HRH Crown Prince Frederik HRH Crown Princess Mary 20 April/June 2006

January / March 2013

Danish-Brazilian Chamber of Commerce

HRH Crown Prince Frederik HRH Crown Princess Mary 20 april/june 2006

HRH Crown Prince Frederik

20 april/june 2006 EDITORIAL Brazilian Review

HRH Crown 2013 will be a big challenge Prince Frederik and opportunity for Brazil 6 The european situation is still very volatile and difficult

INTERVIEWS The Brazilian economical situation is complicated with little growth HRH Crown Prince Frederik 6 estimated at 1,2% to 1,4% in 2012 and in 2013 between 2-3% growth with a big challenge to keep inflation in line under 5%. POLITICS The first 9 months of 2012 have the following growth for the BRICS Manu Sareen, Minister for Gender Equality countries (Brazil 0,9 – China 7,4% - India 5,3% - Russia 2,9% - South Africa 2,3%) this is rather disappointing for Brazil. and Ecclesiastical Affairs and Nordic Cooperation 24 Brazil must stimulate the economy with incentives and financial ECONOMICS packages. The IPI tax for automobiles and white goods must be kept for 2013. At the same time extra investments in the markets Octavio de Barros, Bradesco 38 through BNDES must be accelerated with priorities on infrastruc- Ilan Goldfajn, Banco Itaú 40 ture projects. World Cup 2014 – Rio Olympic Games 2016 must be speeded up, and we need badly financial - tax – labor reforms in Cristiano Souza, Santander 42 Brasilia. Economical News 44 Europe 2013 will be a challenging time with little growth and many financial crises’ in the southern European markets. Germany the INFORMATION biggest economy will only have a growth of 0,4%,‘Somewhat New Danish Ministers 80 shocking’, and IMF has introduces financial packages to Greece EUR 44 billion and to Spain EUR 37 billion and there are few posi- Feira Escandinava 86 tive signs in Europe. All European countries talk about severe Fairs 2013 96 austerity financial packages and plans which will create further Attracting Brazilian Talent to Danish unemployment and little growth. Education and Careers 98 USA has some positive signs in the economy in November only 7,7 % unemployment and nearly 150.000 new jobs where created and Hospital Alemão Oswaldo Cruz 102 President Obama is fighting with senate and congress to get a bal- Sport News 106 ance financial budget approved for 2013. China shows some acceleration in growth of 10% in November; PROFILE let’s hope it continues after the installation of the new Chinese Lego 54 government. The Danish-Brazilian Chamber of Commerce will be very active in ESS-FOOD 56 2013 with many planned activities. Linak 62 Cheminova, Cesar Rojas 66 Feb 5th – Ambassador Svend Roed Nielsen Mar 15th – Luciano Coutinho - President BNDES Floating Power Plant A/S 68 Apr 8th – General Assembly Danubio, Niels Andreas Bröchner 70 Apr 25th – Maersk Group th Copenship May 7 – Business Council – (MAN Diesel) 76 Jun 3rd – President Fernando Henrique Cardoso (Chamber Price) Nordea, Christian David Christensen 78 In March 2013 we will have a The Danish Parliament Committee for New Nordic Cool 90 growth and business visiting São Paulo and Rio de Janeiro, and in May 2013 we will have a visit by Minister for Trade and Investment TRAVEL Pia Olsen Dyhr. Elsinore 50 Tønder 64 We wish all our members and friends a Happy New Year and a lot of success in 2013.

Adam von Bülow Jens Olesen President Brazilian Review INTERVIEW

HRH Crown Prince Frederik

Your Royal Highness, you have childhood. Our oldest son, who has just now a big family with four chil- started school, is in the second year now. dren. How do you like it? We have followed his education closely My wife and I have been blessed with the right from the beginning because we want- gift of four healthy children, two boys and ed him to have the best possible start for two girls. It is truly amazing to have a fam- this part of life. Early childhood is very im- ily. I would never have dreamt of this hap- portant in terms of a child’s upbringing and pening, just ten years ago. education, and we are therefore very com- It’s truly a lot about possibilities and choic- mitted to that. In general, we are extremely es. All human beings in the Western world It must be very challenging to interested in following how Christian does or in the developed countries are met with plan the education of four chil- in school alongside his classmates and of more and more choices. I personally think dren in these modern times. How course also in knowing whether he is thriv- that it is a matter of not being too fright- ing in terms of learning and focusing on ened about what is in front of you, and do you go about it? the education offered. most importantly about being able to keep My wife and I are very actively involved, your focus on the choices you make. It’s and we are very close to our children. We Do you and your wife talk a lot great to have a lot of choices, it’s a privi- have been very involved lege. I grew up before the internet really right from their early about the education of your children? caught on, so I am somewhat old in that re- Yes, we are very involved in this on a gardBut I enjoy observing the natural way daily basis. The same will happen with especially our eldest son navigate through the three others when they startschool. and use the opportunities offered by the modern technology. How is it to be a Crown Prince There are also hidden paths and obstacles in a world with so many choices and influ- in a modern society and more- ences; I would say it is more challenging over in what some people call now than it used to be. a globalized world in constant change? You are in a posi- Your Royal Highness, if you were tion that is very unique. not a Crown Prince, what would Obviously, you have to you have liked to do? look a little beyond I can’t imagine anywhere better than where Denmark and be able I am right now. It’s fantastic. I wouldn’t to see the global want to be without any aspect of my life. I perspective. have a role to fulfill. I have a great foundation that’s been well-laid in terms of both How do you time and space, but I wouldn’t be where do that? I am today if I hadn’t kept on expanding upon it and building it up, much like what is done when you play with Lego bricks. My life is about building on the foundation and continuously adding on to it. It’s a foundation that grows stronger each day.

HRH Crown Prince Frederik in São Paulo

6 jan/mar 2013 HRH Crown Prince Frederik, HRH Crown Princess Mary at the Jockey Club in São Paulo jan/mar 2013 7 Your Royal Highness, I know that Is there any particular Danish art- one of your big passions is art, ist you think stands out? Is there specifically contemporary art. someone you especially like? You go to a lot of exhibitions and One of the movements that I found was not often visit galleries. Do you buy only exciting but was also a good platform works from new artists, Danish for taking off into the universe of modern or foreign? art was actually the Cobra movement. Fif- teen years ago, the first artist that caught I have a great interest in contemporary my eyes and my attention was Carl Henning art. First of all, I find modern art very in- tions within this very important Pedersen. I think he was a good starting spiring, because it appeals to the view- organization? point for me, it helped lay my foundation er’s imagination and fantasy; I like to be Many of the duties as an IOC member - in the art world. stimulated and inspired by what is in front independently of what background or title of me. When I go to exhibitions or galler- you might have - are tied into the fact ies, or even when I occasionally purchase What about Tal-R? that you are basically a purveyor of the He is one of quite a few excellent Danish art, it’s all about the appeal of the work. Olympic spirit. You are a representative artists, many of them also doing very well Sometimes, modern art comes to you right of the Olympic movement and the spirit internationally. away, however my experience has taught of Olympism; you are an ambassador for me that at other times you need to dwell these ideals in your own country. As I am on it, and you need to start digging into Your Royal Highness, you are now a member of the IOC, I have become a the artist’s past and history. Moreover, I a member of the IOC, the Inter- purveyor of the message of the Olympic personally think that it’s worthwhile to lis- national Olympic Committee. spirit in my country, Denmark. Besides ten to experienced art dealers. What are your duties and func- this aspect of being an Olympic ambassador I also have the privilege to work with different aspects on how to – also in the future – ensure that the young generation continuously gets inspiration from the Olympic spirit I actually just returned home from the Games in London, it was very exciting being present there.

What did you think about the Games held in London? It was a great feast of sports, but what is also very important to remember is that the Games bring people together from nearly everywhere in the world. Athletes from all over the world meet at the Games, and they compete against each other with sports in their hearts and on their minds. For three weeks, they basically don’t care about culture, political standpoints or re- ligion for that matter; they just want to compete within their branches of sports. The basis for the modern Olympic movement and its spirit were formulated by the French Baron Pierre de Coubertin. He was extremely foresighted, and his words ring true even to this day. I strongly believe in the Olympic Games and Olympic spirit.

So, are you excited by this new task? Yes, I am. I have been involved with the IOC for less than three years and I really enjoy working with the different aspects involved in my membership.

8 jan/maroct/dec 20122013 HRH Crown Prince Frederik, HRH Crown Princess Mary at the Jockey Club in São Paulo

Your Royal Highness, how do you Your Royal Highness, can we ex- I think you have already complimented her keep yourself healthy and fit? pect that you will be present at in the nicest possible way. She has gained You run, you sail, and you dive, the World Cup in 2014 and the a lot of ground through the achievement of it seems as if there is not a thing Olympic Games in 2016? learning Danish and by becoming Danish in her heart and mind. It’s very brave of her, you don’t do. You are a very busy I’ll definitely be here for the 2016 Olympics and I am extremely proud of her for these in Rio. person that travels a lot, so how accomplishments. She has the curiosity, the do you find the time? will, and the love; these three things are If Denmark qualifies for the Soc- I do enjoy sailing a lot, but when you have her driving forces. a busy daily schedule with ever increasing cer World Cup, do you think you’d duties that bring you far away from home come to Brazil? Your Royal Highness, how are you - like the one I am on right now in Brazil - Yes, I would definitely pay a visit here to see preparing yourself to become and also have a large family, then sailing at least one of the matches. I really hope King in an increasingly global- becomes a somewhat difficult activity to the team will qualify for the event. I can maintain, at least at the level one would already see now that the national coach, ized world? like. But I do get some sailing squeezed who has been in charge of the Danish na- Every day I add something; it goes back to into my schedule every summer. tional team for the past 12years, is doing the Lego analogy I used before to illustrate his best to motivate his group players to re- how I am continuously expanding upon my Do you still dive? ally focus on each and every match. Playing foundation. Every single day is a good day that teaches you something, and thus you Not very often. I would say that I prefer to the World Cup in Brazil would be a dream learn from your experiences, from meeting dive in warm waters nowadays. I have had come true for any player. people, from asking questions and receiv- my share of cold water diving and dark wa- ing answers, and from being curious. That’s ter diving. Your Royal Highness, you must how you prepare for the day you become be very proud of your wife, who the successor. Do you run every day? speaks excellent Danish and is I run every other day. I also do some moun- highly respected in Denmark. Do tain biking and so on. you have any comment on that?

jan/mar 2013 9 Are there any particular persons with the royal family. How do you If you are curious about the surrounding in the world you admire? We handle that? world, you end up interacting with other all have somebody we look up In a free and modern society you also have people constantly. Being in touch with all to, that we admire and respect, a free press. The press is evolving, and so kinds of people certainly makes life very interesting, and I enjoy it thoroughly. don’t we? are the Royals with their functions and I am inspired by a lot of people, be they titles. You are able to do more as a Royal You always seem to have a nice prominent personalities, common people, nowadays than you were just some years leaders, state leaders, kings, queens, and ago. The times are evolving and I see that word to say to everybody. That’s even people who are no longer among us. as a positive development. In conclusion, very important, particularly in It’s all about absorbing or getting inspired I’d say that members of the modern Roy- the Danish society that is in- by whomever you might meet or wherever alty, i.e. myself and my counterparts in the creasingly becoming globalized. you might be. Places can also inspire you. Western world, especially Europe, have I’m sure that this approach definitely builds Brazil has inspired me a lot of times I have ideas, we inspire, and we actually take many more bridges than it burns, so I think been fortunate enough to be able to travel new paths, go new ways, and approach that it is a good way to go about things. If throughout most of Brazil, so I have seen a new subjects, and that’s why we become I am able to inspire my own countrymen, lot of the differences contained within the prone to receive criticism. I definitely ac- then I think it’s good and it really makes my country as well as its beauties. knowledge that this kind of criticism ex- day being able to do so. ists, but I prefer to receive constructive Your Royal Highness, do you see criticism. Your Royal Highness, you like to yourself as a Dane or as an inter- talk to everybody. How have you Your Royal Highness, you are national global person? learned this skill? Do you simply very respected and liked by the I am first and foremost a Dane with all my like people? heart and soul, although the Danish lin- Danes, you are looked upon, if Yes, I enjoy meeting people, it’s in my eage is very limited in my family tree. I may say so frankly, as a Royal nature. I like to talk to and engage with who is very down to earth and people. I get inspiration from all kinds of The press is becoming more and approachable in a very respect- people. more difficult and sometimes ex- ful and nice manner. That’s quite Communicating with people is a good way tremely aggressive in their inter- an accomplishment. Do you have to broaden your mind in general and to be- actions with the world and also any comments? come wiser. JOL

HRH Crown Prince Frederik, HRH Crown Princess Mary walking in Copacabana, Rio de Janeiro

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jan/mar 2013 11 HRH Crown Prince Frederik HRH Crown Princess Mary visit Scandinavian Church and Scandinavium in São Paulo

The royal couple in the “Scandinavium”

The royal couple enjoys São Paulo

The royal couple in front of the Scandinavian Church Local Scouts at the Scandinavian Church

12 jan/mar 2013 The royal couple enjoys São Paulo

Local Scouts at the Scandinavian Church

jan/mar 2013 13 Gourmet Na-Cl – Has created the concept: ”Showcooking”. Together with D.O.M.s chefs, Denmark’s most talented chefs create and experiment with different ingredients and Anette and Søren Gade with the royal couple at Scandinavia Designs dishes, while the audience play an active role in the show The Royal Couple attends "Cool Denmark" event

Crown Princess Mary visits Fundação Dorina Nowill

Gustavo Mizraje, CEO Novo Nordisk, HRH Crown Prince Mary and Adermir Ramos da Silva Filho

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ReSound Alera - Aúncio Revista.indd 5 20/08/2012 08:41:48 The Royal Couple visits Tal R Egg Chair exhibition at MuBE in São Paulo

Jacob Holm, CEO Fritz Hansen, HRH Crown Prince Frederik, 16 jan/mar 2013 HRH Crown Princess Mary and the artist Tal R jan/mar 2013 17 Royal Reception Hotel Marriott Rio de Janeiro 19th of September

The Danish-Brazilian Chamber of Com- merce Rio, Den Danske Klub and Danish Cultural arranged a successful reception in the honor of HRH Crown Prince Frederik and HRH Crown Princess Mary Totally 200 quests enjoyed a wonderful eve- ning at the rooftop of Hotel Mariott under the stars and with the beautiful distant view of Copacabana.

Knud B Bach Danish-Brazilian Chamber of Commerce

Teit W. Knudsen , Knud B. Bach, The royal couple and Maibrit Thomsen

Royal Couple visits Asger Jorn exhibition Instituto Tommie Ohtake in São Paulo

The royal couple, Jens and Renta Olesen, Minister Manu Sareen, Ricardo Othake, Ambadssador Svend Roed Nielsen and Anne-Marie Overbye

18 jan/mar 2013 jan/mar 2013 19 HRH Crown Prince Frederik

Mayor Rogério Avelar decorates HRH Crown Princess Mary HRH Crown Prince Frederik with the P.W. Lund medal visit Lagoa Santa

HRH Crown Prince Frederik, HRH Crown Princess Mary admire the sculpture of HRH Crown Prince Frederik at the “Memorial PW Lund”, Lagoa Santa 20 jan/mar 2013 jan/mar 2013 21 HRH Crown Prince Frederik and HE Governor Antônio Anastasia inaugurate Peter Lund museum

in Lagoa Santa ... PW Lund Museum in Lagoa Santa

Royal Couple

HRH Crown Prince Frederik and visits Gruta HE Governor Antônio Anastasia inaugurate Peter Lund museum Lapinha in Lagoa Santa, and the Royal Couple visits Gruta Lapinha. in Lagoa Santa, MG

Governor Antônio Anastásia, HRH Crown Princess Mary, 22 jan/marHRH 2013 Crown Prince Frederik and Mayor of Lagoa Santa Rogério Avelar Alfa Laval Aalborg

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jan/mar 2013 23 Ministery for Gender Equality and Ecclesiastical Affairs and Minister for Nordic Cooperation Minister Manu Sareen

Minister, you occupy quite a So, this has been one of the things I’ve It’s groundbreaking in global unique portfolio. You’re the Minis- worked on so far. Another issue that has terms, isn’t it? ter for Gender Equality and Eccle- occupied a lot of my time has been making Yes, it actually is. siastical Affairs and Minister for sure that same-sex couples are allowed to get married in the Danish National Church. Nordic Cooperation. What does Will church taxes persist in Den- I have to admit that that was an uphill bat- mark? the Minister for Ecclesiastical Af- tle. It entailed keeping the Church united If we want to keep the Danish National fairs do nowadays in Denmark? while respecting the minority that dis- Church as we know it today, yes. Our It depends on what kind of Minister for agrees with me. But I am the Minister for Church is founded on two aspects. The first Ecclesiastical Affairs one is. Some past everyone, including the ones that disagree one is the revenue from church taxes; by Ministers for Ecclesiastical Affairs prided with me. Therefore, I think that we have this I refer to the church taxes themselves themselves on not doing much at all. Not reached a great solution; homosexuals and the municipal ones as well as the because they didn’t necessarily want to, are allowed to get married in the Church very meager contribution from the state. but because there is a belief that one of Denmark, but we do not force the indi- Without church taxes, there wouldn’t be shouldn’t mess too much with Church mat- vidual ministers to marry same-sex couples a Church of Denmark. That’s the way it is. ters; the Church of Denmark will run itself. if they are against this kind of marriage. If The Church relies on the taxes. It’s truly the Other Ministers have felt that renewal was someone does not want to perform the cer- church of the people. That’s what makes it needed within the Church and have at- emony, they are free to opt out of it. That so immensely popular. There are 4.4 mil- tempted to open the doors and windows is a true win-win situation for everybody. lion members. The exact membership figure to bring in a fresh breath of air. They also The majority of Danes support same-sex was 4,441,000 people as of last week, looked into what could and what should marriages as do the majority of the which is an exceptionally high happen within the Church. I belong to the Church ministers. A very broad number. Very few countries latter category of Ministers for Ecclesias- majority of the Members of in the world can present tical Affairs. One of the initiatives I have Parliament are in favor as the same numbers. So, undertaken was setting up a committee for well. So, as the Minister the second funda- the church, the first in 84 years. The com- for Ecclesiastical Affairs I mental aspect of the mittee was set up this past Monday and its am extremely pleased. creation is a historical event. Attempts to Church is the fact set up similar committees were made four that the vast major- That does sound ity of the population times in the past; however, they were never like a decent solu- successful. But we have managed to get belongs to it. So, tion. this one off the ground, and it will gener- yes, church taxes Yes, it’s terrific, and it’s a ate results. For the first time, all branches are necessary to historical feat. within the church are participating. All the preserve our Dan- big church branches have stated that they ish National Church. are behind the initiative because they believe it is high time that a statute for the Minister Danish National Church was created. They Manu Sareen want to see the Church and its financial administration brought up-to-date. More- over, we have gotten all political parties to support the committee, which I think is an extraordinary feat.

24 jan/mar 2013 What does a Minister for Gender That’s a clever solution. Equality do? I am fond of the Danish model, which is bet- The My task as the Minister for Gender Equal- ter than its Norwegian counterpart; compa- ity is ensuring equality on the work market, nies define their own target. If a company but I also work with Mette Frederiksen and says that they cannot reach 20% and there- other ministers such as Morten Bødskov fore they’ll only set a target of 15%, well, church has and Karen Hækkerup because our areas then that’s perfectly fine. They just have to overlap, for instance in terms of prioritiz- justify it in their annual accounts. But it’s ing paternity leave. It’s about the players an option they have, and that’s why I think 4.441.000 on the EU work market, i.e. an area which our model is better than Norway’s. Norway falls under Mette Frederiksen, but which focused on the board rooms and forgot also involves equality. We work together on about the hallways housing high manage- the issue, and it was presented on the leg- ment. We believe it’s equally important to membership islative program this fall. Another big case create a strategy for getting more women awaits us. It is a really big case that I will into leadership positions. That’s basically work on with Morten Bødskov and Karen it and by focusing on it, we are generating which is an Hækkerup. It entails deciding on whether progress. I think it’s a liberal point of view Denmark should outlaw prostitution. It’s an and I hope that things will improve in this issue fraught with fundamental principles. area. I have certainly noticed that other EU In fact, the entire premise for the Ministry countries are keeping a close eye on what excepcional is value-oriented. Dealing with issues such is happening in Denmark. as this one is what a Minister for Gender Equality does, among other things. I also This is all very sound. I have been high number keep my colleagues on their toes in my a proponent of dual citizenship quest to create balance in terms of equality. for a long time now and have actively participated in a huge I imagine that you probably work campaign towards this objective. towards ensuring more women We have come a long way and extreme opinions, but the rest let her get serving on Boards, etc., as is seen the issue has now been put on away with it and even vote in favor of her in Norway. Could you tell us a bit the government program. What proposals. She’s handed support on a plat- about your thought on this issue? is your opinion on this subject, ter, no doubt about it. I have to accept it; A bill on this exact subject will be introduced and when do you think we will it’s all part of living in a democracy. I am in October. I am against the arrangement completely against this way of conduct- see any specific measures imple- they have in Norway. I think it is wrong to ing our country’s business though; in my stipulate that at least 40% of members of mented? opinion Denmark has become an extremely You are posing two questions here. The Boards suddenly have to be female and that closed country. We see limitations instead first one is about the timeframe for when non-compliance with this requirement can of opportunities and this has set us back things will start happening, and the second lead to dissolution of the Board. Encourag- several years. is my own opinion on the subject. I do not ing more female participation was another know when things will actually happen; I’ll big task for me, though. I am satisfied with have to look into that. I believe things are the solution we have found. We had to come We share the exact same opinion. on the verge of happening, but I’ll have to up with a solution according to the govern- I know that you are a social-edu- check into it. As for the second question, ment program, so I went to meetings in other well, I myself come from another country; I cational teacher, a conflict me- EU countries, I made sure that we discussed was born in India. I have definitely wished diator and an ethics consultant. the subject within the EU, and I talked it over for the possibility of dual citizenship. I can- I read that you have helped a lot with all the Danish players, e.g. the Confed- not comprehend why some people are fear- of people that have been forced eration of Danish Industry. I wanted to find ful of it. I believe that fear is what has kept a solution that addressed the real problem, into arranged marriages. Could Denmark from allowing dual citizenship in- but I didn’t want to have to rely on a quota you tell us about this? sofar. Fear and isolation have been pivotal system. I am completely indifferent as to I wrote a book on the subject a lot of years points in Danish politics for years. whether 2%, 40% or 90% of participants ago, back in 2001 or 2002, i.e. when dis- in any given organization are women, I just cussion on the subject was raging in Den- want to remove all barriers so that everybody Pia Kjærsgaard certainly helped mark. We had a lot of problems with wom- – regardless of gender - has a chance to par- promote such an atmosphere. en being victims of honor-related incidents, ticipate and occupy positions of power. The Yes, but as they say; it takes two to tan- conflicts originating from forced marriages, actual percentage is irrelevant though. go. She’s the one actually voicing these honor killings, etc.

jan/mar 2013 25 It’s completely insane. We fight against I completely agree with you that we have tion. I have just participated in the CSW these problems in countries like Afghani- surprisingly had a political decade which, conference in New York, and everybody did stan, Pakistan, etc. but they are also pres- I believe, will harm us to a much larger ex- a double take at the brown-skinned Gen- ent right in the heart of Denmark. That’s tent than what we are imagining now. We der Equality Minister from Denmark. It’s completely unacceptable. I have worked have dug trenches, and think we have sep- hard enough for them to wrap their minds with these issues professionally for many arated the sheep from the goats. We truly around this, but then there is the added years, and have helped a lot of women and missed out on the golden opportunity to dimension of me being a man on top of ev- also some men. I used to work in a crisis see the possibilities that presented them- erything else. I am proud of being the Min- shelter and have extensive experience selves during the time with financial pros- ister for Nordic Affairs and represent the within this field. That is the reason why I perity. When you stand before a 12-year-old country that has a horrible reputation, in have been very present in the media for the boy with a background ethnicity that’s not my opinion. My story and my very presence past 10 years; I am known as the expert to Danish, you shouldn’t be seeing a potential is a contrast to what people associate us go to when you need a statement on cases terrorist, but a potential future doctor. He’s with. So, that’s one aspect. Another aspect like these, on gang-related activities, etc. a person that will contribute to our society. is legislation. As you mentioned, that’s one I have been a catalyst within these fields, I like the Canadian approach where they of the areas where we are making changes. and I am very proud of my accomplish- ask what you are going to contribute to the We overhauled the point system used for ments. Very proud indeed; my work has country. That’s very important. Of course, immigration purposes; we have eradicated been the cornerstone for further work ex- politicians have a huge responsibility for all the poverty benefits that harmed a spe- ploring these subjects. how dialogue is initiated and problems ap- cific group of people, etc. This leads us to proached. Naturally, there are indeed prob- yet another issue, namely the future. How do we go about loosening lems, but it’s all a matter of perspective as Should we just open our borders complete- up for the immigration demands well. You could actually see my appoint- ly? No, we shouldn’t in my opinion, but we which remain a major obstacle ment to Minister as a contrast to the poli- need to take care of people like you and for those of us married to for- cies of the previous decade. I am not sure others as well, who left Denmark because why I was chosen for the offices I hold, but they were requested to do so. eigners? What you just said I imagine that this was part of the equa- about Danes having become Yes! I have been asked to leave. more intolerant and more in- When people have the nerve to meet some- ward focused is incredibly rele- one of the opposite sex - or even the same vant to this issue as they have a Denmark sex in the case of some people – which is hard time looking beyond them- completely understandable in countries selves and seeing the global like this one, well, then they are told that perspective. What can we do to must be they are not welcome in Denmark. That’s expand the horizon of Danes? completely ... You, politicians, have to lead the way and influence public opin- more open, Yes, my wife speaks Danish, and ion, don’t you? Teachers are also she speaks the language better key elements in this as they ex- than a lot of other Danish speak- ercise influence on their young more tolerant ers. It’s an absurd. students. How do you go about Yes, it’s strange indeed. all of this? It’s a very complex question, and it deserves Yes, it’s tough. …and we have to move away from that. an equally complex answer. It’s extremely and more When my sister was getting married in Den- complicated. The first thing I’ll say is that mark a lot of years ago, my extremely rich words create reality. The manner in which family from India, who owns hospitals and we talk about things becomes the real- understanding so on, had to humiliate themselves at the ity of what surrounds us. If you talk about Danish embassy in order to obtain visas. Of the unknown in a political context as being course, they couldn’t understand why Den- dangerous, well, then that’s the reality we on the mark was so suspicious about whether they are creating and reacting to. That’s how fear were actually trying to find a way to settle creeps in and roots itself in us; it pollutes in Denmark. They had more than what they our minds and colors the way we interact needed right there in India, and they were with each other. We seem to have forgot- immigration just going to attend a family wedding in ten that we are all human beings; we focus Denmark. This kind of suspicious attitude on our differences instead. There are lots of does not benefit Denmark at all. examples of this throughout world history. issues

26 jan/maroct/dec 20122013 How do you go about eliminating the Danish Jantelov which serves to hold back people? It’s so peculiar that you in Denmark are taught to keep a low profile instead of standing out. If you dare to say something, you are quickly put back into your place. As a Social Liberal, you must have had the experience that the Jantelov works against what you’re trying to achieve. How do you deal with this? I do not believe that this is something that is being worked on changing, to be honest. I have certainly gotten my share of criticism in Denmark, exactly because I am not afraid to stand out.

