April / June 2013

Danish-Brazilian Chamber of Commerce

Marina silva Environmentalist Leader April / June 2013

Danish-Brazilian Chamber of Commerce

Marina silva Environmentalist Leader 20 april/june 2006

Marina Silva Environmental Leader

20 april/june 2006 EDITORIAL Brazilian Review

Marina Silva 2013 will still be a Environmental Leader big challenge for Brazil 6 The Brazilian growth in 2012 was only 0,9% which was extremely disappointing with an inflation over 6%. 2013 will be another challenging year for Brazil with a growth be- tween 2-3,5% and an inflation below 5% and many people pre- dict that the interest rates might go up over the next few months INTERVIEWS (currently 7,25%). Unemployment is still at a very low level and Marina Silva 6 more than 50-60.000 new engineers every year are still needed in the oil and gas industry and many other key industries. President Morten Soudbak 80 Dilma is having a difficult time with the senate and congress and ‘royalties’ and many other important issues which must be solved PROFILE in 2013. World Cup 2014 is still not totally in line, and we hope all HRH Princess Marie 12 the stadiums will be ready including Maracanã for the Confedera- Danica, Per Barke Nevermann 16 tions Cup. Many infrastructure investments like airports etc. must Maersk Line be ready for the World Cup. Many key issues in regard to the Rio 20 Olympic games 2016 must be speeded up, and we hope that both Maersk Oil, Luis Costa 22 the governor and the mayor of Rio will push these important proj- Radiometer 24 ects all the way. Petrobras as the biggest Brazilian company, is go- ISS, Washington Botelho 26 ing through an extremely difficult time, and their share price has been reduced more than 30% in the last six months. Vestas, Paulo Fernando Soares 30 The situation in Europe is still complicated and extremely difficult; AVK 32 countries like Spain, Italy, Greece, Portugal, France, Ireland etc. are Hydro 34 all countries under heavy depth burden and very high unemploy- ment which is causing instability both politically and economically. Lego Education, Christian Maxe Petersen 40 Many experts are pointing to the ‘Nordic model’ for economic re- Welltec 42 covery which are the Nordic markets that are looked upon as being Widex 47 able to adapt to the new economical reality of their countries and Copenhagen Zoo, Steffen Stræde 62 is also planning for growth with political stability, still within the ‘welfare model’ of Scandinavia. ECONOMICS In United States economical situation is still unresolved and the 2013 annual budget is still not approved by congress and senate. Octavio de Barros, Bradesco 46 Hectic discussions are taking place with president Obama and the Caio Megale, Banco Itaú 48 two chambers. We hope this situation will be resolved immediately. Cristiano Souza, Santander 50 Economical News 52 The Danish Brazilian Chamber of Commerce will be very active in 2013 Apr 8th – Luciano Coutinho (BNDES) INFORMATION Apr 8th – General Assembly Dual Citizenship 60 May 7th – Business Council – MAN Diesel John Strand, Strand Consult 68 Jun 20th – Fernando Henrique Cardoso (Chamber Prize) Innovation Center Denmark 70 Sep – President Lula Sep 26th – Business Council Danish Tourism 76 Oct 8th – Danish Investment Seminar Global Leaders in Sustainable Fashion 84 Oct 29th – Grundfos Cop18 in Doha 100 Nov 19th – Octavio de Barros – Bradesco Dec 6th – Christmas Lunch TRAVEL In May 2013 we will have an important visit by Danish Minister for Frederikshavn 72 Trade and Investment Pia Olsen Dyhr, and a dinner is planned by Holstebro 90 the chamber.

We wish all our members and friends a very success- ful 2013.

16 Jens Olesen Per Barke Nevermann, President Danica Marina Silva Marina, you’re a great representa- The Norwegians have the utmost tive of the Green Party which has respect for your ethics in regard to gained importance here in Brazil. your stance on environmental issues. When can we expect to see you in I have strong ties of friendship with Norway the Senate again? that date back to when I was the Minister of I left the Green Party. I am not the one who Environmental Affairs. I dealt with Ambassador actually started the Green Party. I was a found- Turid Eusébio and Mr. Solheim, the Minister of ing member of the Worker’s Party, though. I Environmental Affairs and Foreign Affairs. They left the Green Party in 2009 as there were too were paramount in the plan against deforesta- many inconsistencies within it. I simply could tion and in the creation of the Amazonia Sus- not stay on. tentavel Foundation. Norway was the first coun- I am studying the possibility of becoming active try to believe in voluntary reduction of defor- in the political scenario again. I am well aware estation rates. Their stance was that if we had of the fact today that the legacy that was raised a methodology capable of making a reality out in 2010 needs to be even further strengthened of what was being discussed, then they were because I believe that the big challenge before willing to help create a foundation to support Brazil is a change in the development model; undertakings and acts that help preserve the we need to move from an unsustain- Amazon rain forest. The Norwegian government able model to a sustainable one. I acknowledged the work that had been poured want to be certain about the nature into this measure by the Brazilian Ministry of of my contribution, i.e. if it should Environmental Affairs, and Minister Solheim be in institutionalized politics or was one of the big supporters. I was eventually within civil society. even awarded the Sofia Award by the founda- I have always, both as a Sena- tion in Oslo. Since then, we’ve had a fruitful tor and a Minister, had a strong friendship. I also have a lot of respect for the presence in social movements. Norwegian people because they form a wealthy Now that I’ve not been affili- nation that is anything but ostentatious. ated to any political parties for more than two years, I am as- You were a representative at the sessing whether I should af- Olympic Games. How come? It was filiate myself to a party again a huge event and very few were in- and run for election or if I vited to take part in it, but there you should just remain a mem- were. That’s quite a feat! ber of civil society. I believe that everybody who took part in the flag-carrying ceremony was there as a symbol of one of the great causes of humanity. It was a great pleasure and honour for me to be in- cluded in something that magnificent. I was Marina Silva there to represent the challenges of protecting World Environmental Leader 6 apr/jun 2013 the planet and promoting sustainable de- intertwined into a civilizing crisis. We’re velopment. We were there to promote the experiencing a value crisis of economic, important causes of peace, defense of di- We’re social, environmental, and political dimen- versity, the environment and justice. When sions. When you stand before a crisis of you are symbolically representing a cause, this magnitude, it’s really hard to affirm you should not mistake the symbol for experiencing that anybody is doing enough. I believe what is being symbolized. What was being that not a single nation is doing enough symbolized is much bigger than the symbol “ or acting to the extent that they ought to; I was representing by being present there. everybody is making some degree of an ef- So, the presence of somebody from Brazil, a value crisis fort but it’s far from enough. The votes cast i.e. Latin America, who has a background at the biodiversity climate conference were in defending the environment and advo- insufficient as were the votes cast at other cating for sustainability served to symbol- of economic, summits such as the Convention to combat ize the many hands and hearts around the Desertification, the Agenda 21 from Rio92, world that fight for the same causes. It is and the implementation of the Earth Char- as Victor Hugo said, ‘An idea whose time social, ter. Brazil has made valuable contributions has come’. throughout the past 20-30 years. We have solid legislation that is the result of work done by a vast number of people, including Has the government been do- environmental, “ ing enough about the environ- representatives from civil society. Brazil is a ment and climate changes? What country that has managed to reduce defor- would you like to see done? estation by 80% thanks to the deforestation and political program that began being implemented in If we look at all the big challenges before 2004. It’s a country that possesses more us in terms of the environment and in terms than 70 million hectares of conservation of the crisis that has swept the world in re- units; in size these units nearly equal the cent years, then we’ll see that they are all dimensions

apr/jun 2013 7 There are

Israel Klabin, etc. They are vital to the also people in agenda as they work towards mobilizing the entire sector to adapt to the necessary “the business changes in environmental and social sus- tainability standards.

community who You are a former Senator, you’re the former leader of a politi- are committed cal party, and you’re held in ex- tremely high regard and known to this agenda worldwide. What would you rec- ommend that other countries, such as India, the US, China, etc.,

and actually do to deal with the fact that they have the size to be leaders in

pay a high price terms of environmental action? You have the clout to be able to talk to these people first-hand, for investing “ to reach their governments and confront these countries about into changing their importance in this struggle. areas of France and I think Italy put togeth- When I was the Minister for Environmen- er. This vast area of conservation contains tal Affairs, I worked closely with a group a large social and cultural diversity. Here in their production of countries that were in favor of extend- Brazil, we still have about 220 different in- ing the second commitment round of the digenous tribes that speak 180 languages. platforms Kyoto protocol, i.e. the ratification of the That is an unimaginable wealth. However, biodiversity convention. Unfortunately, I have to admit that the acts of the new there are still countries such as the United government leave me very worried. Instead about the environment, but they are in fact States that politically refrain from adher- of expanding on the strides taken, they are mostly concerned about their image. Ac- ing to these agreements. Then there are retreating. A clear example of this is the tually doing something is what makes the those such as Russia and China that do new Brazilian Forestry Code. difference. not outright state that they will not ad- here to an agreement, but in practical Do you think that industries, po- What do you think of Fabio Bar- terms do move in this direction. Other litical leaders and key people are bosa? countries within the G 77 group have a actually taking steps to help the He’s a person who’s made a contribution as very outdated view and do lobby work environment and address the cli- a businessman, and who today tries to in- for the oil industry. So, I do my main ad- mate changes? tegrate both aspects into his business. Bra- vocate work right here in Brazil. We are We cannot make a broad sweeping state- zil has business people such as Guilherme an industrialized nation and also an agri- ment about them all. Some government Leal, Ricardo Young, Fabio Barbosa and so cultural one. We are an oil-producing na- agencies are making an effort to be pro- many others that I cannot mention all here. tion as well. What we need to do is to use active. There are also people in the busi- They are the pioneers in terms of this agen- the resources that are produced; including ness community who are committed to da. It’s not possible to single out just one the ones from the oil reserves, and invest this agenda and actually pay a high price person; it’s an entire group of people who heavily into creating medium and long- for investing into changing their produc- have become references. They were able to term means of freeing ourselves from our tion platforms, re-training their employees create a strong movement that brought the oil dependence. We cannot afford to keep and putting into practice their concern and ISO 14 000 certification criteria to Brazil. on believing that this source of energy will commitment to sustainability in their com- They really made an effort to make this a last forever. It won’t last forever because panies. These people are, unfortunately, reality. In terms of social and environmen- it’s a limited-supply source, and it cannot still the exception rather than the rule, tal responsibility, they founded the Ethos be allowed to remain a main source as it both in Brazil and in the world as a whole. Institute to deal with encouraging compa- leads to the heating of the planet. The de- But they exist and I believe that they are nies to adhere to the agenda. Fortunately, veloped nations that are emitting carbon like David’s Star. Within this agenda there Brazil has a business community in which levels never seen before need to make an is yet another group of people who are a lot of members concern themselves with effort to take common responsibility for very concerned with appearing to care environmental issues, e.g. Roberto Klabin, these emissions. Countries in develop-

8 apr/jun 2013 ment, such as Brazil, India, China, Mexico mental conventions throughout its his- and South Africa also need to make an ef- tory, but perhaps not to the needed ex- fort to this extent. A principle of common, tent though. This is especially true when but differentiated responsibility was cre- it comes to financing the implementation ated with significant help from the Brazil- of the measures on the agenda. The funds ian diplomatic corps. The responsibilities allocated have always been inferior to the are common, and they are differentiated; needed amount. The European Union has that does not mean that we do not hold always maintained its position that com- any responsibility. The great challenge for ciety. It is a society that has broadened its mitments should be made, though. any nation, whether it is a developed one views and its commitment to protecting or one in development, is the change in the environment. Therefore, any undertak- Is it very difficult to promote and the model of development. We need to ing that has been successful, whether it is invest in programs that deal with go from a high-carbon to a low-carbon fighting deforestation to such an extent that climate change in the middle of a economy. The huge economies are carbon there has been an 80% reduction or the 4 financial crisis? Is it going to be economies that urgently need to undergo billion tons reduction in CO2 emission dur- even harder to plan and invest profound change. ing the past seven years, is really the result into environmentally responsible of the awakening of the Brazilian common measures in a scenario of crisis? What do you think has been your awareness. Throughout the years, Brazil has The fact that I am acknowledging that this biggest accomplishment in terms managed to create a society that occupies is what is happening does not mean that itself with the environmental agenda. of environmental work? What I agree with it. I believe that the environ- has been your biggest contribu- mental crisis is of a much graver dimension tion throughout all the time that What is your opinion about the than the financial one. If we do not have you’ve been involved with this policies and regulations put resources and political priority allocated to issue, both nationally as well as forth by the European Union in solve the environmental problems medium- internationally? terms of environment and cli- and long-term, then the efforts spent on I think that any contribution that I might mate changes? solving the financial crisis will be lost, no have made would not have been possible The European Union has made valuable matter what. We’ll increasingly have to live without the support from the Brazilian so- contributions towards numerous environ- with catastrophes that will lead to huge

Maria Osmarina Marina Silva Vaz de Lima from Acre apr/jun 2013 9 Brazilian Review INTERVIEW I will continue economic losses and equally big social loss- taken on the proportions of a civilizing cri- es; the investments that are being made sis manifesting itself as profound economic my fight to will come at a much higher price than if we problems, as profound problems in terms had made them in anticipation of what will of values, and as profound problems within defend the have to be done. the political scenario where power for the“ I am in utter disagreement with the fact sake of power has become a goal in itself that IMF allocates USD 400 billion towards will require the joint efforts of society as environment. relieving the ill effects of the financial cri- a whole. It’s a joint effort that will require sis, yet they cannot raise USD 100 billion for the participation of the academic world as I have no longer the environmental crisis. well as the business world. It’ll depend on

the common citizens, above all the young the illusion You’re Brazilian and you live in generation whose members are presently

Brazil. What are you able to do at risk of not having a future at all. to teach people about these is- that one or sues? Brazil will certainly be a pi- I agree 100% with you. You are oneer within this scenario which a very brave person on a mis- two individuals “ is a cause for great concern for sion that you want to accom- the younger generations. A lot plish, but at the same time, you will be able to of people are worried about the have a responsibility as you are future, not least because of the an influential person. You cannot accomplish this environmental problems. do it all by yourself, though, you The challenge that lies before us requires a need a lot of people in different on their own massive change. First of all, we need to be positions around the world to be very careful not to convey the illusion that able to accomplish your work. I any one person or leader can be responsible think that one of the most criti- magazine, Le Monde or Der Spie- for promoting this change. A fundamental cal things in the world right now gel. These media outlets do not change such as the one before us that has is discovering how you and other seem to place a lot of importance people like you might gain more on environmental issues at the focus. I think we need people like present moment. You’re a coura- you, and not Bill Clinton and Al geous person that appears to be Gore, to grace the covers of Time fearless. What’s in store for you next? I will continue my fight to defend the en- vironment. How is this going to happen? I hope it’ll be in the best possible way. I no longer have the illusion that one or two in- dividuals will be able to accomplish this on their own. I have always said that as long as people consider a problem to be Dilma’s problem or Obama’s problem, it’ll never be solved. This is a problem that belongs to us all. Every time that humanity has stepped up and faced a problem as being a com- mon problem instead of a problem of the leaders circumstantially in power at the moment, real change has taken place as a result. In order to rebuild the countries that were destroyed by WWII, for instance, the governments did help, but what made the difference was that society as a whole was able to raise their heads and start rebuild- ing. We are, and I insist on repeating it, living through a civilizing crisis that needs

Marina Silva and Jens Olesen in Brasília 10 apr/jun 2013 the efforts of everybody at the same time, namely the present moment. There’s no way to transfer or delegate this to corpora- tions or governments. People have got to start acting. It’s like Gandhi said; “You’ve got to be the change that you want to see”. Curriculum Vitae I wanted to make Copenhagen President Lula exercised a lot of Maria Osmarina Marina Silva the global Green City. The Danes influence on the Brazilian people. Vaz de Lima Now, we have a new president, were extremely enthusiastic namely President Dilma. Neither, about the project, but the Nobel •(born February 8, 1958) is a Brazilian in my opinion, can be called great Committee didn’t even give me environmentalist and politician. Ms. environmentalists. They might a reply. What do you think about Silva was a colleague of Chico Mendes, who was assassinated for defending believe in the cause, but it’s not this? the Amazon environment. She was a on top of their list of priorities The Nobel Prize has been awarded to en- member of the Worker’s Party (PT) until for Brazil at the moment. You’re vironmentalists in recent times. Wangari August 19, 2009 and served as a sena- probably one of the only people Maathai received the Peace Prize as did Al tor before becoming environmental in Brazil capable of changing this Gore for their work for the environmental minister in 2003. In 1996, Ms. Silva agenda. Obviously, the relevance of what won the Goldman Environmental Prize attitude. The only way to make a you’re proposing in terms of creating high- for South & Central America. In 2007, movement successful is to have er visibility and credibility for environmen- the United Nations Environment Pro- gram named her one of the Champions the support of the people. 21% tal causes would be really great. I believe of the Earth and the 2009 Sophie Prize. voted for you in the latest elec- that when people such as Muhammad Yu- Running in the 2010 Brazilian elections tion; next time it might increase nus, Wangari Maathai – who unfortunately for the Green Party (PV), she earned to 35%. It’s necessary to make no longer is among us -, Al Gore and others 19.4% of the popular votes. use of the support. I am particu- receive this kind of acknowledgement for larly talking about your influence their work, the cause receives a lot of due •In 2010, she, along with Cécile Du- attention. The agenda, however, needs to flot, Monica Frassoni, Elizabeth May in Brazil, but the environmental and Renate Künast, were named by issue is very much on the mind of be present transversally in all sectors. This is an idea that underlies all our ac- Foreign Policy magazine to its list of people in Denmark and Norway. top global thinkers, for taking Green tions; it should be embodied in our under- There is still not a single government that mainstream. In 2012 she was one of takings. So, for me it makes perfect sense is prioritizing the agenda to the extent it the eight people chosen to carry the to pay tribute to the environment. When should be. Nobody proposes making a flag into opening ceremony of the a Nobel Prize is awarded for economic London Olympic Games change in the present course. In the case achievements, it’s a prize given for merits of Brazil, as I previously mentioned, we within this specific field. It would definitely have strived throughout the past 30 years be a boost to our work if a Nobel Prize was to achieve meaningful conquests, inde- Would you like to leave a mes- instituted in our field; it would help us as pendently of the governments in office, sage for your admirers in Brazil it has helped us in the past when environ- thanks to strong pressure from the Brazil- and around the world? mentalists have been the recipients of No- ian society. The developing countries suf- There is an Edgar Morin phrase that I re- bel Prizes. fer from the illusion that they need to copy ally like. It goes something like this: in the and repeat the models found in the devel- beginning, change is merely a detour; we What is your opinion about the oped countries. They really insist on it. I need to pay attention to which detours we say that we do not have to repeat the same new legislation on forests, ag- want to help grow. We already know that mistakes that the developed countries riculture and the hydroelectric the detour of unsustainable use of natural have made. When they were made, people complex at the Sao Francisco resources cannot be allowed to persist and weren’t necessarily aware of the damage River? grow as it is a detour that has sacrificed they were inflicting on the planet. In the case of transposition of the Sao the resources formed during thousands of Francisco River, this was a decision made years in just a few decades. We need to More than eight years ago, I tried by the Lula government. There are those make the detour offering economic, social, to convince the Nobel Committee in Brazilian society who state that there is and cultural sustainability prosper and un- in Stockholm to institute a new an alternative to this measure. However, derstand that this is not merely a way of doing things, it’s a way of being, and it’s a Nobel Prize based on achieve- the government saw fit to go ahead with the transposition plans. From a regulatory new vision of the world. ments within climate, environ- viewpoint, the plans were drawn up ac- Marina Silva is in the progress of starting a mental and solidarity projects. cording to the existing laws. new political party. JOL apr/jun 2013 11 HRH Princess Marie of Denmark HRH Princess Marie Agathe Early life Marie Cavallier was born in Paris, France. She is the only child Odile of Denmark, of Alain Cavallier and Françoise Grassiot (née Moreau). She moved to Geneva, Switzerland, after her parents divorced. Countess of Monpezat She has four half-brothers, Benjamin and Gregory Grandet, both born in Switzerland, and Charles and Edouard Cavallier, both born in Paris.

Education

After her parents divorced, Marie was sent to the prestigious Collège Alpin International Beau Soleil boarding school in Swit- zerland, where members of the Luxembourg ruling house have also studied. She attended Babson College in Wellesley, Mas- sachusetts, for a brief time, to study international business and economics and then went on to study economics in Genève. Ma- rie earned a Bachelor of Arts at Marymount Manhattan College. During her years in college, Marie worked for Estée Lauder, as assistant to the public relations manager in 1994, and as an as- sistant to the managing director of ING Numismatic Group SA in Genève. After graduating, she started working for DoubleClick Inc, an international advertising agency, in New York as international marketing coordinator. Back in France, she worked for advertis- ing agency Media Marketing. She then worked for Reuters finan- cial news agency Radianz in Switzerland, took a position with her stepfather’s company, REInvest in Geneva and worked as execu- tive secretary in ING Numismatic Group SA until the engagement. Princess Marie’s mother tongue is French. In addition she speaks English, Spanish and Italian. In connection to her wedding with Prince Joachim she started taking lessons in Danish.

Courtship

Marie first came to public attention when she was photo- graphed on a private holiday in Avignon, France, with Prince Joachim in August 2005. She celebrated the New Year 2006/2007 with HRH Prince Joachim, his former wife, the former Princess Alexandra of Denmark, who now holds the title of Alexandra, Countess of Frederiksborg, their two sons Princes Nikolai and Fe- lix, as well as close friends. In January 2007, Marie accompanied HRH Prince Joachim and his children on a ski holiday in Switzerland. Later that year, Marie joined the royal family for Easter at Marselisborg Palace, where she met The Queen for the first time. Marie increasingly made weekend visits from Geneva to Denmark in 2007.

