics are some of the obstacles the market faces.

“Consumers expect the product to be whole and reliable since they want to be sure they made the right choice. In this sense, it is important that all the places selling the products should have people that are able to talk about the product, answer any doubts, instilling trust to clients about their choice. Retail needs to be prepared for that,” says Ângela Thompson, owner of Sítio do Moinho, in Itaipava, the mountainous area of Rio de Janeiro.

The couple, Ângela and Dick Thompson, became recognized pioneers when they introduced organic products into Brazil at the end of the 80's. Today, the partners work on expanding the sector and they opened a Sítio store in Leblon neighborhood, in the south of Rio, two years ago.

Angela Thinks consumers need to be oriented. “The mixture of organic and natural products, diet and light products can, in some cases, confuse clients”.

Considering these differences, some alternatives started to arise, which will please the most demanding consumers.

It is the case of Quintal dos Orgânicos, in São Paulo, which opened their 100% organic store in the Vila Madalena neighborhood six months ago. The manager Nardi Davidsohn thinks this increasing consumer demand has motivated the opening of the store. “This is a go-to market, but there isn't much on offer”, he explains.

The store offers a mixture of a thousand certified items, from food and household products (objects, .

furniture) to fashion items (male, female, and children) and beauty items (cosmetics and personal care items).

Additionally, it has a restaurant which is open daily for breakfast, lunch, snacks and tasting, with a varied menu.

For Davidsohn, consumers must be conquered through trust, both in relation to customers returning to the stores and the guarantee of taking home certified products. “The certification seal established by the government will guarantee more safety,” highlights Davidsohn, contrary to Ângela Thompson's opinion.

Preference The data provided by Sítio do Moinho shows that, every month, seven or eight out of ten of the top selling products are vegetables, legumes or fruits. “This confirms a world tendency that consumers see these products as the main access to organics. Also the interest shown in everyday products reflects the search for clean and healthy products, as opposed to those which contain a high level of contamination from agrotoxics,” states Ângela.

Store Sítio do Moinho store, in Rio de Janeiro, receives, on average, 45 clients per day, a good number taking into account the small, though cozy, space. As regards products, the store only sells certified items. They include pasta, bread, canned food, sauces, grains, cereals, coffee, juices, fresh vegetables and legumes (from the site in Itaipava), and lactose-free products. It even serves breakfast on Saturdays, and also delicious snacks, purely organic cakes and mini pies.

Service Sítio do Moinho store - www.sitiodomoinho.com.br Quintal dos Orgânicos - www.quintaldosorganicos.com.br

Patrícia Thompson

Organic retail

Orgânicos & Cia / 5

News

Core group of the “Organic and Sustainable World Cup” approaches to Government and private initiative The core group “Organic and Sustainable World Cup” (Copa Orgânica e Sustentavel), coordinated by Ministry of Agrarian Develpment, is conducting meetings with the Ministries, introducing initiatives that will be part of the Sustainable and Organic Cup. Meetings with the Ministries of Agricultural Development, Sports, Tourism, Social Development and Hunger Defeat, Environment, Agriculture and Food Supplies have been held. Planeta Orgânico and is a member of the core group of “Organic and Sustainable World Cup” (Copa Orgânica e Sustentavel).

On December 8, 2011, a dinner was held in São Paulo in which the initiative of the Organic and Sustainable World Cup campaign was presented. The event was sponsored

by Núcleo Temático Copa Orgânica e Sustentável, and organized by the Ministry of Agricultural Development (MDA), Planeta Orgânico and IPD, part of Núcleo Temático.

Arnoldo Campos, Director of Income and Value Addes Dept of Ministry of Agrarian Develpoment, presented the campaing proposal.

More than 60 representatives from the organic and the sustainable sectors attended the event.

Afonso Florence, Minister of Agricultural Development) received Claudio Langone (representing Min. of Sports), Arnoldo de Campos (Income and Value Added Director - Ministry of Agrarian Development) and Maria Beatriz Martins Costa (Planeta Orgânico’s Director) in a meeting to introduce Organic and Sustainable World Cup initiative in Brazil.

Companies with a strong presence in the organic sector such as Pão de Açúcar, Native, Mãe Terra, and certified companies such as IBD and Ecocert, as well as ABIS (Brazilian Association of Ice-Cream Industry) supported the proposal of the Organic and Sustainable World Cup. Alexandre Borges, Director of Mãe Terra, said: "Mãe Terra wants to help thousands of consumers to have the option of eating organic and healthy products during the World Cup 2014. So, our challenge will be to have “consumer ready” and “tasty” organic products at disposition.

Businessman Nardi Davidsohn, part owner of the restaurant where the dinner was held, discussed with Arnoldo Campos about his interest in taking his restaurant, Quintal dos Orgânicos, to other cities in Brazil.

The President of ABIS (Brazilian Association of Ice Cream Industry) Eduardo Weisberg was also present at this dinner and he expressed his support to the initiative: “It was great to be part of the launch of the Organic and Sustainable World Cup Project.

Green Rio will have a panel about Organic and Sustainable Cup On June 19 and 20, the same week that the Rio+20 will be held in Río de Janeiro, the Green Rio event will take place in the Bolsa do Rio Convention Center.

During this event the Green Rio Conference will take place, and several topics related to Green Economy, including “Organic and Sustainable World Cup” will be discussed.

Planeta Orgânico is promoting the participation of restaurants and caterings, and Government representatives involved in the mega event to be held in Rio de Janeiro from the years 2012 to 2016.

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Green Rio is supported by GIZ, from BMF / Bovespa and

by Bolsa Brasileira de Mecadorias (Brazilian Merchandise Exchange). For further information about Green Rio, visit the website www.greenrio.com.br Planeta Orgânico is a communication and marketing company that carries out and promotes events in Brazil and other countries since 2003, with emphasis on organic and sustainable sectors.