Well, it ends up making you stronger. I have also been on the receiving end of many a beating; it makes you stronger. Yes, it does make you stronger and I cannot help myself, I have to put myself out there. I imagine that you are the same way, and that you call it as you see it. I do this myself; I am very straightforward.

Yes, I am also quite frank. Why waste time on something you don’t believe in… Could you tell us about some of it very often. You have to respect the I don’t know either. I have thought about what of your viewpoints or hobby fact that although many Danes might not you’re saying a lot of times. We live in a coun- horses? Are there any subjects actively attend church, they still remain try where people complain about a lot of mi- that would be deemed taboo, members of the established congrega- nor issues. I do not know if this is because we tion. There are lots of things to work on old-fashioned or completely haven’t faced any real adversity since the end in this area, and I would like to do further out of sync with modern-day of WWII. We haven’t had to deal with natural work there. If I take a step back though, disasters, wars, hunger, etc. We have some systems that you would like to it’s also important to look at the agenda issues with unemployment, but it doesn’t give an overhaul in the coming of the Social Liberal party. amount to more than a few percent. If you years? There are certainly very I am an integral member of the party. take a look around the world, it’s a very differ- strange things still going on in What I strive for, alongside the other min- ent reality you see. This is true for my family in Denmark. Have you prioritized isters and MPs from my party, is to create a India, for your family here, etc. If we fall ill… what changes you want to try to society based on Social Liberal values. The make? Social Liberal line of thought is riveting to Then there is no one that steps in Being a Minister is quite peculiar; you de- me. Of course, we have to lend a hand to and helps out. Danes live a five- those in need and help them out. Those pend on your government cabinet. That’s star life of luxury. who already have a lot should contribute the way things are. And that affects what Yes, and we are the happiest people on the towards this but should not be punished happens. Of course, I have some key is- planet. This is a gift, and we need to cherish for their entrepreneurism, which is a pres- sues that are important to me. One of it. We just have to be careful not to rest on our ent to society. It is as if Denmark some- them is the Danish National Church. I be- laurels. We are under pressure right now from times forgets that growth and money are lieve the Church is a very important insti- the Chinese, the Brazilians, and the Indians. generated by entrepreneurism, not by the tution that we should safeguard as much It is not set in stone that we are to remain on public sector. We need to make the Social as possible because it is important to top for ever. I think our next big challenge lies Liberal ideals go hand-in-hand. Danes, even though they do not make use in comprehending this.

jan/mar 2013 27 Now, you probably know that I was the Minister for Ecclesiastical am very involved with promoting Affairs at the time, so I raised the H.C. Andersen, but that doesn’t issue with him. I tried to appeal to The Danish really have any bearing on this his common sense and he stated story, except that he is the author that while he truly wanted to be of the song. I did everything in my able to help me, he couldn’t. He Church has power to sway the minister to let claimed that he didn’t have the us sing the song, but to no avail. authority to overrule a minister of In the end, I was so furious with the Church. Is that really correct? a very old her that I told her that we didn’t The power structure within the Church of want her to do anything in con- Denmark is really weird. The ministers are nection with the funeral service, hired by me, but it is actually the parochial that she could just stand there church councils that handpick them to serve fashion while we conducted everything in a given community. The ministers are responsible to the parochial councils, but the ourselves. I got my brothers and councils do not have any say in terms of the other members of the family to rituals conducted and all these things. The approach give eulogies. The only thing she bishops preside over the ministers in these did was to throw soil on. We were matters. The bishops are elected by minis- really not allowed to sing the ters, members of parochial councils and so in regard song in the end. Bertel Harder forth. It’s all rather Kafkanian! to Church Councils

Our competitiveness is exactly an area where we are in trouble. Let me tell you a small anecdote. Before my older brother passed away, he had expressed a strong wish to have the song “Denmark, my native land” (‘I Danmark er jeg født’) sung at his funeral. I went to make the arrangements for the ceremony with the minister of the local church, and as we were walking around the church talking, I mentioned his wish. She refused to sing it! It was my brother’s biggest wish in regard to the funeral service as we always sang this song as our own national anthem; it’s a really heart-warming song. I can tell you that that is actually my favorite song.

Minister Manu Sareen 28 jan/mar 2013 You don’t even have to say any- we work together. We cannot accomplish thing further. these things on our own, but we are able I have cases that make me question what the to do so when we pool our efforts. That’s heck is going on. My hands are tied, though. a huge strength. Nordic cooperation can also translate into weaknesses, though. People have gone mad! I tried to One of the weaknesses is something that change this minister’s mind dur- used to be the backbone of Nordic cooperation, i.e. the consensus principle. This ing three days, but all my efforts principle consists of everybody having to were in vain. be in full agreement, and it is certainly not And as if that wasn’t enough, there is also a positive point today, in my opinion. If ev- the dilemma with closing down churches. erybody has to reach an agreement about They cannot make up their minds, and everything, then the person that desires then it’s up to me to decide which church- something the least ends up being the es have to be shut down. I think it’s unrea- most powerful one. I cannot accept this. sonable that I have to make the decision That’s why I want to do something about when they are the ones with all the power the consensus principle and institute that in their hands! it’s possible to have for instance 4 countries against 1 or whatever. It cannot con- Let’s talk a little bit about Nor- tinue the way it has been up to now, that’s dic cooperation. We are a small for sure. Curriculum Vitae region, but we’re strong and im- Manu Sareen portant, in my opinion. It’s actu- Who participates in the Nordic ally possible to view Scandinavia cooperation efforts? Member period in a perspective outwards in the Denmark, Sweden, Norway, Finland, the Al- direction of the whole world. and Islands, Greenland and Iceland. •Member of Parliament for the Social We are the 10th largest economy. Liberal Party in Copenhagen greater Is there anything special on the constituency from September 15th 2011. present Nordic cooperation pro- •Temporary Member of Parliament for What do we do to strengthen our the Social Liberal Party in Copenhagen cooperation across the Nordic or gram? greater constituency from January 1st Scandinavian borders, and what To be completely honest, we are at a cross- 2011 to April 15th 2011 (substitute for projects are you working on in roads in terms of Nordic cooperation and Lone Dybkjær). this area? What’s on the drawing where it is headed. We are dealing with •Candidate for the Social Liberal Party in Nørrebro nomination district from board at the moment? this issue at the present moment. We are also busy with the issue of border obsta- 2007. I am absolutely certain that Nordic coop- cles. It might seem idiotic, but when you •Candidate for the Social Liberal Party eration is going to be what will save us, not in Vesterbro nomination district 2005. live across borders, then you know that na- because we are on the brink of utter ruin, tional border obstacles are poisonous for but because this will help us get through Parliamentary career trade, free flow, etc. This is something that the crisis in a decent manner. I say so due I am really busy dealing with! Minister for Gender Equality and to the partnership that we have with our • I have dealt with border obstacles ever Ecclesiastical Affairs and Minister for Nordic partners. We can’t take on the world since the beginning of the year when we Nordic Cooperation from October 3rd on our own. Together, we’re strong and we decided to solve the problem. The entire 2011. are able to attract the best researchers so Member of the Public Accounts Com- Danish parliament backed up the initia- • that we can research within green tech- mittee from January 8th 2008 to Sep- tive for the Nordic region, so we are all in nology and innovation. We are able to do tember 30th 2010. agreement on this. We want to get to the this together when we unite our resources, same place, and we are traveling along ideas, and thoughts. That’s the beauty of Education and jobs the same road. It’s beautiful, actually. it, and that’s how we have become the 10th Bertel Haarder is the Chairman of the Conflict mediator, 2003. largest economy. • Nordic delegation, and he is fantastic. Socio-educational teacher, 1997. Let me give you an example. I saw a Danish • I really admire Bertel Haarder. He’s one researcher who works with artificial gaso- Affiliations of my role models, and we work well to- line in San Francisco on TV a while ago. I gether. He’s a sly fox, that’s for sure, but asked myself why he was over there work- •Member of Copenhagen City Council he does a great job. 2002-2011, member of the Child and ing instead of being in a Nordic country. Youth Welfare Committee, chairman That’s what we are able to achieve when JOL of the Social Liberal Party group.

jan/mar 2013 29 Brazilian Review INTERVIEW Virginia von Bülow Adam von Bülow “The Great Dane” When did the Von Bulow family come to Brazil? Adam´s grandfather Adam Ditrik was a lawyer, who came to Brazil in 1865, by ship, as a young bachelor eager to know more about the tropics. Adam´s father Carl Adolph married Ada Sigismuna (née Com- tesse Schulin) and they had two children, Adam himself and his brother Christian.

So, did Adam Ditrik actually start from scratch and later become a partner in Antartica due to his know-how of Germany and beer culture? Yes, he started from scratch. Adam Ditrik von Bulow and his partner João Carlos An- tonio Zerrener went to work for an elderly lawyer in Santos, who eventually retired, leaving them both his firm and its clients. At the time, they came to know of a ship near the docks of Santos, abandoned by its crew due to the prevalent epidemics of malaria, cholera and yellow-fever. The ship was auctioned and acquired by Zerrener- Bülow, who managed to salvage part of the cargo, consisting mostly of fabrics and wine. This encouraged them to open a grocery store. They also became coffee traders in another enterprise known as the Casa Comissária Zerrener-Bulow.

Do you have any idea why Adam Ditrik the first member of the von Bülow family came to Brazil? I remember vaguely that there was some kind of problem between him and his father; he was at odds with his family. More- over, he didn’t want to join the army, so he decided to come to Brazil instead.

When was Antartica founded as a company in Brazil? In 1882, Joaquim Salles, owned a pig slaughter house in Água Branca (São Paulo), called “Antarctica” where he had Adam and Virginia von Bülow 30 jan/mar 2013 kept an unused “ice-making machine”. sessions, acting as one body and He wanted to put his “ice machine” into in group”. good use and became the partner of Louis The Helena Zerrener Foundation Bücher whose family from Wiesbaden in was founded in 1938 and after Germany was in the brewery business. several lengthy law suits encom- Bücher had a small brewery, where he passing almost one decade and used rice, corn and other cereals instead ending in 1944. Walter Belian and of barley and he needed ice. “Antarctica his group gained full control and Paulista – Fabrica de Gelo e Cerveja” was power-of-attorney of the Founda- then founded in 1888, in Água Branca, tion which consequently became São Paulo. In February 1891 the company´s Antarctica´s majority shareholder. name was changed to Companhia Antarc- tica Paulista, Adam was involved in many enterprises and was Adam Ditrik had a huge house vice-president of Antar- on the Avenida Paulista, isn’t tica, is that correct? that right? Yes, he was the vice-president . Yes. The architect Augusto Fried presented a project of the house in 1895and How many years did he it was built in 3 years. Adam Ditrik lived there after he married Ana von Bülow (née serve as vice-president? Schaumann) She was the daughter of Philip He was vice-president from 1953- Gustav Schaumann a pharmacist and doc- 1959 and again, from1968–1972, tor who owned the Botica Veado d´Ouro. although he did remain a member of the board of directors from 1959-1968. Von Bülow’s family house on Avenida Paulista Was Antartica entirely owned by the von Bülow family? When did you marry Adam, was There were 61 shareholders, among whom were João Carlos Antonio Zerrener (Ger- it during WW II ? Afterwards man), Adam Ditrik von Bülow (Danish), At came the post-war period in Bra- that time they had both become Brazilian zil, which was an interesting time Von citizens and were the owners of Zerrener, but not an easy one. Bülow & Cia., in Santos, working as coffee We suffered two great losses during the war traders and in the import-export of kero- years with two shocking events. I lost my Bülow sene, nails, codfish, etc. only brother in the war in Burma, he was a In 1893 when Antarctica was facing hard pilot enlisted in the British Royal Air Force. “ financial times, Zerrener and von Bülow Moreover, In 1942 Adam’s father died of a family became the majority shareholders when a heart attack in Guarujá and we got married loan granted by their firm was repaid and in June, one month after his death. transformed into Antarctica shares on a 50/50 basis. consolidates Adam Ditrik died in 1923 and the Antarc- How many children do you have? Three. Elisabeth, Jean and Adam Jr. tica shares went to his five children. Un- fortunately, two of his daughters sold their the part , and the von Bülow family became So, you have two daughters and minority shareholders. a son? Carl Adolph was his father´s successor in Yes. One daughter - Elisabeth - lives in New ownership Antarctica where he worked hard until his Mexico in the United States. The other one, death in 1942. He was in turn, substituted Jean, lives here in Brazil. in Antarctica, by his son Adam Dietrich and also, by his brother-in-law Luis de And where does your son live? at Morgan Snell in Antarctica. In São Jesus dos Perdões. It’s near Atibaia. Zerrener had no children, he died in 1933 and was buried in Lubeck, Germany. In his He works as a lawyer for the lo- Antarctica “ will he appointed four German executors and only one Brazilian. His widow Helene cal government, right? inherited Zerrener´s entire fortune, but she Yes, that’s right. Bewery in died in 1936, leaving all her worldly goods to the executors of her will, two of whom How many children does Adam lived in Germany. The Brazilian executors Jr. have? were appointed by her to enforce the “the He has three kids, two sons and one daugh- São Paulo ownership and management of all my pos- ter. Adam, Eric and Natalia.

jan/mar 2013 31 Adam “starts the “Os Vikings” restaurant at Rua “Os Vikings” - The viking ship at the restaurant in São Paulo Queen Margrethe of Denmark had dinner He was definitely a great man. there, when she was still the Crown Prin- You and Adam donated the land Nestor cess. Adam was also involved in several different social events, e.g. the church, the where the Scandinavian Church foundation, the Scandinavian Fair, etc. was built, right? The donation was a joint effort. In 1963,

Pestana For how many years did the ’The Adam bought a plot of land measuring over 46,000 square meters, half of which was Vikings’ restaurant exist? It was purchased with his own money and the oth-

a grand undertaking that em- er half with money from different contribu- with great ployed the renowned Danish tors. The cornerstone of the Church was laid chef Ida Davidsen and had the in an ecumenical ceremony in 1965. big“ iconic Viking ship that served I’m sure you have met governors success and as its buffet. It became a very and mayors of São Paulo. You special place for many people. It was indeed very nice. The restaurant was have received many important involves Ida open for about ten years. It was around people who came here - one of that time that we had Pastor Berge who them being Crown Princess Mar- made the Church a reality. grethe who came to Brazil in 1962. Davidsen We entertained Prince Axel in our home You and Adam were very active on Avenida Paulista. We lived there for a in the community. When I came while, while our other house was being re- Adam became a prominent per- to Brazil for the first time, Adam modeled. After that, we moved back again. was Consul General, he had a We lived in the Avenida Paulista house for son in Brazil; he was a very im- quite some time. There we hosted two big portant person in the Scandi- restaurant, and he was already parties, which were attended by important navian community and in the involved in a lot of Danish busi- people from the government. Danish colony. You were married ness enterprises. in 1942; obviously you were busy He became a Consul at a very young age. He was also Chairman of the Dan- He was about 22 years old when he be- having and raising your children. ish-Brazilian Chamber of Com- came Consul. merce and a very active member Adam was Consul General, he there. We reelected Adam to be was involved in a lot of projects, Did he get that from his father? and he was behind the wonderful Yes. Both his grandfather and his father Chairman to get the chamber go- ’The Vikings’ restaurant on the were Consuls, and then he also became ing again. Rua Nestor Pestana. Consul. Yes, he was very involved in the Chamber activities and was also chairman. Adam started out with a restaurant called

Belle Époque on the Rua Brigadeiro Luis But he went on to become Consul Antônio. Then the city hall started repairs General, so did he get promoted? We celebrated 100 years of the of the street there. As this took a long time Yes, he did, and he got the Dannebrog or- Scandinavian Club in 1991, and to finish the restaurant was closed. HM der, too. He was decorated by the king. Adam was present at the occasion.

32 jan/mar 2013 Adam died in 1992, and in 1994 – in large tained; 1\3 was to be destined to Brazilian How did the idea of Adam open- thanks to your tireless efforts - the Adam charitable associations, 1\3 to Scandina- ing up the Viking Restaurant von Bulow library was inaugurated in the vians in difficulties and the remaining 1\3 Scandinavian Club for all his outstanding to the Church. In those days the Brazilian come about? contributions to the Danish / Scandina- borders were otherwise closed for import- It was because the Scandinavian Club was vian community. ing goods with tax exemption. in difficulties. Adam thought it might be a Adam organized bringing the Scandina- good idea opening up a restaurant within vian goods from Santos, he was very good the Club’s premises as a way of helping it, I can’t keep track of how many and so he rented space in the Club. Danes have told me over the at that. But, I remember that it was Sten Bille Andersen who took care of the ex- Adam invited Chef Ida Davidsen to come from years that his door was always tenuating red tape for customs clearance Denmark, as well as two other girls, namely open; people could walk in and and for transport of the goods to São Anne Grethe Matthiesen and Jane Nielsen. talk to Adam, and get some help Paulo under reinforced security. Inga Lisa They came from Denmark and stayed on was also a tireless in her work during the at the restaurant for five years training its and guidance if they needed it. personnel and later, returned to Denmark Adam had the power to officiate weddings Scandinavian Fair. The government authorities were very kind whilst the ‘The Vikings’ continued its ac- due to being a Consul, and he was in charge tivities for many years. of marrying three couples in our home. to us then, and very helpful. The Fair was a great success and still is today. I don’t know if you remember this, but at How long did the restaurant last? the party that you gave for Prince Joachim, It lasted until the Club had to move from a lady came up and asked me if I remem- The Scandinavian Fair is huge. the Rua Nestor Pestana to another place on bered her. I of course said that I did al- It has really been a big success. the Avenida Indianópolis. It stayed there though I actually didn’t, but she then told When did Adam start the first one? for a while but then moved again to its me that my husband had married her and I think the Fair started something like 45 present address on Rua Moraes de Barros, her husband in our home. years ago. Adam wanted to help the com- in Moema. munity start up a restaurant with Scan- Adam was the person who start- dinavian food to get people to come and But how many years did it last? ed the Scandinavian Fair, he cre- enjoy themselves. It was open until 1973 when the Praça Roo- ated something that we have sevelt was being remodeled by the city built on for years, and it is a huge event till today. Could you tell our readers about how the Scan- dinavian Fair came about? It was created because of the financial hardships encountered in building the Scandinavian church. The winning project for the Church was that of Hoffman-Bos- worth and construction had begun. Chris- tian Nielsen and a Norwegian firm called Noreno do Brasil joined efforts and carried out the project. In September of 1966 No- reno do Brasil was forced to interrupt the construction of the Church because the funds raised had all been spent. After much thought, came the idea of turning the traditional Høstfest into a big Scandinavian party where imported goods were to be sold, thus generating enough income to finish the construction. Moreover, people also wanted to set up a fund intended to offer a much needed pro bono assistance. Adam managed to schedule a meeting with Minister Roberto Campos who approved of the creation of Feira Escandinava and promised he would obtain a special permit from Itamaraty along with other red tape requirements, provided that the Scandina- vian colony would give its word as to the following distribution of the income ob-

Ida Davidsen and Adam von Bülow celebrates the success at the “Os Vikings” restaurant in São Paulo jan/mar 2013 33 hall. Access to the restaurant became a raise money. Then, there was this annual problem. This in turn led to financial dif- Harvest Party which was transformed into ficulties and forced the restaurant to be the Scandinavian Fair. The proceedings closed down. from the Scandinavian Fair would be able The club went through many dif- to finance the Church and a home for the ficulties several times. minister of the Church.

Yes, there were several factors that con- tributed to such difficulties, but the main Tell me about Adam as Consul problem was certainly not being able to get General. Suddenly, he was serv- to the club. ing in an official position for Den- Yes, those things come and go. We have mark, which at that time was a pi- been able to keep the Scandinavian Club going now. This year the club celebrates oneering and very important role. 121 years of existence and it is doing well, There were six hundred Danes in São Paulo we have about two or three hundred mem- at the time, and he felt very honored to bers who can enjoy the amenities of the have been chosen as Consul. He was always premises for both work-related activities a very modest person “. He did what he and social events. had to do and he enjoyed every minute of it. He loved being with people and helping them in the best way he could. One impor- There was this wonderful Nor- tant thing that he did was create a founda- wegian pastor called Berge at tion for helping poor Scandinavians. Virginia von Bülow at that time. Harmonia Tênis club in São Paulo Yes, we went to visit him in Norway after Yes, it is called Fundo Escandi- he retired. navo today.

Oh, I thought that it had been closed down. So, it’s been about 50 years. No, it still exists. It’s called Fundo Escan- Yes, I think that sounds about right. When dinavo. It’s a foundation which helps poor Virginia the land for the Church was bought, it was Scandinavians, e.g. people who have to be very difficult to finance the project and given a decent burial, people that are very ill and can’t take care of them- plays at selves, people who have to undergo surgery and don’t have the“ money, etc. We give assistance to about 22 people., who really have Wimbledon nothing to live on. We provide this help with funds that typically are generated at the Feira Escan- dinava. It’s working very well; and wins it’s the Consul Generals from the four Scandinavian countries who take care of it together with the many President of the Club. We meet about four times a year to over- look the current cases and discuss new candidates for receiving as- Brazilian sistance.