12 apr/jun 2013 Engagement li, and was sewn by a Danish woman work- Crown Prince Frederik’s and Crown Princess ing for the company. Mary’s younger daughter, Princess Jose- phine. She is also a godmother to Magali On 3 October 2007, it was officially an- Siesbye, the daughter of Oscar and Britt nounced that Marie Cavallier was engaged Children Davidsen Siesbye, Agathe Anna Steenstrup, to Prince Joachim. On 21 November 2007, daughter of Peter and Henriette Steen- the Royal Court announced that the wed- On 10 November 2008, the Danish Royal strup, whose son was in turn page boy at ding would be held on 24 May 2008. Court announced that HRH Princess Marie HRH Prince Joachim and Marie’s wedding, expected the couple’s first child, due in Marriage May 2009. Marie gave birth to a son at the and most recently, Nicholas Bendtner, son Rigshospitalet on 4 May 2009 at 4.57am. of Caroline Fleming and Danish footballer The baby’s names, Prince Henrik Carl Nicklas Bendtner. The wedding took place on 24 May 2008 Joachim Alain, were revealed at his chris- in Møgeltønder Church. Upon her marriage tening, which took place on 26 July 2009 at to Joachim, Marie’s title is Her Royal High- Role as Princess the Møgeltønder Church. ness Princess Marie of Denmark, Count- On 24 August 2011, the Royal Court an- of Denmark ess of Monpezat. Marie, who had been a nounced that HRH Princess Marie expected French citizen and a member of the Ro- the couple’s second child, due in January Marie started her role as princess of man Catholic Church, became, in connec- 2012. On 24 January 2012, HRH Princess Denmark shortly after her wedding, while tion with the marriage, a Danish citizen Marie gave birth to a daughter. The prin- attending with her husband events and and a member of the Evangelical-Lutheran cess was named at the christening as Athe- activities from his patronages. She gave Church of Denmark. na Marguerite Françoise Marie. an interview to Danish magazine Billed Marie’s wedding gown was designed by HRH Princess Marie is also godmother to Bladet, in which she explained that she was Spanish-Italian fashion house Arasa Morel-

apr/jun 2013 13 Titles

• 6 February 1976 – 24 May 2008: Miss Marie Agathe Odile Cavallier •24 May 2008 – present: Her birth, when her patronage of Tønder Fes- Royal Highness Princess Marie of tival was announced. Tønder Festival is an Denmark, Countess of Monpezat international folk music festival near her official residence Shackenborg Manor in Honours and decorations Møgeltønder, where the Princess resides with her family. Shortly afterwards, Marie National honours took over one of the Prince Consort’s du- ties as Patron of the Annual Literature Prize •Knight of the Order of the Elephant in the process of making a decision on her that awards an annual prize for French- (R.E.) Commemorative 75th Birthday areas of interest in September 2008 and language literature in Copenhagen. Marie • Medal of His Royal Highness the mentioned her desire to have children. also took the patronage of ambassador to Prince Consort (Em.11.jun.2009.) The Princess’ first engagement and trip Syddansk Universitet in Odense in Septem- •Commemorative 70th Birthday abroad was to Morocco on 28 October ber 2009. Medal of Her Majesty The Queen 2008, when she handed out Lego toys to HRH Princess Marie was presented on 17 (Em.16.apr.2010.) orphanage children in Rabat. After this trip November 2009 as patron of “The Danish •Commemorative Ruby Jubilee abroad, the Princess accompanied HRH National Commission for UNESCO. Medal of Her Majesty the Queen Prince Joachim to Russia. The Princess’ third official trip was to (Em.14.jan.2012) Marie’s first patronage came shortly Hong Kong and China together with HRH Foreign honours after her son Prince Henrik of Denmark’s Prince Joachim in November 2009.

•Greece: Grand Cross of the Order of Beneficence

In January 2010, the Danish Ski Federation named HRH Princess Marie official patron. In March 2010, Marie undertook her fourth official visit abroad to Mexico City with HRH Prince Joachim. In April 2010, Marie paid a working visit to the UNESCO Headquarters in Paris as pa- tron for the organisation.

Leisure and personal life

Marie is an avid sportswoman and love skiing with HRH Prince Joachin and the family.

JOL

14 apr/jun 2013 apr/jun 2013 15 Interview in Børsen Jan. 3rd 2013

Danish king of refrigeration plays for high stakes in Brazil

Per Barke Nevermann The most successful Danish businessman Panels for cold storage in Brazil has an outrageous plan. Per Barke warehouses wants to give his Nevermann has increased the activities of former Sabroe Refrigeration– nowadays Danica manufactures thermal isolation Brazilian industrial known as Danica – on the Brazilian panels and doors used in cold storage market nearly tenfold since he acquired empire the next and freezer warehouses, supermarkets, it in 1998. In spite of innumerous pitfalls, production halls, and lately also in the the possibilities in Latin America’s largest decisive expansion booming civil construction sector. economy are still plenty, and the 71-year The common thread is that the panels are boost. It will require old refrigeration king is ready to lead his easy to assemble and, therefore, easy to life’s work, whose day-to-day management install. outside capital though. is carried out by his son Steffen, into the ‘We were also hit hard by the crisis, but next phase. turnover quickly bounced back to above ‘I have financed everything by myself up that of 2008. Prices are under pressure until now. We are about to reach a turnover though, as there is an overcapacity within of a billion and want to make our large- the field. A strong private equity fund could scaled expansion plans real, so it will soon help us buy up competitors and harness be time to bring in an outside investor, synergy to ensure greater profitability,’ e.g. a private equity fund,’ says Per Barke says Per Barke Nevermann. Nevermann from the large terrace at his He operates with three possible scenarios 800 sqm lavish mansion in one of the most for further developing Danica. The first one prominent neighborhoods in Sao Paulo. entails that Danica continues operating on

its own with a lower growth rate than the projected one. The second foresees a merger with a small-scale competitor that would result in a turnover of about DKK 1.5 billion, whereas the third possibility is a merger with a company the size of Danica or, perhaps, even bigger. The third scenario could possibly Danica Corporation A/S lead to the company going public, thus Danica Corporation A/S becoming quoted on the stock exchange. www.www. danicacorporation.com danicacorporation.com

16 apr/jun 2013

Likely stock exchange candidate

The prospect of Danica going public is seen as likely, but for that to happen the company has to increase and, more importantly, the Brazilian stockholding culture has to mature. ‘The company might be a candidate for the stock exchange in 2-5 years from now. For that to happen though, private investors need to gain importance on the Brazilian stock exchange so that the listings will decrease in size,’ says Fabio Nazari, director of Capital Equity Markets in BTG Pactual, Brazil’s most successful investment bank. “If I hadn’t purchased this place, we wouldn’t have stayed on in Brazil. It’s No matter the outcome, Per Barke paramount that the family feels safe,” says Per Barke Nevermann who’s here Nevermann’s achievements have been duly depicted in front of his Brazilian home in Sao Paulo. noted in Danish business circles in Brazil. ‘Per Nevermann has done tremendously well and is one of the few Danes who have ‘It is not important for me or Steffen created a career for himself as well as to maintain control. We both think places of work for a lot of other people,” as financial investors. If Danica says Jens Olesen, Brazil-veteran and undergoes a sudden expansion, we Chairman of the Danish-Brazilian Chamber do not intend to stand in the way of of Commerce. its development,” says Per Barke Nevermann.

Intense negotiations • Per Barke Nevermann He has already proved this once, as he F purchased the Latin was in advanced negotiations about American operations of Sabroe Refrigeration in 1998; a partial sale with one of the world’s A largest steel manufacturers, Arcelor henceforth known as Danica. Mittal, right before the 2008 financial C • Manufactures more than 3 million crisis struck. The negotiations didn’t SQM of thermal isolation panels result in a concrete offer, but they gave a T and 25,000 doors annually. strong indication of the interest that the European-based rivals that sell all over • Has four factories in Brazil, one in the world except in Brazil, i.e. Thyssen, Chile and one in Mexico. Kingspan and Corus, have in buying Danica. Per Barke Nevermann does not want to expand further upon the subject of bringing outside equity into the company beyond stating that a resolution will be forthcoming in 2013. • Is market leader in Brazil with a market The firm KPMG was hired in August share of 20%. of 2010 to assess the possibility of consolidating the thermal isolation S • While growth has traditionally been line of business. The most obvious generated by sales for cold storage companies Danica has an interest H warehouses, supermarkets, and in buying are the number two and production halls, residential projects number three on the market, i.e. E are expected to become a big the family-owned Isoeste and MBP. segment in the future. Number four and five on the market E • Owned by Per Barke ran into trouble and are now controlled Nevermann and family by an American licensor and the big T with a Danish holding Brazilian steel manufacturer Usiminas group on top. respectively. apr/jun 2013 17

Danica Corporation A/S www. danicacorporation.com The Danica Corporation way

Advice from Per Barke Nevermann, owner of the cold storage company Danica Scan pix Corporation Danica is going to deliver housing for 7,600 workers in connection with the

construction of the world’s third-largest dam complex, Belo Monte, in Northern Bigger is better Brazil. The order has a value of DKK 165 million • Think big to obtain success in Brazil. • “Small is beautiful” does not hold true here. Brazilian government

Do not compare with Denmark loans behind • Accept the difficult work conditions in Brazil. Do not criticize Brazil, and find Danica’s expansion people who are able to deal with the conditions. The Danish refrigeration success has come at a loans will be replaced with long-term ones, cost. The Danica Group carries a net debt load particularly government loans which will Expertise comes at a price of DKK 300 million. That does perhaps not sound reduce interest payment. Furthermore, • Great Brazilian leaders like a lot, but it is four or five times the operating one third of the operating profits, which come at a high cost. If the profit (EBITDA). Moreover, the interest rates for amounts to approx. two or three percent the most creditworthy companies run at 1 or of the total turnover, is generated by tax boss back home in Denmark 2 percent a month and the entire earnings are breaks such as VAT exemptions. becomes jealous, then ask therefore eaten up. If this scenario were playing ‘We believe that we are equipped to him to swap places with out in Denmark, the warning bells would be take advantage of the opportunities for his Brazilian counterpart. sounding at highest volume. growth that we encounter. If they didn’t Leaders can often Owner Per Barke Nevermann shakes his head exist, and we just had to trim, then we at the comparison though, and reveals the could pay off our debts in five years. It successfully be recruited secret behind debt-financed expansion in is our assessment though that we will from within the company. Brazil: low-interest government loans. generate more worth by expanding,’ ‘If we hadn’t received low-cost government says Nevermann. Be visible loans and tax subsidies to finance the He is ready for the first phase of a • Aim at increased productivity transition to new technologies, then Danica generational shift which will bestow constantly. There are plenty would have looked very different today. It’s 10% of the company to each of his three accurate to say that government loans are children, Steffen, Tine and Nikolas. of buzz words but in the end, financing our growth. It couldn’t be different ‘Everything is done and ready. We cannot it’s all about the results. though; our competitors’ growth is also outright give them the stock so they backed by government loans’, says Per Barke have to obtain loans. We are waiting for Be present Nevermann. the optimal moment; the currency risk is • Send the most senior leader a factor in determining when that’ll be,’ to Brazil. The intuitive Changing to long-term loans says Per Barke Nevermann. feeling of what needs to be Søren Linding, Sao Paulo done has to be rooted in the He tells that Danica is undergoing a large-scaled refinancing process through which short-term Børsen - Jan 3rd 2013 very top. 18 apr/jun 2013 apr/jun 2013 19 Upon its 100th anniversary in Brazil, Maersk invests USD 2 billion in the country

The Danish company Sao Paulo - The Danish Maersk Line com- have completed the delivery of 16 new pany, the largest maritime transport com- vessels projected to be the biggest ones to which came to Brazil pany in the world, came to Brazil exactly enter Brazilian harbors safely. 100 years ago when its ship Laura Maersk In an interview with EXAME.com, the in 1912 is having first anchored here. From then on, things commercial director of Maersk, Mario have changed radically, both for the coun- Veraldo, talks about what this will mean 16 vessels for local try and for the company. International com- for the global operations of the company. merce has increased manifold and Maersk operations built has seen bulk freight of wood and charcoal EXAME – The company invested substituted by containers loaded with min- USD 2.2 billion in the construc- and requests less erals, grain and soy. tion of 16 vessels to be used here “Small producers of commodities were in Brazil, two of which are still to for years forced to transport their goods bureaucracy. be delivered. When will they ef- aboard chartered vessels or ships belong- ing to the big global commodity producers. fectively be put into operation? Mario Veraldo – We will put them to work This completely curtailed their abilities to in the middle of the year. This investment is explore and open new markets because the a clear indication of just how much Maersk goods were all sent to the main harbors, believes in Brazil. One of the things the such as the Rotterdam one”, affirms Peter company has done is help the big beef Gyde, CEO of Maersk Line in Brazil. and chicken producers increase the num- According to Mr. Gyde, the current sce- ber of markets they operate in. Therefore, nario is another altogether; the fact that we needed vessels with a lot of outlets for containers are now used has led to the vi- refrigerated containers. They are not ordi- ability of new commercial contacts through nary vessels; they are vessels custom-built door-to-door transport of goods. With for the Brazilian coast. weights of up to 30 tons, these containers

can be loaded in less than five minutes. Today, Maersk is responsible for the im- EXAME - Is the infrastructure of port of a great deal of the Asian cars that Brazil still a bottleneck for busi- arrive in the country, e.g. Hyundai and ness development? Kia vehicles. Among the company’s other Veraldo - There has been a lot of talk about clients are large-scale exporters of beef, the terminal issue, but other investments chicken and soy. Electronics, fruit, cotton also need to be made, both within the har- and coffee also cross the oceans aboard bors and in terms of logistic infrastructure the company’s vessels. (in Brazil, Maersk has already destined USD Although present in the country for one 450 million for the Santos terminal). There hundred years, Maersk still sees plenty of is also the major issue of bureaucracy. The room for growth. Today, the company de- more containers you bring in, the more tains 15% of the Latin American container pressure you apply to land infrastructure. transport market. As part of its plan to ex- You need to be able to unload these con- Interview in pand operations, the company will launch tainers rapidly; that is not what is happen- two new SAMMAX (South American Maxi- ing today, though. Exame.com mum) vessels by March and will thereby

20 apr/jun 2013 EXAME – How important This is Brazil in terms of the company’s global opera- tions? investment Veraldo – Considering the size of the investment that was made, “ it is obvious that Brazil is very is a clear important. We operate 500,000 Teus a year in Brazil; this gives an idea of the magnitude of the indication Laura Maersk arrived in Brazil in 1913, business we do here.

wood and coal were transported in bulk EXAME - What has the of just

EXAME –The biggest Maersk ves- shift from bulk freight sel in operation in Brazil has the vessels to container vessels how much capacity of 7,450 Teus (a unit of meant for you? measure that equals a 20-foot Veraldo - It showcases Brazil’s evolution “ container). The company has ves- on the international market. It also show- Maersk sels with capacity of up to 18,000 cases to what extent we want to increase Teus. Are there any plans to bring our size within this market. What we see today is that the Brazilian exporters of soy, these huge vessels to Brazil? believes in mineral, meat, etc. need to gain access to Veraldo – In spite of the vision of promot- markets where they have never done busi- ing growth in the country, bringing in a ves- ness before. A practical example is that we sel of that size could very well prove coun- Brazil today have containers with fertilizers arriv- terproductive. The necessary investment ing from Russia which are destined for the into doing so would be enormous. Moving inland regions. These same containers later a vessel like this around requires meticu- leave with soy for China. lous planning during years. If we look at the present conditions in Brazil, then it be- Marcela Ayres, Exame.com comes clear that the vessels in use today are the ideal sizes. What we actually need is less bureaucracy.

apr/jun 2013 21 Do it right, do it safely

Maersk Oil adopted the Incident-Free barrels of oil equivalent per day (bopd) in a truly global player in the upstream busi- Program to transform the company’s safety Denmark, Qatar, UK, Kazakhstan, Brazil and ness. The company focuses on these pio- culture and performance in two ways: the Algeria. Exploration activities are ongoing in neering technologies and on harnessing first one focuses on the personal aspects of Angola, Norway, the US Gulf of Mexico, and talent to continue to operate safely and safety, to create a culture where it can be Greenland and in the producing countries. successfully, creating value for partners incident-free (Leading Safety) and another Through innovative technologies that and host governments. This tradition of one which deals with the technical pro- have made the company one of the global creative problem solving and innovation is cesses that need to get right in order to be players in E & P, Maersk Oil can transform part of the company´s experience with the incident-free (Process Safety). projects that few companies want to deal challenging conditions of the North Sea. In such an environment, safety is value- with into commercial successes. It has Together with its technical focus, Maersk based, as well as priority-based. Maersk Oil tradition in solving problems creatively, Oil has patented dozens of methods that believes that safety does not compete with mainly as a consequence of the experience have helped to improve the development personal or organizational priorities. Doing gained in the North Sea, and it is also very of difficult and marginal reservoirs. It has something safely is recognized as an in- recognized for maximizing oil recovery in also developed and mastered horizontal separable element of “doing it right”, just mature regions. well drilling, giving unprecedented access as much as efficiency, quality, productivity, Maersk Oil also offers a powerful propo- to oil in thinly-spread tight reservoirs. From environmental and social responsibility, or sition for professionals who wish to be at 1994 to 2010, the company broke old and any other criteria of excellence. the forefront of global challenges, tech- set new world records for drilling the lon- Maersk Oil is an international oil and gas nologies and innovation in the oil and gas gest horizontal wells. company and part of the Danish A.P. Moller industry. The company has a culturally di- The last Maersk Oil record stood at 12.3 – Maersk Group, a large international verse, stimulating environment where its kilometers in Qatar. It is researching bio- conglomerate, which operates in over 130 employees are empowered and supported technological solutions to the challenges of countries. The Group employs roughly to make valuable contributions. mature field operations. And it has turned 117,000 people in the world. to nanotechnology to better explain our Turning marginal and challenging fields Technology is our chalk reservoirs and find a way of increas- into commercial successes has been a cor- ing oil recovery. nerstone of Maersk Oil’s business since the competitive advantage company was founded. This oil company Brazil is core for Maersk Oil was established in 1962 after the group Developing new technologies is a main was awarded a concession for exploration Maersk Oil differential. The company de- In Brazil since 2001, Maersk Oil brings and production in Denmark. The company velops groundbreaking technologies and to the country more than 40 years of ex- is independent and operates about 625,000 uses these technologies abroad to become perience and innovation in the explora- tion and production of the North Sea´s offshore oil, considered one of the world’s most difficult regions. The company has participated in four bid rounds and it acquired its first block in 2001 in the 3rd bid round . In December 2010 Maersk Oil enjoyed important growth in Brazil with the acquisition of SK do Brasil Ltda. for USD 2.4 billion. It comprised three blocks: BM-C-08 which includes the Polvo Field (40% share, BP operated), BM-C-030 which includes the Wahoo discovery (20% share, operated by Anadarko) and BM-C- 032 which includes the Itaipu discovery (27% share, operated by BP). The acquisition gave Maersk Oil access to sizeable pre-salt assets offshore Brazil, one of the most prolific regions in the world for oil exploration and production. It offered im- mediate production and significant growth

22 apr/jun 2013 potential. The acquisition transformed Brazil into a core country for Maersk Oil and it will Investment in research is fundamental strengthen its position in deepwater explo- to the technological advancement of the ration and production, an area where it has oil and gas industry. Training students and acquired acreage and built strong compe- facilitating their contact with the industry tencies in recent years. is another key goal of the project. It will im- Curriculum Vitae For Maersk Oil, Brazil is one of the best prove knowledge of one of the main reser- regions in the world for exploration and Luis Costa voirs in the Southwest part of the Campos production of oil and gas, with an attractive Basin, where Maersk Oil has two explora- combination of government take and tech- • 2010 – Managing Director of Maersk tion blocks, BM-C-37 and BM-C-38, as well nical risk. The company is looking at further Oil in Brazil. as the Polvo field. opportunities for growth, whether organic Maersk Oil Brasil also supports an initia- 2009-2010 – Maersk Oil Houston (bid rounds) or through acquisitions. The • tive for disseminating geology knowledge Maersk Oil competitive advantage is to be • 2005-2009 – Worked El Paso E&P in at some schools of Rio de Janeiro which financially supported by a large group with Houston aims to attract new students to be geolo- a very strong balance sheet. gists in the future. • 1997-2005 – Worked in Chevron Currently Maersk Oil’s assets in the coun- This project, called Tomorrow’s Geolo- Luis has both Portuguese and US try include: 40% in block BM-C-08 (Polvo • gists, is developed by the Brazilian Petro- field – 8,000 bopd share), 20% in block citizenship; he holds a degree in leum Geologists Association (ABGP) with BM-C-030, 27% in block BM-C-032, 20% in Physics (Portugal), a Master’s degree The Geosciences Institute of Rio de Janeiro block BM-C-34, 30% in block BM-C-37 and in Petroleum Engineering (Heriot- University (UFRJ) and to implement it the 30% in block BM-C-38. Watt, UK), an MBA (INSEAD, France) institution will buy and transform a bus and has completed the Program for into a “laboratory-on-wheels” to circulate Projects in Brazil among public schools. There is a Geology Leadership Development at Harvard Museum that is the basis for the project Business School. Maersk Oil Brasil has invested over half within the university. a million dollars in a research project on Not less important Maersk Oil Brasil has sandstone reservoirs in the Campos Basin. Social Investments in Rio de Janeiro. The Maersk Oil Brasil o The project’s goal is the study of sandstone purpose is to contribute to social inclusion Rua Humaitá, 275 – 7 andar reservoirs, which are significant compo- development initiatives, such as education 22261-005 – Rio de Janeiro – RJ – Brazil nents of oil bearing rock intervals, similar and training, health and safety, economy Telephone: +55 (21) 3032 2700 to the reservoirs in Polvo, Peregrino, Papa- development and environmental protection. Fax: +55 (21) 2556 6172 Terra and Maromba fields, among others in the Campos Basin. Maersk Oil www.maerskoil.com

apr/jun 2013 23 Profile for Brazil Radiometer is a leading provider of techno- gas analysis, transcutaneous monitoring and logically advanced acute care solutions that immunoassay testing for cardiac, coagulation, simplify and automate all phases of acute care and infection and pregnancy markers. testing. Radiometer offers solutions for blood By providing fast and accurate acute diag- nostic results, healthcare professionals can make immediate and well-informed decisions that enable them to improve patient care and optimize patient flow in all acute care settings – intensive care units (ICUs), emergency de- partments (EDs) and operating rooms (ORs). Founded in 1935 and headquartered in Copenhagen, Denmark, Radiometer was a pioneer in blood gas testing, introducing the world’s first commercially available blood gas analyzer in 1954. Radiometer’s products and services are available in more than 100 countries around the world through wholly-owned subsidiaries and approved distributors. Radiometer has been represented in Brazil by the company Biodina since the 1970’s and technical service and application support is available in all Brazilian states. Clients include some of the country’s best hospitals. The Latin American region is managed from the Radiom- eter representative office in Mexico and its re- gional sales director Michael Mortensen.