Planeta Orgânico is member of the National Thematic Core of the Organic and Sustainable World Cup and part of the Thematic Core of the Organic World Cup of the state of Río de Janeiro. www.planetaorganico.com.br

6 / Orgânicos & Cia

Tourism

Organic with charm Luís Alexandre Louzada

Picnic at the Belvedere - a privileged view in the mountain region of Teresópolis

Publicity / Charm Circuit

Helenio Waddington is the founder and president of the Hotel Association Roteiros de Charme, since almost 20 years ago, and is also the owner, together with Ildiko Waddington, of Hotel Rosa dos Ventos, in Teresópolis, Rio de Janeiro state. Created in 1992, the organization included in its statutes the objective of “bringing together hotels, inns and eco-lodgings (...) which, when entering the association, should commit to preserving tourist destinations in their locations and promote environmental education of those depending on it”.

Based on a sustainable guideline, which resulted from using organic waste to produce fertilizers and hummus as a way of avoiding its inadequate disposal, the association started producing naturally grown food, free from agrotoxic and chemical substances.

Several associated establishments, at present totalling 50 units in 13 Brazilian states and including more than 40 destinations, have appropriate space to organically produce greens, legumes, and vegetables in their orchards. These products are mainly used for internal consumption in the restaurants of hotels, where the guests are offered their cuisine. General reception is quite positive, considering the increasing demand for healthy consumption and quality of life.

Different hotels have information about their environmental practices including appreciation of organic food. Hotel Rosa dos Ventos, in Teresópolis, headquarters of the association, offers a course on the importance of organic horticulture.

Actions The Roteiros de Charme hotels have developed various actions based on sustainability. In 2009, the association, and its guests, launched a campaign to plant native tree species, in connection with the World Environment Day, extended to 2010 and 2011. When planting their tree, guests receive a certificate and register their name in the “Livro de Ouro Ambiental do Rosa dos Ventos” (Rosa dos Ventos's Gold Environmental Book), registring specific details of the species and the date it was planted.

At the moment, Waddington is focused on his next challenge: Applying sustainability indicators, developed as a tool to help in quantitative metrics for adoption of environmental practices.

Experience The remarkable initiatives of the owner of the Hotel Rosa dos Ventos deserve world recognition. In 2007, the Hotel Association Roteiros de Charme was selected to the vice-presidency of the World Tourism Organization Council of the United Nations, based in Madrid. Waddington, the only Brazilian representative of the private sector, is also a member of the Executive Council of Global Sustainable Tourism Alliance, a UN's pluri-lateral forum in Paris. ŸProfile – Roteiros de Charme Hotels ŸEstablishments selected according to a defined criteria with regards comfort, quality of service, and environmental and social responsibility. ŸEach unit offers between 10 and 60 apartments. Total rooms of the association: 1042. ŸUnits comply with the requirements of the current legislation, including environmental regulations. ŸThe owners of the establishments are involved in community actions and are committed to the environmental preservation of the tourist destinations where hotels are located. ŸAll the 50 associated hotels comply with the guidelines included in the Code of Ethics and Environmental Conduct, developed by the Association in 1999, in cooperation with the UNEP (United Nations Environment Programme) in Paris.

For more information: www.roteirosdecharme.com.br

Orgânicos & Cia / 7

Gastronomy

Two years ago, chef Teresa Corção, President of the Maniva Institute, invited chefs from Rio de Janeiro to join the Ecochefs group. The idea was to form a network to take action with regards to the education of taste, preserving the memory of Brazilian food; spreading the concept of Eco-gastronomia, which combines pleasure and environmental responsibility.

Today, the team has 16 participants who meet once a month to plan activities that encourage understanding of the contemporary role of food.

Among them we can find: Margarida Nogueira, leader of convivium Slow Food in Rio, Claude Troisgros, Flávia Quaresma, Maria Victoria, Frédéric de Maeyer, Ciça Purple, Ana Ribeiroand and Ana Salles.

The group is also formed by young chefs. The strength of this brigade is the sum of the experiences of each member. What they have in common, besides the passion for food, is that they are committed to the route the food follows and the sustainability of it.

The Ecochefs volunteer projects in the area of education. Every month, they go to the Goma e Tapioca office at the Municipal Agostinho Neto School.

Throughout the school year, elementary school students, aged between 8 and 11 years, learn to prepare the gum and tapioca with a touch of Brazil's history, geography, music and drama.

The final work is the Tapioca Filling Contest, held for six reasons. Children are encouraged to create their own fillings. The finalists will show their creations to a jury of professionals, whose godfather is Chef Claude Troisgros. In 2010, the group held courses on Brazilian Cuisine for high school students, from the Monteiro de Carvalho State School.

Besides the educational projects of Maniva, the group participates in events such as lectures, workshops and seminars.

Carolina Amorim

Ecochefs in Rio de Janeiro: cook to change people

Chef Teresa Corção - President of the Maniva Institute

According to the institute's president, Ecochefs have ingredients that can make a difference in Brazil.

Committed with the project, they tuned their view onto the main food needed in daily life at the office. During the two years of work, the team is consolidating the structure of Maniva.

Teresa's proposal is that the network, which is not closed and grows organically, takes root in all the projects developed by NGOs. Cassava is the main raw material on three fronts: Culture, Education and Agriculture. The goal is to integrate young children, cooks, family farmers and consumers on the journey followed by the food, from the land to the plate.

For further information, please visit www.institutomaniva.org Juliana Dias is a journalist, managing partner of the Communication Malagueta

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