Adam hosted several min- and South isters and other promi-

nent people. I remember there was a famous meet- America ing with the mayors of the three Scandinavian “ capitals. Urban Hansen, champion- was the Danish Lord May- or and then, the Mayor of Oslo and the Mayor of ships in Stockholm. Adam was really in his element entertaining people like these. 1937-39 Foreign Minister Per Haekkerup and Adam von Bülow at the Scandinavian Club in São Paulo 34 jan/mar 2013 It’s fantastic there today. They refused to get onboard. Finally, the lug- have modernized the Lapinha gage was thrown on first, then the women went on board and we sailed safely to the Cave and put in all kinds of lights, headland. There we were met by a local it’s really delightful. minister or mayor. We went to his house That sounds wonderful. In Adam’s time as where there was champagne and all sorts General Consul, we had three ambassadors of fantastic treats that we hadn’t had for visiting, namely Wadsted, Helmut Møller days. At six o’clock in the morning we had and Palludan. Moreover, we also received to walk to the boat that would take us back President Juscelino Kubitschek at the Scan- to Copenhagen. It was quite an adventure! dinavian Club. Adam and I went to two different consular Tell us about some of the Danes congresses. We were presented to HM King Frederik and HM Queen Ingrid, and who Adam worked with dur- the three Princesses; it was a truly won- ing the time he was Consul. Are derful experience. there any Danes that really stood On that trip, we went to the Faroe Islands out? Somebody you particularly and got stranded there for over a week, liked or Adam respected? because of a very bad storm. There was I don’t really know because Adam was nothing to eat, except for potatoes and we very peculiar about his work. When we had to stay at the airport! had to go out anywhere, to a party or for There were no hotels, but the fishermen Virginia von Bülow at cocktails, he would tell me, but he never had offered their homes to different peo- Harmonia Tênis club in São Paulo said anything about his work. Very often ple. It was very funny because one Consular I remember too, when the Dan- he would tell me something and I would couple wanted to have a bath, and as the have to keep quiet. I couldn’t say anything ish Minister for Foreign Affairs people there were unused to having baths to anybody. One day I said, “Adam, I must Per Hækkerup came; Adam put very often, they arranged for a big tub to tell you this!” and he said “I don’t want to on this big Viking event at the be put in the kitchen, and everyone sat hear it”. I asked if it wouldn’t be better to down to watch! The couple was horrified! Scandinavian Club when, dur- tell it to him instead of spreading it around And nobody was allowed to drink there ei- ing the party he started a mock and he agreed, so he sat down and listened ther, so all the Consuls brought their own to me. Adam was a very decent person. We fencing demonstration with the whiskey. One night we were told that the thought that he had a lot of friends, but foreign minister. storms were over and that we could get a when Adam started to have a bit of finan- And there was another exhibition in São fishing boat back to the headland. We then cial trouble, we found that a lot of people Paulo for the 100th Anniversary of the Palá- walked through grassy fields carrying our faded away. But the friends that remained cio das Nações, by an organization of For- trunks and luggage, and we got to the were very good friends indeed. eign Exhibitions. A commemoration was place where supposedly. There were boats,

held in the Municipal Library in São Paulo but I couldn’t see any boats anywhere. I in 1955 to celebrate the 150th anniversary asked Adam where the boats were and he What about families like Ørberg of Hans Christian Andersen. I suppose that said that they were right there, just bobbing and other Danish families? since then, there must also have been oth- up and down in the water, because it was They were wonderful people, the whole er commemorations like these. so rough. A Dutch couple wouldn’t go and family, the sons and the daughters too. Adam was also very friendly with Ermíirio de Morais. Adam went to Denmark with Morais to buy ovens for the cement company.

Yes, José Ermírio, he was in charge of the cement division. Yes. Anyhow, the Ørbergs stand out to me because they were very good friends. The As- mussens are still very good friends of ours.

Did you live as a Dane, as a Bra- zilian, a combination of both, or have you lived your life as an English woman? When I first came here, due to my father being British, I mixed with the British community. Then the war broke out and I was going out with Adam. Since the name von Bülow

Von Bülow three generations gathering in the state of São Paulo in 2011 jan/mar 2013 35 What did it mean for you when can. Right now, it’s mostly at Christmas and Adam suddenly got into financial Easter that we all get together. troubles? Well, it’s never easy for anybody to be in Do you celebrate Christmas here difficulties or to have financial troubles. or at the farm sometimes? It certainly wasn’t easy. At a time, Adam Here. But we have spent Christmas at the wanted to go back to Denmark and forget farm, too. everything here, but he decided not to do that; he was going to face the music and Do you celebrate Danish Christ- get rid of his debts, and he did. Before he mas? HRH Crown Princess Margrethe died, he managed to pay everything off. Yes, we do. We have the tree and sing the visits São Paulo in 1962 old traditional songs and carols such as sounded rather like a German name, we What I really liked about Adam “Højt fra træets grønne top”. felt sort of pushed aside, we were not ac- was his attitude in situations like cepted by the British colony any longer. So, I this; it is a very honorable way of What are your hobbies? What do started mixing with the Danish colony. I had living. you like to do? friends and we used to go out with them. Adam remained faithful to the family mot- Reading. I like biographies and all sorts of Then I married Adam and I only saw my to, “Bülow ist ehrlich”. And he really was. things. English friends, every now and then.

What city do you like best in Den- And you read all the time. How is What did you speak at home, mark? your eyesight? Portuguese? I think Copenhagen, probably because One eye is still working perfectly. Remem- Adam didn’t speak Danish to me, so we that’s the city that I know best. I have trav- ber, I am 93 years old. spoke English to each other. When I tried to elled quite a bit in Denmark and I went to speak Danish he said that he had never heard Hans Christian Andersen’s city, Odense, You are a very independent Danish murdered to such an extent before! and all round the place. We went to Swe- woman who wants to do things den and we went to Norway by boat. The by yourself, right? You live here, So you spoke English together, only thing I haven’t seen is the new bridge and you do what you like to do, and he spoke Danish and you that was built. Adam has been gone for which is wonderful. spoke Portuguese. over twenty years now, and I have only I always went everywhere with Adam and Adam used to take me to Denmark, we par- been back to Denmark once since then to when we went to Denmark, we got in the tied with Danes, and I used to sit there and settle some business there with his law- car and drove all over the place; he wanted listening, but without understanding any- yers, but other than that one time I haven’t to show me everything. I miss that and I thing. Then when I started going abroad been back to Denmark. miss Adam too, of course. with the children, I went to stay with my mother-in-law in Denmark and there I had When did you stop to learn Danish, because she had bridge working? parties, and I hated bridge. And she said This past January. I miss it “Virginia speaks wonderful Danish” but I though, so I am going to start didn’t couldn´t speak it at all... It was a again. very difficult for me, so I had to learn. I work in at the “ Federação Espirita do Estado de São Pau- What about food? What is your lo” based on Allan Kardec’s favorite Danish food? teachings. The Danish dessert ’æblekage’ and herrings. How long do you work Did you and Adam cultivate the for? family’s Danish heritage or were I go for four hours at a time; I you more Brazilian-minded? am very involved in the activi- I used to take the children to Denmark every ties there. summer, and they learned to speak Danish. They all still speak Danish, and they love When does the von Denmark. They are very fond of it. We used Bülow family get to- to stay in Hornbæk where Adam’s mother gether? had a summer house, , and we all loved it. Well, because Brazil is so vast Do you know what we did to teach Dan- and São Paulo is so big, it’s ish to our children? We brought people to very difficult to get everybody come and live here. Danish “au pair” girls. together, but at the same time My children have made sure that their own it’s very nice to do it when you children also learned Danish. Mayors of Copenhagen, Oslo, Stockholm and 36 jan/mar 2013 São Paulo at the Scandinavian Club in São Paulo You also became South American Champion, right? Yes, I played with my sister, Kathleen, against Argentina. I won many champion- ships playing for Clube Harmonia de Tenis. We lived on the Avenida Brasil when I first came here, because my father was building a home on the Rua Itapeva 700. So, we lived there, it was near the Club and my father enjoyed tennis. He was a great sports- man and he was a great football player.

What did you win? HM King Olav of Norway visits São Paulo with Adam von Bülow I played so many matches in Rio and Santos here in Brazil. We always had a good time. We were very fond of each other…yes, I’ve I played with my partner, who was Alcides I must tell you something that Adam did Procópio. that nobody knows about. He was chosen had a very good life. by the Bishop of São Paulo to be a disciple in spite of him being a Lutheran. Adam was How is your life with the grand- Did you play with Procópio, the to be a disciple to get funds to build the children? Brazilian Champion? towers on the Cathedral located at the Pra- I think they all love me very much and I love Yes, I did. With my father also, and he gave ça da Sé. Adam did this collection for the them dearly as well. I go now and then to me a black eye. He was taking a long time towers and helped build the Church. visit Adam Jr. and his family and one of his to serve and I turned around and suddenly sons, Erik, lives in my house. there was a ball in my eye! Adam and Erik Svedelius were the two Scandinavians who re- You said President Kubitschek So, you played tennis. What was ally dominated the Scandinavian went to the restaurant ‘The Vi- the other thing you said you did? Horseback riding. colony. How did Adam get along kings’ once. What kind of man with Erik? was he? In closing, I would like to say that Adam Now and then they didn´t agree on some I don’t really know - he liked the Danish was a truly great Dane. Moreover, he matters, but it was mostly in relation to food though. was a wonderful husband and father. the Scandinavian club. Adam von Bülow started so many Dan- When did you play in Wimbledon, ish / Scandinavian activities in Sao Pau- What was your impression of Erik? do you remember? lo during many many years with great We liked him although he had his own It must have been around the time when I success. ideas. We knew him well, but then , in was 16 or 17. JOL those days the scandinavians living in Bra- zil stayed here for a long time. Everyone knew each other, as well as their families. Nowadays, things are very different. Last year I went to the Queen´s birthday party and I realized that I don´t know anybody anymore. There are just a lot of new faces!!

But tell me Virginia, you are still so active, which is fantastic. Are there still some things you would like to do? No, I am retired. I am taking it easy now.

If you had to say a few words about your life, what would they be? The thing that I could truly say is that I’ve never been unhappy. I’ve had a good life and a wonderful childhood. I had wonderful parents and my married life was very harmonious, Adam and I got on very well. Mayors of Copenhagen, Oslo, Stockholm and São Paulo at the Scandinavian Club in São Paulo Virginia and Adam von Bülow dancing at the São Paulo Gala jan/marevening 2013 37 Can a GDP growth rate of 4% be ensured for 2013?

Even though this is the scenario before Bank working more cohesively with the single explanation for the phenomena us, it is difficult to make a categorical European Committee in Brussels and the encountered. We could perhaps state that statement when we are asked whether IMF. Even Germany has been showing a everything that could go wrong in 2012 a GDP growth rate of 4% for 2013 can be more flexible attitude. actually did go wrong. The adverse factors ensured. According to the information In the strictly domestic area, the country responsible for this are not likely to repeat available today, it is a highly likely scenario, is still adapting to a profound change in themselves in 2013, at least not to the but there is no way to assure that this is economic policies. The tectonic plates same degree. The only thing certain is that exactly what will actually happen. Nor are still in motion to form new ground. there is an enormous productivity mine yet should we discard the possibility of the It is still too early to categorically assert to be explored in Brazil. GDP reaching 4.5% in 2013. It would be what the conformation of ground will Octavio de Barros easier to make a definite prediction if the be like; it will depend on the adaption Chief Economist Bradesco international scenario were giving out of the entrepreneurial economy to the more positive signs, and if we were certain macroeconomic design put into place by that private and public investments were the Dilma government. Suffice to say, in indeed to give Brazil a boost. just over one year, the basic interest rate As a matter of fact, there are signs has fallen by 5.25% and is expected to that things are going to move forward remain stable for a long time, and the as the global scenario does not show the exchange rate has depreciated by around same kind of tension seen a year ago. The 30%. It would be naïve though to imagine scenario in China seems less concerning that the implications of this turn of course despite our belief that medium-term in economic policies would not bring about deceleration is likely to occur there. In the both positive and negative side effects on post-election US, the outlook of a fiscal the economic activities. Medium- and long- agreement less harmful to growth has been term, the effects of lower interest rates and evolving well, and there are signs of an a more depreciated currency seem very industrial rebirth with job and real estate positive, but in the short-term scenario they value recovery. The deleverage process of have had a negative impact as well. American families has also advanced a lot. There are several questions about the As for Europe with its Euro issues, we now low economic growth rate of Brazil in 2012. regard it as undergoing a mere recession Brazil has probably grown to the extent and not as being on the verge of a systemic made possible by the global scenario. rupture anymore. It is less and less likely However, in economics there is rarely a that any country will leave the Eurozone; moreover the bank issue has been well managed, thanks to the European Central Octavio de Barros Chief Economist Bradesco 38 jan/mar 2013 oct/dec 2012 39 Brazil’s New Economic Model

Is a new economic model evolving? Brazil- sible to continue to grow only by adding finance it. The government dissaves, the ians like to think we’re always facing a new labor to production. In the last decade, em- new middle class is a spender, and Brazil model — about to break with the past and ployment has climbed steadily, and com- has relied on external savings to comple- change everything, for the better, of course. panies have faced a shortage of workers. ment investment. The truth is that changes tend to be more Unemployment reached a new all-time low. I believe the government is committed to continuous. The new model is an extension Now, it’s necessary to accumulate more spending more on investments and less on of the old one, the result of past and pres- capital to keep these jobs and grow more. current expenses (personnel, for example), ent efforts and the global reality. Investment is now around 19% of GDP, a which is equivalent to saving more. But There are several uncertainties, as allow figure by international standards. The there are implementation challenges, as ways. But is it possible to perceive trends in symptoms of this phenomenon are visible demonstrated by the current labor strikes the Brazilian economy and form a coherent to the naked eye: lack of infrastructure, in the public sector and by the difficulty of picture? To answer this question, here are limited productivity, high labor costs and increasing federal investment. some guidelines. loss of market share in the world. It is critical to increase private invest- Additional investments are needed if the The investment rate does not look low ment. The public-private partnerships and country is to keep growing. It is not pos- only when compared with the savings to the recent announcement of the auction of new concessions for infrastructure (roads, railways, airports, ports) are a solution. Public Sector Balance (% of GDP) But the private sector will need adequate returns if it is going to increase its invest- 6.0 ment. Production costs are high and represent a real bottleneck. 3.9 4.0 3.3 2.9 3.2 3.2 3.1 There are several initiatives to reduce 2.6 2.6 costs. It is becoming clear that a signifi- 2.0 2.0 2.2 2.0 2.0 1.9 1.8 1.7 1.5 1.5 1.2 1.1 cant share of cost reduction involves, to some extent, the government sacrificing 0.0 its revenues. The package to reduce energy costs in Brazil requires lower taxes and -2.0 -1.6 contributions. Reducing labor costs re- -2.3 -2.0 -2.1 -2.1 -2.0 -2.0 -1.8 -2.0 -1.9 -2.8 -2.6 quires some relief in payroll taxes. Petro- -4.0 -3.3 -3.3 bras’ investments will require fuel prices -3.7 -3.6 -4.2 in line with the rest of the world, which -5.1 -6.0 may lead to additional tax cuts for gaso- Nominal Balance line and diesel. -6.6 Primary Balance -8.0 These measures will ultimately lead to the reduction of the tax burden, which cur-

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 rently stands at around 35% of GDP – very high for a developing country (Chart 1). Source: BCB 40 jan/feb 2013 It seems to be the ideal solution. The reduction of the tax burden could shrink Tax Burden – % of GDP production costs and encourage private 60% investment, which is essential for further growth in the medium term. 50% But, in this “new model,” do fiscal accounts add up? Could public accounts with- 40% stand a more significant drop in revenue? 34% Despite government best efforts to re- 30% strain primary spending, it doesn’t seem Bra- zil is about to face savings of such magnitude 20% that could finance the “new model”, which requires reducing costs enough to boost pri- 10% vate investment and growth in Brazil. 0% But fiscal accounts are not made only of primary expenditures. The question is also USA Chile India Spain Brazil whether interest rates will be lower in the China Russia Turkey France Poland Mexico Ukraine Sweden Hungary Australia Germany

future and whether they will open up fis- Colombia Argentina Venezuela cal room for the reduction of the tax bur- South Korea Arab Emirates Arab den. Unlike the primary budget target, the nominal public deficit includes an interest Source: Heritage Foundation, International Energy Agency (2011) account. A permanently-lower interest ex- pense could lead to a lower nominal deficit and allow a more favorable debt dynamics, interest rates. We hope it will reach a level opening up fiscal room (Chart 2). lower than in the past, continuing the long I am not one of those who believe in the downward trend. But this is not certain. sustainable decrease of the benchmark Second, the room for a decline in interest Selic interest rate through a simple govern- rates, if available, should be used to in- ment decision. But I believe in the conver- crease public investment and to encour- gence of Brazilian interest rates to inter- age private investment. The temptation national standards in the medium term, to increase government spending and enabled by macroeconomic stability and encourage private consumption (with the consequent drop in risk spreads. The deductions) may derail the sustainability trend has been a decline in interest rates, of falling interest rates, disrupt public ac- although at a slower-than-desired pace. counts and cause higher inflation. Looking ahead, more moderate growth in The “new model” would government spending and credit may al- then no longer exist. low a more sustained drop in interest rates The existence of a (avoiding a return to double-digit interest “new model” with rates, even after the economic recovery). lower interest rates, This point is not trivial, nor is it assured. lower taxes, more High growth in public spending has been investment and sus- matched in the past by a heavy tax burden tainable growth is and also by higher interest rates. If cur- auspicious, but get- rent spending grows more slowly (or are ting there remains a re-allocated for investment), the conse- challenge. quent drop in interest rates may allow for a lighter tax burden. For every 1% of permanent drop in the Selic rate, we estimate a possible reduction of the tax burden by Ilan Goldfajn 0.5% of GDP, without worsening public Chief Economist accounts (nominal deficit). Itaú-Unibanco But there are doubts, risks and challenges. First, we may be mistaken about the speed of the convergence of the Selic rate to international levels. Inflation has stopped falling and may go up, demanding higher

jan/feb 2013 41 A better outlook for 2013

There are already signs that activity may be picking up in Brazil. Industrial produc- IBC-Br x GDP (% YoY) tion posted a healthy 1.5% increase in 3 IBC-BR August compared to July, auto sales im- 2 GDP proved in the same month, retail sales are solid and the labor market is tight, with 1 low unemployment and rising wages. Plus, 0 the measures taken by the government -1 to boost growth may already be bearing -2 fruits, as the monthly estimate of GDP -3 produced by the Central Bank, the IBC-Br, -4 is already pointing upwards in the third quarter of this year (see chart 1). With that

scenario, it is possible to visualize a better 20 03 .11 .I 2004 .IV 2004 .III 2005 .II 2006 .I 2007 .IV 2007 .III 2008 .II 2009 .I 2010 .IV 2010 .III 2011 .II 2012 outlook for 2013, when GDP growth may accelerate and post a better result than in Sources: IBGE, Central Bank of Brazil the past two years. Part of that result relies on the assump- tion that the prospects for the world econo- quarters (blue line in chart 2). Apart from again, the labor market is tight with all- my have improved somewhat. It is true that the deceleration in the world economy, time low unemployment rates pressuring expectations for world growth are far from the main culprits were consumption and wages (up 4.9% in September compared brilliant, but some aspects have bettered. investment. The latter now adds only 2-3 to the same month in 2011 above infla- First, the Federal Reserve has embarked on percentage points to growth down from tion), which are growing faster than the an open-ended round of monetary stimulus the 4-5 percentage points observed in real interest rate (currently at 1.7% per at the same time as the labor market in the 2010. Investment, a more serious affair, is US is presenting more positive results. The actually falling in real terms. fiscal cliff, given its catastrophic develop- The tale about consumption is a less ments, is assumed to be resolved before worrisome one. Given the strong increase year-end. In Europe, the possibility that the in outstanding credit in Brazil in the past European Central Bank may buy sovereign years, going to 50% of GDP from 25% in bonds in the secondary market gives hope the early 2000s, the importance of credit that the euro will not end up in flames, de- for consumption, measured by a big- spite the economy remaining in recession. ger correlation (chart 3), increased sig- Lastly, once the Chinese authorities are nificantly in a country where people were over with the process of political succes- used to buying goods and even homes in Cristiano Souza sion, the US$ 150 billion stimulus package cash. However credit has been decelerat- may produce a certain rebound in activity. ing as a result of both the macroprudential However, Brazilian economy is much measures taken by the Central Bank in De- more domestically driven (household cember 2010 to avoid reckless credit op- consumption and investment answer for erations and of higher default rates, about 80% of GDP) rather than reliant on which imposed losses to banks that, exports (only 12% of GDP). So a stable in- in turn, contracted the supply of ternational scenario is important to avoid credit. The negative correlation any negative shocks from contaminating between credit and default rates the domestic economy rather than push- can be seen in chart 4. As a re- ing growth. Looking at domestic demand, sult, consumption slipped. there has been a steep deceleration from The positive side is that the double-digit expansion of 2009 and there are signs that default 2010 to the current 1.5% a year in the past rates can come down. Once

42 jan/mar 2013 Contribution of GDP components to growth (in percentage points) and domestic demand (% YoY) annum). Hence, even though households have 7,0 Consumption 12,0 become more indebted, their ability to pay back 6,0 Investment 10,5 5,0 the debts is actually improving, something that Net imports 9,0 should soon be reflected in lower default rates. 4,0 Domestic demand 3,0 (rhs) 7,5 When that happens, private banks shall resume 2,0 6,0 lending money, then boosting consumption. 1,0 4,5 0,0 Moreover, the government has enough fiscal 3,0 room for maneuver. As long as the primary sur- -1,0 -2,0 1,5 plus (i.e. the government fiscal result before in- -3,0 0,0 terest payment) remains above 1.5% of GDP the -4,0 -1,5 debt-to-GDP ratio is bound to come down. Next 2007 .I 2007 .IV 2007 .III 2008 .II 2009 .I 2010 .IV 2010 .III 2011 .II 2012 year, the primary surplus is expected to amount to 2.5% of GDP, reassuring the confidence that Sources: IBGE, Central Bank of Brazil Brazil is nowhere close to a fiscal crisis. As for investment, the tale is relatively less Household consumption x new private loans (% YoY) rosy. With cheaper money and better prospects for demand, some investment is supposed 9,0 20 to happen next year after performing poorly 7,5 15 throughout 2012. However, such increase shall 6,0 10 not be enough to put the investment-to-GDP 4,5 5 3,0 0 ratio in a level more adequate with the needs 1,5 -5 of Brazil (about 25% against the current 19%). 0,0 10 It is true that the weaker currency and the -1,5 Houshold consumption -15 lower basic interest rate are supportive of in- -3,0 New private loans -20 vestments, but there are other hurdles for com- -4,5 -25 pany to invest in the country as evidenced by -6,0 -30 a survey carried by the World Economic Forum

(chart 5). The government is slowly tackling .I 2004 .III 2004 .I 2005 .III 2005 .I 2006 .III 2006 .I 2007 .III 2007 .I 2008 .III 2008 .I 2009 .III 2009 .I 2010 .III 2010 .I 2011 .III 2011 .I 2012 the most pressing issues, such as the complex- ity of the tax system, the poor infrastructure Sources: IBGE, Central Bank of Brazil and labor regulations, but the pace of progress in those areas has been more like baby steps Default rates (as % of total loans ) x growth in outstanding credit (% YoY) rather than that of a 100-meter dash winner. Credit to households (LHS) So investment may grow in 2013 pushed by the 35 5,0 low base interest rate, albeit at a slow pace and Default rates - households 30 5,5 only contributing to GDP growth by the second (RHS, inverted scale) 25 6,0 half of the year. 6,5 Hence, the likely scenario for 2013 is of higher 20 7,0 growth, above the meager rates of 2011 and 15 7,5 2012. Growth shall come from stronger con- 10 8,0 sumption - both household and government – 5 8,5 but not so much of more investment. In other 0 9,0 words, it is demand rather than supply that shall propel GDP next year. A side-effect of all the measures taken by the government to pump jun/00 fev/01 out/01 jun/02 fev/03 out/03 jun/04 fev/05 out/05 jun/06 fev/07 out/07 jun/08 fev/09 out/09 jun/10 fev/11 out/11 jun/12 demand shall be higher inflation, at around 6%, not enough to cause jitters about the dynamics Source: Central Bank of Brazil of prices, but not a scenario of inflation con- verging to the center of the target (at 4.5%) Main impediments to business investment in Brazil (% of answers) either. 0 5 10 15 20 In sum, prospects for 2013 in terms of eco- Tax rates nomic growth seem rather positive, with demand Tax regulations sustaining a higher rate of economic expansion. Inadequate supply of infrastructure Restrictive labor regulations Doubts now are concentrated on the behavior Inneficient government bureaucracy of inflation and how the government will fight Inadequately educated workforce increases in prices, as the interest rate is set to Corruption Access to financing remain at the current level for a long period of Foreign currency regulations time. Inflation Crime and theft Poor public health Cristiano Souza Policy instability Senior economist Government instability Grupo Banco Santander Poor work ethic in national labor force