Radiometer

24 apr/jun 2013 apr/jun 2013 25 Washington Botelho CEO of ISS Facility Services

How old is the company? we have taken over companies from other We have a concentrated client portfolio, ISS was founded in Copenhagen, Denmark segments and have thus expanded our we hold our clients harmless during the in 1901 as a small security company, so it’s range of services. Nowadays, we serve the initial stages of labor-related lawsuits, and been operating for 111 years. Today, it’s entire Brazilian territory. ISS now offers ser- we contribute to creating better synergy one of the leading global companies within vices within the areas of industrial, build- which in turn leads to increased production outsourced services. ing and road service maintenance, pest and reduced costs. ISS came to Brazil in 1973 when it bought control and landscaping as well as logistics up a company called Continental. At first, and administrative support. During its first What are your main products and the Brazilian division only dealt with clean- 40 years operating on the Brazilian market, services? ing services. Throughout the years though, the number of employees in ISS has risen ISS outsources services within general and from 700 to 20,000. specialized cleaning, landscaping and pest control, administrative support, reception, What makes your company stand call center, help desk, catering, industrial apart within its segment? maintenance, utility operations, route We work with integrated facility solutions. maintenance of no-breaks, air-condition- We have perfected the services rendered ing, electric systems, hydraulic systems, to our clients who save money and time by civil construction, predictive area, carpen- having us execute the tasks instead of try- try, masonry, illumination, and logistics. ing to do them themselves. They are able to focus on their own business instead of What personnel management having to deal with areas that are periph- practices of have you adopted, eral to their company activities. We adapt and what incentive policies do the solutions offered to match the needs of you offer your employees? each client, we offer constant training to ISS is a company that focuses on people, our employees, and we have a round-the- internal leadership principles and ethical clock emergency service available. values. We thoroughly train our employees at all levels and strive to motivate our staff while making sure that this management style is in line with the objectives and com- Washington Botelho, mercial strategy of the group. CEO - ISS Facility Services

26 apr/jun 2013 We focus on five basic areas: employee commitment, promotion plans, talent man- agement, performance management, and leadership development.

What does ISS consider to be the most important aspect of its re- lationship with customers? Our relationship with customers is based on honesty, openness, responsibility, qual- ity, and innovation. We aim at promoting partnerships which give our clients ease of mind and generate trust in the services ren- dered; our goal is to have every client sat- isfied by offering them the most efficient services at a reduced cost.

How does ISS interact with HR professionals within customer companies? The HR staff is in fact our direct contacts in many customer companies, either because they are the ones in charge of hiring out- sourced services or because they are the operational managers of the services we render. There is also a relationship that evolves from dealing with issues regarding staff management, labor matters, work- place safety, occupational health, incentive programs, productivity, quality manage- ment, integration with other departments within the customer companies, indicator management, satisfaction surveys, job pro- file definitions, etc; all of which require ne- gotiation of transitional contracts or even outsourcing of in-house resources to the service-rendering company.

Has there been an increase in de- mand for support services such as facility maintenance, clean- ing, reception, landscaping, and industrial maintenance? If so, in which industries has this in- Our relationship with crease been seen, and what has caused it? customers is based The 2008-2009 financial crisis helped boost outsourced facility services. What actually “ “ happens at times like these is that compa- on honesty, openness, nies reduce fixed costs by changing them into variable costs through the act of out- sourcing services. By doing so there is also responsibility, quality, a reduction in labor-related liabilities and other indirect costs. Another factor that contributed a great deal to the increase and innovation

apr/jun 2013 27 knowledge and developing positive at- titudes to ensure greater commitment to the job. We are implementing the Centers in business was the arrival of new inter- of Excellence in Services model which ISS national companies on the market, foreign Facility already runs in more mature markets, such investments, investments in industrial re- as Europe, North America, and Pacific Asia gions, and the increase in business capac- (Japan). In addition, ISS focuses on bring- ity of the North, Northeastern and Central- services in Brazil ing management tools, redesigning proce- Western regions of Brazil. dures and incorporating technology with has matured, management software and innovating pro- “ cedures in line with top-notch equipment What improvements have oc-

curred in your segment, and thus following and eco-efficient chemical products. which advances have there been

What will the company invest in this area? the international The segment of facility services in Brazil has into this year, and how large is matured considerably the past few years, this investment going to be? thus following the international trend of trend of “ This year ISS Brazil is going to invest around subcontracting business procedures. Those BRL 10 million in software, process rede- hiring services have begun to recognize the subcontracting sign, Centers of Excellence and top-notch relevance of our services and are making equipment. This investment will revolution- use of the strategy of outsourcing. More- business ize management and lead to an expressive over, there is a tendency to outsource the increase of quality for the end consumer. management of a company’s facilities, not only the direct execution of support ser- procedures What are the future challenges vices. Companies have become aware of and the perspective of growth the importance of specialized management for ISS? of support services, even the peripheral ones, due to the critical nature of opera- tions such as building maintenance, util- ity maintenance, technical cleaning, urban pest control, logistics, etc.

Which services and products in What area does ISS invest most the segment of support servic- in to improve the quality of its es are more commonly hired by services? We are considered pioneers today in terms companies? of innovation within the service industry; Technical and conventional cleaning ser- we bring incomparable expertise due to vices are among the most utilized services, our international experience. We work with followed by services connected with the people, and therefore we need to invest premises which entail industrial mainte- in our most important element, i.e. our nance, utility-related operations, building employees. We carry out constant train- maintenance, pest control and landscaping ing with emphasis on recycling technical

28 apr/jun 2013 The greatest challenge of all is to ensure dures, thus strengthening our trademark the alignment of the entire organization. and corporative image. We are aware that due to our size and the complexity of the service segment in a X-ray of the Company: Compa- volatile and ever-increasingly competitive ny’s foundation / Main activities / macroeconomic scenario like the present Number of employees / Segment / one, the stability of working with a land- Location (headquarters and mark company such as ISS represents the branches) / Number of clients assurance of long-lasting partnerships and Founded in Denmark in 1901, ISS is a ser- mutual gains throughout the chain of value vice-rendering multinational company cur- established with our clients, shareholders, rently present in 60 countries. The com- and staff. We will strive to deliver integrated pany has over 540,000 employees all over facility services and facility management in the world, 22,000 of whom work in Brazil. a consistent way by aligning our back office According to the 2011 rank compiled by the structure with our frontline professionals, International Association of Outsourced constantly training our team, being close to Professionals (IAOP), ISS is today the sec- our customers and seeing to their demands ond-best outsourced service company in in terms of partnership consolidation and the world, and the fourth biggest employer expansion strategies all over Brazil. in the world (Duns & Bradstreet). In addition, we are committed to ensuring Present in Brazil since 1973, ISS offers fixed that ISS always delivers the highest level and mobile infrastructure maintenance solutions with the best possible economic services, industrial maintenance, logistics, benefits for our clients. We will increase cleaning, and support and technology ser- our efforts in the company’s existing Cen- vices. In Brazil, ISS is present in Sao Paulo ters of Excellence and share the most ef- city, São José dos Campos, Valinhos, Rio ficient practices as a global company. We de Janeiro, and Curitiba. Worldwide, ISS will improve and enhance our systems and is found in Europe, North America, Latin procedures to deliver consistent levels of America, Asia, and the South Pacific. services in the different locations where we are operate by improving in-house proce- ISS Facility Services

apr/jun 2013 29 Vestas is expanding their activities in Brazil

Vestas has been present in Brazil Specialized in the planning, installa- Throughout the Latin American region for more than a decade. Based on tion, operations and service of wind power Brazil is the country where Vestas currently expected commercial activities in plants, Vestas Brazil supports customers in has the largest wind capacity delivered, fol- the Brazilian market, Vestas estab- the selection and design of new wind power lowed by the Mexican market with 132 MW. lished its headquarters in Sao Paulo producing plants, in the execution of electri- Among Vestas’ biggest projects in Brazil in 2008. The headquarters manages cal works, installation and commissioning, are Ventos de Sao Miguel and Renascença all sales, operations and mainte- and- in providing assistance and mainte- I, II, III and IV located in Rio Grande do nance activities. nance once the plant is up and running. Norte, which total 150 MW. Energisa, Olho The headquarters in Sao Paulo, By offering complete solutions for wind D’agua, Sao Bento do Norte and Farol and our manufacturing facilities and power plants, we act as a strategic business Boa Vista, total 80 MW with Galvão locat- training center in Fortaleza, and the partner covering the entire wind project life ed in the same area. services operations center in Natal cycle, minimizing our customers’ risks and At the end of 2011, Vestas established an allow us to remain close to our cus- increasing their return on investment. assembly facility dedicated to the assembly tomers and better understand their Vestas has reached the mark of383 MW of hubs in Fortaleza in the State of Ceará needs and provide adequate cus- capacity delivered accumulated Brazilian and is currently in operations to satisfy the tomer service at all stages of a wind Market, of which 222MW are in full opera- needs of the project pipeline in Brazil. Ves- farm project. tion and 161MW are being commissioned. tas has also established a new operations This represents a total of 202 wind turbines. cluster in Natal dedicated to service and maintenance activities, training, spare parts management and supply chain activities.

30 apr/jun 2013 At the same time, the levels of commer- relatively high dependence on a single en- cial activities in the country have resulted ergy source, hydro. in a significant contribution to the devel- The country’s economic long-term per- opment of the local supply chain consisting spective, stable economy, natural resourc- of a specialized network of sub-suppliers es and good business relations with other delivering products and services in differ- Latin American countries make Brazil a ent stages of plant development wind. good place for investments attracting both One of the main goals of Vestas in Brazil local and foreign companies. is helping to create the right conditions to This creates good opportunities to ex- develop wind energy in the country as an pand wind energy’s contribution to the excellent complement to hydropower that diversification of the energy supply. More- can play an important role in the diversifi- over, what has happened during the latest cation of the Brazilian energy matrix. years in Brazil, just like in several other To enhance the benefits of wind energy markets, is that wind energy has become and to guide integration of wind energy, a very interesting market segment for cur- Vestas has a regular dialogue with key rent energy players and newcomers with players across the country. good perspectives and reasonable returns. Curriculum Vitae Vestas is committed to the Brazilian Wind energy is no longer an “alternative”, Paulo Fernando Soares wind energy market and to supporting but an energy source which is becoming our customers in their business there. The on par with other more traditional energy country has very good wind resources, and sources, such as oil and gas. • Paulo Fernando Soares has joined the government has shown a commitment Vestas’ thirty years of experience as a Vestas Brazil in Nov 2012, as the to diversifying the country’s current energy pure player have provided us with solid General Manager of the Brazilian mix, while at the same time supporting the technical expertise across the entire life- Operations. Vestas Brazil has its HQ creation of full highly technological value cycle of the power plant, extensive knowl- in São Paulo, a Manufacturing Plant chain in the country. edge of emerging markets, an unmatched in Fortaleza and the Operation & Currently the world’s sixth largest econ- service track record and overall service Maintenance Center in Natal. With omy, Brazil is undergoing a boom which performance that allow us to provide cus- more than 900MW in installation and leads to an increase in energy demand and tomers around the world with business orders, Vestas is one of the market case certainty and clear added value. leaders in Brazil wind business.

Vestas do Brasil • From Apr 2010 to Oct 2012, Paulo was Group CEO of Kenersys Energy GmbH, a company dedicated to the manufacturing of Wind Turbines located in germany and with opera- tions in Europe, USA and India. Paulo had global business responsibility • From Jul 2005 to Mar 2010, Paulo was CEO of Suzlon China in Beijing, where he has established and devel- oped Suzlon business from the start- up phase to a full fledged company, with a factory established in Tianjin with capacity to manufacture 600 MW/year, and with offices in Beijing.

apr/jun 2013 31 AVK strengthens its position in Brazil

AVK was founded in 1941 by Aage time AVK expanded the production to also treatment and fire protection applications. Valdemar Kjær - hence the name AVK - and include hydrants, fittings and accessories. AVK has also built up strong brands supplying began as a small machine shop in Galten valves and controls for water treatment, dams in Denmark doing plumbing work and AVK of today & reservoirs, HVAC, chemical processing, producing compressors for refrigeration. In marine and other industrial sectors. As a 1970 the machine shop was taken over by result of AVK’s expansion into these business Today AVK has grown into an international his son and present owner Niels Aage Kjær areas a new business unit, AVK Industrial group of companies. More than 3000 who began by developing a resilient seated Valves, was formed in 2012. The companies dedicated employees worldwide - of which gate valve destined for the water supply in AVK Industrial Valves offer comprehensive approximately 750 are located in Denmark sector. The first series of valves produced product ranges and advanced technologies - are doing their utmost to ensure that by AVK was an important invention that under their own strong brand names such as AVK remains one of the world’s leading revolutionised the company and formed the Orbinox, InterApp, Flonidan, Wouter Witzel manufacturers of valves, hydrants, fittings basis of the AVK that we know today. Over and Glenfield. and accessories for water, gas, wastewater

AVK Headquarters in Galten, Denmark.

32 apr/jun 2013 AVK is dedicated to offer new innovative products and service of high quality.

A total of approximately 70 manufacturing our environment in mind. Our products are looking for partners we also seek ones and sales companies supplies more than 85 part of solutions used among other things with very high standards. We expect our countries with products and services. This for reducing water consumption and water partners to adhere to the same standards global network permits close cooperation pollution, minimising waste of potable as we do. with our customers and end users. We act water, cleaning and recycling wastewater with individualized designs and system for irrigation and for transportation AVK in Brazil solutions enabling us to pay attention to of water from reservoirs and lakes to local values, standards and regulations populations where water is scarce. AVK began in Brazil about 20 years ago. and thus en­suring a high level of service AVK also keeps focus on the environment The beginning of the Brazilian adventure and customer satisfaction. in our production. We have outlined a started with agreements with local We believe that staying close to our number of very strict objectives for the manufacturers who agreed to sell our customers is crucial for the continued production companies within our group as products as supplement to their own, but development of AVK; it is our customers far as electricity and water consumption in 2008 we decided to establish our own who can provide us with valuable market are concerned. Also our efforts to preserve sales company and found a good location and product feedback. Also, we believe it our planet for future generations can in Indaiatuba in the state of Sao Paulo. is a benefit for both our customers as well be seen in our choice of material, in our Today there are 10 dedicated employees as for AVK that we are local but at the production processes as well as the way we at AVK Válvulas do Brasil Ltda. They form same time able to offer the support of a approach the market with our mind-set and a team of professionals that among others worldwide organisation. our technologies. work closely with leading public water and It is not only within the AVK Group wastewater companies such as Sabesp, that we focus on the environment. When Quality, innovation Sanepar, Embasa, Corsan etc. and sustainability In order to further develop our business in Brazil and because of an understanding that Brazil puts more and more restrictions There is an ever increasing demand for on imported goods we have decided even higher quality and innovation. At to open our own factory. The year 2013 AVK we are very dedicated to be top of the therefore holds an expansion for AVK line in both quality and innovation. AVK in Brazil. We will find a good location in products are made in modern factories Indaiatuba and start building a factory of using high technology, computerized initially about 4-5000 m2 expected to be machining centres, and robots for precision ready for production within the year. and uniformity. Many years of experience With our own factory located in Brazil we and use of state-of-the-art technology will be able to produce and stock the most for machining, coating, assembling, common valves on the Brazilian market. testing, and handling have resulted in This has great influence on our delivery top quality products that comply with the performance, making us able to deliver most common national and international requested valves within a short period standards and holds the major national of time. We believe this will be of direct approvals. benefit not only to our Brazilian customers Besides aiming to offer new innovative but to all of our customers in the countries products as well as products and services of South America. of high quality we always keep the safety of In the showlab at the AVK AVK headquarters customers are invited to apr/jun 2013 33 work with the products Hydro Alumínio Acro 15 years in Brazil Ivar Venås, Managing Director

About Hydro’s Extrusion Where do your products end up are “Energy” based in Oslo, “Bauxite Operations in Brazil and who are your customers? and Alumina” with head offices in Rio Roughly 50% of the production ends de Janeiro, “Primary Metal” with head Tell us a little about Hydro’s up in the Building and Construction office in Oslo, “Rolled Products” based in Operation in Itu; Segment, 25% in automotive applications Germany, and “Extruded Products” based in Lausanne Switzerland. Bauxite and Hydro started extrusion operations in Brazil and another 25% in other industrial Alumina, Primary Metals and Extruded in December 97 motivated by the need of applications. We count on the collaboration products all have industrial operations in Automotive customers for Specialty Tubing of approximately 500 employees. Most are Brazil. In addition Rolled Products has a products as well as a desire to grow in based at our plant in Itu, but we also have sales office in Sao Paulo. emerging markets. Actually, on December a sales office in Rio de Janeiro. There is no central organization for Hydro in 5th Hydro Alumínio Acro marked it’s 15 Hydro Aluminio Acro is a business to Brazil. The extrusion operation in Itu – SP year anniversary. business company, meaning we sell no belongs to “Extruded Products” and report It started out with the acquisition of a local products directly to the end user. Since to Switzerland. I realize this sometime company operating two small extrusion 2005 it has been a clear strategic objective create confusion about who “in charge” of presses. Today the plant today operate to increase the number of customers to Hydro in Brazil, but for the operations this three extrusion lines whereof one is ensure a more robust business. As a result, is very clear. dedicated to automotive, (Precision Tubing), Hydro Alumínio Acro today can count with a fabrication unit, as well as well as a 17.000 more than 400 active customers spread What is the size of the operation ton/year aluminium recycling facility. The over a large number of different business in Itu in financial terms? installation of a fourth extrusion line is segments. In a global Hydro context it is evidently the final stage. With this NOK 300 million How is Hydro organized in Brazil, and how quite small. 2011 operating revenues and investment, capacity will be significantly does the extrusion company in Itu fit in? income was approximately R$ 360 million, increased. The investment will also provide Hydro is organized into divisions according (~NOK 1,1 billion). That compares to NOK capabilities to enter market segments where to position within Hydro’s value chain and 97,4 billion for the group as a whole. Hydro is unable to supply today. not geographical location. The divisions

34 apr/jun 2013 Learning to operate role in Brazil. Frequent face to face meetings in a different country with key customers is therefore important. Tax In addition, Hydro’s extrusion plant in Brazil When you look back at some 15 has over the years developed an extensive years of operation in Brazil, what catalogue of product solutions in particular legislation have been the major challenges? for the Building and Construction industry. These are documented solutions tested When it comes to Aluminium Extrusion, “ and certified by independent laboratories. Hydro’s home turf clearly is Europe. It is has been Today Hydro is a leading supplier of systems therefore natural that we started building for aluminium doors, windows and building up the business more or less the same way facades in Brazil. This has been a key factor and still is a we do in Europe. However, Brazil is not the to differentiate the company form the local same as Europe, and some of this we have competitors. Further we have taken steps learnt the hard way.

to be the best in short lead times. In a challenge. The existence of some disloyal competition country where most building projects are in Brazil was no surprise. Hydro had been delayed, this has also been a factor of operating extrusion operations serving

significant importance to our customers. The extreme building and construction markets all over Europe and in many other parts of the What about people, are you able world for a number of years and has always complexity, to fine qualified people to run “ managed to compete the “Hydro Way” the business? despite local competition “not playing When I first came to Brazil, I had been by the book”. Still the extent of disloyal coupled with working for several years within Engineering competition, with well over 100 family and Maintenance at our operations in USA owned extrusion companies, has been quite just some kilometers from the Kennedy overwhelming. This has only emphasized constant Space Center. The first thing that surprised the need for a clear differentiation strategy, me when I arrived to Brazil was that our and more so than for most of our European technical personnel were mostly better changes sister companies. qualified that the technicians I was used to Tax legislation has been and still is a working with in the USA. I believe challenge. The extreme complexity, coupled the saying that Brazil has the best with constant changes and conflicting and the worst of everything for rules and interpretations at municipal, the most is holding true. There state and federal level not only represent are good people available in a significant work load, but also risk and Brazil, but also the opposite. unnecessary legal expenses. Adding to this Since the demand for qualified a legal system that take ages to reach final labor is high, the price to get the conclusions, any international company best is really high. As a result, starting business in Brazil to likely to face pay roll cost for top engineers some unpleasant surprises. and key management positions You mention differentiation stra- is in Brazil now are significantly tegies, what do you differentiate above levels we see in USA and on? Central Europe. Unfortunately we are not able Hydro’s typical extrusion companies in to compensate this high cost in Europe extrude custom shapes for their productivity due mainly to the customers. They rarely have proprietary administrative inefficiencies rights to products, but often provide design imposed by local legislation. On services and other added value activities. an international level, we are They differentiate on quality, lead time, therefore not able to compete on and on time delivery. Customers in general cost. Thanks to import tariffs and stay loyal for years. a relative high transport cost for In Brazil, we have found that his does not our products, it is still possible to hold true. Customer loyalty takes long run a profitable extrusion business to develop, and customers in general are in Brazil. However, it is far from quicker to change supplier motivated by comfortable to know you rely on even small price differences. Good personal tariffs to stay competitive. relationships seem to play a more important

apr/jun 2013 35 A leading supplier

What do you consider Hydro’s major achievements in the extrusion industry? Hydro Alumínio Acro is today recognized as one of the top 3 system suppliers for aluminium doors, windows and facades in the country. According to our customer satisfaction surveys, Hydro is probably also the best in customer service. Hydro has also established itself as the reference supplier of aluminium tubing to the Brazilian automotive industry. Here are some reference projects within civil construction; Within transport, we have for a long time 25,000 employees.* The new company will been asking ourselves why we still see truck have leading positions in Europe and North • Obra TREND CITY CENTER/Porto beds made in wood or steel in Brazil, while America, and strong footholds in emerging Alegre/RS (under construciton) aluminium has nearly 100% penetration markets, including Brazil, Argentina, China, for this application in Europe. Hydro has India and Vietnam. • Construtora : MAIOJAMA developed solutions for the local market Completion of the transaction is expected to • Linha Hydro : ecofaçade = 240t. and is working with several Brazilian take place in the first half of 2013, following • Serralheiro ; Aluita manufacturers to test out and prove this approvals from relevant competition • Obra Costão da Barra/Santa application also in Brazil. authorities. Svein Tore Holsether, currently Catarina/SC In addition we are working with some President and CEO of Sapa, will be President universities to increase the knowledge about and CEO, and Arnstein Sletmoe, currently Construtora : Procave • aluminium and to stimulate development of Senior Vice President and Head of Mergers • Linha Hydro ; Elegance new applications. Personally I am convinced & Acquisitions in Hydro, will be appointed • Serralheiro: Alumonta we will continue to see significant growth CFO of the merged company. President and • Obra Serrador/Rio de Janeiro/RJ in demand for aluminium for several years CEO of Hydro, Svein Richard Brandtzæg, to come. Our company will be prepared to will be the chairman of the company. Sapa Construtora : Becran Engenharia • take part in this growth. will have its headquarter in Oslo, Norway” • Serralheiro: Metalúrgica Alumiquel • Fachada Hydro (retrofit) Hydro and Orkla forming Ivar Venås Hydro Alumínio Acro a Giant World Leading You are installing a new press line, this must mean you believe Extrusion Company in growth going forward. Just to round off, let me mention the latest As the Yes, we do believe in continued growth in news within the global aluminium extrusion our main markets. One reason is the very industry. Hydro and Orkla made a press low per capita consumption on extruded middle class release on October 15. Here is an extract; aluminium products in Brazil. This is far “Norsk Hydro ASA and Orkla ASA have behind the developed countries and also continue agreed to combine their respective profiles, “ very far behind a country like China. As building systems and tubing business,

the middle class continue to grow in Brazil, creating the world’s leading aluminium more apartment buildings are likely to be to grow in solutions provider. The new combined built, more office towers are likely to be

company, to be named Sapa, will be a 50/50 erected. More urban transport will be Brazil, more joint venture owned by Hydro and Orkla. needed and more goods will need to be The agreement covers Profiles and Building transported. All of this will increase the System, as well as Extruded and Welded apartment “ demand for aluminium. tubes, of Orkla’s fully-owned Sapa and all In addition Hydro is working with several of Hydro’s Extruded Products business area. partners to develop new aluminium buildings are Based on 2011 figures, the combined applications in Brazil. We have had a strong company will have around NOK 47 billion focus on the solar industry for a number of in annual revenues, underlying EBITDA likely to be years, and it is only now that we start seeing of around 1.9 billion and approximately some projects get off the ground. built

36 apr/jun 2013 apr/jun 2013 37 Marine Technology for Brazil

LMG Marin started its activity in 1943 engineering companies, with a highly ad- tween 2015 and 2019. This is by far the larg- and was founded by the three naval archi- vanced engineering organization and an est contracts in companies 70 year history. tects Mr. Lund, Mr. Mohr and Mr. Giæver- experienced staff of well educated engi- Norwegian equipment suppliers also Enger, who also created the name of the neers and naval architects. benefit from the LMG has been contracted company: LMG Marin. These gentlemen The company has up-to-date tools and to design the Brazilian drillships. headed the company through its first de- experience for most tasks in offshore en- So far, contracts for drilling packages for cades, founding the legacy of reliability, gineering, and for the building and opera- all 14 vessels passed to Norwegian compa- experience and innovation. tion of reliable and economically attractive nies. As a leading naval architect and mari- ships and floaters. Seven of the vessels will be built at the time engineering company in Norway, LMG When the Brazilian state oil company shipyard Jurong Aracruz, which is 50 per- Marin has contributed to the development Petrobras launched a gigantic building cent owned by offshore Jurong Shipyard in of the modern maritime and offshore in- program for a total of 28 drill ships, LMG Singapore. dustries in Norway. With references from immediately notified their interest. In 2009 The other seven will be built at the Bra- more than 1000 ships built at ship yards the Bergeners were prequalified by Petro- zilian Estalleiro Atlantico Sul. worldwide, LMG Marin has throughout bras, after knocking out major internation- these years developed strong ties to the al competitors. Gas Powered Ships maritime and offshore industries all over Last year, they landed the first contracts, the world. and gradually won even more, and when it LMG Marin was also among the first to all ended, LMG had won the contract for 14 design gas-powered ferries. With increas- Drill ships for Brazil of the 28 ships. ingly stringent emission requirements gas LMG Marin made a contract with two powered ships are now relevant. LMG LMG Marin is one of Europe’s leading Brazilian shipyards to provide the complete Marin has already delivered 16 gas-pow- independent naval architect and maritime design of 14 drill ships to be delivered be- ered ferries. That is more than any other company in the world. From ships to bridges KBA Dental Care LMG Marin are increasingly focusing Dr. Karen Bygdal Andreasen more on other structures than ships, and operations have therefore moved from ship design to maritime engineering of floating English, Danish and Portuguese spoken!! structures. For example, LMG Marin has invested heavily in developing floating bridges, and General Practice – Adults and Children: has patented a solution for floating bridges Functional Jaw Orthopedics Specialist with the possibility of passage of up to 70 feet tall cruise ship. LMG uses much of the same technology on floating platforms as R. Vieira de Moraes, 420 - cj. 32 - Campo Belo - São Paulo they use in the Northern Sea. Tel (11)5531-4698 • Emergencies: (11) 9.9811-6172 [email protected]

38 apr/jun 2013 apr/jun 2013 39 Development of children`s creativity through play and learning

Learning is at very core of the LEGO® Group’s values. The company has been engaged in the development of children’s creativity through play and learning since its founding in 1932. In 1980, follow- ing numerous requests from educators to provide resources for use in schools, the LEGO Group founded the Education Division. Since then LEGO Education has spent more than 30 years working with educational experts and trusted part- ners in the education industry to develop hands-on curriculum resources for teach- ers and students across the globe. For people that are not directly con- nected with the educational industry it can sometimes be difficult to understand the difference between the LEGO Educa- tion brand and the well-known LEGO toy which most people have at some point in time come to know.

Christian Maxe Petersen, Regional Manager 40 apr/jun 2013 What we in LEGO Education would like ogy as part of it and hence we have had to Since the launch of this model we have to do is transform learning by increasing come up with a way of linking our products been successful in penetrating both the success in the classroom. While test perfor- to the themes that are today included in the public and private school market in Brazil. mance will also in the future be important, national curriculum. We strive towards our goal of being able to we would like to try and help students to For this reason our partner, ZOOM, start- give a LEGO Education learning experience be able to see the purpose of what they are ed looking into the best ways of approach- to as many students as at all possible and learning – and get away from the traditional ing the Brazilian market, and after investing when we look back on the past 10 years, we ways of learning where it was mostly about a lot of resources the idea was brought for- can say that we have reached more than one memorizing a number of facts rather than ward to come up with a whole new business million students in Brazil with our products. actually establishing a connection to real model where written material is developed This number is a milestone and something life and society. Students learn by doing for each and every school grade linking to be proud of, but looking at the overall – they feel, think, touch, see and move as technology, 21st century skills as well as our size of the market in Brazil with more than they employ their creative problem solving products with the traditional themes in the 52 million students we also have to say that skills. LEGO Education helps bring the prac- national curriculum. This material was first we have a long way to go in reaching the tical things students are learning to life. We developed in 2003 and today covers the en- rest of the students, and this is a task we have developed a wide range of resources tire range from Pre-school to University and very much look forward to taking upon us that are based on a set of pedagogical when this is combined with teacher training in the coming years. principles for hands-on, creative learning and the LEGO Education products you have Christian Maxe Petersen experiences. To ensure that the learning the business model used in Brazil today. Lego education experience is as successful as possible, and that teachers really understand the versa- tility and applicability of LEGO resources in covering the curriculum, we also provide extensive training to teachers, administra- tors and students around the globe and of course here in Brazil. LEGO resources span the continuum from preschool through university and pro- vide valuable lessons in all curriculum sub- jects. Although our products have tradition- ally been focused on early learning and the STEM curriculum (science, technology, en- gineering and mathematics), new resources have been developed so that we also ad- dress humanities, language and literacy. In addition to the LEGO bricks that I think most people are familiar with, our solutions include digital tools and a wide range of comprehensive teacher guides and activ- ity packs, designed to equip teachers with the most innovative and engaging teaching tools available – our product is as much a philosophy as it is physical products. LEGO Education works extensively with child development and educational experts around the globe to design our resources and solutions. Key advisors include pro- fessors from the Massachusetts Institute of Technology (MIT), Carnegie Mellon University, Cambridge University and Ed- inburgh University. Additionally, we have partnered with companies such as National Instruments to ensure that the solutions are educationally sound and are also based on world-class technologies. In Brazil LEGO Education has been pres- ent since 1996 through partnership with our exclusive distributor ZOOM. Initially the business of selling our products were met with a lot of challenges and in the first num- ber of years we were limited to a few pub- lic projects in different areas of this huge country. The main challenge is that the Bra- zilian curriculum does not include technol-

apr/jun 2013 41 Welltec’s Brazilian activities

Welltec® in brief a wide range of solutions, from conveyance growth since the beginning and continue of well logging and surveillance equipment to expand our services and explore new Welltec is a leading developer and pro- to complex clean-out, milling and mainte- ways to help national and international op- vider of well intervention services to the nance operations. Our services and solu- erators optimize production and increase oil and gas industry worldwide. Our ro- tions address the entire life cycle of a well, recovery rates. Welltec works in partner- botic technologies are tailored to enhance from drilling and evaluation, to completion, ship with all the electric line providers and recovery rates and enable operators to production and plug and abandonment. hence provides services to the operating conduct interventions safer, faster and We opened our first Brazilian office and companies either through direct contract with higher accuracy. service facility in 2005 in Macaé and ex- or as third party contractor. Established in 1994 we have grown into a panded with an office in Rio de Janeiro in global operation with more than 1,000 em- 2007. Due to our unique, innovative tech- Conveyance solutions ployees working in 24 countries. We provide nology we have experienced significant Welltec technology represents a break- through in deploying and operating oil and gas well intervention tools without the use of coiled tubing or similar heavy- duty equipment. The technology is appli- cable for standard well completions, as well as specialized cases requiring tailored approaches. The technology is designed to be light, agile and tough. As a result the tools can be deployed by helicopter or truck and only require small teams to handle and operate. The foundation of our conveyance solu- tions is the Well Tractor®, which was con- ceived by Jørgen Hallundbæk, our founder, during his studies and later developed and field tested in cooperation with a major North Sea operator. Well Tractor® convey- ance revolutionized the business, as it en- ables tools to be conveyed irrespective of the inclination of the well. This facilitated a step change in the technique of deploying logging tools into horizontal and highly de- viated wells without the use of drill pipe or coiled tubing. The conveyance solutions are designed to deliver well intervention tools

42 apr/jun 2013 exactly where needed with robotic preci- The Power of Innovation sion and has established Welltec as a world Welltec leader in the development of cost-effective New technology transforms the way and value creating conveyance solutions. things are done by removing costly and We continue to develop, test, manufac- environmentally-damaging inefficiencies technology ture and use proprietary technology and in oil and gas production, and the Well equipment, and constantly work to push Tractor® has proven to be a key change the boundaries for what we can do to in- agent in the quest toward zero emissions “represents crease recovery and enable our clients to and discharges due to the lightweight cut costs and save time. Welltec has set a solution it offers. It can extend the life a break- number of world records and received nu- of the well and reservoir, because it is a merous industry awards by simply doing more precise and safer method than the what couldn’t be done before. conventional alternatives. through in Tractor based conveyance on electric By providing operators with a fast, light, line is a quick, safe and reliable way of reliable solution, this technology facili- performing the various well intervention tates optimized production and increased deploying and operations. It offers several advantages recoverables, and enables continued pro- to the operators in Brazil, such as a wide duction during the intervention or very variety of sizes, reliability, ruggedness and operating oil quickly thereafter. The economical aspect “ high speed. The most frequent conveyance of this is tremendous. Using precision- jobs in Brazil include cement evaluations controlled robotic technology we can do and pipe recovery, and the conveyance things that previously required heavy and and gas well solutions provide the operator with a set sizable equipment and dozens of people of equipment he can rely on to efficiently with just a few highly skilled profession- intervention deliver the cement bond logs in any size of als. This in turn means reducing the risks casing, as well as pipe recovery operations of environmental impacts and work envi- in almost any size of pipe. ronment issues. tools

apr/jun 2013 43 Welltec embraces this concept in ev- erything we do and continually strive for simpler, safer means to accomplish the goal. Very often, this results in an innova- tive, more cost effective method as well. The latest innovation is being launched this year: the Welltec Annular Barrier® for zonal isolation. It has been developed in conjunction with a number of global opera- tors to solve the challenge of creating a re- liable, life of well, annular barrier. As drill- ing technology continues to enable deeper and more complex well designs, cement no Mechanical intervention solutions in- longer does the job. The Welltec Annular clude tools such as the Well Stroker®, Well Barrier® for zonal isolation provides the Welltec Key®, Well Cutter® and Welltec Setting next generation open or cased hole solu- Tool®. The first of which proved its useful- tion, truly enabling a reliable, life of well, ness when an operator in the Guara Norte cementless completion. Brazil offers field was looking for a safer and more ef- ficient method of installing a telemetry Well Solutions “ system in a vertical production well. The operator had previously been using the Welltec Brazil offers the entire portfolio the entire coiled tubing method, which requires two of Welltec Solutions and is supported by runs; one to set the telemetry system and decades of experience. Our primary ser- another to retrieve the data. Not only was vices in Brazil to date include operating our portfolio the system installed in just one run, the Well Tractor® to convey tools for cement Welltec operation was also performed four bond logging, perforating and pipe recov- times faster, which meant the client saved

ery operations. of Welltec valuable rig time and optimized the opera- Welltec also performs a wide range of in- tional efficiency. tervention services in Brazil. Our mechani- Shifting from traditional intervention

cal solutions, designed for safe and effi- methods to Welltec’s electric line mechani- cient well management and maintenance, Solutions and cal solutions provides multiple advantages range from clean-outs and setting and re- for the Brazilian operators, such as real trieval of plugs to complex milling jobs. time“ feedback, surgical precision and im- Interventions are carried out by position- is supported proved accuracy. Increased safety means ing the tools where required and then exer- utilizing fewer people, requiring a reduced cising the necessary force to manipulate the number of lifts and eliminating the need for device being addressed. All operations are explosives when performing operations. controlled and monitored from the surface; by decades of and because the tractor based technology Welltec® Coming up conveyed on electric line makes interven- tions quicker and safer, it is becoming a pre- experience In the coming years, Welltec plans to ferred solution in many Brazilian operations. increase activities in the Brazilian market through the addition of assets to accom- modate the growth. Conveyance Solutions will continue to be quite active and will be supplemented by the addition of more Milling and Clean-out Solutions. As well, our Welltec® Annular Barrier is receiving a lot of interest for its unique capabilities in well completions. We are bringing this and our other solutions to the two big Brazilian conferences this year, Brasil Offshore and the Offshore Technology Conference Brasil, where the industry meets to exchange new knowledge and technology. Brazil is an exciting place with an excit- ing future, one in which Welltec plans to be an active participant! Weltec

44 apr/jun 2013 apr/jun 2013 45 A Risk-free World After the past five years’ turbulence, the mere The American revival also contributes to an atmo- thought of 2013 not presenting any significant risks sphere of restoration of trust in Europe. The previous in the international scenario may seem like heresy to beliefs that the Euro-zone economies might implode some people. However, this forecast may not be so and that adjustments would be politically unsustain- outrageous after all, considering we are already at able are quietly being discarded. Besides these fore- the point of cyclical recovery after a long and pain- casts not becoming reality, it is also becoming quite ful period of adjustments. That’s why the title of this plausible that some growth will be seen in Europe in The global article is quite risky in itself; some ‘Black Swan’* 2014, while 2013 will be marked by a final dose of ad- may appear before the end of the year that has only justments, but with fewer financing difficulties, even just begun. for countries like Greece. This change is the result of winds are As a matter of fact, we are probably still go- Germany’s notable shift towards a more construc- ing to see moderate market volatility due to the tive direction and the advancement in regard to the remaining uncertainties in Europe, China, the US, feasibility of bank supervision which will be the basis changing and the emerging countries. Nonetheless, we have of a greater fiscal integration. The masterly role of gathered information that suggests that neither the European Central Bank (ECB), led by its president the well-known European problems as seen from a who bended the stance of more hard-line ECB direc- directions systemic market contamination viewpoint, nor the tors, has changed the game of expectations. Noth- uncertainties related to the drastic deceleration of ing will be simple from this point in time on, but if China, which many foresaw for this year, are on the we take a look at the balance already achieved in the 2013 risk radar. As far as the American economy current account through payments by countries in the goes, after the approval of measures to prevent Eurozone, it appears to be possible that we will see the worst of the fiscal cliff on New Year’s, a stron- a rather renewed region in terms of competitiveness ger recovery of confidence is expected. There are within five years or maybe even earlier. indicators that point to an industrial revival and an This change of winds in the global sphere rever- energy renewal along with an extensive delever- berates in the world stock markets, which together age of families and companies, and revival of the have surpassed the historical peak of points. As labor market and real estate prices. everyone familiar with my thesis knows, more than A hypothesis to be considered is that the obvious two-thirds of the Brazilian deceleration is rooted in improvement of confidence in the American econo- essentially external factors, so a global improve- my may become the key to restoring trust, globally ment should favor a recovery of the Brazilian econ- speaking. Not that the American economy at this omy within the coming two years. The exact impact point will be able to play its past role of locomotive, is hard to pinpoint but it should be considerable. nor that it will be able to take on a role similar to We are well aware of the difficulties we have that of China after the Lehman Brothers crisis. After in Brazil, but I believe that the reasons attributed all, there is still an important fiscal adjustment to be to the bad performance of the Brazilian GDP are undertaken in the US in the coming years. However, greatly exaggerated. What Brazil actually experi- negotiations in the Congress show that the Repub- enced was a strong industrial crisis brought about licans have taken a more flexible position, that the by global conditions. The industrial sector in Brazil Federal Reserve’s position indicates that the Ameri- was caught completely unprepared due to com- can economy needs fewer and fewer stimuli, and petitiveness and cost issues that worsened with that the beginning of the opening of the Ameri- delays in infrastructure investments in a scenario can 10-Year Treasury Rate (which is the main of high salaries due to essentially demographic thermometer of expectations) suggests that reasons. Moreover, 2012 was a year in which ev- the economy in the United States might be erything that could go wrong, did go wrong. Other going through the last phase of the pres- difficulties that affect growth are a result of short ent crisis. That is to say; the post-fiscal and long-term procedures and cumulative mistakes cliff promises good news and that which can only be overcome with pragmatism and will doubtless have an expressive through important reforms geared towards the pri- impact globally. vate sector in a new cycle of investments. *The Black Swan theory by Nassim Taleb pub- lished in 2007 shows that it is impossible to foresee the future since what we know is much less than what we do not know. Octavio de Barros Chief Economist Bradesco