Source: World Economic Forum

jan/mar 2013 43 Brazilian Review ECONOMY

Average Growth in the Period 1994 to 2002 2002 to 2010 2011 to 2012 Most competitive Latin America 2,2% 4,1% 3,8% countries Argentina -0,8 % 7,6% 5,7% 1o - Switzerland 5,72 Bolivia 3,3% 4,3% 5,1% 2o - Singapore 5,67 Brasil 2,3% 4,0% 2,1% 3o - Sweden 5,55 Chile 4,6% 4,4% 5,4% 4o - Finland 5,53 Colombia 1,7% 4,6% 5,1% 5o - USA 5,50 Ecuador 1,9% 4,4% 5,9% 6o - Germany 5,48 Mexico 2,4% 2,2% 3,9% 7o - Netherlands 5,47 Paraguay 1,0% 4,4% 1,4% 8o - Hong Kong 5,45 Peru 3,3% 6,5% 6,5% 9o - Japan 5,41 Uruguay -0,3% 5,3% 4,6% 10 o - United Kingdom 5,40 Venezuela 0,2% 4,7% 5,0% o 48 - Brasil 4,40 Source: Folha de S. Paulo Source: World Economic Forum

Countries with best relation between Average growth of the industry in 2011 work and personal living – OCDE and 2012 (in %) Estonia 10,0% The champion Percentual of workers with China 9,1% 1o Denmark 9,7 long work journeys Latvia 8,4% 2o Belgium 8,9 1o Russia 0,17% o Turkey 6,9% 3o Spain 8,8 2 Norway 0,60% 4o Norway 8,8 3o Sweden 1,28% Poland 6,6% 5o Netherlands 8,7 4o Denmark 2,00% Vietnam 6,0% o o 24 Brasil 6,3 5 Norway 2,60% Indonesia 5,3% Peru 5,1% Hours of the day for Hours worked in a year Lithuania 5,0% o leisure and personal care 1 Denmark 16,1 Argentina 4,9% 1o Netherlands 1377 2o Spain 15,8 Russia 4,2% 2o Norway 1414 3o Belgium 15,7 Bulgaria 4,0% 3o Germany 1419 4o Norway 15,5 4o France 1554 5o Netherlands 15,3 Ukraine 3,9% 5o Denmark 1559 17 o Brasil 14,7 Romania 3,6% Philippines 3,6% Life satisfaction (OCDE average 6,7) Mexico 3,5% Venezuela 3,5% 1o Denmark 7,8 4o Netherlands 7,5 2o Norway 7,6 5o Austria 7,5 Chile 3,4% 3o Switzerland 7,5 21o Brasil 6,8 South Africa 3,1% Source: OCDE Source: Economist Intelligence Unit

44 jul/sepjul/sepjan/mar 2009 2012 2013 Best Regions in the World to Open a Startup 1ª Silicon Valley (USA) 11ª Paris (France) 2ª Tel-Aviv (Israel) 12ª Sidney (Australia) North-American 3ª Los Angeles (USA) 13ª São Paulo (Brasil) GDP Variation 4ª Seatlle (USA) 14ª Moscow (Russia) 2009 – 1o Trimester 6,7% 5ª New York (USA) 15ª Berlin (Germany) 2o Trimester 0,7% 6ª Boston (USA) 16ª Waterloo (Canada) 3o Trimester 1,7% 7ª London (United Kingdom) 17ª Singapore (Singapore) 4o Trimester 3,8% 8ª Toronto (Canada) 18ª Melbourne (Australia) 2010 – 1o Trimester 3,9% 9ª Vancouver (Canada) 19ª Bangalore (India) 2o Trimester 3,8% 10ª Chicago (USA) 20ª Santiago (Chile) 3o Trimester 2,5% Source: Estado de S.Paulo 4o Trimester 2,3% 2011 – 1o Trimester 0,4% The 30 Top Global Brands 2o Trimester 1,3% 3o Trimester 1,8% Ranking Value (In US$ Millions) Variation 2012 x 2011 4o Trimester 3,0% 1ª Coca-Cola 77,839 8% 2012 – 1o Trimester 1,9% 2ª Apple 76,568 129% 2o Trimester 1,3% 3ª IBM 75,532 8% 3o Trimester 2,0% 4ª Google 69,729 26% Source: Bureau of Economic Analysis 5ª Microsoft 57,853 -2% 6ª GE 43,682 2% 7ª McDonald’s 40,062 13% Ranking of Countries 8ª Intel 39,385 12% 9ª Samsung 32,893 40% with English Domain 10ª Toyota 30,280 9% General 11ª Mercedes-Benz 30,097 10% 1o Sweden 12ª BMW 29,052 18% 2o Denmark 13ª Disney 27,438 -5% 3o Netherlands 14ª Cisco 27,197 7% 4o Finland 15ª HP 26,087 -8% 5o Norway 16ª Gillette 24,897 4% 6o Belgium 17ª Louis Vitton 23,577 2% 7o Austria o 18ª Oracle 22,126 28% 8 Hungary o 19ª Nokia 21,009 -16% 9 Germany o 20ª Amazon 18,625 46% 10 Poland 21ª Honda 17,280 -11% Countries of Latin America 22ª Pepsi 16,594 14% 20o Argentina 23ª H&M 16,571 1% 26o Uruguay 24ª American Express 15,702 8% 33o Peru 25ª SAP 15,641 8% 34o Costa Rica 26ª Nike 15,126 4% 38o Mexico 27ª UPS 13,088 4% 39o Chile 28ª IKEA 12,808 8% 40o Venezuela 29ª Kellogg’s 12,068 6% 43o Ecuador 30ª Canon 12,029 3% 46o Brasil Source: Interbrand Source: EF Índice de Proficiência em Inglês jul/sepjul/sep 2009 2012 45 Brazilian Review ECONOMY Brazilian Stadiums Capacity

Ranking of Stadium City Seats Brazilian harbors (in thousands) 1o São Francisco do Sul (SC) 1o Maracanã Rio de Janeiro 78,8 2o Itaguaí (RJ) 2o Mané Garrincha Brasília 70,8 3o Suape (PE) 3o Arena Corinthians São Paulo 65,0 4o Rio de Janeiro (RJ) 4o Mineirão Belo Horizonte 64,0 5o Itajaí (SC) 5o Castelão Fortaleza 63,9 6o Rio Grande (RS) 6o Beira-Rio Porto Alegre 52,0 7o Vitória (ES) 7o Fonte Nova Salvador 51,0 8o Manaus (AM) 8o Arena Pernambuco Recife 46,1 9o Paranaguá (PR) 9o Arena Amazônia Manaus 43,7 10 o Pecém (CE) 10 o Arena das Baixadas Curitiba 43,5 11 o Santos (SP) 11 o Arena das Dunas Natal 43,1 12 o Salvador (BA) 12 o Arena Pantanal Cuiabá 42,6 Source – ILOS

Ranking MBA Institution University Country The most 1ª Harvard Business Harvard USA problematic factor 2ª Stanford Stanford USA for doing business 3ª London Business School - ENG in Brasil 4ª IESE Business School Navarra SPN 5ª Haas School of Business California, Berkeley USA 1o Tax regulations 18,7% 6ª IE Business School IE SPN o 7ª ESADE Business School - SPN 2 Inadequate offer 17,5% 8ª HEC Paris - FRA of infrastructure 9ª Kellogg Northwestern USA 3o Tax load 17,2% 10ª IMD - SWI 4o Inefficient 11,1% 11ª Tuck School of Business Dartmouth USA 12ª Desautels Faculty of Management McGill CAN governmental 13ª Mannheim Business School Mannheim GER bureaucracy 14ª HEC Montréal Montréal CAN 5o Constrictive labor 10,1% 15ª School of Management – Bath Bath ENG regulations 16ª Cranfield School of Management Cranfield ENG o 17ª Kenan-Flager Business School North Carolina, 6 Labor force 7,4% Chapel Hill USA with inadequate 18ª Owen Graduate School of education Management Vanderbilt USA o 19ª McDonough School of Business Georgetown USA 7 Corruption 6% 20ª McCombs School of Business Texas, Austin USA 8o Access to financing 3,9% 9o Foreign currency 2,1% regulations 10 o Insufficient 1,8% capacity for Source: World Economic Forum

46 jul/sepjul/sepoct/dec 2009 2012 2012 jul/sepjul/sep 2009 2012 47 Royal Residence Marselisborg Palace

Marselisborg Palace is a royal residence summer residence. The building was rebuilt was commissioned to design the gardens of the Danish Royal Family in Aarhus. It has by the Danish architect Hack Kampmann. in traditional English landscape style. The been the summer residence of Queen Mar- The present Queen, Margrethe II, was giv- gardens feature large sweeping lawns grethe II since 1967. en the palace by her father, King Frederik IX surrounded by trees, small ponds, shrub- Historically the 18th century coun- in 1967. Margrethe and her consort Henrik covered slopes, a rose garden and a herb try house was the property of the Dutch also used the palace as their summer resi- garden. When the Queen and her family are Marselis family, giving the seat its name, dence. Until this day the residence is used in residence at the palace, a changing of that means “Marselis Castle”. Marselis- during the summer, as well as during the the guard ceremony takes place at noon. borg became a royal residence when Prince Easter and Christmas holidays. The park and gardens are both open to the Christian and his consort Princess Alexan- The palace is surrounded by a 32-acre public while the Queen and royal family are drine were given the Palace in 1898 as a (130,000 m2) park. The park was designed not in residence, whereas the palace itself wedding present from the people of Den- by architect L. Christian Diedrichsen who is never open to the public. mark. As such the palace is the property of the Kingdom of Denmark, and will remain in possession of all future monarchs of Denmark. The royal couple used it as their

48 jan/mar 2013 jan/mar 2013 49 Shakespeare’s Elsinore is ready for its next chapter

The Little Mermaid has received a younger brother. He is With investments of over 1 billion made of steel, and he sits on a steel rock by the end of one of the piers by Elsinore’s new cultural harbour. His Danish crowns, Elsinore has added a posture is the same as the famous statue of H.C. An- dersen’s ”The Little Mermaid”, which can be found on cultural dimension to its maritime past, Langelinie in Copenhagen. But opposed to the mermaid, who looks inland, the male figure, who has been named HAN (”HE”), looks out. He looks out towards Øresund gaining Hamlet’s Kronborg an ally in and the ferries, sailing slowly back and forth between Elsinore and Helsingborg. He looks out towards the winning the favour of the tourists. world. The esteemed art duo Elmgreen & Dragset’s sculpture ”HAN” was revealed on the 2nd of June 2012. The delicate young man is not a huge fixture in the landscape, sitting in his mermaid posture on his rock – although with legs and not the mermaid’s fin – and looking out on the world. But he has still managed to fill the public debate. Is he The Little Mermaid’s male counterpart? Or is he just a young man with wanderlust? HAN is part of Elsinore’s billion investment in the area surrounding the town’s old shipyard. Since the shipyard’s closure in 1983, the area had been a no man’s land between Elsinore’s well-preserved old town and that great tourist magnet, the UNESCO-listed Kronborg Castle. But in the last couple of years, an entirely new cultural centre has been created, built on the remnants of the old shipyard. The structure itself has been transformed into a new cultural centre, Kulturværftet, with a concert hall and a library, defying the national tendency of a dwindling number of visitors to libraries. And on the newly constructed plaza in front of Kulturværftet, HAN sits and welcomes citizens and tourists alike.

50 oct/dec 2012 New thoughts while respecting the past

Ever since Denmark started tolling the strait of Øresund in the 1420s, Elsinore has been strongly connected to seafaring ”Kulturhavnen (The Cultural Harbour) is The museum will be built in the bottom and international trade connections. Trade built with thought and respect for Elsinore’s of the old dry dock of the shipyard that management, and the collection of the im- proud past as a maritime town, with trade is located seven meters below sea level. portant toll money, was a main function for connections all around the world. In the Therefore, the engineers have drilled 461 Kronborg until 1857. The castle was since past, it was the sailing and shipping that anchors 35 meters into the underground in immortalized when William Shakespeare attracted people to the harbour and town. order to prevent the dock and the museum chose the castle by Øresund as the setting Today it is primarily the culture we use to from collapsing under the water pressure for his famous play, Hamlet. And it was at attract people to the historical town, which and floating away. Kronborg that prince Hamlet asked the ex- has received a modern cultural lift for the Mayor Johannes Hecht-Nielsen is looking istentialist question: ”To be or not to be”. occasion.” forward to the finished construction of The Today, about 400 years after Shakespeare Cultural Harbour in Elsinore, which will finished writing ”Hamlet”, Elsinore’s new give the city something new to help draw cultural harbour is ready Maritime museum with BIG aspirations in the tourists visiting the Øresund region, to accompany Kronborg where also Copenhagen and Malmö are big in the quest of winning contenders: As the final piece of the grand cultural proj- the favour of the tour- ”We have already seen greater interest in ect, the upcoming Danish Maritime Muse- ists. The Cultural Har- visiting the town. The Cultural Harbour is um will finish The Cultural Harbour in June bour is both culture and a cultural flagship that, for example, has 2013. The museum in itself is interesting a harbour, which is the attracted the award ceremony for interna- for visitors interested in Danish civil mari- entire idea behind the tional design prize INDEX: Award 2013 to time history, but the construction itself has grand project, explains town. But when the entire cultural harbour drawn plenty of attention. For the M/S Mu- Elsinore muncipal- is finished, I believe we can truly demon- seet for Søfart, the new maritime museum, ity’s mayor, Johannes strate Elsinore as a place worth visiting, is designed by no other than world famous Hecht-Nielsen: and as much more than just ‘the town with architect group BIG (Bjarke Ingels Group), Shakespeare and Kronborg’.” and the building truly challenges the limits of possibility.

oct/dec 2012 51 Brazilian Review TRAVEL

nborg himself, the castle actively uses its affiliation with Shakespeare, and has done so since 1816. Each year, Kronborg frames several modern interpretations of Shakespeare’s works. It is the local theatre “Hamletscenen” that, each year, presents new, exciting interpretations of the piece. In 2012, for example, Hamletscenen aired Knowledge and tourism to inspire growth the classic silent film ”Hamlet” from 1921, accompanied by modern music from Danish Tourism is, naturally, a large business for within these fields to attract even more star DJ Mike Sheridan. Elsinore. But the business community in of these types of businesses. We hope for Elsinore is more than just tourism. The lo- this to create teamwork and synergy, and cal business office “Vækst og Viden” has secure Elsinore a central position in the FACTS recently developed a strategy, building on Øresund Region as a metropolis for the a vision to enter and become a central part production of knowledge,” as assessed by According to Statistics Denmark, of the Øresund region, an area which also mayor Johannes Hecht-Nielsen. 61.493 people lived in the Elsinore number metropolises like Malmö, Helsin- municipality on the 1st of January borg and Copenhagen. For besides attract- New interpretations 2012. Of these, 3.973 people lived ing tourists, getting the knowledge indus- of Shakespeare in central Elsinore. Each year, 12 try to Elsinore is top priority. ”Elsinore municipality already has a great million tourists cross the strait be- Most people who have heard about El- number of businesses, many actively work- tween Elsinore and Helsingborg, sinore, probably heard it in relation to ing with producing new knowledge within and over 3,5 million tourists come Shakespeare and the imaginary Prince fields such as environment, climate, plas- for a day trip each year. Hamlet. The play unfolds with Kronborg tics and pharmaceuticals. We believe that as its setting, and though it is very doubt- we can use our already-existing knowledge ful that the British poet ever visited Kro-

Mayor Johannes Hecht-Nielsen Venstre (Liberal Party)

52 oct/dec 2012 oct/dec 2012 53 LEGO Brazil taking fun for kids all over the country

LEGO, world’s leading construction toys Stores, Real Estate Investments, Laborato- is of great help to promote our brand and brand, is present in Brazil since 1986 and ry , Cosmetic - Nunaat, Medical Equipment products. In addition, the company was quickly gained many loyal customers and - Chrome Life, an exclusive toy division for able to reach places that were still not well spread his philosophy in the national mar- the LEGO brand and recently also began its explored, such as the North and Northeast ket. To consolidate its presence in the coun- newest business in fish farming. regions, improving the awareness and mar- try, between 2004 and 2005 the company Through its sales, marketing and logistic ket share in those regions which have a passed through a restructuring that culmi- team, M. Cassab allowed LEGO to improve fantastic growth potential. nated in one of the most important steps to its distribution all over the country. The Moreover, since 2005 LEGO has shown expand the brand in the country: a partner- brand is currently present in toy special- an average growth of 25% per year in ship with M. Cassab, a large distribution ists, hypermarkets and department stores, Brazil. A strong and attractive assortment Brazilian company with over 80 years in besides the e-commerce, the important with novelties launched along the year, the market, operating in different business business that grows rapidly every year and the constant renewal and the high invest- areas like Animal Technology, Industrial ment in research and development in the Chemicals, Fine Chemicals, Nutrition and headquarter in Denmark are, for sure, the Ingredients, Pharmaceutical, Housewares, first factor for this success, followed by Professional Cookware, Appliances, Spicy a local strategy in marketing investment that includes TV campaign, in-store mer- chandising and events. The right perceived value for the consumers eyes is another key factor. Today, among the range of close to 300 products, it is possible to purchase a LEGO product from R$ 9,90 to R$ 1.990,00. The political price aims to invite more and more kids to the collectability LEGO system. In practical figures, 75% of the whole volume distributed in Brazil is priced up to

54 jan/mar 2013 R$ 99,90 or 45% priced up to R$ 59,90, an Star Wars line. The partnership with Lucas- affordable value for such a premium brand. film began in 2005 and continues to the Still regarding the assortment, the Bra- present day, since this is one of the most zilian market received this year the biggest beloved collections by fans of the brand. collection since the start of the company’s The growth in the domestic market operations in the country, with a high con- sparked the interest for the opening of the tribution to the growth of the brand in the first official LEGO brand store in the coun- national market. The launching of 226 new try, which happened in 2010, in São Paulo. products, among a total of close to 300 After two years of a successful experience, Curriculum Vitae items, represents 94% of renewal com- the second LEGO store will be inaugurated pared to last year. From these new prod- in December. The city chosen to host this Robério Esteves ucts, we can highlight Ninjago, Hero fac- space is Rio de Janeiro, in Rio Design Barra tory, City and Star Wars lines. Shopping, one of the most important malls • Operation Director of M. Cassab, The biggest news of 2012, however, was of the city. The goal with the arrival of the exclusive distributor of LEGO toys in the special launch targeted to the girls, second store in Brazil is to create a refer- Brazil. the LEGO Friends line. The new characters ence of the LEGO brand and concept in the have different personalities, tastes and domestic market in order to promote the • Total of 24 years experience with the professions, bringing a modern way of play sale of products in the region and around LEGO brand in marketing and sales, for girls. The collection has more than ten the national retail market. responsible for strategic and tactical items and comes with many new special Among its important values and fea- operation of LEGO operation in Brazil, elements. After 04 years of deep research tures, LEGO toys provide the endless pos- including planning, import, distribu- and development, this new product line sibilities to build and create, generating tion and communication. made possible the entrance of many new the feeling of “I made it”. The philosophy kids into the LEGO universe. of Ole Kirk Christiansen, founder of LEGO, The company also works with licensed who always insisted on the pursuit of de- This 80th birthday is being celebrated by toys. This year, LEGO launched the LEGO veloping logical thinking, motor skills and LEGO everywhere in the world and represents The Lord of the Rings line, which depicts creativity of those who are the future lead- eight decades of success working towards the key moments of the trilogy with LEGO ers of our planet, is valued and maintained the development of high quality products. building blocks and minifigures. Another for 80 years, completed in 2012. In Brazil, we continue working hard to let example is the successful licensing of the more and more children play and have fun with this fantastic and unique product: The LEGO toy. Robério Esteves

jan/mar 2013 55 Brazilian Review PROFILE

Kristian Gaaej, General Manager The meat trader...

ESS-FOOD A/S is a fully owned company The way we work in ESS-FOOD is to biggest exporter of poultry. These days in the Danish Crown group. Our head office make sure always to have people where you can be sure to find Brazilian chicken in is based in Copenhagen but we have of- the business is. That’s why we in this re- pretty much any country around the world. fices in several countries around the world, gion have offices in Argentina, Brazil and Main importers of Brazilian poultry and among others Argentina, Brazil, China and Uruguay. From these offices we control beef are Russia, Hong Kong, Venezuela and Dubai. the purchase from South America. Offers Egypt (among others). In Total we are some 120 employees are then sent to our sales offices in Dubai, Personally I have been living in Argentina worldwide – more or less 80 of them in Co- Hong Kong, Shanghai or wherever the since the beginning of 2005, where I was penhagen. products might be needed. The goods are sent to first Brazil to open an office and Our business is meat trading. Pork, beef, typically chicken feet, beef kidneys, pork later here to Argentina. I am married with chicken, ducks etc. but also some items ears or other bi-products but we also buy an Argentine and have a son of almost 2 in the retail segment like french fries and and sell chicken breast, beef tenderloin years now. cakes. Since our owner is Danish Crown and of course pork bacon. After graduating from Aalborg Handelss- the pork from Denmark is naturally our The Brazilian office is located in Campi- kole I moved to Copenhagen to work as a strongest segment. nas, SP where our Brazilian company ESS- trainee in a shipping company. Via Aarhus I In South America we are focused mainly FOOD Brazil Servicos de Consultoria Ltda is came back to Aalborg 3 years later working on poultry and beef products. Some of also registered now since 4 years more or for Emborg Foods also in the shipping area. you might think – so how does this work less. In Campinas there are presently 3 em- When they sent me off to South America ? – well so did I when I first started in this ployees, all Brazilian. Besides this we have it was with almost no experience in the business some 10 years ago. The world is representative offices both in Uruguay and meat product area – I knew how to ship the getting smaller and smaller but still that a in Buenos Aires where I am located. goods – but had no idea what they looked Danish company can buy a chicken in Bra- Our biggest markets for Brazilian prod- like. But after a lot of slaughterhouse visits zil and sell it in Russia sounds strange to ucts are West and South Africa, China and I am now almost a butcher myself J many people. Actually Denmark has some Russia but Middle East and The Balkans Surely you hear a lot of things about Ar- of the biggest companies in the world are also important markets for us. Chick- gentina in the media but let me tell you in considering meat trading. We have a long en is our main product followed by beef short term what is the situation down here history in this business and in general we and pork. at the moment. I am not an economist so are considered not only experts but also Brazil was in 2011 the 3rd biggest pro- the analysis of how and why the situation is more reliable than other nationalities. If ducer of poultry in the world only topped as it is I will not begin to discuss – I will just it’s true or not I will leave for our clients by USA and China but Brazil is by far the tell you the facts of how it is here. and suppliers to decide.

56 jan/mar 2013 • Official USD rate of exchange on 2/11 will be advised to AFIP (IRS) so they can 4,55 check if you really earn this money in Curriculum Vitae • Unofficial USD rate of exchange on 2/11 “white”. This also goes for purchase in Kristian Gaaej 6,32 supermarkets. • If you can show you have enough income • There are now talks that they will make from your job you can buy a ticket to fly new passports for everybody – this new wherever you want – but if your vacation passport will allow you 1 exit of the • 2000-2003 is in Brazil you can only exchange to buy country per year. That way you can’t spend your un-declared money abroad. Trainee and Shipping Assis- Real – if It’s in Uruguay you can exchange tant at Transocean Shipping in to buy Uruguay Pesos. If you are so lucky It does seem that people travelling on to be able to travel to Miami for the business trips will be able to travel more Copenhagen and Aarhus yearly shopping you will be awarded the than this. Every time a slaughterhouse want to ex- rights to buy USD 100 pr day of your holi- • 2003-2005 port 3,5 kg of beef from Argentina they • day. Yes ok – but then you just use your have to sell 1 kg in the domestic market Shipping Assistant Emborg credit card to take out cash in an ATM in at a fixed (very) low price. Foods A/S in Aalborg Miami right ? No – Argentine credit cards

are blocked of this service from the Ar- As you can see Argentina is a lot more gentine banks. • 2005-2010 Any amount spend in a foreign shop will than just big steaks, great wine and foot- • ballers with egos the size of the Sugar Loaf! Area Purchase Manager Em- be topped by a 15% tax by the govern- borg Foods in Argentina ment. Also AFIP (IRS) will check what you have bought – if you buy ex. an Kristian Gaaej IPAD they will check the system if you • 2011-present declared this in the customs when you ESS-FOOD CAMPINAS, BRAZIL General Manager ESS-FOOD return – if you didn’t then they will ask Edificio Avenida Escritórios South America you to do so afterwards. Av. Jose de Souza Campos, 753 • Any bill from gas, light or phone com- 13° Andar, salas 131 e 133 pany exceeding 1000 Pesos (from 160 to Campinas - SP - CEP 13025 320 220 USD depending the exchange rate)

jan/mar 2013 57 IT and the future

Companies IT and efficiency

In times of crises, competitive position and productivity becomes even more important. From cases in several con- tries it can se shown that there is a connection between the investment in IT and GDP growth. An EU report from 2003 compared data from USA from 1995 to 2001, and found that sectors with high investment level in IT had an average growth of 3,5% against a negative average growth on -0,5% in sectors that did not invest in IT. Lately companies are subject to so called consumerization, where the IT service and infrastructure is strongly influenced by the Web services and devices that we as as normal consumers have assess to with large mail boxes and sophisti- cated mail tools. The large consumer driven Web companies; Apple, Amazon, Google, and Facebook are all investing heav- ily in making their services mobile and available to users of smartphone, which today have a performance comparable with laptop computers. Today’s employees bring this consumer experience with them to the companies they work for, and they expect that their workspace have the same convenient services. Many employees are disappointed with convention- al mobile phones, or expect their employers to offer devices with the same operating systems and features. The trend is

58 jan/mar 2013 that companies today are beginning to al- cloud concept, and IT, Web, and Telecom low their employees to use their own mo- Services are rapidly converting into one bile devices to access the company’s net- market through these synergies. work services. More employees also accept to pay for and bring their own device, or Market status the employer can choose to pay a certain amount to each employee to buy their pre- Mobile broadband is growing rapidly in ferred devices. This tends has its own term: Brazil and in October 83 million broadband Bring Your Own Device or BYOD, and is one connections where recorded. This corre- of the drivers for IT investment. If compa- sponds to a 58% growth over the last 12 nies adopt the right strategy, they can both months. 63 million of these broadband manage to control cost for investment in connection were mobile, and they grew devices to mobilize their employees, and 81% over the last year. becoming more efficient at the same time, Today, the Brazilian IT market is the 6th as their workforce can accomplish their as- larget in the world with a size of $112 bn in signments at anytime anywhere. 2011, representing a 13% growth compared to 2010, and corresponding to 4,5% of the Clouds are already part Brazilian Gross Domestic Product (GDP). The telecom market represented an addition of our lives the IT sector in India, another 3,6 positions volume of $100 bn in 2011. The latest esti- are opened in other sectors. These are two mate for the Brazilian IT market in 2012 is- As mentioned, mobility is an important good reasons to invest in the IT sector. sued by Brasscom - the Brazilian association feature of today’s web services, and the of IT companies, is forecasting a growth of success of the these services depend heav- 14%. The Brazilian IT sector does relatively The Brazilian Government is ily on the presence of good mobile broad- little export with only $2,65 bn for 2011 cor- band connectivity. This is because many of giving incentives to make the responding to only 2,3% of the total. Most the applications and services offered today IT and Telecom industries help of this export is software, as Brazilian manu- are build on cloud infrastructure. Cloud as facturing has yet to achieve a competitive the country to grow a concept does not make sense to most level compared to the global market. people, but many popular services are al- The slowdown of the growth in the Bra- It is widely accepted that investments in ready build on cloud infrastructure. Mail zilian economy, and the increase in con- the IT and Telecoms industry spur growth services like Gmail, Hotmail, and many oth- sumer dept is expected to influence in the in other sectors. The Brazilian government ers are cloud-based in the sense that they development of the Brazilian IT market for is implementing this vision through the re- are hosted somewhere out on the Inter- 2013 with a weaker trend. construction of Telebras and the voting of net, and can be accessed at anytime and It is often discussed whether the invest- Provisional Measure MP 563 to accelerate anywhere, especially when we start to use ment in IT can help countries grow. The infrastructure investment, with the right to our mobile phones. Years back, we used to McKinsey Global institute has released a issue tax-free bonds for special purpose in- download our emails to our desktop or lap- survey showing that the Internet contrib- frastructure projects, which is now attract- top computers, and the mail where deleted utes to 21% of the GDP growth in devel- ing more foreign investments to the coun- from the central server. This meant that we oped countries, compared to an average try. As slow as the growth outlook might could risk loosing all our email correspon- of 3% for the BRIC countries in the period be for the moment, the IT investments will dance if the computer broke down, or when from 2004 to 2009. This should be matched help the GDP growth for the coming years. migrating to a newer computer. Most ser- with the report from Eurostat 2010 reveal- vice offered from the large Internet compa- ing that for each job position opened in Jesper Rhode Andersen nies already mentioned are based on this Ericsson Telecomunicações

jan/mar 2013 59 Falck Nutec

Falck Nutec Brazil is a Falck Group Company. This Danish Com- pany has been in the market for 103 years and has 23 branches in 16 countries. Falck Nutec is the world’s largest provider of safety training for the offshore industry. One of its missions is to develop competencies to prevent accident and near miss risks for the ones who work offshore or who are interested in taking part of the offshore industry. Falck Nutec train individuals to deal with emergency situations at platforms and how to survive at the sea. Falck Nutec Brasil is located in Macaé-RJ since 2005. Since then we have trained almost 90 thousand individuals. AMK

Falck Nutec Brazil Rua Prefeito Aristeu Ferreira da Silva, 1277 27.930-070 - Macaé/RJ - Brazil Telephone: +55 22 2105 3361

www.falcknutec.com.br

60 jan/mar 2013 jan/mar 2013 61 “Linak - we improve your life”

We have always perceived our brand new product to help expand the company LINAK in brief claim to be more than just a mere adver- for the future. The new product came up tising slogan relating to what a linear ac- with was the first linear actuator, which he LINAK Group Headquarters in Guderup, tuator can do for customers and their prod- launched in 1979. Denmark spans over 38,000 m2 of develop- ucts. It is a promise reflecting our strong He originated the idea while working on ment and production facilities. LINAK has commitment to the wellbeing of people improving a wheelchair for a disabled fel- approx. 1,600 dedicated employees in 35 and to life itself. – A commitment that is low student who had lost his mobility in an countries and count with 3 other produc- mirrored in all our company policies. accident. So from the very beginning the tion sites in China, Slovakia and USA. driving force behind what was to become The LINAK Group is divided into 5 divi- The first actuator LINAK has been the wish to make innova- sions organized as individual business units. tive solutions to improve people’s quality We are globally recognized for high of life and working environment. In 1976 Bent Jensen, the current CEO and quality, technically advanced, innovative The linear actuator soon turned out to be owner of LINAK, was reluctantly persuaded solutions that reach the marketplace as useful for a great many purposes. At first it by his father to take over the family com- cutting edge products giving both us and was sold to the agricultural sector for for- pany Christian Jensen and Sons. A small our customers a strategic advantage. age harvesters. This was merely the begin- company with 7 employees established in With more than 7,000 different articles, ning. Today the linear actuator facilitates 1907 by his grandfather. Bent Jensen decid- no one else in the industry offer a wider ergonomic improvements in workplaces as ed to give himself five years to rationalize range of actuator systems than LINAK. Our diverse as offices, hospitals, comfort furni- the existing production and come up with a complete selection includes actuators, lift- ture, farms and industry. ing columns, control boxes, controls and a wide range of accessories.

62 jan/mar 2013 The electrical linear actuator heavy-duty industrial work applications e.g. agricultural machinery. They are, among oth- An Electrical linear actuator is a device er things, designed for construction and ma- that converts the rotational motion of a low chinery, ventilation and farming solutions, voltage DC motor into linear motion or, in marine applications and they help improve other words, push and pull movements. This the efficiency of solar tracking systems. way it is possible to lift, adjust, tilt, push or pull heavy or hard-to-reach objects simply HOMELINE actuators are designed for pro- by pushing a button. Additionally, actua- viding comfort through electrical adjust- tors provide a safe, quiet and clean movement of beds used in private homes. ment with accurate motion control. They are energy efficient and have a long lifetime The NETLINE division provides intelligent with little or no maintenance. Installing an automated switchgear solutions based on actuator is very easy compared to e.g. hy- electric actuator systems and designed to draulic systems and it takes up much less improve the efficiency and quality for elec- space, as it has no pumps or hoses. trical networks. We focus on reliable modular retrofit solu- Core Markets tions that will easily adapt to the majority of RMU/distribution switchgears manufactured. Actuators are used in many different industries, making both work and private life LINAK in Brasil easier for a lot of people. LINAK produces actuator for 5 different and individual busi- As a developing country Brasil offers innu- Curriculum Vitae ness areas: merous opportunities to technology oriented Marcio Barwinski companies. LINAK do Brasil has experienced MEDLINE® & CARELINE® delivers actua- a strong growth in the last two years and the tor solutions for the hospital and healthcare trends are very optimistic for the future. Professional Experience sector. Focus on increasing the comfort for We are now dedicating specific resources both patients and caregivers by providing to the development of mobile agriculture • LINAK do Brasil – 2010-present actuator solutions for hospital and health- applications. Some of the hydraulic equip- Managing Director care equipment. The actuators will help im- ment are being replaced in agriculture ma- prove the equipment with safe, reliable and chines reducing both initial cost and main- • Frigelar Com. e dist. s/a - 2007-2008 innovative movement and lifting capacity. tenance costs by eliminating hoses and New Projects & Logistics Manager Among other things, LINAK actuators are connections; We also noticed an increased used for hospital beds, patient lifts, dental demand for electric actuators solutions • Emerson Climate Tech – 2005-2007 chairs, bath lifts and wheelchairs. from precision agriculture manufacturers, Sales and Marketing Manager like seed and fertilizer spreaders, due to DESKLINE provides actuator systems for absolute positioning ability and simpler • Parker Hannifin – 2004-2005 height adjustable desks, worktables and control we can offer. Sales and Marketing Manager counters that is able to adapt to its user. The preparations for the World cup and This adaptability in e.g. office desks en- more specifically the Olympic Games will • Danfoss Do Brasil – 1995-2004 sures the user a greater ergonomic comfort generate a higher demand for handicap Sales Engineer and improves working conditions. needs such as independency and acces- sibility to stadiums, hotels, swimming Education TECHLINE actuator solutions are designed pools, busses, kitchens, etc… Besides to ensure reliable and precise movement in the handicap public, specific needs for • 1996 - FEI – Mechanical Engineer the Paralympic games’ athletes will be fulfilled with our expertise. • 2008 - Fundação Don Cabral – LINAK do Brasil subsidiary was established Executive development program in Sao Paulo in July 2005, currently employing 9 people. We maintain local inventory and technical support exclusive for BR market. www.linak.com.br

jan/mar 2013 63 Tønder Municipality Big open spaces and clear skies

The south western part of Denmark is “Black Sun”. This happens when flocks of Magnificent characteristic. It’s very flat and that means starlings numbering many, many thousands there are clear skies and plenty of space - in fly up and create unique images in the sky. every way. And to the west, the land slowly The harbour seal, Denmark’s largest experiences, disappears into the sea - the extraordinary aquatic mammals also lives in the Wadden Wadden Sea. Sea, as well as countless fish, invertebrates The Wadden Sea, stretching 500 kilo- and plants. unique countryside metres from Blåvandshuk in Denmark to All this has meant that since 2009 the Den Helder in the Netherlands, is a unique Wadden Sea has had the status of a Na- and close bonds natural and cultural area, where the tide tional Park, to the delight of the country- changes twice a day. side and wildlife - and anyone who loves This area is also an invaluable feeding fantastic experiences. between the people ground for birds. Not just for the birds in Denmark, Germany and the Netherlands, Right on the border but throughout Europe. The Wadden Sea is namely the wintering area for Euro- - that’s Southwest To the south lies the invisible border with pean migratory birds and each year it its larger neighbour Germany. The border is attracts between 10 and 12 million migra- practically invisible. There are no barriers Denmark – that’s tory birds. that block the road here, or customs offi- Every spring and autumn, when the birds cers and police. Only some signs that say are migrating, you can experience the fan- you are now crossing the border. Tønder Kommune tastic formations in the sky known as the

64 jan/mar 2013 It gives a very special neighbourliness, The Tønder Festival attracts 15,000 music where there is no equivalent in the world. lovers each year. They come from all over the Originally, many residents on the island On Rudbølvej, a very ordinary main road world, just like the more than 200 musicians were involved with shipping and whal- that is no more than five metres wide, appearing on the festival’s many stages. ing, which meant great wealth. Nowadays there is a stone in the middle of the as- For more than 35 years now the Tønder Rømø is a holiday island in a class of its phalt. It doesn’t look like much, but on Festival has attracted lovers of folk music own, visited by thousands of tourists. closer inspection you can see that it’s a and it is considered to be one of the most Just outside of Tønder lies the village of “boundary stone”. important folk festivals in the world. Møgeltønder, where you will find Schacken- It is a stone that marks the border be- However, all this could not be possible borg Palace. Their Royal Highnesses Prince tween Denmark and Germany. without the strong support and commit- Joachim and Princess Marie live here with There is a house on both sides of the ment from the 2,000 volunteers needed to their family. It’s open during the summer road. However, the two opposite neigh- market and run such a large and interna- and there is a tour of the palace gardens. bours, who are only five metres apart and tional music event. Read and see more on www.toender.dk separated by a little asphalt, are living in and www.visittonder.dk. different countries - one in Denmark and Royal and diamonds Kristian Myrhøj the other in Germany. And that is the rea- Tønder Municipality son why there is a “boundary stone” in the However, Southwest Denmark is more middle of the road. than the Tønder Festival, “Boundary

stone” and the Wadden Sea National Park. Dedicated local population The principal town of Tønder is Den- mark’s oldest royal borough. It can be The unusual countryside with big open dated back to 1243. The town is incredibly spaces and the special living conditions charming with many architectural gems. near the border has affected the popula- Moreover, Tønder is known as an attraction. If you want to do something, you have tive market town, especially the Christmas to stand together to get it planned, organ- market. It’s not without reason that the ised and implemented. town has been nicknamed “Denmark’s Therefore, the local communities are very No. 1 Christmas town” and there is also a well organised. All participate and are busy “Christmas Museum” here. ensuring the area thrives and flourishes. The island of Rømø lies just off the coast For outsiders, it is seen - and heard - – a diamond in the North Sea. The island is most obviously with musical characteris- quite young. It has only existed since the last tics: the Tønder Festival. ice age and is no more than 8,500 years old. Mayor Laurids Rudebeck Venstre (Liberal Party)jan/mar 2013 65 Cesar Rojas President Brasil - LatinAmerica

How was 2012 for Cheminova? How much increase in sales did What about Mexico? It was the best year of the history of Chem- you get this year in opposition Business is very good in Mexico this year, inova, since 1998, when we started the with 2011? as well as it is in Columbia. We are also business in Brazil. We are going to get fan- starting businesses in Ecuador, Peru, We are increasing around 35% in our tastic results at the end of this year, closing Bolivia and Central America. sales and agrochemicals market will grow with about USD 260 millions of turnover. around 10%. This means that we are The new products are especially important. wining market share and, on the other So you are everywhere now, ex- We launched a new product that is very hand, we are eliminating around 10% on cept Venezuela! well accepted by the farmers. It is a mixture sales of low profit products in comparison Indeed. At this right time it is not among of Azoxystrobin and Flutriafol. This product to 2011. So, the net revenue is higher, our priorities. is for rust control and final cycle diseases because we are cutting off products that of soybean and was promptly adopted by are not profitable and that mean low value the growers. Azoxystrobin is the main mol- How is the total business for that? for the growers. ecule worldwide among the agrochemi- It is around USD 350 million.

cals. Cheminova started to produce this molecule in our own plant in India and we How is it going in the rest of Lat- How many people do you have produce Flutriafol in our site in Denmark. in America? working for you in Latin America? This new mixture, trademark AUTHORITY, We are facing some difficulties in Argentina, We have around 230 people in all Latin will be protecting over 2 million hectares for the reason that everybody knows, America. of soybean. however, Cheminova will keep developing all the activities in this country, once we And in Brazil? have long term plans and strategies. We are 110 people. It is only commercial,

marketing and administration. We don’t have people in production here. All products are imported from our own sites.

In terms of import, what kinds of duties are there on importing these chemicals to Brazil? We don’t pay duties for this product. There are a few exceptions, over some products there are produced locally.

So you don’t pay taxes or duties? Is that because Brazil doesn’t have a similar product? Yes, and there is a special treatment for agriculture.

How close do you work with the Ministry of Agriculture? Our relation with the authorities is normal for a multinational company. We take

66 jan/mar 2013 part in all debates of the Industry interest How is the Danish friend in Unit- because we have some segments that are and for the sustainable development of ed States doing? not interesting for the company. But we agriculture. We have contact with ANVISA They are okay, this year they are doing have some leadership in some segments (Ministry oh Health), Agriculture Ministry, the turn around of the business, because where we participate. We are the first or and IBAMA (Environmental Ministry) and we are stop selling some generic products second company in the segments where we the Industry Ministry. like Glyphosate, for example. It was in the act. And the market recognizes it. past more than 40% of our turnover, we Do you do those negotiations stopped the sales and we are developing And what is the big glans? Are yourself, or do you have some- new products. This meant a positive result you finally going to make a fac- body else to do it for you? in the year, because the strategy of the tory here? We have our own team here, and I have company is to be strong in United States, No. We do not see any strategic advantage, some people helping in Brasilia. Brazil and, maybe, in France. These are the because we have enough third party three main markets in the world. companies to do the service. However, How long have you been in Brazil? we use our technology in formulation, in I have been here with this company for How do you 2013 for you as a management of the safety of the products, five years. company? etc. Nevertheless, it is not the plan to open We are very excited because we have a very a factory here in the short time. Are you becoming a Brazilian or strong challenge for the next year. We are are you going to move on in the planning to sell around USD 300 millions in No plans for Latin America? Brazil next year No. However, all this business is very future? dynamic we could change our plans if we I hope to stay a little more in Brazil. On This is another 20% increase. foresee some advantage. one hand, because it is a nice country No, it is around 15% however, we keep and on the other hand, because the cutting off generic products. It is a big business opportunities we have here are So everything comes from Den- challenge, because we are cutting off around very important. In agribusiness there will mark or from India. USD 10 million of products of low margin. be another positive cycle of five years for Yes, from our own plants. the commodity prices and especially in soybeans. It is a key crop. So, you are cutting some and How many countries do you op- adding some new products. erate in? I understand that the agriculture Yes, we will increase to USD 300 millions. We have a direct operation in over crop for next year is going to We will be increasing USD 50 millions 30 countries and we have business because we are cutting 10 M. The impact be very good. Some people talk exportation for more than 100 countries. on our bottom line is fantastic. We have our own organization in the most about record crops. What does important markets. this mean for Cheminova? So you must be the hero of the JOL Yes. This is an opportunity for us because company! the new products are mainly destined for No, I´m part of an enthusiastic team. soybeans. The expectation is to produce I think that for the coming years our 80 Million Tons of soybean and 177 Million company will harvest all our investments Tons of grains, 9% more grains that last in developing new products, and we have harvest - a historical production. Sugarcane presence directly in the main markets is also expected to increase 6.5% (total of around the world. 596 million Tons). Who is your big competition? Do you have testing areas where The biggest competitors are Syngenta, you test the product all the time Bayer, Dow, DuPont, BASF. We play in Brazil? against big and global companies. Yes, we have our staff of ten people in development. They are specialists that test And you are still win- our products in different conditions and ning? crops in the fields. We use third parties We are winning some market areas to test our products. share. But our focus is not the market share in total. You are on the worldwide rep- We analyse our market resenting LATIN AMERICA in the share by segment, Global executive committee, how many people are sitting there? We are ten people. This forum is very important because I can show the business opportunities in my region and, of course, I Cesar Rojas catch many ideas too. President

jan/mar 2013 67 Floating Power Plant A/S Marine wave & wind energy – Innovative Green Tech investment and partnering opportunity

Through decades Denmark has taking un-preceded efficiency from wave & wind Our “Wave & Wind in One” solution is the position as the world´s leading coun- to wire. Simply synergy in energy! based on 12 years research and develop- try in wind energy being home of Vestas ment in cooperation with globally acknowl- and Siemens Wind Power and hosting the Introduction to Floating edged spearhead research institutes like world’s leading research environments for Power Plant A/S DTU/Risoe regarding wind turbine opera- wind energy and other renewable energies. tion and DHI Water & Environment regard-

These spearhead competencies have ing hydrodynamics and platform stability. Floating Power Plant A/S (FPP) of Den- nourished a broad spectrum of educational Our approach for development is an open mark has developed this disruptive innova- environments, sub suppliers of goods and source model including leading industrial tive marine renewable energy system for services and a skilled specialist working partners like e.g. Siemens Industry, Jotun, generation of electricity by converting the force at all levels from research, develop- Knud E. Hansen and Fritz Schur Energy. power from waves and wind into energy. ment, planning, engineering, construction Please read more about our technology Our “Wave & Wind In One” hybrid solu- installation and services. on our website www.floatingpowerplant. tion named “Poseidon” is the first - and Denmark is also a world leader in waste- com and watch Poseidon at work at sea only - of its kind in the world with proven to-energy solutions from incineration to in a video footage clicking the video link offshore experience. distribution via district heating systems. on the website or follow the link http:// Our integrated proprietary Poseidon And in Denmark DONG and Novozymes dl.dropbox.com/u/9273098/helikopter%20 technology is based on: have built a world leading bio-refinery video%20-%20short.mov making secondary bio-ethanol from crop Our scaled off-shore demonstration • A large and stable floating plat- waste material. platform Poseidon 37 (P37) has since 2008 And now Denmark is adding yet another form for deep sea deployment completed new spearhead competence. with Test Phase I and II in open sea. The last Based on decades of knowledge within • Build in wave absorption units and final Test Phase III - prior to commer- wind, a unique patented hybrid technol- • Wind turbine(s) mounted on the cialization – starts this October. We will ogy combining wind and waves on floating ultra-stable platform serving as - amongst others - test a Direct Energy offshore foundations has proven its suc- foundation Conversion System on the wave technol- cess in the offshore environment with an ogy including joint grid connected power production. Deployment of the first commercial device, P80, is planned to be in 2015 off the coast of Bilbao, Spain (at the bimep test site).