Octavio de Barros 46 apr/jun 2013 Widex invest in own distribution

in Brazil Kjeld Roslyng Jensen and Marcelo A. Smith de Vasconcellos, new CEO The family owned Hearing aid manu- hearing aids as well as other hearing re- cellos continues as CEO of Widex Brazil. facturer Widex A/S has for several years lated products expanded into a complete The health sector in general and the au- bought up its international distribution national distribution network with shops diology sector in particular has expanded network in order to strengthen its market- in all major states. a lot in the last 20 years which gives all control and pursue growth. Following the other Danish hearing the opportunity to guarantee continuous Widex has been present on the Brazil- aid manufacturers as well as the general growth. ian market since 1963 through a distribu- trend of the global hearing aid industry, Kjeld Roslyng Jensen is happy to provide tor. Since 1984 the distribution taken over Widex bought the majority of the shares for a solid continuation of Widex Brasil. by Kjeld Roslyng Jensen, a Danish citizen of Centro Auditivo Widex Brasitom in De- Illustration shows former and new CEO with several years of Brazilian experience cember 2012. of Widex Brazil on its head-office at Rua 24 as well as his Brazilian family. The many years partner with minority de maio in the center of São Paulo. During their administration the Widex partnership, Marcelo A. Smith de Vascon- Widex

apr/jun 2013 47 Brazilian Review ECONOMY

Brazil in 2013 Recovery fraught with Risks

The past year was marked by surprisingly In particular, frustration was biggest By the same token, a heated labor weak growth and unexpected levels of low with investment. Up until the third quarter market kept the pressure on inflation, in interest and exchange rates. We expect the of the year, gross capital formation had particular services, which went up 8% in current moderate rebound in activity to contracted a cumulative 6% in five quar- 2012. The shock in food prices further com- continue (GDP growth of 3.0% in 2013), yet ters. Industrial production also had a dis- pounded the problem. What kept the head- the path to recovery has downside risks. mal performance, falling 3% in 2012. line index from drifting above 6% was the We also forecast more economic stimulus What caused this is still a source of heat- low inflation of regulated services (helped from the government, through further tax ed debate, with arguments ranging from a by the government) and of industrial goods breaks. painful inventory adjustment from overly (contained by tax exemptions). optimistic expectations built up in previ- Another surprise was economic policies. The Year that Passed: ous years, to the effects on business con- The central bank cut rates by 525 bps, to a fidence of government policy uncertainty. record-low 7.25%, and said it plans to keep Disappointing Growth Strangely enough, employment held up it at this level for a “sufficiently prolonged well. The jobless rate fell to its lowest level period of time”. The exchange rate regime Brazil’s GDP probably grew less than in history, around 5%. Apparently, firms lost much of its flexibility. In the whole 1% in 2012. By any measure, that was a thought it better to avoid layoffs even second half of the year, the exchange rate negative surprise, since at the beginning as they cut production, hoping for better deviated very little from the range of 2.00- of the year expectations were for 3% or times ahead. Probably this behavior was 2.10 reals per dollar. more. motivated by the previous cycle. When firms cut the payroll in the 2008-09 down- 2013: What Kind turn, they had to re-hire only a few months later, since demand recovered more swiftly of Recovery? than expected. But they were only able to do so by offering to pay higher wages. Although disappointing, the rebound in In 2012, a tight labor market enabled economic activity started in 3Q12, with a workers to receive pay increases and so 0.6% seasonally-adjusted growth of GDP. keep on spending. Tax cuts on durable We expect 0.7% in 4Q12 and acceleration goods also helped as they made consump- to an average 0.8% per quarter throughout tion more affordable, especially in terms of 2013, reaching a total of 3.0% over 2012. cars. Consumers thus managed to weather One of the tailwinds will be a better the headwinds from a tightening credit global environment than that of 2012, due supply. to smaller tail risks. That should have a positive effect on domestic investment. Al- though it is a relatively closed economy, Bra- zil’s investment cycle is influenced by growth and volatility in the global economy. Private investment will also benefit from Economist the fact that firms have already completed Caio Megale a full inventory cycle in 2012. They don’t need to make further production cuts just

48 apr/jun 2013 to adjust their inventories to a lower, more the same levels they were at the end of last tainty, with high-frequency changes in tax desired level. And new investment becomes year to accommodate both a weak econo- rates and new subsidies, makes it harder more attractive with lower interest rates. my and inflation threats. for firms to plan ahead. It could take longer Consumption spending will remain a A too-intense depreciation of the ex- to generate a positive and self-reinforcing driver of demand growth. If employment change rate would create pressure on trad- mood of optimism again, which is funda- holds to the current trend of moderate but able goods, which have been a major anchor mental for investment. positive expansion, wages will keep rising, of inflation in recent years. Non-tradable Structurally, the near exhaustion of the maintaining a solid base for consumption. goods such as services will probably con- labor factor of production will demand Another minimum wage increase above tinue to be burdened by the tight labor mar- more from the other factor, capital. Yet inflation at the beginning of the year and ket. On the other hand, inflation dynamics creating the conditions necessary for in- continued tax exemptions for consumer will benefit from the dissipation of the food vestment, especially those transformative goods will also help. price shock and by another year of low in- large-scale projects, is easier said than To sustain the recovery, however, we ex- creases in regulated prices, in particular, the done. Making the resources available is pect the government to go for more eco- fall of energy tariffs through tax reductions just the beginning. The public sector should nomic stimulus through further tax breaks and anticipation of concession renewals. foster an effective regulatory environment, and public bank credit. Still, the outlook is fraught with risks, with clear rules and less bureaucracy. It Fiscal stimulus will remain an essential some cyclical, some structural. should also resort to public-private part- part of the policy toolkit. Since the neutral Companies are still very cautious. After nerships or outright concessions when it is interest rate has fallen and has in turn re- having invested substantially in previous not able to pursue the projects all by itself. duced the interest payments due by the pub- years, many suffered losses in 2012 as sales Finally, it should offer adequate rates of re- lic sector, the government has more room in growth fell short of expectations. Several turn as a way to bring in the most capable the budget than in previous years. It can, opted to scale back their operations and private operators. Moving ahead with this within certain boundaries, reduce taxes to postpone investment decisions, even for agenda will be both Brazil’s biggest risk stimulate the economy without sending the conservative projects. Doubts about the and greatest opportunity in 2013. public debt/GDP ratio on an upward trend. sustainability of consumer demand are also We believe the Central Bank intends to blurring the scenario, due to uncertainty Caio Megale maintain interest and exchange rates at regarding consumer leverage. Policy uncer- Banco Itaú

apr/jun 2013 49 Resilient inflation

When it comes to inflation, 2012 ended on a relatively bad note. IPCA, the consum- IPCA and market and regulated prices (% YoY) er price index used by the Central Bank to IPCA Regulated prices Market prices Target pursue the inflation target, rose 5.8% that year, above market consensus (hovering 8 Chart 1 – IPCA and market and regulated prices (% YoY)

around 5.3%-5.4% for most of the year) 7 and even higher than what the Central Bank Sources: IBGE and Central Bank of Brazil. had predicted (5.2% in its latest Quarterly 6 Inflation Report). Despite one or two fac- 5 tors having contributed to contain the rise 4 in prices, the basic dynamics of prices re- mains unchanged and is currently a risk for 3 keeping inflation high throughout 2013. 2 A quick comparison between the be- havior of inflation in 2011 and 2012 should 1 present a favorable development last year, 0 as IPCA fell 0.7 percentage point from Jan -10 Jun -10 Nov -10 Apr -11 Sep -11 Feb -12 Jul -12 Dec -12 6.5% and could be said to be converging Sources: IBGE, Central Bank of Brazil. towards the target as constantly noted by the Central Bank, albeit at a very slow pace. determined by the government and which the year with high inflation and vice-versa. However, two specific factors not linked to answer for about 24% of IPCA - remained Were it not for that methodological change decisions by policymakers helped inflation rather contained at 3.7%, below the 4.5% (just to reinforce it, a perfectly valid one), being slightly lower in 2012. First, the rise in inflation target (chart 1 below). Second, IPCA would have been 0.5 percentage regulated prices - those that have variations IBGE, the Brazilian official statistical agency, point above year-end level, hence barely changed the weights used to calculate the changing at all in comparison to 2011. IPCA, which led to lower inflation. Despite those factors helping bringing The first factor is rather straightforward. inflation down, the 5.8% increase in 2012 In a year of mayoral elections, as in 2012, was achieved with the relatively strong it is normal for urban transportation not pressure of market prices, which rose to have its tariffs increased. Moreover, the 6.5% in the year. That result came as a government has postponed the adjustment bit of a surprise, as economic activity was in gasoline prices. Hence, transportation weak (the GDP may have barely grown by was vital to keep regulated prices more or 1%). In fact, it used to be normal to see less in check. As for the IPCA weights, it is a positive correlation between economic normal for IBGE to change the importance activity and market prices in Brazil (stron- given to goods and services in the calcula- ger growth tied to high inflation, weak tion of inflation every five years to account growth and low inflation), a trend only for changes in tastes or even include new broken only in 2005 in the period between ones as they become available based on 1999 (the first year of inflation targeting) a wide survey of population expenditure. and 2009. Since then, that relation has By chance, that change happened to be weakened with inflation expectations scheduled for the beginning of 2012; it as- deviating further from the target and the signed lower weights to items that ended labor market remaining tight.

50 apr/jun 2013 Cristiano Souza IPCA core measures (% YoY)

Smoothed trimmed means Ex-food at home and regulated prices Hence it was not disparate to see high in- Non-smoothed trimmed means Target flation regardless of low economic growth. In 7.5 that sense, core measures of inflation, which 6.8 should eliminate short-term fluctuation to 6.0 present the underlying trend of prices (the long-term more stable trend) are also above 5.3 the target, with the trimmed means (that 4.5 shave off extreme variations) even heading north (chart 2 below). That is where the out- 3.8 look for inflation in 2013 takes off from. 3.0 This year already starts with some known Jan -10 Jun -10 Nov -10 Apr -11 Sep -11 Feb -12 Jul -12 Dec -12 pressures. First of all, should our scenario of Sources: IBGE, Central Bank of Brazil, Banco Santander. a pickup in economic activity that would in- crease GDP growth to 3% be correct, that IPCA (% YoY, dots represent year-end inflation) would mean a still tight labor market with low unemployment and rising wages that, along- 9.0 Target side more credit, should exert pressures on 8.0 Forecast demand. As investments still struggle to grow 7.0 quicker, some mismatch between supply and 6.0 demand should keep adding to inflation. 5.0 Second, commodity prices have gone 4.0 up, especially food prices following the dry 3.0 weather that affected crops in the second 2.0 half of 2012 and thus pushed up the cost 1.0 IPCA of food. That is made worse by the third 0.0 effect i.e. that of a more depreciated ex-

change rate and its influence on inflation. Jul -13 Jul -08 Jan -11 Sep -12 Jan -06 Sep -07 Nov -11 Mar -10 Nov -06 May -09 The dearer US dollar should make food Sources: IBGE, Banco Santander. even more expensive, as well as lead to a rise in the cost of some durable goods. The looser fiscal stance (i.e. the mea- Median inflation expectations (%) sures taken by the government to boost 5.7 2013 2014 the economy) will amount to a fifth source 5.5 of pressure to prices. That comes in two forms, both through tax cuts, which raise 5.3 disposable income, and government ex- 5.1 penditures, which increase total consump- tion, hence also aggregate demand. 4.9 Finally, there’s the issue of regulated 4.7 prices. As usual, bus tariffs should go up, 4.5 even though that is scheduled to happen by the end of the first half of the year rather 4.3 than in January. Gasoline prices may also be increased. Both changes should be more 1- Jul -11 1- 31- Jul -11 31- 25- Jul -12 25- 27- Jan -12 27- 29- Oct -11 29- 25- Jun -12 25- 23- Oct -12 23- 29- Sep -11 29- 26- Feb -12 Feb 26- 26- Apr -12 26- 28- Dec -11 28- 23- Sep -12 23- 21- Jan - 13 21- 22- Dec -12 22- 27- Mar -12 27- 28- Nov -11 28- 22- Nov -12 22- 30- Aug -11 30- 24- Aug -12 24- than compensated by the government’s May -12 26- move of cutting electricity prices by 20%. Source: Central Bank of Brazil. However, two problems stand in the way of cheaper electricity. One is the revision throughout the year and IPCA should hover (chart 4). We forecast the IPCA will go up of electricity tariffs scheduled to occur in around 6% in the year, sometimes higher, to 6% this year whereas the market median some metropolitan areas; this would offset sometimes lower, but not too far from it. In forecast currently stands at 5.5%. Should part of the cut. Second is the possible ef- the absence of any external shocks, inflation inflation remain somewhere close to those fect of the low rain fall in the wet season, should not breach the 6.5% ceiling of the in- figures, we will see it in the upper region of which has not filled the reservoirs enough flation target (chart 3 below), but we see no the target for the fourth year in a row. and is forcing the electric grid to rely on the stern measures being taken to bring it closer more expensive thermoelectric generation. to 4.5% either. The market’s expectation Cristiano Souza In all, the outlook for inflation is not be- which is based on a survey with more than Senior economist nign. We hardly expect prices to lose steam 100 financial institutions also reflects that Grupo Banco Santander

apr/jun 2013 51 Brazilian Review ECONOMY

20 Richest People in the World

Competitive Edge Rank Name Net Worth Ranking 1 Canada 1 Carlos Slim US$ 77,9B 2 South Korea 3 Australia 2 Bill Gates US$ 65,6B 4 China 5 Spain 3 Amancio Ortega US$ 37.5B 6 India 7 Chile 4 Warren Buffett US$57,2B 8 South Africa 9 Poland 5 Larry Ellison US$40,6B 10 Russia 11 Colombia 6 Ingvar Kamprad US$48,9B 12 Mexico 13 Brasil 7 Charles Koch US$44,3B Source: CNI/Ibope 7 David Koch US$44,3B

Best countries to be 9 Christy Walton US$ 34,2B born in 2013 10 Jim Walton US$ 32,7B Rank Country

1 Switzerland 11 Rob Walton US$ 32,2B 2 Australia 3 Norway 12 Alice Walton US$ 31,8B 4 Sweden 5 Denmark 13 Li Ka-Shing US$ 29,3B 37 Brasil Source: Economist Intelligence Unit 14 Alwaleed Al Sau US$28,3B

International 15 Bernard Arnault US$28,2B Transparency Corruption Level 16 Liliane Bettencourt US$28,0B Rank Less Corrupts 1 Denmark 17 Karl Albrecht US$27,7B 2 Finland 3 New Zealand 18 Sheldon Andelson US$25,9B 4 Sweden 5 Singapore 19 Mukesh Ambani US$25,7B 69 Brasil Source: NGO International Transparency 20 Stefan Persson US$25,6B

Source: Bloomberg

52 jul/sepjul/sep 2009 2012 jul/sepapr/jun 2009 2013 53 Ranking of Entry for Anti-Dumping Investigations (from May to September of 2012) Rank Country Nª of Actions 1 Brasil 27 2 Australia 17 3 Canada 9 Countries with 4 China 7 the Highest GDP 5 Indonesia 7 Growth, % 6 Argentina 5 7 European Union 4 1 Mongolia 18,1 8 India 4 2 Macao 13,5 9 Turkey 2 3 Libya 12,2 10 USA 2 4 China 8,6 Source: Estado de S.Paulo 5 Bhutan 8,5 6 East-Timor 8,3 Transport Matrix 7 Iraq 8,2 Waterway Railway Highway 8 Mozambique 8,2 USA 25 50 25 Canada 35 52 13 9 Rwanda 7,8 Russia 13 83 4 10 Ghana 7,6 Germany 29 53 18 Source: América Economia Brazil 13 27 60 Source: Estado de S. Paulo

20 most powerful people in the world Age 1 Barack Obama President, USA 51 2 Angela Merkel Chancellor, Germany 58 3 Vladimir Putin President, Russia. 60 4 Bill Gate Cochair, Bill & Melinda Gates Foundation. 57 5 Pope Benedict XVI Pope, Roman Catholic Church. 85 6 Ben Bernanke Chairman, U.S. Federal Reserve. 59 7 Abdullah bin Abdulaziz al Saud King, Saudi Arabia 88 8 Mario Draghi President, European Central Bank. 65 9 Xi Jinping General Secretary, Communist Party of China. 59 10 David Cameron Prime Minister, United Kingdom. A 46 11 Carlos Slim Helu Chairman, Carlos Slim Foundation. 72 12 Sonia Ghandi President, Indian National Congress. 66 13 i Keqiang Vice Premier, People`s Republic of China. 57 14 François Hollande President, France. 58 15 Warren Buffet CEO, Berkshire Hathawy. 82 16 Michael Bloomberg Mayor, New York City. 70 17 Michael T. Duke CEO, Wal-Mart. 63 18 Dilma Roussef President, Brasil. 65 19 Manmohan Singh Prime Minister, India. 80 20 Sergey Brin & Larry Page Cofounders, Google. 39 Source: Forbes 54 jul/sepjul/sep 2009 2012 jul/sepapr/jun 2009 2013 55 Brazilian Review ECONOMY Vehicles Production in Brasil Major Destinations Year Number in millions for Brazilian Exchange 2003 1,68 Students Biggest Retailers of 2004 2,12 1 – USA 4.684 Brasil by Revenue 2005 2,35 2 – Portugal 2.853 Company Income 2006 2,40 3 – France 2.575 (R$ billions) 2007 2,82 4 – Spain 2.356 Pão de Açúcar 46,59 2008 3,05 5 – Canada 2.057 Carrefour 28,83 2009 3,07 6 – UK 1.804 Walmart Brasil 23,46 2010 3,38 7 – Germany 1.653 2011 3,41 Source: Times Higher Education World University Lojas Americanas 10,20 Rankings 2012-2013 e Ministério da Educação Máquina de Vendas 7,20 2012 3,36 Source: Anfavea Cencosud 6,23 Makro 5,65 Car Companies Investments in Brasil O Boticário 5,50 BMW US$ 2,5 billions, Araquari (SC) Magazine Luiza 5,27 General Motors US$ 1,7 billions, 4 cities Raia Drogasil 4,67 Hyundai US$ 600 millions, Piracicaba (SP) Drogarias Pacheco e SP 4,45 Toyota US$ 600 millions, Sorocaba (SP) C&A 3,84 FIAT US$ 5,9 billions, Betim (MG) and Goiania (PE) Casas Pernambucanas 3,17 JAC Motors US$ 530 millions, Camaçari (BA) Nissan US$ 1,5 billion, Resende (RJ) McDonald’s 3,11 Chery US$ 400 million, Jacareí (SP) Záffari & Bourbon 2,99 Ford US$ 2,6 billions, in 3 cities Lojas Renner 2,89 PSA Peugeot Citroën US$ 2,2 billions, Porto Real (RJ) Farmácia Pague Menos 2,78 Renault US$ 880 millions, São José dos Pinhais (PR) Brazil Pharma 2,55 Volkswagen US$ 5,2 billions, 4 cities Lojas Marisa 2,45 Mitsubishi US$ 560 millions, Catalão (GO) Lojas Riachuelo 2,44 Suzuki US$ 60 millions, Itumbiara (GO) Source: Estado de S. Paulo Source: O Estado de S. Paulo

Companies with biggest growth Companies with biggest decrease Company Growth (in RS$ billions) Company Variation (in R$billions) 1 Ambev 76,7 1 Petrobrás -36,7 2 Bradesco 24,9 2 OGX -29,9 3 Vale 17,2 3 Eletrobrás -16,9 4 CCR 12,8 4 CSN -4,5 5 Souza Cruz 12,1 5 CPFL Energia -4,4 6 Cielo 11,0 6 Cesp -4,2 7 Natura 9,6 7 Santander -4,0 8 Itaú Unibanco 8,4 8 Eletropaulo -3,8 9 BM&Fbovespa 8,1 9 Telefônica -3,1 10 Sabesp 7,9 10 Ampla Energia -2,9

Source: Economática Source: Economática

56 jul/sepjul/sep 2009 2012 jul/sepapr/jun 2009 2013 57 10 Companies with most complaints in Procon Complaints by thousand 1 Oi 120,4 2 Claro/Embratel 102,7 3 Itaú 97,6 4 Bradesco 61,3 Agenda 5 Vivo/Telefônica 44,0 6 Sky 33,5 The Danish 7 TIM/Intelig 32,3 Chamber of Commerce 8 Santander 31,9 Rio de Janeiro 2013 9 Ponto Frio/Casas Bahia 28,5

10 Máquina de Vendas 26,8 March 7th – 20:00 Source: SINDEC The Danish Parliament – Committee for Growth and Business, Rio visit Current Power Division Social Trust Ratings March 26th – Morning Party Ministers 1o Firefighter Corps Maritime and Offshore presentations from OSX and PT 17 2o Media Petrobras 3o Supreme Federal Court PMDB 5 4o Voter System PSB 2 June 4th – Morning o PR 1 5 Judiciary Power Presentation from the PP 1 6o Police Municipality of Rio de Janeiro – PC do B 1 7o Congress What can our city do better for our businesses? PRB 1 Source: IBOPE

Source: América Economia September 10th – Morning Company presentation of new arrivals in Rio Growth of the Esplanada in Ten years 2002 2012 November 26th – Morning Ministers 21 38 Wrap up of 2013 and an Servers 810,0 mil 984,3 mil economical/market outlook for 2014. Wage Expense R$116 bilhões R$155 bilhões Source: América Economia

58 jul/sepjul/sep 2009 2012 jul/sepapr/jun 2009 2013 59 Dual Citizenship Today the Danish law is constructed in such a way that foreigners who immigrate to Denmark can obtain Danish Citizenship, but Danes who immigrate to other countries have to renounce their Danish citizenship if they obtain citizenship in their another country. 40% of all ‘new Danes’ keep the citizenship of their native country and thereby in affect become double citizens with two passports. Danes who move abroad has no such options. It depends on the nationality laws in your current home if you lose your citizenship automatically when you receive Danish citizenship, or whether you should apply to be released from your previous citizenship in your home country authorities. Children born abroad by Danish parents however are usually exempt from these rules and can keep their Danish citizenship. It has long been a wish for Danes living abroad to be able to obtain double citizenship, since they feel that it is unfair as they do not feel any country if they qualify. The rest of the 20 EU states less Danish because they have chosen to live in a for- allow and recognize dual citizenship among their na- eign country. tionals. But some have more relaxed rules than others. It is a fundamental principle of the Danish legisla- For example Ireland and Portugal, whose populations tion that dual citizenship should be limited, as much have been through episodes of mass emigration, are as possible. There are of course a number of situations equally tolerant of dual citizenship both for their citi- where dual citizenship is accepted. This applies for ex- zens and newcomers. In France the numbers of dual ample to persons who are born with dual citizenship. citizens are close to five million, out of a population For example child who is born of Danish parents in the of 65 million. However, the principle has often been United States where the child also obtains U.S. citizen- criticized and, in 2012 right leader and presidential ship at birth. candidate, Marine Le Pen, asked for it to be revoked. Denmark is one of just seven EU countries not per- But now things seem to be change. A majority in mitting their citizens to take citizenship in another parliament say they are prepared to support a bill al- lowing dual citizenship, due to be presented by the Justice Ministry later this year. Margrethe Vestager, leader of the Radikale party, which has been one of parliament’s strongest voices in favour of dual citizenship, called it “a gift” that foreign- ers would be allowed to retain their original citizenship and be afforded “full access to the country they will contribute to and where their children would grow up”. Sweden and Finland both used to have similar laws prohibiting dual citizenship, before overturning them in 2001 and 2003, respectively. At the same time all EU countries except Holland and Austria allow dual citi- zenship. On the 17th of December 2012 the ministry of Justice made the following declaration that the gov- ernment has decided to establish a ministerial working group to come forward with proposals for a possible models to accept double citizenship. The ministerial working group will finish its work in the spring of 2013, and we hope that during 2013 this will lead to a new law allowing dual citizenship in Denmark. We will keep all our members updated all the time.