Project development and economics

The cost of electricity even from the first single device is competitive to that of today´s offshore wind turbine parks. FPP is a technology developer planning to license the physical production of devices to industrial partners like heavy industries. FPP will exert control of continued product development, IP rights, conceptual design, QA/PM/consultancy, training and after sales services. The revenue stream is based on a) services rendered b) license fee

68 jan/maroct/dec 20122013 pr. kWh and c) delivery fee. FPP might pro- Floating Power Plants World venture will get exclusive rights to the Bra- duce “delicate” items like Power Take Off Map & business possibilities zilian market and a cross ownership with systems and control/automation systems Floating Power plant. Dependent on the together with our key technical partners To proliferate the Poseidon technology business setup, the financial framework is (yet to be determined). globally, it is the strategy of the parent in the range of EUR 5 - 15 mill. The world market for wave energy con- company Floating Power Plant to set up verters is estimated to USD 500 billion regional Joint ventures. A Joint Venture is Floating Power Plant A/S (European Wave Energy organization). End already established in the US and we are customers will initially be utility industries currently negotiating with potential Asiatic Further information like E.ON, Vattenfall, Dong Energy, EDF, and Australian JV candidates. Scottish Power, Iberdrola, EDP etc. as well As Brazil is the leading country in South Chairman of the Board - Erik Schulz as offshore operators – e.g. oil and gas ma- America in renewable energy, with a strong CEO - Anders Køhler jors - looking for in situ autonomous ener- general growth and a strong focus and R&D e-mail: [email protected] gy supply followed by “wind tubine park” within renewables, FPP would like to set up developers or combinations of above. e-mail: [email protected] a Joint venture covering South America Mobile: +45 27 11 58 02 with Brazil as base. Mobile: +45 26 25 63 28 Power to the Oil and Gas Indus- FPP is therefore looking for partners for try – in situ autonomous use; a this potential Joint venture, this being both Brazilian perspective technical and financial partners. The joint www.floatingpowerplant.com

An important use of our technology is to supply power for the “secondary recovery The planned project deployment schedule is as follows. process” in the oil industry – a process in which sea water or CO2 is pumped into the Year Device Investment Total cost Annual Cost pr. ROI oil field at high pressure to force the crude cost over energy kWh and toward the main drilling well. 20 year production Levelized PBT The Brazilian government has made a 2015 P80 14 mill EUR 25 mill. EUR 10 GWh/year 0,12 Eurocent 9,0% / legislation that requires oil companies to Single unit 8 years reinvest 1% of the revenue in Brazilian based R&D for offshore technologies with 2017 5 P80 50 mill EUR 66 mill. EUR 50 GWh/year 0,08 Eurocent 12,5% / a focus on sustainability. device array 7 years FPP is currently in negotiations regard- 2018 Expansion of 45 mill Euro 60 mill. EUR 50 GWh/year 0,07 Eurocent 13% / ing the purchase and use of the technology P80 array with 6 years with two major oil and gas companies op- 5 more units erating in South American and the Brazilian reinvest program is ideal for funding the 2018 Fist single 25 mill EUR 37 mill. EUR 16,5 GWh/year 0,11 Eurocent 9,5 % / necessary development. unit P110 8 years PXXX; xxx indicates the width against the wave front. ROI is based on tariffs of 0,15 EUR on wind and 0,2 EUR on waves. The current tariff for wave in UK is 0,36 EUR. jan/mar 2013 69 Niels Andreas Brøchner General Manager

Could you please introduce your- Could you please tell us about Is all of this marketed as Danu- self? that factory? What does Arla bio products? My name is Niels Andreas Brøchner. I am actually own, what belongs to Yes, it’s all sold under the Danubio brand. 42 years old. I work for Arla Foods as their DanVigor? When was the factory General Mangager in their joint venture built, what is its capacity, and How many different products here in Brazil entitled DanVigor. This is does Danubio sell? branded with the Danubio brand which is how many people work there? We have about 40 SKUs. SKU is a unit, a probably a bit more well-known than The factory belongs to DanVigor; Arla product. We have three main lines that we DanVigor, i.e. the name of the owns 50% of the joint venture while work on. One is cream cheese. Then there’s factory. I am also responsible Vigor – the Brazilian partner – fresh cheese and spread cheese. Within for the rest of the Arla owns the other half. We are these lines, we have different variations of Foods division in Brazil, about 130 people working the products. although it isn’t very for the joint venture. We active at the moment. produce approx. 10,000 tons of cheese a year. Who is responsible for the distribution and sales? Vigor, our partner in the joint venture. Their competence and areas of responsibility are distribution and sale of our products. This means that all our products are invoiced to Vigor who then settles the accounts with us and sells the products. They of course receive a fee for doing this; it’s all part of the contract they have signed with Arla Foods.

Is there a Board made up of Arla and Vigor people? If so, who’s the Chairman? DanVigor has a Board made up by Arla Foods and Vigor representatives. Arla’s representatives are people who occupy positions in the adequate channels in Denmark. Each partner has two members; JBS and Vigor are representatives for Vigor.

Who is the Chairman? There’s no Chairman as such. There is a Board but no Chairman. It operates on a consensus principle.

How much do you sell for? Sales of DanVigor products amount to approx. BRL 100 million.

Niels Andreas Brøchner General Manager 70 jan/mar 2013 How much annual growth is the company experiencing? We have grown more the past couple of years, but it’s typically between 5 and 15%.

Has 2012 turned out to be a good year for you? Yes, it has.

Do you have any plans of launching new products? Yes, we do, but I cannot tell you any details about them, it’s still too early. We always have new products underway though. That’s simply a necessity. Our clients demand that we come up with new products for them. We have projects lined up for the coming year.

Does that mean that production does not spread out beyond Rio There they consume a lot of cream cheese cheese is softer, but we have developed and Sao Paulo? products in the foodservice industry. We some products that correspond to the Yes, it does. Our distribution network have developed a special product for needs of the restaurants. It’s a big market is nationwide; our products are sold Japanese restaurants where they use a to navigate. We have also developed some throughout the entire Brazilian territory. special cream cheese that needs to be special cheese products utilized in pizzas Our most expressive sales volumes are in of a firmer consistency and to be able to and compete in this market as well. These the South and Southeast of Brazil, though. withstand being fried, for instance. So, products were especially made for pizzas. we developed some products that can So, are you able to find Danu- withstand this method of cooking without Doesn’t Danvigor have some prod- liquefying when used in Japanese cuisine. ucts that compete with yours? bio products from Belem to Rio If you know Japanese food, it’s all about No, we don’t compete. As we use the Grande do Sul? hot rolls and hot Philadelphia where cream same distribution system, we are not Yes, exactly. Moreover, our food sales cheese is added to the middle and deep- competitors. The products are part of distribution is quite developed, especially fried. The products have to keep during packages that they sell to our clients. in Northeastern Brazil as a matter of fact. this process. Generally speaking, the There is a corresponding range of the same products that include low cost-benefit products, medium range products and then ours which are premium products.

So, does that mean that they do not have any premium products that compete with yours? Yes. They do not have any products like ours.

Are all the products manufactured within the same factory? They have their own factory and manufacture their products there while we make ours here. In the package mentioned, they include three products that they promote. They have the Vigor, Leco and Danubio brands. Within this range these three products are market leaders in the production of spread cheese.

Jens, Andreas and Anders at Danúbio factory in Cruzeiro

jan/mar 2013 71 Brazilian Review INTERVIEW

What does the future hold for it undergoes processing and moves on in the Are you making a lot of money? cheese in Brazil? There has got system. So, upgrades are possible in different Well, that depends on how you define a lot areas and thereby capacity is expanded. to be incredible opportunities of money. We do make a decent amount We have another area where we can of money. for growth, not only in the main increase our capacity for output; the shifts. markets, but in general. We do not have three shifts each working How do you go about training It’s the same experience that so many eight hours a day, seven days a week. We others have had with the middle class and work more like two shifts six days a week. your staff? Do you offer any the emerging low middle class. They now So, there’s definitely room for an increase kinds of courses or do you bring have money and are influential consumers. in capacity there. in technicians from Denmark? Do Your market share boils down to a question Brazilian workers travel to Den- of distribution and marketing. Oh, so another shift could be im- mark to learn about the trade plemented. and then bring back the know- Yes, we could scale up production. Do you have capacity to double how acquired there? We have a very competent managing team your production if there was a So, you could expand if there here. They are basically the ones responsible demand for this? was an increase in demand. Is for training the people who work for us. We Well, it might prove difficult to double our this something that you are con- put a lot of effort into getting the right people current production. But we could easily to work for us in the first place. It wouldn’t increase the output by 50%. sidering? It’s hard to manufacture new products on be accurate to say that most of them come the same machinery and lines you already to work for us with a solid background in Do you have any plans of doing so have installed. It’s often necessary to invest the field. However, we try to make sure that within the next couple of years? in new equipment or machinery. This leads we hire competent people who display the Yes, there are plans of expansion. We are to a crowded production hall though and it right attitude to fit into the company. We expanding different areas of the factory can be quite challenging to fit everything make a point out of delegating work and we because bottlenecks always appear. These in. You also have to make sure that the expect a lot of our workers. We want them sometimes show up in the manufacturing equipment you buy is the right capacity, so to participate and be active in the decision- process, in packaging, in service equipment that they are not too small, nor too large. making processes which ensure that we are such as cellars and coldness which are both That’s a challenge in itself. But if we are able to vouch for the quality and efficiency very important in the foodstuffs industry. talking about expanding without having to of our production. It’s of course a challenge We look into where we are able to upgrade purchase a lot of new production lines, well, to make everything come together but that and come up with answers for that, e.g. then we have a decent capacity for increase. is part of what makes it so exciting to be in in the storage of raw materials. Here I am this business. We do not offer training and education beyond what people are normally talking about milk being brought in from What about profits? Are you our suppliers daily. We have got to have taught to be able to perform the specific capacity to adequately store the milk before making money? tasks in their jobs. We aim to identify talents Yes, we are. on the job market and pinpoint the skilled people who might want to come and join our team.

How long have you been here? I came to Brazil in 1996.

Do you intend to stay here for a long time still? There will always be work to do here. As long as I am able to get my own expectations fulfilled and to meet the expectations of my employer, I do not intend to move anywhere else. But you never know what the future holds.

Whom do you report to? I report to the Board of DanVigor.

Do you have a long-term contract or a standing contract? Oh, it’s a standing contract as I am the

Niels Andreas Brøchner at the cheese factory 72 jan/mar 2013 My personal “objectives include making my managing team work well together to such a

Niels Andreas Brøchner, General Manager, in fornt of Danúbio factory in Cruzeiro degree that

representative of Arla Foods in Brazil. So, everything come together harmoniously. I have agreements with them as well. I am These are the challenges that have always an employee of the joint venture but also been present and still persist. they in turn of Arla Foods. “ What is the biggest challenge for make their The Danish division? you? Is it attracting the right tal- Yes, the Danish division. So, I still have a ents to this town? life line to Arla. My personal objectives include making my own teams managing team work well together to such How many times a year do you a degree that they in turn make their own go back to Denmark? teams run smoothly. The high quality of our run smoothly Sometimes it’s once a year, other years I go products does not come about by itself. It there three times. is constant work to upkeep and maintain this level of quality. I have to work hard to What is the shelf-life of a product Is Arla Foods still your home ensure the quality; it’s not enough just to like this? base? tell my people to do their jobs well. It needs to be kept refrigerated. It can You have to challenge people and make My trips to Europe are nearly always tied to withstand shorter periods without them work together in teams. That is work for Arla. Sometimes I go for courses, refrigeration though. This product here presently the biggest challenge, i.e. sometimes for meetings. can keep at room temperature but the making the teams run smoothly. When other two ones cannot. It has a shorter I am able to make the manager team shelf-life. What challenges do you think work together without any problems and This product here has a shelf-life of 180 you’ll face in the next couple of make them run their teams smoothly, days, i.e. 6 months. This is a commercial years at Arla Foods, in terms of then most of my problems are solved. It’s advantage; we are able to expand the reach putting this amazing product on incredibly important that the maintenance of our distribution network by offering such the market? department, the welders and the an extended shelf-life. Within distribution, electricians work well with the production shelf-life is a very important aspect. Most Our challenges include being able to offer workers and packaging crew, and that they products are not sold near the ‘sell by’ date; the market new products, innovation feel that they are working towards the they are sold and consumed long before half in general and making sure that our same goal. of the shelf-life period has gone by. products are adequately priced. We need to keep costs down. This is what is most important for each and every factory Do you have any laboratories Who are your competitors? manager; keeping costs as low as possible. that test your products? Local competitors include Bon Grain, the It’s not merely a question of cutting down Yes, we do. We have labs that perform daily French Polenghi that sells Polenguinho here constantly; it’s about balancing things and check-ups on our output as well as on our in Brazil, and Kraft Food’s Philadelphia. making sure that everything is running raw materials, our processes, and the final Nestle compete with us within spread smoothly and that all parties work as well products. They also test the shelf-life of the cheese, and there are other competitors as together as possible. It’s about making products once they reach the market. well. The processed cheese market is huge.

jan/mar 2013 73 Brazilian Review INTERVIEW

What is your market share within west would have been that we would have this segment? been closer to the raw material, i.e. milk. It’s 13% for the entire range, for all our Our milk comes from Vale do Paraiba. We brands and distribution. I think we have fetch the milk there. 3.6% of the market if we look at all our products. Oh, so you drive out to the suppliers. How much milk do you Where do you intend to get to? pick up a day? What are your objectives? We pick up 100 tons of milk every day. Our only objective is growth. The market is very exhausted. It’s a big market but How many trucks do you have? it’s not growing at nearly the rate that We don’t have our own trucks. We have Curriculum Vitae the cream cheese market, for instance, is. hired a road carrier who has four trucks; Niels Andreas Brøchner There is a lot bigger contribution margin on they do the rounds to the suppliers. cream cheese than there is on this product, Born 1970 – Christiansfeld. so the marketing budget is smaller as well. What kind of milk do you buy? • The differences arise after the milk is • Married to Simone – one daughter Do you have a big marketing bottled or processed; we simply buy raw • 1988-1991 Dairy school Skilled budget? milk. Dairyman. It’s about 5% or so. How do the quality checks work? • 1991- 1993 Miltarry service. That adds up to approx. BRL 5 Samples are drawn of the milk when it is • 1994 -1995 Dairy school Dairy million then. Is that enough? picked up. The volume is measured. The Technician. That’s always up for discussion. sample is then sent in for analysis at our lab. The supplier receives payment in • 1995 – Dan-Vigor / Arla Foods do Brazil. Why did you decide to place your accordance with the findings of the quality check performed. This payment system is - Production Manager factory in Cruzeiro? What is the identical to the system used in Scandinavia - R&D Manger advantage of having it here? and Northern Europe. We decided to - General Manager. The factory used to belong to Vigor. They implement it here. Not everybody in sold it to the joint venture. If I recall the business down here uses this model correctly, there were two or three possible though; others simply pay according to the from the get-go. It’s unique because it is locations under consideration when we volume delivered. But we have the added a cooperative that owns the farms, so it’s started the joint venture. The two other dimension of also checking the quality of the owners that produce the milk and the ones were located further inland in Sao the milk delivered. Our suppliers are paid milk therefore has a very traceable history. Paulo state. Cruzeiro was chosen because according to the quality of the milk that It’s a through-and-through quality product. we felt that it was closer to our market they produce. An important marketing We have a concept called ‘The Arla Farm’ than the other possible locations were. The aspect of the Arla concept is that they are which means we guarantee the quality of advantage of choosing a location further on top of the quality of their products right the product from the soil it’s grown in all the way onto the final consumer’s table; we ensure that the products are adequately manufactured of the best raw materials and that the suppliers undergo scrutiny and their products strict quality control. It’s not only a matter of the quality of the milk itself, but also, for instance, about animal welfare. We try to upkeep our high standards here in Brazil. The conditions are somewhat different though, so we have chosen some suppliers whose milk lives up to our demands. It’s then presumed that if they deliver such quality milk, it’s because they have decent practices on their farms.

Do you check this though? Oh, we are under obligation to inspect all the farms that supply us with milk.

Does Arla still sponsor the Dan- ish national soccer team? No, we do not sponsor it any longer.

74 jan/mar 2013 jan/mar 2013 75 Copenship

Copenship A/S is a privately owned In order to be even more focused and We operate worldwide but with empha- Company, incorporating Copenship Bulk- dedicated towards our key areas and cli- sis on the trades to and from East, West ers A/S, Copenship MPP A/S, Copenship ents, we have from the beginning of 2010 and South Africa including the East Afri- Singapore Pte. Ltd. and Copenship Pana- divided the company into the below men- can islands. We have specialized in oper- max Ltd. as trading units. The group fur- tioned trading units. ating in these difficult area’s for more than ther includes Copenship Brasil Ltda., as a three decades. representative office. COPENSHIP MPP A/S In addition to dedicated full shipments Copenship was established in 1978, we have since 1996 been running a conven- starting its life in a small office in Broen- We are working geared singledeckers tional liner service from Northern Europe shoej, just outside Copenhagen. The main and tweendeckers from 6000 dwt upto and the Mediterranean to South and East focus was on East African trade as well as 20,000 mts deadweight equally concen- African ports including regular calls at Mad- chartering within the grain trades. trating on bulk cargoes and break-bulk/ agascar and the Comoros islands. Our Liner We still operate from Broenshoej and in project cargoes. With our specialized ton- Service to East Africa and the islands are ex- 1983 moved to more appropriate premises, nage we offer competitive freight solutions buying our present building. In 2010 we for full shipments as well as part cargoes, bought the neighboring building allowing including IMO cargoes, inland transport the company to continue its positive devel- and bagging/strapping. opment. Over the last 30 years, we have evolved into a modern, streamlined operating company with more than 60 vessels on charter at any time.

76 jan/mar 2013 ecuted in close co-operation with our partner Messrs. Heestership in Marseilles and have sailings approximately every 40 days.

COPENSHIP BULKERS A/S

We are working cargoes and tonnage from 20,000 mts up to supramax cargoes. We remain very active in the grain trades and have made a name for ourselves in moving aid cargoes to Middle East and Af- rican destinations. We are today active in all the main- stream dry bulk commodities, and have an extensive trading history with most of the major trading houses and many end-users and suppliers. In the dry bulk market, the majority of our business is in handy and handymax sizes.

COPENSHIP SINGAPORE PTE LTD.

On 1st of April 2009 we opened an office in Singapore, Copenship Singapore Pte Ltd., from where we can now offer our Far as well as a number of trades between liner trades as well as on the Panamaxes Eastern customers an even better around the eastern and the western hemispheres. The office will be focusing on the export the clock service. The company has already of all the various commodities from the proven itself and is today running its own COPENSHIP BRASIL LTDA. area but will also be looking at the inbound fleet of modern vessels covering the entire trades in close co-operation with the other pacific hemisphere. Our Brasilian office has been in opera- group offices, depending on origin. The Company is mainly engaged in the tion since April 2010. The office is covering handy to supramax trades but does also the South American markets, both for lo- COPENSHIP PANAMAX LTD. involve itself in panamaxes as well as sup- cal clients and others trading out of South port for MPP trades. On the cargo side, America and they are providing a solid base Our Panamax department has com- the company is involved in a number of for all the trading companies. The office is menced trading on the 1st November trades within the Pacific including coal, mainly focusing on the handy to supramax 2010. They are situated in London and they iron ore, salt, grains, alumina and others trades but will also be able to assist on the are in charge of our panamax activities worldwide. They are however working in close co-operation with our other offices, in order to give our clients full coverage. With the close correlations and many synergies between the panamaxes and the large supramaxes we believe that by focusing even more on the panamax sector we will now be able to provide an even better service to both new and existing clients. AMK

Copenship Brasil Av. Macuco 726 Suite 1805 - 8th floor - Moema 04523-001, São Paulo - Brazil

www.copenship.com

jan/mar 2013 77 Christian David Christensen General Manager Nordea in Brazil

Nordea is the largest financial services group in Northern Europe and has been present in São Paulo, Brazil since 1979. Our main activity is to offer Nordic customers financing and advisory services regarding their trade with, and direct investments, in Brazil. Our team is actively involved with arranging finance for exports and imports between Brazil and the Nordic countries.

New General Manager

I have recently been appointed the new General Manager of Nordea´s Representa- tive Office in São Paulo and I arrived together with my family in the beginning of September. My wife is Brazilian (born and raised in Sao Paulo) and we have a 2-year Christian David Christensen, Fátima Fonseca and Luiz Vecchia old son who was born in New York. My mother is from India and my father is from Denmark and I was born and raised in Co- future reference can identify better and at- where I find the Scandinavian mentality penhagen. I hold a Bachelor in Business tempt to structure your deals accordingly. to be more focused on the collective and Administration and a Master of Science in In a high-growth market, risks can easily there is more attention towards improving Management of Innovation and Business be considered more theoretical and harder the process to obtain better results. Development from Copenhagen Business to identify, so the very tough times in the I was in Brazil first time in 2003 and I School. Furthermore, I have completed financial sector the last years have not only have been here quite frequently ever since, an exchange program at Fundacão Getulio been bad but also helped improve process- including 2005/2006, where I completed Vargas, Sao Paulo in International Man- es in the financial industry. an exchange program at Fundacão Getulio agement (2005) and recently completed I worked as an Assistant Vice President Vargas. My first impression of the coun- an 18-month program in Credit Analysis in Shipping, Offshore & Oil Services in New try was this positive, outgoing and warm for professionals at New York University. I York and worked primarily with structuring mind-set of the Brazilian people, which I speak Danish, English and Portuguese. major credit facilities to stock listed com- still think is quintessential for Brazilian cul- I joined Nordea in 2008 at Shipping, Off- panies. Comparing New York to Scandi- ture. I especially notice it, when I arrive in shore & Oil Services in Copenhagen and navia, I think it was remarkable to see the Brazil, I immediately notice a lot of people worked primarily with Danish stock listed differences in the culture and the working smiling and laughing and it has a positive companies arranging ship financing and mentality. New York is a melting pot of effect on me and almost works like turning facilitating capital markets products and different cultures and has the place with on a light-switch. cash management. My beginning at Nor- the most ethnically diversity in the world New York and São Paulo are similar in dea in 2008 was right before the crash of (Queens), which I think is reflected very ap- many ways. They are both financial capi- the Lehman Brothers and the commence- parently in the New York culture. There is a tals, highly international and big metropol- ment of the financial crisis, which was the saying in New York “if you can make it here itan cities. Brazil is a very large economy kick-off to a lot of volatility, uncertainty you can make it everywhere” which can with potential to grow even further and and change in the financial sector. The fi- lead you to think that it’s a tough place. there are particularly many investments in nancial crisis has been followed by the But on the contrary, I think the New Yorkers the state of São Paulo. I believe São Paulo sovereign debt crisis in Europe and, in par- are very tolerant and polite, which I think is is considered to be one of the most hard- ticular, the shipping industry has also been necessary to accommodate the high ethni- working cities in Brazil but I still consider very volatile during the last years. From a cal diversity in the city. There is an enor- the productivity to be lower than in New learning perspective, I think it has been mous drive and pursuit of success in the York, and Copenhagen for that matter, and extremely beneficial to have experienced city, which is hard to ignore and not feel in- I think the primary reason is the bureau- volatility from a close range because it spired by. The working mentality is focused cracy. There is an insurmountable amount exposes risks in the market, which you for on the individual and very result oriented of documents and different institution,

78 jan/mar 2013 Curriculum Vitae Christian David Christensen which are required to be involved in many The ECA financing is particularly inter- processes, which simply lowers the pace, esting for Nordic equipment suppliers. The Work increase cost and decrease productivity. scheme itself was created to support the Even though considerable political and export industry and due to the importance • 2012 - General Manager and Chief economical changes have taken place in of long term financing it can be an impor- Representative of Nordea do Brasil Brazil since 1979, which has affected the tant supplement and enhancement of a • 2011-12 - Assistant Vice President in business environment, Nordea has basi- commercial offer. Nordea, New York Branch in Shipping, cally remained true to its original strategy. Nordea arrange and offer ECA financing Offshore & Oil Services Nordea has always focused primarily on to Brazilian buyers in close cooperation • 2010 -11 - Associate in Nordea, New York business related to its home market and with the Nordic exporter and the Nordic Branch in Shipping, Offshore & Oil Services home market customers. export credit agency. The ECA normally • 2008-10 - Assistant Relationship Manager provides a political and commercial risk in Nordea Danmark in Shipping, Offshore Business in Brazil guarantee between 75- 95% of the loan & Oil Services amount. The involvement of an ECA reduc- The São Paulo office works closely with es the risk significantly and opens up for Education other Nordea units. It is an extended arm longer term financing. 2010-12 - New York University – of the Nordea Latin American desk as well Despite the turbulence affecting inter- • Professional certificate in Credit Analysis as account managers of Nordic companies, national financial markets, Nordea is in a 2008-09 - Nordea Graduate Program product specialists such as export- and proj- very healthy financial position and is cur- • 2005-08 - Copenhagen Business School ect finance, trade finance and FX trading rently regarded as one of Europe’s stron- • - Master of Science in Management of groups in the Nordics. Nordea is the leading gest banks. Innovation and Business Development bank in providing ECA (export credit agen- Nordea’s representative office is located 2007-08 - Master Thesis - Optimizing the cies) backed state guaranteed export- and at Rua Oscar Freire 379 in São Paulo, and • team effectiveness in offshore outsourcing project finance from the Nordic countries. has currently three employees: 2005-06 - Fundação Getulia Vargas - Demand for long term financing contin- • International Management Program ues to create opportunities. Today, the ma- • Fátima Fonseca, Representative, 2001-04 - Copenhagen Business School jority of long term transactions arranged by • Luiz Vecchia, Representative, and • - Bachelor in Management of Business Nordea in Brazil is related to exports from • Christian David Christensen, Chief Administration Nordic customers and usually involves the Representative 2000 - Military Service in Denmark Nordic ECA. Nordea •

jan/mar 2013 79 New Danish Ministers Royal Hunting Lodge in Trend

At the occasion of HM King Frederik and HM Queen Ingrid’s wedding in 1935, the royal family was granted 400 hectares of the attractive Trend region. The royal family has since purchased more land in the forest whose paths and roads are open to the public. The hunting lodge in Trend and the surrounding 400 hectares, however, are encircled by a game fence and off-limits for Annette Vilhelmsen the new the public. Minister for Business and Growth The area around the lodge in Trend is the as per 16th of October perfect setting for a brief family vacation away from the noisy city as nature there offers a rich variety in flora and fauna. The Crown Prince and his wife usually spend a lot of time outdoors when they bring their family to this little oasis in Jutland, and the large forest around the lodge makes it attractive to go on long hikes. Trend forest spans over an area of more than 1.000 hectares. Different parts of the forest have different owners; some are private individuals, others are public institutions, and yet others are foundations. A large part of the forest has belonged to the Danish royal family since 1935 and houses the hunting lodge in Trend as well as his- royal family’s forest which spans over 641 torical heritage sites such as Denmark’s hectares, Myrhøj Plantation with 108 hect- largest cattle corrals. ares, Uhrehøj Plantation with 196 hectares, Trend forest is a natural pearl in the re- and a couple of smaller forest areas. gion of west Himmerland. It offers both na- Trend forest is home to abundant animal Holger K. Nielsen the new ture experiences and historical sights. The life; it’s possible to come across stags, deer, Minister for Taxation forest was originally a plantation laid out and fallow deer, including white fallow as per 16th of October on the moors of Gunderupgaard farm in deer. Virtually all Danish birds are found in 1880. The forest is made up of the 80-hect- the forest, and its numerous watering holes are Trend plantation west of Løgstørvej and small ponds make Trend Forest a haven road, Trend forestry with 100 hectares, the for fauna.