Danes Worldwide 60 apr/jun 2013 Alfa Laval Aalborg

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apr/jun 2013 61 Copenhagen Zoo a modern Zoo in the city

Copenhagen Zoo is situated within the city limits of Copenhagen and covers an area of 11 ha. Today it is home to more than 3,500 animals of 240 different species.

62 apr/jun 2013 Since its opening in September 1859, reserve. At the time two of the four rangers visitors can get an insight directly from the Copenhagen Zoo has experienced were to be dismissed due to lack of funds. field and thereby increase awareness of the significant changes. Older, outdated Copenhagen Zoo’s commitment meant that conservation project. In return the project exhibits have been gradually renovated or the monitoring could continue and as time receives a regular income enabling the field replaced with modern, spacious enclosures went on a close collaboration between activities to continue in the future. that meet the higest standards of animal the group of rangers, the ecology team, On basis of Copenhagen Zoo’s support husbandry and welfare. The latest researchers and the Zoo deleveloped. a long series of important monitoring successfully completed exhibits include the Based on the Zoo’s support a whole new activities have been carried out and several Elephant House designed by the reknowned concept for raising funds for conservation articles have been published. As a result of British architect Lord Foster, a walk- programmes was developed – a concept that this long-lasting collaboration Copenhagen through Aviary with free-flying flamingos, has subsequently been taken on by other Zoo is considered the main contact for the ibis and spoonbills and the Arctic Ring with programmes and zoos. The ”adopt a group” tamarin programmes in Europe. underwater view of the polar bears, Arctic concept means that a zoo pays a yearly In 2008 Copenhagen Zoo’s support was bird species and seals, which opened to the amount (e.g. Copenhagen: US$ 5,000) and extended to include rangers in the União public on 5 February 2013. in return receives field reports regularly. Biological Reserve 30 km from the Poço In accordance with today’s mission of a The reports are not long and scientific – it das Antas reserve. Funding had been modern zoo, it is an institution dedicated is more like a daily journal which can be discontinued so the project was about to to conserving our global wildlife heritage used in the zoos’ education activities. A close down. It would have been the end of a by keeping a large number of endangered window to nature is open and the zoo project that had already collected valuable animal species and participating in many conservation programmes. Today the Zoo is an active nature conservation organisation with a global perspective and network. One of Copenhagen Zoo’s main conservation programmes is the Lion Tamarin programmes of Brazil. In 1996 Copenhagen Zoo’s Director for Research and Conservation was invited to join the International Committee for Conservation and Management of Lion Tamarins (ICCM), which is an advisory body to the Brazilian government on conservation management for the four species of lion tamarins (golden, golden-headed, black and black- faced). The same year Copenhagen Zoo entered an agreement with Poço das Antas Biological Reserve north of Rio de Janeiro to finance part of the expenses for rangers who monitor the lion tamarins year round – the monitoring provides important information which is essential when making decisions about the management of the

apr/jun 2013 63 data and carried out unique monitoring of the lion tamarin population since the first translocations in 1994. Copenhagen Zoo now pays for the whole monitoring programme in União and receives field reports regularly. Last but not least, Copenhagen Zoo’s Director for Research and Conservation is the custodian of the Lion Tamarins of Brazil Fund, which was established in 1990, to raise funds for the many research contributes to the research studies of the partnership with the Danish company activities taking place in the lion tamarins’ okapi in DR Congo. The Zoo also grants DONG Energy with the aim of becoming distribution area. The fund raises money financial support to field projects for the more „green“, by purchasing sustainable from zoos throughout the world and conservation of the rare Amur leopard, for energy such as power from wind mill parks. awards grants of US$ 20,000-50,000 yearly diet selection and population performance Copenhagen Zoo is a member of the to selected projects in Brazil. of the black rhinoceros and for scientific following international organisations: The In addition to the lion tamarin projects at Chengdu Research Base for European Association of Zoos and Aquaria conservation programme Copenhagen Zoo Giant Panda Breeding in China. (EAZA), the World Association of Zoos and is actively involved in in situ conservation In addition to participating in conservation Aquariums (WAZA), the International Union and research on southern white rhinoceros programmes internationally, the Zoo and for Conservation of Nature (IUCN) and the in South Africa, and in ecology research on its scientific staff are constantly increasing IUCN/SSC Conservation Breeding Specialist the Malayan tapir (Tapirus indicus), flat- its activities and involvement in a wide Group (CBSG). In 2002 Copenhagen Zoo headed cat and Asian elephant in Malaysia range of scientific research projects at MSc established CBSG Europe – the European and Indonesia. The Zoo also participates and PhD level. And as another part of the branch of the global CBSG. in the EU-Life project on reintroduction scientific work, which forms an integral part of the locally endangered European of a modern zoo‘s mission, Copenhagen Zoo fire-bellied toad. Furthermore, the Zoo holds the international studbook for muskox and the European Studbook for Curriculum Vitae chimpanzee. Steffen Stræde Last but not least, the Zoo focuses on innovative interpretation through display • CEO of Copenhagen Zoo and education. The Zoo Education Service offers teaching • Steffen Stræde is coming from a with live animals for all age position as CEO of the packaging groups from preschool to adults. company A.C. Schmidt A/S where Furthermore, a wide range of he had worked since 2008.Steffen instruction materials have been Stræde holds a Master of Science in created for use before, during Forestry and has a PhD. in national and after a visit to the Zoo. Every year, more than 65,000 school parks. children visit the Zoo as part of Steffen Stræde’s professional their schooling. The Zoo also • background as project manager supports education and public awareness by offering a wide in respectively WWF and DANIDA, range of interactive displays, chief of department in Rambøll, CEO speaks, competitions and events of Knuthenborg Safari Park and, to the public. most recently CEO of A.C. Schmidt Copenhagen Zoo puts great A/S means that Copenhagen Zoo emphasis on its environmental is getting itself a CEO who unites policy and is certified according specific know-how within the field to ISO 14,001 and EMAS III. The with strong and relevant managing most recent initiative is a climate experiences that will ensure that the positive development that the Zoo is well-known for will be continued. Steffen Stræde

64 apr/jun 2013 apr/jun 2013 65 Danish Design in World Class

BODUM’s history dates back to 1944, of borosilicate glass. It has registered when Peter Bodum launched the company “FrenchPress” as a trademark in many in Copenhagen, Denmark. Renowned territories. for its iconic French Press coffeemaker Bodum is known for using borosilicate and signature Scandinavian design glass which is very durable when exposed aesthetic, BODUM has grown into a global to thermal shock or high heat conditions housewares brand, with distribution in such as encountered in kitchen ovens and more than 55 countries. Bodum is still microwaves. It will not shatter or explode 100% family owned and today it has its as occurs with lime soda glass. Borosilicate headquarters in Triengen, Switzerland. glass is also used in research and The Scandinavian head quarters lie in manufacturing laboratory environments Humlebæk. The products are made in where strength and durability are often Portugal. Bodum employs 600 people on a critical. world scale. Headquartered in Switzerland, Although Bodum has become somewhat the company continues to develop all synonymous with the French press, the products in-house under its core principle company is much more than just the French that good design should be both functional press. The company has an annual turnover and affordable. The range of products of more than 130 million USD. extends from coffee, tea and glassware Since the late 70s, the Bodum continuously to kitchen electrics and gadgets. A family- opened stores including Paris, Tokyo, owned company, the brand is directed Sydney, New York, London and is currently today by the founder’s son, Jørgen Bodum. sold in about 55 countries. Bodum plans Besides being known for the aesthetic to open 700 new shop across the united quality of their products, Bodum is states in the department store recognized. As a leading maker J.C. Penney. of French presses, vacuum coffee Bodum www.bodum.com brewers (the “Santos”), and double- walled beverage glasses made

66 apr/jun 2013 apr/jun 2013 67 John Strand the IT guru More than 3 million Brazilians are paying cate people properly in that way. But there 4. Language schools that offer more in- to learn Spanish and English via their mo- is no doubt that these types of applications tensive courses can use this type of ac- bile phone. The problem is that the Brazil- can generate interest in learning new lan- tivity to attract new customers to their ian government is charging over 40% tax guages and furthermore encourage par- schools. on that education. ticipants to take the next step and enrol There is no doubt that mobile phones can in a real language school where they can 5. It would appear that the Brazilian poli- be used for a great number of applications receive more intensive education. ticians are not in touch with what their - including education. The Brazilian mobile Strand Consult would like to highlight citizens really need, or the importance operator Vivo has been very successful in five very important points to be learned of this type of activity and education for marketing and selling language services, regarding the current Brazilian mobile lan- their society to move forward. enabling their customers to learn Spanish guage school situation: or English on their mobile phones via SMS. Everybody who works in the mobile in- Critics may claim that you cannot edu- 1. The mobile phone can be used to offer dustry knows and understands that the educational programs. mobile telephone is an extremely versatile 2. There is a large demand and need for platform that can be used for many dif- learning new languages in Brazil. 3 mil- ferent applications and situations. That lion Brazilians from primarily the lower customers do not necessarily need to have classes of society are sending out a big smartphones is very obvious when you message - “we would like to learn new see what Vivo is doing in Brazil. The us- languages”. ers can access their course via SMS, IVR, 3. Mobile operators like Vivo are showing WAP, Apps and via the Internet. The ser- a mature corporate social responsibility vice is totally interactive with immediate by offering this type of educa- feedback to the users. The fact that 3 mil- tional service to their mobile lion Brazilians are paying 2,99 R$ a week customers. to participate in mobile language courses on their mobile phones, shows that this market probably has a global value that is larger than even the currently bestselling smartphone apps like Angry Birds. In other words, you do not necessarily need smart- phones to service the needs and demands of mobile customers.

John Strand

68 apr/jun 2013 Strand Consult has been following the ian telco market is one of the markets with influence and motivate populations to in- value added services market for many the highest industry taxes in the world. crease their level of education, by giving an years, so it takes a great deal to impress Brazilian politicians do not differ between increased number of people access to more us. However what we are currently seeing traditional telco services and telco services different types of education on a simple in Brazil impresses us a great deal. Brazil- that the country can actually benefit from and available platform. ian mobile operator Vivo is using a very - like this mobile language service that has For this type of activity to be successful simple application together with a busi- over 3 million Brazilian customers. politicians must differ between traditional ness model and content partner to make The result is that this mobile Brazilian telco services and value added educational an educational service available that many language school hands over a large part of services. If politicians choose to tax educa- Brazilians really need and can benefit from. their turnover directly to the Brazilian tax tional content on mobile phones, they are And millions of Brazilians are purchasing authorities. In other words the Brazilian misusing the telco market and preventing and using this service. government is in reality taxing the educa- the mobile industry from making an impor- Brazil is one of the countries where tion of one of the poorest segments of the tant contribution to help develop society in Strand Consult has done a great deal of Brazilian population. countries like Brazil. work and had many assignments through In our opinion this Brazilian case shows We hope that the Brazilian politicians will the years. Anybody who has been follow- how important it is for mobile operators, re-evaluate how to tax their telco industry ing the development of Brazil for the past governments and educational institutions and especially make an effort to reduce 10 years can only be impressed by the way and schools to be able to create construc- the very high taxes that are currently be- the country is maturing and growing in all tive partnerships to take advantage of the ing charged on helping educate the poorer areas, including financially. mobile operators’ large customer bases segments of the Brazilian population via Brazil is also a country that still faces a and boost interest for education - which mobile services. number of challenges. One very important is the single most important factor to any If you would like to learn more about challenge is improving and expanding edu- modern society. Strand Consult’s experiences and knowl- cation and another is trying to minimise the More operators around the world - and edge in this area, please do not hesitate corruption which there is unfortunately still especially the Third World countries - to contact us to receive more information far too much of in Brazil. should launch activities similar to Vivo’s about our mobile reports and workshops. An additional challenge is that the Brazil- language service. They will thereby help Strand Consult Danish Parliament’s Business, Growth and Export Committee visits São Paulo

The Danish Parliament`s Business Growth and Export Committtee visited São Paulo on March 4th with ten Danish member of Parliament in presence. The Danish companies Grundfos, Lego and the ISS made presentations to the Danish parliamentary group and it created a lively dialogue and many questions. Jesper Rhode Andersen, vice-president of the Chamber was the moderator of the meeting. Ambassador Svend Roed Nielsen and Consul General Nicolai Prytz were also part of the official delegation. AMK

apr/jun 2013 69 Innovation Centre Denmark helping Danish companies innovate and grow through partnerships in Brazil

The general perception of commercial Innovation Centre Denmark In connection with the announcement of innovation is closely linked to the creation the new centres Danish Minister for Science, of values that can be sold on the market. expands in global hotspots Innovation and Higher Education Morten In other words, commercial innovation can Østergaard noted the importance of an in- be defined as the development of solutions In a unique collaboration between the creased internationalisation and the strate- that meet new - often inarticulate - needs, Danish Ministries of Foreign Affairs and Sci- gic presence of our universities and innova- or add value to old needs through the con- ence, Innovation and Higher Education, In- tion companies in global hotspots: version of ideas and inventions into new novation Centre Denmark (ICDK) has been • “For a small, open economy as the Dan- products, processes or services - leading created with the purpose of helping Dan- ish, it is crucial to be present in the lead- from concept to invoice. ish universities and innovative companies ing research- education- and innovation The starting point and basis for all com- get access to the best foreign knowledge environments. The new centres in South mercial innovation is knowledge, and in to- environments, new technology, networks Korea, Brazil and India shall collect new day’s global economy with its ever increas- and capital – all elements that are of cru- knowledge, attract talents and invest- ing international competition, obtaining cial importance to ensure and improve the ments as well as strengthen the export the newest and best knowledge becomes a competitiveness of Danish companies and and competitiveness, to the benefit for key factor in a company’s – or even a coun- the further development of Denmark as a growth and employment in Denmark”. try’s development and growth. knowledge society. In Denmark we only produce a very small As part of its national Innovation Strat- Danish Minister for Trade and Invest- fraction of the worlds’ new knowledge, egy and Strategy for Emerging Markets, the ments Pia Olsen Dyhr elaborated: making it natural - but also essential – for Danish Government’s recently announced • “With the new innovation centres we us, our universities and innovative com- the opening of three new innovation centres can help Danish companies who have panies, to continuously look beyond our in São Paulo, Seoul and Bangalore comple- research- and innovation driven needs in own borders for knowledge that can create menting the four existing centres in Shang- three central growth markets. Via these valuable and marketable products, pro- hai, Hong Kong, Silicon Valley and Munich. centres, it will become possible for Dan- cesses or services. ICDK in São Paulo will be co-located ish companies to create partnerships in with the Danish Consulate General and international innovation environments. will serve as a facilitator for cooperation Through knowledge, Danish companies and lasting partnerships between Danish will become more competitive and at the companies and Brazilian higher education, same time, we help them develop solu- research and innovation environments. tions for the emerging markets”.

70 jan/mar 2013 What does ICDK offer?

The objective of ICDK in São Paulo is to help Danish companies and institutions identify new technologies and potential research- and innovation partners with a view to develop and globalize the compa- nies, their business models and strategies, and Danish higher education and research. Especially for the large number of Dan- ish small and medium-sized companies, gaining access to the latest international knowledge or the right international devel- opment partner can be an extremely diffi- cult and expensive exercise. ICDK will operate and offer its services Through ICDK we will offer targeted One of the main strengths of ICDK is focussing on a number of scientific and counselling on the Brazilian market for precisely to bridge the gap between the commercial areas and sectors where Brazil commercial innovation. We will help Danish Consulate General’s and the Danish Trade and especially São Paulo presents inter- companies scout for technology, promote Councils existing export promotion ser- national strongholds. Initially, we foresee research projects, find the right research vices and the collaborative activities within special opportunities within e.g. sectors as and development partners or get access research and higher education that has food sciences and agro technologies and to Brazilian students and professionals been developed over recent years. will offer targeted counselling the Danish e.g. through our new Top Talent Brazil- innovative environments and companies programme aiming at attracting young tal- Focus on Brazilian strong- active in these areas. ented Brazilians to Danish educations and Over the last decade and especially since careers (as presented in the latest issue of holds 2009 we have witnessed a steep increase Brazilian Review of January-March 2013). in the number of Danish-Brazilian co-au- We will also help evaluate the market po- ICDK allows everyone from start-up com- thorship of scientific publications and ar- tential for innovative technologies, review panies with “two men and a good idea” eas such as plant, animal and agricultural business plans and provide adequate and to major, well-established companies to sciences, which are by far the fields where up-to-date information on e.g. intellectual improve whatever they do through links to Brazil and São Paulo have the highest property rights, patents, access to venture “the best and the brightest” in São Paulo shares of the world’s scientific publications capital, the Brazilian innovation system and the rest of Brazil’s most interesting in- (approx. 4%). Furthermore, food sciences and its legal and financial incentives at novation environments and technological and agro technologies are areas where Bra- state and federal level. hotspots. zil compared to other growth markets and So, whether you are a Danish start-up, a Recent international reports has put São international R&D and innovation hotspots corporate company, a researcher or a uni- Paulo and the greater São Paulo area (in- has a very high intensity of knowledge pro- versity, ICDK hopes to become your natural cluding Campinas) on the map as one of the duction – all in all making the sector very partner if you want to turn knowledge into world’s rising sites for scientific production attractive for a number of Danish compa- growth. and as a healthy and promising environ- nies interested in expanding their network, With the establishment of ICDK and our ment for commercial innovation activities. development activities and consequently new focus on commercial innovation it is Furthermore São Paulo is by far the largest business and sales to one of the largest our expectation to create value for Dan- start-up ecosystem in Brazil and home to markets in the world. ish companies regardless of where they some of Latin Americas best universities - may be in their development process – as with the very interesting characteristic that Consul General Nicolai Prytz we will be offering companies professional in the period from 2001 -2010 two out of Anders Ødegaard Christiansen counselling and services from the concept the three biggest patent assignees in Brazil Innovation Attaché development stage until the entering into were public research institutions (USP and distributor agreements and sales. UNICAMP – only surpassed by Petrobras).

apr/jun 2013 71 Frederikshavn The blue city with the green visions The proximity of Frederikshavn looks to the horizon and green woods, plantations and fertile is pleased to welcome the outside world to agricultural land, dune landscapes in the a region which likes to be challenged and subtle hues, sand-colored beaches and the the sea has always disturbed. Challenges and disturbances are blue sea which surrounds it all. The history what make us break away from habitual of the changing landscape stretches back attracted many thinking and develop. thousands of years to after the last Ice Since the first people arrived here, Age. When the ice retreated, the land rose the sea and the land have been the most by as much as 60 m in some coastal cliffs, visitors from around important sources of survival for the local creating distinctive cliffs and flat beaches community. The sea is referred to as the along the coast, for instance in the scenery the world; they ‘Blue Gold’ - the land as the ‘Black Gold’. found when approaching Frederikshavn The port of Frederikshavn is one of the from the south. Here stands Pikkerbakken - largest ferry ports in Europe, frequented a beautiful, green crest. From the top there come to shop, to daily by thousands of passengers. Thanks are fantastic views across Frederikshavn to the many ferry departures, we remain and on a clear day also to the Island of experience the unique closely linked with our neighbors in Læsø. The towering Pikkerbakken stands in Norway and Sweden, with the Island of striking contrast to the flat, grassy beach atmosphere and they Læsø and the rest of Europe. In addition area and the blue ocean below. to ferry traffic and industrial activities, the The varied and unique countryside port is also the base for Denmark’s biggest which characterizes the region and the stay for a while or naval fleet. nearness to the sea offer plenty of scope Frederikshavn has a rich and varied for development. The local Palm Beach is a settle here. geography. From the air, the countryside shining example of how it does not have to presents a stunning pattern of vibrant cost a lot or be very complicated to create experiences which attract both locals and

72 apr/jun 2013 visitors. One of the longest pedestrian shopping streets in Denmark is found in the centre of Frederikshavn, only a stone’s throw from the ferry terminal. The range of shops, restaurants and accommodation offered far exceeds what one could expect in a town the size of Frederikshavn. Taking the move by the naval hero Peder Wessel Tordenskiold to Frederikshavn as a starting point, several hundred enthusiastic citizens make history come alive several times a year. They call it ‘story living’ because it is about living out the story of Tordenskiold and his deeds, and about life in the small fishing community The Triangular Hat Arena Nord Fladstrand in 1717. The Days of Tordenskiold in June - the largest 18th century festival The Days of Tordenskiold offers an Close to the centre of Frederikshavn you in Scandinavia attracts approx 1,000 active exceptional meal experience throughout find Arena North. With its 7000 sqm Arena participants and around 40,000 spectators! the year at the Triangular Hat where guest Nord is the largest culture, conference and Everyone comes for the all-in experience of provision coupled with 1717 narratives sports center in Vendsyssel. It’s located stepping onto the authentic set by the old about the Days of Tordenskiold over a 45-minute drive from Aalborg Airport. gunpowder magazine at the harbor where many years have developed and refined Architecturally and aesthetically Arena the beautiful wooden ships are moored, into a comprehensive voluntary and Nord is one of a kind with its circular as the soldiers dressed in the 18th century professional organization. With real- shape and breaks with the conventional uniforms salute the King. time acting and dining, guests will now view of what a conference center should Frederikshavn has everything that be able to experience strong elements look like. The total area with its decor citizens and visitors could ask for. There are from Tordenskiold days all year round in is suitable for all purposes. Behind the large recreational areas in which to relax Frederikshavn. The focus of cooperation is shiny glass façade, a bright and spacious or exert.. You can pick your own fruit from to create a meal experience that connects lobby welcomes guests, and it serves as trees and bushes, or dig up vegetables from history with seafood such as crabs, mussels a practical connective link between the the fertile soil. You can taste all manner of and lobster and combined with the area’s large round Arena, the other halls, cafés healthy delicacies from nature’s own larder. unique maritime history and culture. and information area. From the foyer a You can feel the breeze on your face and the wide staircase leads to the upper floor hive activity at the port of Frederikshavn http://dentrekantedehat.dk where fixed balcony seats, conference and or the harbor of Strandby owned by the meeting facilities are located. local fishermen. You are always welcome in Frederikshavn. www.arenanord.dk

Facts Population: 61,158 Area: 643 km2

apr/jun 2013 73 Palm Beach Energy City Frederikshavn Palm Beach has quickly become a magnet for tourists and locals, who like to go for Energy City Frederikshavn is a a swim. Palm Beach has broken away from business promoting projects intended to the norm for Danish and North European supply the municipality of Frederikshavn beaches. The purpose is exactly to challenge with 100% renewable energy. The task the conventional idea of what is possible on a of the Energy City is to coordinate Danish beach. Palm Beach itself is about 400 and initiate various pro­jects within meters long and 30-50 meters wide. The sand renewable energy in order to create beach is child-friendly, and the water is clean green growth, and generate­ future new and clear. Sand dunes provide shelter from the local jobs in the clean-tech sector. The wind and room for undisturbed sunbathing. ambition is that a defined geographical Do you prefer enjoying your day at Palm Beach area has to be transferred to 100% Curriculum Vitae in the shade? Then feel free to choose a spot renewable energy by the end of 2015. Lars Mejlvang Møller under the seaweed-sunshades or under the Afterwards the entire municipality­ must palm leaves. Borrow a lounger for free if you follow by the end of 2030. Mayor of Frederikshavn Municipality prefer to avoid getting sand into your bikini/ • In order to achieve that goal - Liberal Party shorts. A beach bar (or outdoor kitchen) is Energy City cooperates with univer­ located in the middle of the beach. With some sities, educational institutions, • Born January 6, 1958 in Stenhøj near creativity, you’ll have the perfect setting for businesses, inventors and citizens Frederikshavn. your own beach party. Six beach volley courts for creating a ’demonstratorium’ for • Studied at Sindal School. (international measurements) and two beach testing sustainable climate and energy Vocational education in farming. handball courts are located in between the technologies in full-scale. • sand dunes behind Palm Beach. Another one • Independent farmer from 1984. is located in the middle of Palm Beach and a www.energibyen.dk • Married to Kirsten since 1987, father beach volley net is located in the water. of 3 children. • Chairman of LandboNord Farmers’ www.palmestranden.dk Association 1997-2004. • Member of the Agricultural Council of Denmark. • Member of the Danish Farmers’ Associations.