Marianne Jelved the new Minister for Culture 80 jan/mar 2013as per 6th of December HRH Prince Christian at Trend jan/mar 2013 81 and Ambassador Svend Roed Nielsen who talked about university courses, interns, scholarships as well as the program ‘Top Business Council Talent Brazil’. All the presentations were well received by the audience. Most compa- The business Council meeting was spon- from Bradesco who talked about the Bra- nies talked about 2012 as a good year with sored by Widex and nearly 40 people were zilian economy and congresswoman Mara reported increases from 15-50% and there present with the Danish Ambassador Svend Gabrilli who talked about the ‘Corporate is also a growing optimism about 2013. Roed Nielsen. We invited three outside Handicap Policy’ and Science and Technol- speakers, namely economist Felipe França ogy Attaché Anders Ødegaard Christiansen JOL

Svend Roed Nielsen Anders Ødegaard Christiansen Felipe França Deputada Mara Gabrielli Danish Investment Seminar at the Chamber

More than 50 people attended the Danish Investment seminar at Clube Escandinava with presentations from the economist Cristiano Souza and Lawyer Miguel Tornovsky on investment policies. At the same time the Danish companies Coloplast, Novozymes, Exact Invest, ISS, Nil- fisk-Advance and GN ReSound made excellent presentations on their companies and plans. The seminar was very well evaluated by all the participants. JOL Christian Jølck Carlindo Machado, ISS Coloplast

82Rolf jan/mar Andersen 2013 Miguel Tornovsky Pedro Luis Fernandes Alejandro Giangaspero Cristiano Souza Conrado Leite Danish Design Pinheiro Neto Novozymes GN Resound Banco Santander Nilfisk-Advance jan/mar 2013 83 Miss Brazil 2012 Jakelyne Scandinavian Church de Oliveira celebrates 50 Years

Scandinavian Church celebrates 50 years with many activities Miss Brazil Jaqueline de Oliveira School College visits Chamber

The School college “Vera Cruz” visited the Chamber and the consulate and we had a long discussion about international relations and what a chamber can do to promote and grow trading between two countries. JOL

84 jan/mar 2013 Danish Parliament’s delegation for Environment visited Alfa Laval Aalborg

The visiting group was led by Danish Par- liament Environment Committee Holger K Nielsen , Lykke Friis, Lone Loklindt Knud B. Bach and Peter Hjorth showed the factory and gave a presentation about Alfa Laval Aalborg. A very relevant presentation for the delegation as Alfa Laval Aalborg is well posi- tioned in Green Cleantech products. Mr. Francisco Pontes Ferreira gave a speech about Natural Resources and Na- tional Park in Petrópolis area. On the way home, the delegation stopped for a visit at the Imperial Museum.

Isabel Allende Odense & Copenhagen Scandinavian Church celebrates 50 years with many activities

Lord Mayor Frank Jensen, Isabel Allende, Jens Olesen

Professor Anne Marie Mai, HRH Crown Prince Frederik, Isabel Allende, Jens Olesen HRH Crown Prince Frederik, Mayor of Odense, Anker Boye, Isabel Allende and Jens Olesen jan/mar 2013 85 Feira Escandinava 2012 A big success

The 46th Feira Escandinava was a huge success with more than 14.000 visitors and a record sale of BRL 2.2 million which is 20% more than in 2011. We would like to thank Al- exandre Munck, Susanne Osborn, Ana Regi- na Fracalanza, Renata Olesen and more than 800 volunteers. Feira Escandinava 2013 will take place at Esporte Clube Pinheiros on the 5th and 6th of November 2013. JOL

Consul Generals of Denmark, Sweden and Norway and 86 jan/mar 2013Finnish Ambassador Jari Luoto and Susanne Osborn jan/mar 2013 87 Asger Jorn in Brasilia Museum National in Brasilia hosted the Asger Jorn Exhibition – “Um Desafio à luz”, which has been a big success in the capital.

88 jan/mar 2013 jan/mar 2013 89 New Nordic Cool

Sleek, functional, cool – Scandinavian design is the Copenhagen has no shortage of contemporary landmarks, such as the new waterside Royal Danish Playhouse, Opera House essence of clarity and contemplation. But now a and Royal Library – all magnificently framed by the Renaissance cityscape of palaces, new and playful approach is emerging at some of spires and canal houses. But now a new landmark has emerged in one of the city’s new designer districts, Ørestad. And if you Copenhagen’s top designer hotels – a New Nordic think you know everything there is to know about restrained and contemplated Danish Cool that is all about ambiance and edge. design, then think again.

Dancing towers

The Bella Sky Comwell Hotel sits next to Copenhagen’s international conference venue, the Bella Center – or perhaps ‘sits next to’ is an understatement given not only the proportion of the 23-storey twin towers but also their warped shape, as if clutched in dance. Designed with a 15-degree inclination in opposite directions, the towers are more tilted than even the leaning tower of Pisa. But there is good reasoning behind the tortile shape, which has been conceived to give the hotel’s 812 rooms maximum view. And once inside the hotel a whole new playful world emerges. The brainchild of Copenhagen and London based DesignBrokers, the interiors are created to reflect a sense of ‘New Nordic Cool’ with soft-lined seating from HAY, one of Denmark’s leading new interior mavens, in eclectic fusion with the great classics of mid-century Danish furniture design.

90 jan/mar 2013 New Nordic Cuisine

Urban resorts Danish design in Copenhagen

Copenhagen hosts Scandinavia’s You’ll find less architectural flash but Contemporary design and classic deco- largest twice-annual culinary festival much the same designer ambiance at two rative art is featured at Copenhagen’s with tasting events and street markets. of Copenhagen’s other design hotels, both Designmuseum Danmark. And exhibitions Copenhagen is one of Europe’s leading part of the First Hotels collection and both are held at the Danish Architecture Centre. gourmet capitals and the gastronomic located in the historic heart of the city. You can also visit the private home of Finn epicentre of New Nordic Cuisine. First Hotel Skt. Petri takes its name from Juhl, which is today part of the Ordrup- the neighbouring Renaissance church in gaard Museum. For shopping visit Illums www.copenhagencooking.dk the city’s centuries-old Latin Quarter. Many Bolighus and HAY House. of the individually appointed rooms feature private balconies and penthouse ter- www.designmuseum.dk Here you’ll find Hans J. Wegner’s Wish- races and there is a view to the city’s classic www.dac.dk bone Chair, rendered in zesty lime green, townhouses from the sky-bridging lobby. www.ordrupgaard.dk perched among whimsical designs by Finn The heritage-listed building is a con- www.illumsbolighus.dk Juhl, including his 1940s Pelican Chair. verted 1930s department store designed www.hay.dk Interestingly, Finn Juhl’s perhaps most by legendary Danish architect Vilhelm famous interior project was the Trustee- Lauritzen, whose perhaps most famous ship Council Chamber in the UN building masterpiece is the city’s old 1939 airport. Designer hotels in New York, which was of course designed When Copenhagen Airport decided to Bella Sky Comwell Hotel by Oscar Niemeyer. The Finn Juhl chamber build the current Terminal 3, Lauritzen’s First Hotel Skt. Petri has recently undergone extensive refur- heritage Functionalist building had to First Hotel Twentyseven bishment and will reopen in 2013 for UN be lifted onto wheels and taxied 3.8km delegations and visitors alike. And in an in- across the runways at the dead of night to www.bellaskycomwell.dk spiring twist of fate the Bella Sky Comwell its new location – an amazing engineer- www.firsthotels.com Hotel is designed by the very same Dan- ing feat! Kim Klaus Wyon-Sergeant ish architectural practice, 3XN, which has Whereas First Hotel Skt. Petri features created Copenhagen’s new waterside UN pure-lined interiors in tune with the Mod- building, set to be completed in 2013. The ernist ethos of its architect, its sister ho- Copenhagen Jazz Festival Danish capital is the world’s sixth-largest tel, First Hotel Twentyseven, is far more UN city and home to a number of its agen- inspired by the emerging New Nordic Cool cies. And if you are visiting Copenhagen in – in more senses than one. The hotel fea- 2013 you’ll also get the chance to experi- tures an Ice Bar made with ice from the ence the opening of another novel land- Torne River in Arctic Lapland. And the ho- mark designed by the prolific 3XN studio tel’s cool yet liveable interiors are created – the city’s new aquarium, the Blue Planet, by Thors-Design in joint collaboration with which is set to become one of Europe’s big- the Republic of Fritz Hansen, producers of gest. Located by Copenhagen’s 5km-long some of Denmark’s most iconic mid-cen- sandy beach, the swirling new design will tury designs. Although the hotel’s bland be visible from above for passengers land- 1960s exterior perhaps holds little ap- Copenhagen is home to one of Eu- ing at Copenhagen Airport. peal, its interiors offer unique ambiances rope’s largest annual jazz festivals, The Bella Sky Comwell Hotel, complete with edge. In fact, the boutique hotel was featuring more than 800 concerts city- with a spa and sky bar, is Scandinavia’s voted Copenhagen’s trendiest in 2012 by wide (5-14 July 2013). Parks, cafés, canal largest design hotel. You can reach down- those in the know – Tripadvisor users. boats, jazz clubs and bars fill with rev- town Copenhagen in around 9 minutes by This feature was developed in asso- ellers. Many concerts are open-air and the city’s 24-hour fully automated metro ciation with VisitDenmark, www.visitden- free of charge. system. mark.com.br www.jazz.dk www.jazzfest.dk jan/mar 2013 91 92 jan/mar 2013 Bacalhau Seminar Norway held a major presentation to Hansen, Ambassador Aud Marit Wiig, the bacalhau community in Sao Paulo Consul General Jens Olesen, Mr. Knut with the Norwegian Minister of Fisher- Ovrebo, and Mr. Sven Blikstad. ies and Coastal Affairs Lisbeth Berg- JOL

Ambassador Svend Roed Nielsen at the exhibition Egg Chair - Tal R exhibition in Rio

Egg Chair - Tal R exhibition at Niterói Contemporary Art Museum (MAC), also known as the Oscar Niemey- er museum, was a great success with 30.000 visitors.

JOL Chamber Christmas lunch was a great success

Nearly a hundred Danes celebrated the traditional Christmas lunch at the Scandinavian club. With fantastic delicious food of cold and warm Danish dishes and also delicious Christmas Danish deserts and cheeses. The Christmas Lunch had nearly a hundred gifts which were given out to all the guests. Paul Thomsen was an entertaining toastmaster and the Christmas lunch was a great success. JOL

jan/mar 2013 93 OBITUARY Copenhagen University IB JOHN HORNEMAN 1930 – 2012

John Horneman came to Brazil in 1953 at the visits the Chamber age of 23. He started out as an English teacher in Rio de Janeiro, but went back to Denmark in Copenhagen university represented portunities and Novozymes and GN 1955-. He then came back to Brazil in 1957 and by 30 students studying economics ReSound presented the companies in got married to Maria Helene one year later. who made a study tour to Brazil. The Brazil. The student encounter was very He started working for Blemco, but later Chamber of Commerce made a presen- interesting with a lot of good dialog changed his place of work to J.E. Olsens Enke. tation with Jens Olesen who made a amongst the participants. He continued in the seed business and estab- presentation called Brazil Full of op- JOL lished Dæhnfelt do Brasil. Four years later he took over the entire company and named it Top- seed. He also started importing machines from Denmark in his company TopMac. Topseed became a large company, but due to Danish Olympic health problems John sold the company to his partner James Udsen 5 years ago. The firm is presently called Agristar. John retired, but con- Committee tinued on the Board of Agristar. From 1990 to 2000 John Horneman was the Danish Honorary General Consul in Rio de Janei- visits Rio 2016 ro. During this period he received HM the Queen of Denmark and both Danish princes. For many years John Horneman was the presi- for 5 days dent of the Danish Club in Rio de Janeiro, and in this capacity John did great work for the Danish community. John was a family man. Together with Maria Helene and family he travelled all over the world. He had Parkinson disease for many years, but lived well with it for 17 years. He died of pneumo- nia and a heart attack on September 30th after having been hospitalized for one month. John Horneman and Maria Helene had three sons together: Poul, Christian and Alexandre. They also had 2 grand daughters and 1 grandson.

Honored be John’s memory

Knud B Bach

94 jan/mar 2013 Danish Olympic Committee visiting Rio 2016 INTERNATIONAL MOVINGS TEAMWORK INTERNATIONAL MOVING is an agile and modern company, that counts with professionals with wide experience on international moving.

Our philosophy is 100% based on Client Service.

- Multi-language staff (Portuguese, English, Spanish, Japanese, Danish, German).

Our services go beyond the moving day, they are based on the services and informations that we provide during all stages, from the initial visit to your residence until the arrival at the final destination.

Our moving coordinators have the most updated informations about all the aspects of a move, which guaranties that all necessary documents will be requested. We help with all paperwork and with the notary services (cartório). We also offer consular support.

Our packing material follows the highest international standard. The packing material counts with specific boxes for:

- Clothes - China - Paintings - Books - Cd’s - Shoes and Suit pockets - Comforter pockets - Dissecants (to avoid mould and humidity)

SÃO PAULO: R. Adherbal Stresser, 454 A – São Paulo, SP, Brasil – CEP 05566-000 Tel. (55 11) 3785-3425 RIO DE JANEIRO: R. São Félix, 830 – Rio de Janeiro, RJ, Brasil – CEP 21235-610 Tel. (55 21) 2481-2531 [email protected] www.teamworkintl.com.br jan/mar 2013 95 FAIRS 2013

Fairs Local 2013 Site

FEINCO Centro de Exposições 12 a 16 de março www.eventseye.com/fairs/f-fein Imigrantes - São Paulo/SP co-11517-1.html

ABRIN Expo Center Norte - São Paulo/SP 23 a 26 de abril www.abrin.com.br/2013/pt-br/index.asp

INTERMODAL SOUTH Transamérica Expo Center - 02 a 04 de abril www.intermodal.com.br/home-2012/ AMERICA portugues/

INTERSECURITY Expo Center Norte - São Paulo/SP 24 a 26 de abril expobr.all.biz/expo-intersecurity-5747 São Paulo/SP

ISC BRASIL Expo Center Norte - São Paulo/SP 16 a 18 de abril www.iscexpo.com.br/ ALIMENTÉCNICA - Centro de Exposições 02 a 05 de abril Contato telefônico - Daniela (11) 3567-1890 (EXPO EMBALA) Imigrantes - São Paulo/SP

EXPOSEC Centro de Exposições 14 a 16 de maio www.exposec.tmp.br/ Imigrantes - São Paulo/SP

MAGNUN SHOW - Centro de Exposições 14 a 16 de maio www.magnumshow.com.br/ MAGNUM SHOW Imigrantes - São Paulo/SP

TOYS & PARTIES & Transamérica Expo Center - São Paulo/SP 25 a 27 de maio www.eventseye.com/fairs/f-toys-parties- CHRISTMAS FAIR christmas-fair-south-america-7835-1.html

DIAGNÓSTICA Expo Center Norte - São Paulo/SP 21 a 24 de maio www.hospitalar.com/index.php?/eventos/ diagnostica.html

HOSP FARMA Expo Center Norte - São Paulo/SP 21 a 24 de maio www.hospitalar.com/index.php? http://www.hospitalar.com/eventos/ hospfarma.html

HOSPITALAR Expo Center Norte - São Paulo/SP 21 a 24 de maio www.hospitalar.com/index.php? http://www.hospitalar.com/hospitalar/ infos.html

BIO BRAZIL FAIR Bienal do Ibirapuera - São Paulo/SP 27 a 30 de junho www.biobrazilfair.com.br/2013/pt-br/

NATURAL TECH Bienal do Ibirapuera - 27 a 30 de junho http://www.naturaltech.com.br/2013/pt-br/ São Paulo/SP

FCE PHARMA Transamérica Expo Center - São Paulo/SP 14 a 16 de maio www.fcepharma.com.br/

FEICORTE Centro de Exposições Imigrantes - 11 a 15 de junho http://expobr.all.biz/expo-feicorte-5801 São Paulo/SP

FISPAL TECNOLOGIA Pavilhão do Anhembi - São Paulo/SP 25 a 28 de junho www.informagroup.com.br/site/ hotsite.asp?idevento=55&menu=2312

ABF FRANCHISING Expo Center Norte - São Paulo/SP 15 a 18 de junho www.eventseye.com/fairs/f-abf- EXPO franchising-expo-5919-1.html

FISPAL FOOD SERVICE Expo Center Norte - São Paulo/SP 25 a 28 de junho www.informagroup.com.br/site/ hotsite.asp?IdEvento=186

96 jan/mar 2013 FAIRS 2013

Fairs Local 2013 Site

TECNOSORVETES Expo Center Norte - São Paulo/SP 25 a 28 de junho www.informagroup.com.br/site/ hotsite.asp?IdEvento=206

NAVALSHORE SulAmerica Convention Center - 01 a 03 de agosto expobr.all.biz/ Rio de Janeiro/RJ expo-navalshore-5503

EXPO LOGÍSTICA Intercontinental - Rio de Janeiro/RJ 19 a 21 de agosto www.expologistica.com.br/ RIO DE JANEIRO

POSTOS E Expo Center Norte - São Paulo/SP 27a 29 de agosto www.expopostos.com.br/ CONVENIENCIA

SET-BROADCAST Centro de Exposições Imigrantes - 20 a 22 de agosto shows.newmaker.com/fairs/SET- & CABLE São Paulo/SP Broadcast-Cable.html

CPHI SOUTH Transamérica Expo Center - 06 a 08 de agosto www.cphi.com/event-calendar AMERICA São Paulo/SP

AGROCANA Centro de Exposições Zanini - 28 a 31 de agosto http://expobr.all.biz/expo-agrocana-16512 Sertãozinho/SP

ALIMENTÉCNICA Centro de Convenções de 27 a 30 de agosto www.embalaweb.com.br/noticias/249.shtml NORDESTE de Pernambuco - Recife/PE

FENASUCRO Centro de Exposições Zanini - 27 a 30 de agosto www.abimaq.org.br/expoabimaq/promoto Sertãozinho/SP rasDetalhes.asp?c=3&t=56

INTERSEG Rio Centro - Rio de Janeiro/RJ 18 a 20 de agosto http://expofeiras.gov.br/calendario-de- eventos/evento/sq_eventos/2671

EQUIPOTEL FOOD Pavilhão do Anhembi - São Paulo/SP 16 a 19 de setembro http://expofeiras.gov.br/calendario-de- & DRINKS eventos/evento/sq_eventos/2481

FISP Centro de Exposições Imigrantes - 03 a 05 de outubro http://expobr.all.biz/expo-fisp-5840 São Paulo/SP

SALÃO DUAS RODAS Pavilhão do Anhembi - São Paulo/SP 08 a 13 de outubro http://www.abraciclo.com.br/index. php?option=com_content&view= article&id=66:salao-duas- rodas&catid=11:feiras&Itemid=68

SÃO PAULO Transamérica Expo Center - 17 a 22 de outubro www.zapaday.com/event/68069/3/ BOAT SHOW São Paulo/SP Sao+Paulo+Boat+Show.html

FFATIA Centro de Cultura e Convencoes 16 a 19 de outibro http://expobr.all.biz/expo-ffatia-15391 de Goiania - Goiânia/GO

EXPOENFERMAGEM Pavilhão do Anhembi - São Paulo/SP a definir livro

FIMAI Expo Center Norte - São Paulo/SP 05 a 07 de novembro livro

FISPAL FOOD Centro de Convenções de 06 a 09 de novembro livro SERVICE NORDESTE Pernambuco - Recife/PE

jan/mar 2013 97 Attracting Brazilian Talent to Danish Education and Careers

As one of the world’s biggest economies tional standard that meets the demands of, On the one hand, it is essential for Dan- and with growing investments in higher for example, Danish companies in Brazil. ish companies’ engagement and growth education, research and innovation, Brazil High quality education, training and in Brazil that they - in the ever increasing is increasingly becoming an important mar- recruitment of qualified labor have con- international competition for the most tal- ket for Danish companies, universities and sequently become Achilles’ heels in Brazil ented young Brazilians - continue to have other higher education institutions. creating bottlenecks, wage pressure and access to highly-qualified labor. Over the past 10 years the number of lack of innovation in the labor market. As On the other hand, there is an in- young Brazilians studying at university level an example, it is estimated that the annual creased potential and market for offering in both public and private institutions has lack of engineers alone is approx. 20.000 international education of high quality to more than doubled and now exceeds 6.5 and growing, and that only 8% of employ- Brazil’s growing young population over million. But in spite of this increased intake ees in Brazil’s most innovative companies the next 10-20 years. of students at Brazilian higher education have a technical scientific training. There is no doubt that Brazilian higher institutions, human capital is repeatedly re- From a Danish perspective these re- education institutions and their students ferred to as a scarce resource, and it is still a straints in the current Brazilian education today are seeking qualifications precisely relatively small share of the Brazilian youth system and labor market contains both through internationalization, whether the who receive a higher education of interna- great challenges and opportunities. outgoing mobility is supported by pub-

98 jan/mar 2013 •

Top Brazilian-Danish University Talent Network – initial Campaign – Brazil initiative initial initiative Activity • Establishment of a Brazilian-Danish • Targeted marketing of Network for career match-making, selected Danish study study opportunities , job offers, directions at a few selected internships and alumni networking Brazilian universities • Targeted marketing of job offers and career opportunities in Danish companies in Denmark and Brazil • Direct counselling to student on study and career possibilities Target • Potential Brazilian MSc-students • Students at selected uni- (primarily fee-paying) and young versities primarily seeking group and senior professionals interested education at MSc-level in studying in Denmark or pursuing a • (Brazilian students seeking career in a Danish Company opportunities at other • Brazilian alumni with a study experi- educational levels – PhD or ence from Denmark willing to net- undergraduate) work and/or become ‘ambassadors’ Benefits • Company profile with logo • Direct contact to talented lic scholarship programmes such as Sci- and • Company job advertisements Brazilian students and key ence without Borders, bilateral exchange • Information about the network institutions programmes between higher education exposure on the webpages of the Danish institutions or financed individually by for representations and on social media regular tuition and fee paying students – companies such as Facebook, LinkedIn, Orkut, all of whom, Danish universities in a close YouTube collaboration with Danish companies in • News about the network posted at Brazil as well as in Denmark, have a lot top Brazilian universities to offer. • Press releases – with company With a view to address both the chal- names – about the network to Dan- lenge of access to talent and the related ish and Brazilian media new market opportunities within higher Company • Offer internships and clear career • Consider and prioritise education, the Danish government in its opportunities participation in university recent strategy for Brazil proposed a Top commit- • Consider offering scholarships events Talent Brazil programme with a view to ments • Appoint a contact person for Top • Provide Top Talent Brazil specifically promote Danish higher educa- Talent Brazil, responsible for all com- with promotion material tion and career opportunities and meet the munication and collaboration with • Provide news/stories about increasing demand for Brazilian talent from the network your company to be posted Danish Companies and universities. • Provide Top Talent Brazil with the at the webpages of se- necessary information (profile, logo lected Brazilian universities What is Top Talent Brazil? and pictures) and extraction of job offers from the company webpages Top Talent Brazil is a dedicated pro- • Provide Top Talent Brazil with news/ gramme combining and coordinating stories to be posted at social media Danish companies’ and universities’ com- platforms petences and activities to create higher visibility and new effective channels for recruitment of talent in Brazil. the idea is to go from today’s general and ment of job offers, university events and The aim of Top Talent Brazil is thus to cre- one-shot marketing and promotion of sin- campaigns, competitions, promotion of in- ate a single, strong Danish brand, where gle institutions and job opportunities to a ternships and the establishment of lasting participating companies and universities, targeted and more permanent marketing, partnerships with Brazilian institutions and rather than competing are working togeth- promoting Danish career paths whether in organizations. er to promote the common Danish product Denmark or Brazil. Furthermore the Brazilian-Danish Net- of high quality education and attractive ca- This will be done through a number of work could act as a platform for gather- reer paths. concrete activities and services such as ing Brazilian-Danish Alumni and connect- In a unique collaboration between Dan- the creation of the first ever web based ing people around Brazil who have higher ish companies, universities, the Danish Brazilian-Danish Network and a Univer- education experience from Denmark. Es- Ministries of Science, Innovation and High- sity Campaign at selected Brazilian institu- sentially, making them ambassadors to the er Education and Foreign Affairs as well as tions, and Top Talent Brazil will serve as an benefits of having chosen a Danish career the local Danish representations in Brazil, infrastructure for information, announce- path.

jan/mar 2013 99 The key word for the network and the university campaigns is bridge-building – to offer each participating company and institution a more effective attraction and recruitment of Brazilian talent to their specific higher educational programme, projects and job opportunities.