74 apr/jun 2013 apr/jun 2013 75 Redrawing the map of Danish tourism The world’s first LEGOLAND® and a living Viking heritage centre – these are just two of Denmark’s tourism highlights not to be missed, according to destination manager André Meyer from DMC Nordic. He believes Danish tourism needs a shake up. Denmark isn’t just a gateway to Scandinavia, he says. Many Danish attractions can easily be reached from Germany, offering the chance to create new, engaging itineraries for the evolving Brazilian market.

With offices in five countries in Scandina- The city’s top-of-the-line infrastructure al- via and the Baltic, international destination lows conference-goers to whiz to their ho- managing company DMC Nordic organises tel – literally in minutes. And adding to this incentive travels, conferences and industry the city offers a wide choice of attractions visits in a vast region that stretches from for relaxation and urban spice. But when it the Arctic north to Denmark’s southern bor- comes to leisure and incentive trips, Brazil- der. Originally from Rio de Janeiro, André ians are usually looking for a combination Meyer moved to Denmark 14 years ago to of destinations. complete a marketing degree at the Copen- “For most Brazilians, travelling to Eu- When asked which destinations in Den- hagen Business School. After playing an ac- rope is still a relatively new luxury. The mark he believes would interest South tive part in the Danish tourism campaign in classic highlights – Lisbon, London and American travellers, André once again re- Brazil in 2010, André joined the DMC Nor- Paris – are still the top choices. But now draws the map. dic team in 2011. As a meeting destination, I see a new generation looking to shake “I believe a two-day tour of some of Copenhagen is a perfect product, he says. up the combo and include cities such as Denmark’s great highlights would be a very Berlin, which is booming with Brazilian interesting experience, including destina- visitors. And although the tourism indus- tions such as Odense, LEGOLAND®, Aar- try sees Copenhagen mainly as a gateway hus and Ribe. And Skagen is also an inspir- to Scandinavia, the city can also easily be ing location – one that also allows you to twinned with Berlin. Brazilians love shop- continue north to Norway. These itineraries ping – and Copenhagen with all its flag- and products need developing but the des- ship stores and small Scandinavian design tinations are already there and waiting,” boutiques offers great choice. This year, André Meyer concludes. there’s a big promotional push in Brazil for tourism in Germany, but I could eas- www.dmcdenmark.com ily see Denmark as part of this message since many Danish attractions can also be CopenhagenEditors.com reached from Germany.” in association with VisitDenmark

André Meyer 76 apr/jun 2013 Manager DMC Nordic Danish highlights

City of Ribe Reaching back 1,300 years, Ribe is probably Scandinavia’s oldest city. And with its 800-year-old ca- thedral and cobbled streets little has changed in the city for centu- ries. Ribe is also home to a hands- on Viking heritage centre with re- constructed longhouses, open-air markets and heritage crafts.

LEGOLAND Denmark is home to the world’s first LEGOLAND®, which is still Europe’s biggest. There are white- knuckle rides and theme park fun – and a Miniland featuring the world’s most famous landmarks made with 20 million LEGO® bricks.

City of Aarhus Among the attractions of Aarhus, which is Denmark’s second-largest city, is an art installation by Danish- Icelandic artist Olafur Eliasson that crowns the city’s art museum – a glass skywalk that lets you soak in the cityscape while bathed in the hues of the rainbow. Aarhus is also known for its boutique shopping.

Seaside town of Skagen Denmark’s northernmost town, Skagen is known for its windswept beaches, drifting sand dunes, clas- sic seaside hotels and superb local VisitDenmark seafood. Travellers can continue Islands Brygge 43 to Norway via ferry from Frederik- 2300 Copenhagen S shavn or flight connection from Aalborg Airport. Denmark Tlf.: 32 88 99 00 Fax: 32 88 99 01 www.visitdenmark.com.br E-mail: [email protected]

apr/jun 2013 77 Redrawing the map of A Taste of Denmark

“Discover what life is like in Many travellers looking for a true taste “Brazilians are very open people and of Scandinavia combine scenic Nordic des- that’s why it’s important to offer experienc- Denmark – head to Odense.” tinations – such as a cruise in the Nordic es that are really engaging. Copenhagen fiords – with urban experiences in cities is a great destination because there is so So says destination manager such as Oslo, Stockholm and Copenhagen. much to see and do. And one of the city’s Thérèse Andersson from NW NW Production is a destination managing great attractions is the very, very good res- company that specialises in such Scandi- taurant scene – the best in Scandinavia. Production. The hometown of navian experiences. Based in the Swedish Not only do you enjoy excellent food but city of Malmö close to the Öresund Bridge the atmosphere is great too. The Danes are fairytale writer Hans Christian – Europe’s longest combined rail and road very good at that,” Thérèse says. bridge, connecting Malmö with the Danish Asked what other destination in Den- Andersen, Odense is an easy capital – the company handles incentive mark she would recommend, Thérèse is travels to all Nordic countries from Iceland quick to suggest the city of Odense on the daytrip from Copenhagen to Finland and helps organise conferences island of Funen. and an inspiring destination and events. Destination manager Thérèse “Odense is a very easy daytrip from Co- Andersson has welcomed Brazilian visi- penhagen. Travellers experience the land- not only for its romance, tors to Scandinavia since the company first scape on route and get close to everyday entered the Brazilian market in 2011. And life in Denmark – such as tasting Danish but also for its easygoing early in her career she spent time living and pastry from a bakery shop. And then there working in Mexico and Spain to gain first- are all the Hans Christian Andersen attrac- contemporary living. hand experience. tions, such as the fairytale parade. Visitors often find the parade fascinating even if they don’t know all of Andersen’s tales. So combining a visit to Copenhagen with a daytrip to Odense is a great way to dis- cover Denmark,” says Thérèse Andersson.

www.nwproduction.se

78 apr/jun 2013 Odense The city of fairytales

‘The Little Mermaid’, ‘The Snow Queen’ – where would Disney be without Hans Chris- tian Andersen? The city of Odense, hometown of the legendary fairytale writer, has dedicat- ed several museums to its famous son. A daily parade of Andersen’s many fairytale charac- ters takes place in July and August. Visitors can also meander downstream in a riverboat from the heart of Odense to the Funen Village, which is an open-air museum with historic farms – and even old breeds of farm animals – from the age of Andersen. Opening in 2013 is a new extension to the city’s townhouse museum, which relates the story of the island of Funen. The pedestrianised city centre is also home to a contemporary arts centre and among the old converted textile mills you’ll find alleys and courtyards with galleries, design stores, restaurants and boutiques.

Thérèse Andersson, Destination Manager www.visitdenmark.com.br

apr/jun 2013 79 Morten Soubak The Dane who brought Brazilian Handball into the world elite

Morten Soubak, you have made the President of the handball confederation, the Brazilian people, so I was happy for the the Brazilian national handball which is still based there, and put in my opportunity that presented itself. I came to name. At first, nothing came of these visits, Pinheiros in 2005 and coached their men’s team world-class. How long have but a year and a half later I got a call from team until 2008. In 2009, I became the you been in Brazil? the people in Sao Paulo, who asked me to coach for the women’s national team. I have been here since June of 2005. coach a local team from ´95 on. I arrived in Brazil in 1995 where I coached a men’s team You became the national cham- What led to your coming here; in Osasco until 1996. I then moved back to pions when you were coaching what is your background? Denmark and somewhat lost touch with the people I had met in Brazil. In 2004 I received Pinheiros, isn’t that right? I moved here twice actually. The first time Yes, we became Brazilian champions in 2007. came about as the result of a contract a call from the same guy who had been be- hind bringing me to Osasco; he wanted to We had won the Brazilian Cup tournament with FIF (Frederiksberg Idræts Forening) in in 2006, and we won the renowned Brazilian 1992. … By 1993, I had gotten know if I would be interested in coming to work for Sport Clube Pinheiros where he was championship Jogos Abertos twice for the the names of possible contacts from Claus city of Santo Andre who had purchased us. Andersson, so I grabbed my backpack and now the head of the Cup division. I was of course interested; it was a way to Moreover, we came in second in a number of showed up at the Mccann Erickson office in other tournaments and championships. Sao Paulo with a guy called Marcus Garcia do something completely different from to inquire about becoming a coach in Brazil. what I had previously done in my coach- I also traveled up to Aracaju to meet with ing career. I have a passion for Brazil and What was your initial impression of the Brazilian national team when you became their coach? I was in doubt as to the best approach to take with the players before meeting them for the first time. I was well aware that the very best players were not found in Brazil; they were in Europe. I became the coach about six months after the Olympic Games in Beijing. I did not know a lot about the women who played in Brazil. I had not paid close attention to the Brazilian women’s national handball team, but I followed the European teams, and therefore I knew a lot about the Brazilian players working in Europe. What happened when I took over was that a large number of players stopped playing on the national team or requested a leave from the team. Some of the players had injuries and others were not released for playing in the World Cup by their clubs. My first year as the coach was a hodge- podge of trying out different players whom Morten Soudbak I did not know at all beforehand. 80 apr/jun 2013 Winning the gold medals at the Panamerican Games in Guadalajara

How many players were there on with him to the Randers team. I believe that your team? Chana has played for Randers ever since. I had 26 players in 2011 and 24 in 2012. I have a The final team for the Olympic Games was Tell us a bit about the World Cup made up of 14 players. The World Cup team which was held in Sao Paulo and had 16 players. Santos, please. passion for There are lots of interesting stories to tell Did you play with the same team about the World Cup. Historically speaking, “Brazil and for the World Cup and the Olym- it’s the first time ever that a Senior World pic Games? Cup in Handball was held on American soil. Yes, very few changes were made. We had Brazil being chosen as the host for a senior the Brazilian players from within Brazil as well as from championship was quite a feat! When it was European clubs participating. announced that we would host the World Cup, it of course motivated the Brazilian people, so I

players enormously as they would have the I have heard that the Brazilian home court advantage. We were all extreme- goalie plays for Viborg, is that ly motivated by the fact that we were going was happy right? to play on Brazilian soil. There were a lot of No, she actually plays for Randers. It’s quite discrepancies among the participants on the a neat story as it was me who brought her team; some had already played in previous for the to Denmark initially. I brought the first Bra- World Cups, while others were complete “ zilian handball player to Denmark in 2004. novices. In July of 2011, five months before She played for FCK from 2004-2005 while I the World Cup, we hosted the Pan-American opportunity was their coach. She then went on to play championship in Sao Benardo. The Interna- for a German club where she had a Danish tional Handball Federation, IHF, was pres- that presented coach. He eventually left the German club to ent, and the World Cup groups were drawn work for Randers. When he left, he ended at this occasion. As the host nation, we were up bringing some players, including Chana, allowed to choose which group we wanted itself

apr/jun 2013 81 to join. I chose the group made up of France, Romania, Cuba and Japan. This might have Brazil been a rather peculiar choice for some, but I figured that we would have to win over these nations, if we were to go on and place played a first, second, third or fourth. I believed that tinct impression I got from watching them we could make it. For the first time in a long wonderful play that match. However, I had already be- while in the World Cup, the matches were “ fore the Olympic Games stated that it was sudden death games after the initial group completely indifferent which team we’d matches. So, the winning teams would be World Cup meet at what point during the Games; all catapulted directly into the round of 16, the teams were of a very high standard, and quarterfinals, semifinals and finally the final we’d have to take it all in stride.

itself. and we nearly What happened then was that we played The first match of the World Cup was us tremendously well against Norway and at playing Cuba at the Ibirapuera Park sta- half-time we were ahead by three goals. We

dium; there wasn’t a great turnout for this became the were of course very pleased with this par- match in spite of the stadium being able to tial result. We truly believed that we would seat a large crowd. This actually surprised win the match. We had played two training “sensation” “ me; I thought that since handball is a big matches in London the previous March; one sport in schools, and since there were a of them was against Norway. That match lot of handball players in Sao Paulo, there at the Olympic ended in a tie, so our confidence as to our would a lot of spectators. However, as each chance of beating them was strong. When match was played, the number of specta- the match resumed after half-time, we got tors steadily grew as the media picked up Games in ahead by six goals within the first minutes. its coverage of the Cup. What then happened is inexplicable to me; More and more people started to find it the Brazilian team simply fell apart and we interesting to follow the Cup, and the sta- London couldn’t get back on track. dium started filling up. The atmosphere In a situation like this, frustration of course and excitement improved match by match. What happened during the Olym- mounts in me, sitting there on the coach’s When we played France, we were hopeless- bench, as they do in the players on the court. ly behind, but managed to turn the game pic Games? You were ahead by When we analyzed the match after it was around and win the match. The match nine goals and you still ended up over, we could see that we marked them ef- ended up being a hit media-wise and was losing. What happened? ficiently for a while where they only managed broadcasted on networks other than just We won our group round. Nobody had ex- to score two goals during 13 minutes. Then, the regular sports ones. pected Brazil to win their round at the Olym- they scored eight goals during counterat- pic Games, but we did. What was even less tacks. That should not have been allowed to How many matches did you win? expected was that Norway basically placed happen. However, it is what actually did hap- We won all the matches in our group and last in their group. They came in fourth and pen, and it was one of the main reasons we placed first. We then had to play against were nearly eliminated from the Games. I lost the match. I still have not recovered from the Ivory Coast. If we won that match we’d think that Norway deliberately decided to that loss, but I guess I’ll get over it one day. be in the quarter finals. Winning turned out play against Brazil; they knew that if they to be a piece of cake, and we were then lost their last match against Spain, they’d Did you place fifth? up against Spain. It was a nerve-wrecking meet Brazil because of the other results al- Sixth. France had also won their group match. We ended up losing the ball and ready in. I believe that Norway found it pref- round, and they were also eliminated dur- lost the match by one goal, and that was erable by far to play us instead of Russia or ing the quarter finals, in their case, against the end of Brazil in the World Cup. That was Montenegro, and they knew that if they lost Montenegro. In the end, the teams that had not nice at all. to Spain, they’d play us. That was the dis- placed fourth within their respective groups ended up playing each other in the final.

Oh, that’s right. The Norwe- gians of course won again. Well, you have now brought Brazil up among the six best teams within handball from somewhere in the vicinity of the top twenty. Do you believe that Brazil has a chance of winning medals at the coming

Morten Soudbak and Pelé in Copenhagen

82 apr/jun 2013 World Cup or Olympic Games? We made huge strides from 2009 to 2012. We have had to conquer and overcome a lot of obstacles. As a team, we have made ex- traordinary progress, and some of the play- ers have undergone fantastic individual de- velopment. But first and foremost, we have become an internationally renowned team.

Do you mean that they need to start playing for clubs abroad? Yes, for European clubs.

Is it hard for a Brazilian to get to play in Europe? Yes, it is, but there has been a shift in atti- tude within the past two years; agents and clubs are now more interested in Brazilian female players. I always say that if one is a Brazilian soccer player, then it’s a mere formality to be signed on by a club in Eu- Brazil youth national team won the Olympic bronze medal in Singapore rope, but if one is a handball player, then the reception is much less enthusiastic. This scenario is changing though. We’ll have to think outside the box. We’ll European clubs. That’s why I insist on the need to have the courage to try new strate- necessity of the players going abroad to Do you encourage the players to gies. We have to be more team-oriented; play. seek to certain countries? the Brazilian players are normally very in- Yes, I do. dividual-minded. I have to implement some Are the players willing to go changes there. We have to do things that abroad? Are these countries in Eastern nobody else dares to do. We have to de- If they aren’t, then they won’t make it onto velop and strengthen each player so that the national team. Europe? they’ll be the best at exactly their position No, not at all. I would much rather see on the team. We also have to make sure Are you able to help them get a the players go to places like Scandinavia, that we train more than the other teams contract abroad? Spain, France, Austria, Germany, Slovenia, do. If we train to the same extent that other Sometimes I help players make contacts etc. We have a relatively new project with teams do or as much as Norway does, then abroad, or I talk to agents on their behalf. Hypo Wetter Österreich through which we I don’t believe we will make it. We have to They of course have to be players of a cer- have had eight Brazilian players on the train harder than the others. tain standard in order to secure a contract. same team for the past two seasons. I do not broker contracts for the players though. Within the past month, I have been Isn’t that an excessive number? Is it a problem that the Brazilians are more individual-minded? It’s surprised to hear about some players sign- That might be. They are in the same club ing contracts that I had no involvement in and train together. They play against the kind of ingrained in them, isn’t whatsoever. It makes me very happy to see same opponents; they play in the Champi- it? players do well internationally. I believe ons’ League, etc. We of course hope that The fact that there are Brazilians between that 6-10 potential national team players their experiences will benefit the Brazilian the ages of 28 and 33 who have played in will be playing on contract within the com- national team in the long run. I am hope- Europe for 6-11 years is very important for ing eight months. ful that we’ll be able to make similar – not our team development. These players have identical - arrangements for some of the gradually moved to better and better clubs, What is your dream for the 2016 very young players so that they’ll get to and today they play for clubs that partici- play in Europe as well. pate in the Champions’ League, that is to Olympic Games in Rio? Is it to say, clubs that are among the top three win a medal? The Norwegians have always in the League, etc. It’s actually indifferent My dream for Rio is doubtless to become been good, but I think that they whether they play for Swedish, Danish, Olympic champions. are especially great presently. Hungarian, Russian or Austrian clubs, what They are extremely well-organized, and matters is that they have learned to play as That’s quite ambitious! they are determined to win. part of a team. The fact that we have eight Yes, it is. players on the same team in Europe will What will you have to do in order also work to our advantage. Some of the How old are you? to ensure that Brazil has a shot Brazilian players’ ingrained individualism I am about to turn 49 and involved in hand- at winning a medal in the 2016 has disappeared as a result of having been ball since 1987. integrated into playing systems within the JOL Olympic Games?

apr/jun 2013 83 Copenhagen Fashion Summit 2012 took place at the Copenhagen Opera House Global Leaders in Sustainable Fashion

On the brink of potentially dangerous The Danish fashion industry is Denmark’s climate change and with attention to cor- fourth largest export industry and is a porate social responsibility soaring to new key driver for job creation and economic heights, the world needs innovators who growth. Over just a few years the industry can lead the push toward a more sustain- has grown rapidly to be a crucial factor for able economy. The Danish fashion industry the Danish economy and a unique platform has the potential to be one such innova- for marketing and visibility. With an export tor, working creatively and proactively to share of more than 80% of revenue the in- address critical environmental, social, and dustry is considered to be one of the most ethical challenges on a global scale. Al- important future sources of income and ready Danish brands like Ecco, Jackpot, Aia- growth drivers for Denmark. yu, New Generals, Katvig and A Question With influence comes responsibility. As Of have created successful businesses with one of the most polluting industries in the high environmental and social standards world that daily exploits human resources without compromising design and quality. to send cheap products quickly to market, It might sound like a paradox that the the fashion industry in recent years has ac- fashion industry engages in sustainabil- knowledged its responsibility within ethi- ity – the industry primarily builds its entire cal, environmental and social performance. business model on increased consumption While the international fashion industry through constant launch of new collec- primarily works with sustainability from tions. However, perhaps the fashion indus- a risk minimization approach, the Danish try holds part of the solution to the global fashion industry focuses on the unique op- challenges we face? Along with the rest portunities for (green) growth embedded in of the Nordic fashion industry, Denmark is the sustainability agenda. Under the head- right now working hard to take the lead on ing ‘sustainable fashion’ the Danish fash- making the fashion industry sustainable. ion industry works hard to take a leading The Power of Fashion to Create Change position on sustainable solutions to global Fashion has always reflected and in- and socially relevant issues in the interna- fluenced trends and tendencies. Fashion tional fashion industry. changes, amplifies and seduces us as indi- And there are great opportunities for viduals and has become a strong cultural growth if more focus is put on sustainabil- factor in today’s society. Consequently, fash- ity and development of green technologies. ion holds the power to influence and change A recent survey conducted by Messe Frank- the society, and thereby set the agenda. furt shows that the market for sustainable fashion consumption was growing about

A Question Of 84 apr/jun 2013 Her Royal Highness Corwn Princess Mary of Denmark at the Copenhagen Fashion Summit catwalk show

Trash-Couture

10% more than the market for non-sustain- Denmark has now a unique opportu- able fashion. This development is currently nity to take a leading position as the first changing the market and leaves untapped country to actively take ownership on the potential for growth. An emerging trend sustainable fashion agenda and make Den- that the Danish fashion industry and Dan- mark the key reference point for agenda- ish companies have a unique opportunity setting and a hotbed for the most visionary to take a lead on. strategies. Danish fashion companies are among the most advanced in the world within, for Unique Opportunity example, improving health, environmental for Denmark management and cleaner technologies in the global fashion industry. Danish compa- Besides consuming large quantities of nies were among the first to put eco-labels water, chemicals, energy and other raw in its products and still count as pioneers materials, the fashion industry is known in the field of organic and cradle-to-cradle for exploiting low-cost labor in develop- approaches. Many of the companies that ing countries. Danish Fashion Institute has have set up production facilities in low- worked hard to make the fashion industry wage countries, have included the tradi- join forces for being much more environ- tion of high Danish standards and stand as mentally and ethically aware throughout good examples of how to engage in local the entire value chain.