Focus on career paths and active company participation

In many emerging countries such as Bra- zil, students - and especially their parents - focus on ‘return on investment’ when choosing a place to study. Therefore it is not only a matter of the size of fees and study related expenses, but also to which extent an education - or even an intern- Brazilian talent in the future, and Danish mark is 3rd in the world in scientific publi- ship - can provide future job and career companies play a major role also in offering cation per capita, 3rd in the world in cita- opportunities, that end up determining the concrete opportunities for jobs, internships tions per scientific publication and 2nd on decision whether to go to USA, Germany, or even scholarships to gain a competitive the EU Innovation Union Scoreboard 2011. Sweden or Denmark. edge in the Brazilian market. All Danish universities are research-based Therefore, Top Talent Brazil will have a with close ties between research and edu- strong focus on ‘employability’. That is, Why participate? cation in daily life and they have a strong rather than solely promoting Danish higher and diversified supply of high quality edu- education, Top Talent Brazil will focus on Danish companies often offer interna- cational programmes with close ties to the Danish career paths where Brazilian talents tional work environments and very attrac- business community. after taking part of their higher education tive career paths, for example, offering Still, the awareness of Denmark, Danish or internship in Denmark becomes a valu- challenging and stimulating jobs, a good companies and higher education institu- able asset for Danish companies in Brazil work-life balance, a high standard of living tions is rather limited among Brazilian stu- and Denmark. and job safety etc. Likewise the quality of dents, and it is of great importance in the Together Danish companies and universi- the Danish higher education system is in- increasing competitive field for Brazilian ties have a great challenge in communicat- ternationally very high: a number of Danish talent that we together find new and bet- ing this ‘employability’, if we are to attract universities rank high in the world, Den- ter ways to make Danish higher education and careers visible. Top Talent Brazil is one such opportunity. In this initial phase of Top Talent Brazil, Danish companies are offered to participate for free in the initial project phase in return for commitment to the network and university campaign, and will through the programmes’ targeted activities both online and at selected universities get very good exposure and opportunities to locate and attract talented Brazilian students directly.

Anders Ødegaard Christiansen Science and Technology Attaché

100 jan/mar 2013 jan/mar 2013 101 Gunther L. Matter President of Hospital Alemão Oswaldo Cruz

When and by whom was the in Paraiso as well, and 1,300 sq. meters in who are our direct employees. In assisting Hospital Alemão Oswaldo Cruz the social sustainability ambulatory unit positions, we have 251 nurses and 462 located in Mooca. nursing technicians. founded? The hospital was founded on September 26, 1897 by a group of German speaking How many hospital beds does the The hospital has a small-scale immigrants who wanted to offer quality Hospital Alemão Oswaldo Cruz education center, doesn’t it? medical services to the community as a way have, and how many rooms? Yes. The objectives of the hospital’s of paying back the Brazilian people who We had 211 admission beds in 2011 and Institute of Education and Science is to had so warmly welcomed them. 34 ICU beds. We received a total of 16,255 develop and enable its employees and patients who on average stayed for 4.7 days clinical staff to contribute to training Was any one person especially in the hospital. We will be inaugurating a of health professionals in general and to become a reference in the areas of important in terms of making the new wing, the E wing, in December of 2012 and this will bring the total number of beds research and education. The Health Hospital Alemão Oswaldo Cruz up to 351. Education Division of the Institute offers hospital a reality? graduate level courses in minimally No, it was truly a group effort undertaken How many doctors, nurses and invasive surgery, digestive endoscopy, by a group of German speaking immigrants. and robotic urologic surgery as well as During the construction of the hospital, other members of staff does Hos- MBAs in Health Organization Management a building committee was formed. The pital Alemão Oswaldo Cruz have? and in Finances and Assessment of members of the committee included Anton Altogether, Hospital Alemão Oswaldo Cruz Health Services Technology. The latter Zerrenner, Heinrich Fischer and Theodor employs 1,932 people, including workers is offered in cooperation with Fundação Rothschild. German companies donated and interns. Our clinical staff is not tied Instituto de Pesquisas Econômicas (FIPE). money and building materials. exclusively to our hospital and thus we Furthermore, the Institute offers Medical have more than 5,000 doctors working in Residencies in Intensive-Care Medicine and How large is the hospital pres- our premises. We have 94 in-house doctors Anesthesiology. ently? Today, it expands over more than 96,000 sq. meters of buildings in the Paraíso hospital complex. We also have 1,500 sq. meters in our Campo Belo unit, 500 sq. meters in a center dedicated to women’s health issues

102 jan/mar 2013 What are the fields of expertise PET-CT scanner, a SPET-CT scanner and the Is Hospital Alemão Oswaldo Cruz at the hospital? Artis Zeego imaging system. These pieces a five-star hospital? Hospital Alemão Oswaldo Cruz is renowned of equipment all ensure benefits for our We pride ourselves on the fact that the for its work on issues regarding the oncology and cardiology patients. Besides Brazilian Ministry of Health acknowledged digestive system, the circulatory system, equipment, the hospital also invests into that our hospital is among the best in the oncology and elderly care. As part of our systems technology. In the beginning of country and able to transfer know-how to strategy, we have invested into the creation 2011, we implemented the integrated the integrated public healthcare system and development of centers specialized in hospital management system (SIGHA/Tasy) We invest in expanding and bettering our these focal points. This allows us to offer which resulted in increased swiftness and structure and in top-notch equipment and customized services, which in turn lead safety of the in-house procedures. The technology. We also make sure that our staff to more benefits in terms of diagnoses hospital is also implementing software is well-trained and lives up to international and treatment of the patients. We have a that will promote information exchange quality assessment standards. Diabetes and Metabolic Disease Center, a in the Diagnostic Imaging Center, thus Center of Metabolic and Bariatric Surgery, a generating savings and environmental benefits. This system is called PACS (Picture Are there divisions of Hospital Non-Invasive Diagnostic Cardiology Center, Alemão Oswaldo Cruz in other a Arrhythmology Center, a Hypertension Archiving Communication System); what it Center, a Prostate and Urologic Disease does is gather all the information from all parts of Brazil? Center, an Oncology Center, and an Institute the equipment and machinery and then Our units are currently all situated in São for Geriatric Care and Gerontology. The forward it to the doctor through an online Paulo city. Besides the hospital complex hospital also offers quality services such system. This creates a workflow that allows in Paraiso, we have a unit in Campo Belo as check-ups and a day clinic besides a the healthcare professional to assess the that offers check-ups, day clinic services surgical center with top-notch structure information faster and make a report based and specialist centers such as the Diabetes and equipment. on the findings, thus reducing the number Center, the Center of Metabolic and of print-outs and x-ray films. Alongside the Bariatric Surgery, the Center of Gynecology, PACS system, we have the RIS (Radiology and the Nutrition Center. Does Hospital Alemão Oswaldo Information System) which, when connected We also have an outpatient social Cruz offer any kind of techno- to SIGHA/Tasy, forwards all exams, reports sustainability unit that was inaugurated logical innovation in the field of and test results directly to the individual in the Mooca neighborhood in 2010. This medicine to its patients? patient’s digital chart where it is integrated unit houses the projects that the hospital The hospital’s philosophy is that development into the hospital records. carries out in partnership with the Ministry of technology benefits patients as it offers of Health, and attends local patients from them safer and less invasive procedures, and Do you have an emergency ward the Integrated Public Healthcare system also guarantees higher precision in terms at Hospital Alemão Oswaldo Cruz? for free. Among the projects it’s worth mentioning the important Integrated of diagnoses and treatment. Therefore, Yes, we do. We attended 55,230 people Breast Cancer Control Program through we strive to always be on the cutting edge in our ER in 2011. We recently opened up which more than 14,000 mammograms within the equipment we utilize. An example an extension of our urgent care unit with and 338 surgeries were carried out during of the advanced technology employed is the a further eight examining rooms. We also the years 2009-2011. Another notable Vinci S HD robot used during surgeries, the increased the medical staff.

jan/mar 2013 103 project is the Program for Prevention and Tracking of Colorectal Cancer through which 8,685 people were tracked, 4,739 multidisciplinary consultations were held, 781 colonoscopies and 35 surgeries were performed during the same period of time, i.e. from 2009-2011. Although we don’t have any units outside the city of São Paulo, we have been able to transfer knowhow and the quality of our services to other locations through these projects in cooperation with the Ministry of Health. Besides the two aforementioned programs, we have other ones such as Professional Training of the Mobile Pre- Hospital Treatment Staff (SAMU 192 emergency line and Pre-Hospital landlines) that have already provided training to 420 people (doctors and nurses) who will now spread the content of the course to other Ministry of Health in their efforts to bettering carried out but there is also a mutual healthcare professionals throughout Brazil. their procedures and management. These exchange of experiences, case study Another project worth pointing out is institutions are: Hospital Barão de Lucena discussions and contributions made the Restructuring of Public Hospitals that located in Recife, Hospital Universitário de towards training healthcare professionals. supports four institutions chosen by the Brasília in the capital; Hospital Universitário Prof. Edgar Santos in Salvador, and Hospital What are the main challenges for das Clinicas da Universidade Federal de Hospital Alemão Oswaldo Cruz, Minas Gerais in the state of Minas Gerais. Our hospital is offering technical support today and in the future? Hospital so that the participants in the program Our growth should always be sustainable. can move forward in areas such as quality This was one of our main concerns when we Alemão of attendance and patient safety, and decided to build the new wing; therefore it implement IT systems that will help them was built based on the LEED (Leadership in in the day-to-day operations. We are also Energy and Environmental Design) standards Oswaldo Cruz participating in the opening of a hospital and it went through inspections by the U.S “ Green Building Council. The building itself for the elderly called Hospital do Idoso Zilda Arns in Curitiba together with the municipal will offer better lightening at the patient is renowned city administration there. Hospital Alemão beds through which an absolute minimal Oswaldo Cruz has been responsible for energy consumption level will ensure the for its work putting together the teams of managers needed lightening. Automatic dimmers and staff, and implementing the operational will be installed in the hallways and light systems as well as the IT division. adequate for daytime use will be in place. on issues Moreover, water for the energy process will be supplied by groundwater reserves. Is Hospital Alemão Oswaldo Cruz Expansion means an increase in personnel. regarding affiliated with any health in- The hospital firmly believes that in order surance, for instance Bradesco for the patient to feel well-taken care the digestive Saúde, Amil or some other insur- of and sure that he or she is receiving ance companies? outstanding medical attention, each and

every healthcare professional must be well- Our services are covered by a broad range prepared and happy in their workplace. system, the of insurance companies but our operations Making this scenario a reality requires are not in any way linked to any of these.

dedicated efforts.

circulatory Does Hospital Alemão Oswaldo What is the present-day vision of Cruz have any kind of research “ Hospital Alemão Oswaldo Cruz, system, projects that you carry out to- and what is your mission? gether with universities? Mission: To be an institution that is oncology and Yes, the Health Research Unit of our committed to meet the health care Institute of Education and Science has a necessities of the population and offer elderly standing scientific cooperation agreement integrated, individualized and qualified with Stanford University and Stanford services, as well as to be focused on Hospitals and Clinics. The benefits are scientific developments through education care twofold; not only is scientific research and research.

104 jan/mar 2013 Vision: To be a healthcare institution objectives through positive attitudes in the renowned in the community for its excellence implementation of in-house policies. in attending its patients in an integrated and individualized manner, especially within Technical-scientific development: the fields of digestive disease, circulatory To constantly search for modernization and system disease, osteomuscular disease, renewal of its materials, equipment and oncology and eldercare. know-how through education and research.

What are the main opportunities Social and Environmental Respon- for the hospital in the future? sibility: To work towards developing the community and preserve the environment. The increase in income that the general population has experienced lately has led to people living longer and therefore we Does Hospital Alemão Oswaldo see complex diseases more frequently. The Cruz have a CEO, and is it run by growth opportunities in the healthcare a Board? sector serve to fill the gaps and the The hospital has a Fiscal Board and a Board increased demands for hospital beds. of Directors. I am the Chairman of the latter. It effectively functions as a collegiate body. Gunther L. Matter, President Hospital Are there any investment or ex- Our role is to define the business strategy Alemão Oswaldo Cruz pansion plans in place for Hospi- for the hospital and carry out managing tal Alemão Oswaldo Cruz? activities as well as exercise control and investment into improving our structure oversee the operations. and technologies within. We are discreet We are making an important part of our We have an executive managing board made and transparent; all communication with expansion plans a reality by inaugurating up by six members. They are responsible the public is a consequence of this and the new E wing. The new addition has cost for the administrative management of the showcases the efforts made by the hospital BRL 240 million since the beginning of its hospital and their mission is to protect and in terms of offering top-notch services and construction. The hospital will continue to value the institution’s assets, as well as to its constant quest to serve its patients. invest into the increase and bettering of its work towards preserving its continuity. They infrastructure. In 2011, we invested more are in charge of proposing initiatives, policies than BRL 68 million, and we expect to close and business plans that will be included in the books in 2012 with a total of BRL 190 Rua João Julião, 331 the annual budget and lined up to match the million invested into this area. Rua Treze de Maio, 1815 strategy outlined by the Board of Directors.

Paraíso • São Paulo • SP Does Hospital Alemão Oswaldo How do you promote the hospital CEP 01323-903 Cruz have any kind of formal eth- to the public? How do you create ical principles? Telefone: 55 11 3549-0000 The hospital has the following core values a solid and respectable image? The image of the hospital is the result of that guide its entire staff: the quality of its staff and the constant www.hospitalalemao.org.br Ethics: To keep respect, honesty, integrity and transparency in its personal and professional relationships. Dental Care Reception: To be committed to the well- KBA Dr. Karen Bygdal Andreasen being of people (patients, staff, compa nions, doctors and service-renderers), valuing integrated and individualized attendance. English, Danish and Portuguese spoken!!

Valuing the staff member: Enhance his or her self esteem and quality of life General Practice – Adults and Children: by promoting healthy professional, social Functional Jaw Orthopedics Specialist and economic development as well as teamwork, infrastructure and adequate R. Vieira de Moraes, 420 - cj. 32 - Campo Belo - São Paulo work environment. Tel (11)5531-4698 • Emergencies: (11) 9.9811-6172 [email protected] Commitment: To feel responsible for

jan/mar 2013 105 Brazilian Review SPORTS Brazil wins the FIFA INDOOR SOCCER WORLD CHAMPIONSHIP in Thailand

Djokovic Wins Second Barclays ATP World Tour Brazil beats Spain 3 -2 in final in Bangkok Finals Trophy in London Sebastian Vettel wins the Formula 1 championship for the 3rd consecutive time by 3 points.

Djokovic beats Federer 7/6 - 7/5 106 jan/mar 2013 San Francisco Giants beat Detroit Tigers 4-3

Philippe Gilbert Wins UCI Road World The San Francisco Giants Championship

wins the Major League Philippe Gilbert Wins UCI Road World Championship 2012, in Holland. Nor- wegian Edvald Boasson Hagen came Baseball World Series 2012 in second and Alejandro Valverde from Spain came in third.

Denmark wins World Ranking WTA Singles Men’s Doubles

Ranking Name Birthday Nation Points title in China Open 1 Azarenka, Victoria 31/07/89 BLR 10595 Mathias Boe and Carsten Mo- 2 Sharapova, Maria 19/04/87 RUS 10045 gensen beat Lee Yong Dae and Ko 3 Williams, Serena 26/09/81 USA 9400 Sung Hyun from South Korea - 2-0 4 Radwanska, Agnieszka 06/03/89 POL 7425 5 Kerber, Angelique 18/01/88 GER 5550 6 Errani, Sara 29/04/87 ITA 5100 7 Li, Na 26/02/82 CHN 5095 8 Kvitova, Petra 08/03/90 CZE 5085 9 Stosur, Samantha 30/03/84 AUS 4135 10 Wozniacki, Caroline 11/07/90 DEN 3765

Source: Dec 3rd 2012 jan/mar 2013 107 Denmark is in a difficult situation, but not impossible for the World Cup

Standings in Europe Group B

Team MP W D L GF GA Pts Italy 4 3 1 0 10 4 10 Bulgaria 4 1 3 0 4 3 6 Czech Republic 3 1 2 0 3 1 5 Armenia 3 1 0 2 2 4 3 Denmark 3 0 2 1 2 4 2 Malta 3 0 0 3 1 6 0

Results

8th of September 2012 Denmark – Czech Republic 0 - 0 Upcoming Matches in 2013 12th of October. 2012 Bulgaria - Denmark 1 - 1 22/03/2013 Czech Republic vs Danmark 16th of October 2012 26/03/2013 Denmark vs Bulgaria Italy – Denmark 3 - 1 11/06/2013 Danmark vs Armenia 06/09/2013 Malta vs Danmark 06/09/2013 Armenia vs Danmark 11/10/2013 Danmark vs Italy 15/10/2013 Danmark vs Malta

108 jan/mar 2013 jan/mar 2013 109 Chamber Survey 2012

A Chamber survey was conducted in the month of November, where 98 members 8.03 - Chamber Overall satisfaction responded – the highest number of respon- dents ever – we are very pleased with the 10 interest of our members. We are happy to announce that our mem- 8 bers are happy with our overall services to a tune of 8,03%, and that our members

where very happy with Brazilian Review, 6 the magazine scored 7,96%. There was a great satisfaction with our business council 7.90 8.03 meetings which should be held 2 times a 4 7.60 7.59 year with 2 outside speakers. Our annual Investment Seminar scored 7,59%. The Chamber received many new ideas 2 and suggestions which will be incorporated in our magazine and our event and activi- 0 ties. Brazilian Review Business Luncheons Danish Investment Chamber satisfaction JOL Seminar

The Board: Chamber Representatives Brazilian-Review Rio de Janeiro Jan Lomholdt, Inventure Jan/Mar 2013 President Paraná Pedro Luiz Fernandes, Novozymes Jens Olesen Rio Grande do Sul, Frank Woodhead Editor First Vice-President Assistant Jens Olesen Jesper Rhode Andersen (Ericsson Telecomunicações) Fernão Kastrup Prates Second Vice-President Rua General Almerio de Moura, 780 Translations between Danish, English Peter Grangaard Gyde (Maersk) 05690-080, São Paulo-SP and Portuguese Tel.: (+55 11) 3758-2101 Finance Director Brasseriet, Fax: (+55 11) 3758-5986 Per Lerdrup Olsen (DI) Lisbeth Jarl Jørgensen & Anita H. Thomsen Luciano Website: http://www.danchamb.com.br E-mail: [email protected] Executive Secretary Graphic Production and Desktop Publishing Anders Munroe Kjersem Nobreart Comunicação Ltda. (+55 11) 3739-4947 Directors Print Francisco Davos (FLSmidth), Kjeld Roslyng Jensen (Widex), Zacarias Editora Referência (+55 11) 2065-0763 Karacristo (Danisco), Knud Bach, Willy Lehmann Andersen Jr. (Danflow), Gustavo Mizraje (Novo Nordisk), Eduardo Grecco Lemos Brazilian Review is a quarterly publication of the (Chr. Hansen), Pedro Luiz Fernandes (Novozymes) Miguel dos Danish-Brazilian Chamber of Commerce. Santos (Danfoss), Luiz Antonio Guimarães (Cheminova), Marcelo The opinions expressed in this publication are those of Hutschinski (Vestas), Erik Christensen (Graber), Finn Egholm (ISS), the authors or persons interviewed and do not neces- Fábio Augusto Deleuse (Lundbeck), Alejandro Giangaspero sarily reflect the views of the editors or the Chamber. 1946-2013 (GN Resound), Thiomas Jürgen Weidauer (Leo Pharma), Christian Reproduction of any kind of material from this Maxe Petersen (LEGO Educations), Michael Kristensen (Lauritzen magazine is not allowed without written permission Offshore), Vitor Pacheco Muniz Junior (Coloplast), Kjeld Aabo from the Danish-Brazilian Chamber of Commerce. (MAN-Diesel), Sandro Sandanelli (Grundfos), Michael Bak (Hempel), Jan Lomholdt (Inventure), Christian David Christensen (Nordea). 20 april/june 2006

JONATHAN CHARLESWORTH Treinando para mudar o diabetes, África do Sul Jonathan é portador do diabetes tipo 1 mudando o diabetes. mais que um objetivo,

essa é nossa missão. Mudando o Diabetes e logo do Boi Apis são marcas registradas da Novo Nordisk A/S.

Como instrutor físico, Jonathan sabe que para mudar é preciso estabelecer objetivos, ter um método para atingi-los, assim como receber todo apoio para superar os desaﬁ os que possam surgir. Nós, da Novo Nordisk, adotamos uma abordagem semelhante para conduzir mudanças nas sociedades em que atuamos. Seguindo o princípio do Triple Botton Line, consideramos o impacto econômico, social e ambiental em cada ação que realizamos para alcançar nosso objetivo de um futuro mais saudável para as pessoas.

A ﬁ losoﬁ a do Triple Botton Line direciona nossos esforços em combater as mudanças climáticas, que, de certa forma, está relacionada com a pandemia do diabetes quando relacionamos isso ao consumo excessivo e a um estilo de vida pouco saudável. Desde

2004, nossa emissão de CO2 foi reduzida pela metade, atividade realizada em parceria com a World Wildlife Foundation. E conseguimos isso, sem nunca perder nosso foco NNK-002-06/2012 principal que é promover mudanças positivas na vida de pessoas com diabetes.

Saiba mais sobre a Novo Nordisk: www.novonordisk.com.br

mudando o diabetes ® 20 april/june 2006

AF_an_novonordisk_changing__POR_21x28.indd 1 04/06/12 18:06