New Nordic Fashion show in Helsinki. A Question Of Dress by Susanne Rützou

apr/jun 2013 85 responsible production while while running available are nowhere near adequate. How- a healthy business. ever new innovative materials made from for In the years 2009-2012, the network or- instance wood, seaweed, cow milk, or crab ganization Danish Fashion Institute initiat- shells, which all are plentiful in the Nordic ed a number of projects, all of which have region, can help meeting the demand. Po- been intended to kick-start a long-term tentially, this can become a new export suc- strategy that motivates and assists the cess, help secure jobs and potentially even Danish fashion industry in the integration revitalize production in Denmark. of sustainability into their business pro- Most companies in the Danish fashion cesses and practices. 2013-2015 will show- industry have established strong relation- case concrete change and action-oriented ships with their foreign suppliers to create projects initiated in cooperation with the The Danish fashion industry consists the best conditions for sustainable pro- Danish fashion industry. primarily of small and medium-sized en- duction. Denmark is among the countries terprises and employs about 10,000 people where most fashion companies per capita (2012). Many start-ups demonstrate how have chosen to let themselves and their sustainability is an integrated part of the suppliers get certified by international strategy and make quality and aesthetics standards such as SA8000, BSCI (Business go hand in hand with social responsibil- Social Compliance Initiative) or other inter- ity and sustainable business models. Also, nationally recognised standards. the established fashion companies have changed the processes that will guide Pooling Resources to them. IC Companys employed in 2011, a CSR Manager and in 2012 Bestseller recruited a Achieve Global Positioning high-profiled manager to spearhead their overall CSR and communication efforts. To fully integrate sustainable business In the near future, raw materials and re- processes is a long-term learning and train- source efficiency will become crucial for busi- ing process for most companies. Few Dan- ness - including the fashion industry. With a ish fashion companies have the resources growing middleclass demanding a high level required to initiate and lead this learning of material goods including clothes, the cur- process. It requires coordinated efforts and rent volume of cotton and oil based fibers access to information, knowledge, a wide network and an efficient platform to facili- tate the industry-specific needs. This is the reason why the Danish Fash- Trash-Couture ion Institute and a total of 10 partners from the Nordic fashion industry, have initiated the NICE project. NICE stands for Nordic Initiative Clean and Ethical. In short, NICE is a joint commitment from the Nordic fash- ion industry to take a lead on social and en- vironmental issues. It is the first time that the entire Nordic fashion industry cooperates on a joint proj- ect with the same goal: To motivate and support industry in integrating sustainable principles and practices. The reason for this cooperation is a shared desire to be leaders in sustainable fashion on a global scale in order to increase competitiveness. The Nordic cooperation has been success- ful in creating the critical mass needed to actually be able to create change. NICE is coordinated from the secretariat based at Danish Fashion Institute.

Setting Global Targets to Create Sustainable Change

The timing around the NICE project has proved to be right. There is great interest in the topic in the industry and the interna- tional spotlight is set on Scandinavia and Copenhagen as a thriving center of sustain-

86 apr/jun 2013 able fashion. More and more international Agenda setting events like Copenhagen fashion companies are waking up to the re- Fashion Summit has the potential to create ality that companies must take responsibil- a real movement in the fashion industry – a ity for the triple bottom line, People, Planet driving force and common will to change and Profit – the social, environmental and things around production and consumption the financial bottom line. of fashion. If sustainability and responsibil- Most of the work within NICE is delib- ity becomes a real choice when consuming erately focused on regional and national fashion and if the consumer acknowledges levels. However, on a biennial basis Dan- the “cool factor” the fashion industry has ish Fashion Institute organises the Copen- the ability to also affect the option of sus- hagen Fashion Summit – the world’s larg- tainability in other decisions and actions est summit on sustainable fashion. This is such as the purchase of organic food and whereUnder the patronage of the Royal investing in an electric car etc. In other Highness Crown Princess Mary of Denmark words, fashion has the potential to drive a over 1,000 designers and decision makers new responsible lifestyle. from leading global fashion companies, The next Copenhagen Fashion Summit experts, politicians and NGOs to inspire will take place in Spring 2014. Learn more and challenge the industry to set new, at nordicfashionassociation.com ambitious targets for the development of sustainable fashion. On 3 May 2012, the Development Director - Jonas Summit saw the launch of the world’s first Eder-Hansen and CEO Eva Kruse, industry-specific Code of Conduct based on Danish Fashion Institute the principles of the UN Global Compact. Copenhagen Fashion Danish Fashion Institute participated in Summit catwalk show. Rio+20 to promote the results from the Dresses by Camila Norrback Copenhagen Fashion Summit which also and Hanna Felting showcased among others the fantastic story of Brazilian brand Osklen.

apr/jun 2013 87 The Nordic Model sets the pace

Danish Economy in 2013 All depending on the stabilization of the Eurozone, official estimates based upon The global financial crisis of 2008 and the different IMF scenarios indicate Danish ensuing instability within the euro area has growth rates for 2013 spanning from 0.2 not left Denmark untouched. Nevertheless, (negative), 1.2 (baseline) and 1.7 (positive). in the contemporary European context, the country is still characterized by a rare Danish Exports Denmark and other macroeconomic stability of low public debt, high export surpluses, low inflation Throughout the crisis, Danish exports Nordic countries as global and relatively manageable unemployment have remained relatively stable due to role models levels. Two issues seem to be of particular continued growth within important trading importance for revival of economic partners in near markets. A stagnation The respected magazine “The Economist” activities; on the one hand a stabilization in demand within the EU because of had a very interesting and positive analysis of near markets and re-initiation of growth economic uncertainties from late 2011 has of the economic and political situation in the Eurozone, and on the other, the been offset by reliance upon sales mainly in the four Nordic countries – Denmark, restoration of confidence and investments to the US and China. Thereby, recent Sweden, Finland and Norway in its February in the private sector. Growth rates for 2012 numbers indicate a significant surplus on 2nd edition this year. have turned out to be slightly negative, but the balance of payments of DKK 103.9 The overall message was that the Nordic are expected to rise to 1.3% this year and billion, USD 18.4 billion – in the period from countries in time had restructured their possibly reach close to 2% in 2014 in case September of 2012 to September of 2013. economies to the new global realities and of a shift in regional economic tides. Yet, a slowdown of economic activity in challenges. They had managed the economic Germany and Sweden -which otherwise have proved to be important destinations downturn in the EU better than most other Euro Crisis European countries and by slimming and for Danish goods and services during the crisis - may have a generally negative effect modernizing their public sector, they had Being a small and a very open been able to keep the essential elements upon exports in case that a recovery within economy, Denmark is extremely sensitive the EU is delayed. of the Nordic welfare model and a globally to international economic trends, and competitive private sector. So how is the especially developments within the Public Sector economy doing in Denmark now? Eurozone. Estimates from the IMF indicate that the negative consequences, if the In contrast to many other European crisis should get out of hand, could lead countries, Danish public finances are to negative growth of around 1.5% in relatively sound, and the country appears core Euro countries and up to 4% in to be able to abide by the fiscal targets countries directly affected by the crisis. within the Stability and Growth Pact. Coordinated efforts in the handling of From a present level of around 45% of the crisis within the Eurozone have led GDP, public sector debt is expected to to a recent narrowing of the interest gap decrease to approximately 43% of GDP in between GIIPS countries (Greece, Italy, 2013, well within the EU ceiling of 60%. Ireland, Portugal, and Spain) and Germany, The actual public budget balance deficit which points in a positive direction. On is expected to decrease to 2.5% of GDP the other hand, uncertainty about Great in 2013, from a level of around 4% in 2012 Britain’s attachment to the EU and the due to extraordinary expenditures that unexpectedly high recessionary effect year. It is hereby expected to lie within the of public spending cuts imposed upon EU requirements of 3% to be reached no the GIIPS economies present some later than 2013. Denmark is also set on clear uncertainties as to whether course to comply with the structural deficit a turning point in the crisis is near. targets of maximum of –0.5% in 2013; this is expected to reach -0.2%. In its plan for the development of the public sector towards the year 2020, the Danish Government has established a level

88 apr/jun 2013 Employment open economy such as the Danish one, an eventual revival of economic growth With the global recession caused by seems to depend upon on a general shift the financial crisis throughout 2008- in economic activity in the Eurozone. Still, 09, unemployment in Denmark rose certain significant domestic circumstances strongly, though from a historically low also point towards a positive outlook for pre-crisis level. In 2010 private sector such an upturn, whenever it may occur. employment stabilized on the level at In the housing market, a slow stabilization which it has remained until today, though of prices after a strong decline since 2006 public employment has continued to fall, seems to be in sight. Though the housing mainly because of the implementation of market is still fairly quiet with a low rate of strong measures to punish municipalities sales and a relatively long waiting time to and regions for transgressing budgets. get houses sold, the latest projections point Within the private sector, employment in towards increased activity and the possibility manufacturing has been hit hardest in of a slight increase in prices in 2013-14. In the years following the crisis, both households for the annual growth of the public sector comparison to construction and services. and businesses accumulated historically at around 0.8 % of GDP. This has been The continued slight downwards trend in large savings due to uncertainties about defined as the necessary level in order to manufacturing occupation should be seen the future. Because of instability within the secure the provision of welfare obligations, as a prolonged tendency ongoing since banking sector, many businesses chose to in a context in which a growing number the 70s, when this sector started declining consolidate themselves, meaning that total of older generations leave the Danish gradually compared to other parts of the private savings along with households from labor market. Due to the introduction of economy. At present 168,000 people are 2008 to 2011 amounted to some staggering new sanctioning mechanisms towards unemployed, which is a number that is DKK 400 billion (USD 75 billion). Positive municipalities and regional governmental expected to rise to about 180,000 in 2013. estimates of the increased boosting effect institutions, they very seldom exceed Projections suggest a recovery of the labor that the gradual spending of these assets central spending targets. This means that market in 2014 with moderately reversing could have on growth, indicate a rate above in 2012, public spending is expected to employment trends. 2% during the coming years - in case that have grown at a rate below 0.25% of GDP. Compared to many other European consumer and business confidence truly With the present targets for the expansion countries, Denmark has a very flexible labor returns. of the public sector, the private sector is marked with a high degree of turnover and Svend Roed Nielsen expected to increase its total part of the relatively low long-term unemployment. Ambassador Danish economy towards 2020. Seen in a historical perspective, the present Danish unemployment rate is not Competitiveness very high, though the steep drop in employment just after the The main challenges for Danish crisis has meant that a significant businesses in the beginning of 2013 can number of people have lost their be summarized as low demand combined jobs in a relatively short time with many years of low productivity span. This has also generated development. Since the year 2000, Danish a pressure on politicians to wage costs have increased 20% more actively stimulate employment, than those of neighboring countries, but especially because of recent productivity development has only risen cuts in unemployment benefit slightly, not keeping up with competitors. schemes. From a situation The rise in Danish wages which increased in 2006-08 in which a huge dramatically from 2006-08 is now lower demand lead to overheating than the general pace of wage increases and bottleneck problems, the in the Euro area. This has in fact meant unemployment gap in 2012 rose that Danish competitiveness has risen for for the first time to a positive the first time in 15 years. A range of labor level, at which the economy unions have furthermore restrained their would be able to absorb some wage demands to such a degree that with 30,000 without any inflationary a present inflation rate of 1.5%, real wages pressures occurring. for many groups of skilled workers are actually decreasing. Domestic Drivers in Important factors to have in mind when 2013 evaluating the Danish business climate are also the extremely smooth regulatory The present stagnation in environment, easy access to capital as well as Danish economy is primarily due the country’s well-developed infrastructure. to low internal demand because These were all significant factors in making of the burst of the housing Denmark ranking fifth on the World Banks bubble and global repercussions “2012 Ease of Doing Business Index”. of the financial crisis. In an

apr/jun 2013 89 Holstebro Municipality a cultural pearl

The town and To the west, the mighty North Sea roars Cultural venture a success against the coast. To the north, east and south, the municipality is flat farm land and spectacular nature mingle in It is one thing to determinedly focus on a neat pattern. And right there, in the middle of cultural development on all levels to create it all, one of Denmark’s cultural and commercial lasting values. But it’s a whole other kettle a dynamic hub for pearls – Holstebro – is situated. of fish to actually succeed. The town is famous and praised both in This is something that Holstebro quite both art, culture, Denmark and abroad for wanting to “set rightly can boast about having done. the cultural agenda locally, nationally and Holstebro is the town for lovers of dance, commerce, internationally”. This deliberate venture has young and old, and has for example been created the identity of the town – and made dubbed The Town Of Ballet. This is due to, commercial all of Holstebro Municipality into a dynamic amongst other things, Holstebro being home hub for culture, music, ballet, sport, commerce, to one of the two ballet schools of The Royal commercial development, environment, Danish Theatre outside of Copenhagen. development education and tourism. Musically, Holstebro has a unique food Every day, both the citizens of and the many chain, embracing all ages and musical and tourism. guests in Holstebro experience what it means to genres. Holstebro Music School plays a be in a town and an area with a clear mission: pivotal role in this as one of the most We have drops of culture in everything! efficient music schools in Denmark. The theatre environment here offers varied and multi-faceted experiences, and the town is home to three professional regional theatres, each with its own identity. Odin Teatret is the oldest regional theatre in Denmark, and also does work around the world. The theatre group was established in 1966 as Nordisk Teaterlaboratorium in Holstebro. Odin Teatret has its own publishing house and film production as tools for documentation and research.

The sculpture “The Citizens Of Holstebro” is created by the artist Bjørn Nørgaard.

90 apr/jun 2013 Musikteatret Holstebro is the town’s Facts about Holstebro artistic centre for concerts, musicals, opera, theatre, ballet and family shows. • Just under 1,400,000 one- day visitors visited at least one place in Holstebro Municipality in 2010 The other two regional theatres are Holstebro, and the symbol of the town’s Operaen i Midten, a West Jutland opera strategic venture into art and culture. • In 2010, there were 618,000 company, and Black Box Theatre that aims Since then, many other works of art overnight stays in the to put performing arts on the edge. have joined it, and uniquely, many of them various places to stay in the Besides this, Holstebro is one of the can be experienced as permanent fixtures municipality leading municipalities in Denmark when it both in the charming pedestrian street and • Tourists turned over 591m comes to developing talents within music, elsewhere in town. DKK in total, divided sports and art. Sports-wise, Holstebro You can also get up close to the art between 57% Danish, 28% Municipality has been an elite sports indoors, for example at the town hall and German, 5% Norwegian, and municipality since 2004. On a creative level, at the art museums. others. Dansk Talentakademi is the leading centre in Denmark for artistic talent development, A beautiful with a focus on music, art & design, dance, commercial town In the smaller urban communities - musical & theatre, and writers. Ulfborg, Vemb and Vinderup – there are When people talk about Holstebro’s also many types of shops. Furthermore, Art in the urban life reputation as a commercial centre, there is you can strike a bargain in the workshops truth in it, as the town has been rewarded and galleries of the local artists, or in the Holstebro’s philosophy about art and on several occasions. farm shops selling local foods around the culture being accessible in the streets, Four times, Holstebro has been awarded municipality. squares and green areas of town instead of the title of Most Beautiful Commercial being hidden away, emerged just under 50 Town in Denmark. Once, Holstebro has Important commercial years ago. been given the honour of becoming Best development Mayor at the time Kaj K. Nielsen had Commercial Town in Denmark, and twice, promised himself as a young man that if he the town has been named Town Of The Collaboration on commercial ever achieved deciding influence, he would Year. development and entrepreneurship is make art and culture come to the people. This is, amongst other things, due to one of the great challenges in Holstebro In the mid-1960s, together with city the atmosphere in the pedestrian streets Municipality, and an important part of this manager Jens Johansen, he purchased the with several hundred shops, cafes and is the development park Nupark on the sculpture “Woman On Cart”. It is created restaurants, the large stores on the outskirts of town. by the Swiss sculptor Alberto Giacometti, outskirts of town, and the art which is Nupark is brimming with synergy, energy and is today the most famous citizen of everywhere in streets and on squares. and opportunities day and night.

apr/jun 2013 91 This commercial hub is home to,amongst others, Nupark Innovation A/S which is West Jutland’s centre for commercial development and growth. The aim is to develop new companies through investment and consultancy – primarily with a focus on smaller and medium-sized companies.

Sea, nature and shops

Tourism-wise, Holstebro Municipality Holstebro has been rewarded Most Beautiful Commercial Town in Denmark four times. lives up to what all studies show: That most Not least due to its cosy atmosphere in the charming pedestrian street. people want to holiday in places with sea, nature and shops. and the neighbouring municipality Struer. All of this is just outside the door in With its status as a climate municipality, the municipality. There is something for Holstebro Municipality is committed to cut everyone: Those who just want to relax. its internal CO2 emissions with two percent Those who come for experiences. And a year. On top of this, the municipality those who appreciate an active holiday and strives to become independent from fossil who want to explore town and nature by fuels and instead focus on renewable foot or bicycle. energy. Many of the nature areas and plantations in the municipality are open to the public, We stick together and hiking paths and other facilities have Curriculum Vitae been created. At the same time, Holstebro In other words, Holstebro Municipality is Hans Christian Østerby Municipality is the municipality with the a pulsating area with its very own identity best and most well-developed bicycle lane and visions. • Chairman of the Culture and Leisure network in Denmark. These have been created by the department 2006-2009. municipality, the citizens, the business A green municipality community and the culture and educational • Former Headmaster (for 15 years) institutions standing shoulder to shoulder • Social Democrat Holstebro Municipality is a green and pulling together. This is what makes Member of the City Council for 11 municipality situated on the west coast of the municipality successful in doing what it • years Denmark, and home to countless windmills. has set out to do. The municipality also has one of the We do what we want – and what we • Chairman of the Culture and Leisure best biogas plants in the world - Maabjerg believe in. department 2006-2009. BioEnergy – delivering climate friendly Mayor H.C. Østerby Mayor since 2010 district heating to Holstebro Municipality Holstebro Municipality • • 57 years old

You can find more information about Holstebro’s history, accommodation, attractions, events, activities, restaurants, etc. on the websites www.holstebro.dk and www.visitholstebro.dk.

The world-famous sculpture “Woman On Cart” by Alberto Giacometti is the most famous citizen of Holstebro. 92 apr/jun 2013 apr/jun 2013 93 Brazil in the lead Danish export up by 21% in 2012

94 apr/jun 2013 Largest export product goods for jan-nov 2012 Export of goods Volume in million Dkk Pct. change to jan-nov 2011 Share of total export of goods

Medicinal and pharmaceutical products 2.135 75,3% 43,3% Machinery and equipment for the industry 458 12,3% 9,3% Chemical materials and products 388 57,1% 7,9% Power engines and motors 336 282,9% 6,8%

Total export of goods to Brazil 4.930 15,7%

Brazil is leading among the BRIC coun- Export of goods 2011 and 2012 (jan-nov) tries when it comes to growth in Danish 1.000 exports in 2012. The latest figures of Danish exports for 900 the whole of 2012 shows a very positive 800 2012 picture of Danish exports to Brazil. Our ex- 700 port of goods has increased from DKK 4.7 600 billion in 2011 to DKK 5.8 billion in 2012. 500 This is on top of an increase in each of the Million Dkk 400 previous 2 years of more than 45% year-to- 2011 300 year growth. 200 Furthermore, our export of services has gone up with 17% and totaled an amount 100 of DKK 4.7 billion in 2012 – the larger part 0 being from sea transport services. jan feb mar apr maj jun jul aug sep oct nov Our export of goods to the BRIC coun- tries (Brazil, Russia, India and China) was Danish export of services to Brazil up almost 13% with an increase of exports to China close to 17% and a more flat de- 5.000 velopment for Russia and India. Exports to 4.500 the US were also up at close to 15%, but 4.000 there was no increase in exports to the EU 3.500 countries as a whole. 3.000 The result in Brazil was somewhat a 2.500 surprise because the first seven months Million Dkk showed a negative trend for Danish exports 2.000 compared to 2011, but the last five months 1.500 in particular totally changed that picture. 1.000 It is also remarkably to see such an in- 500 crease in Danish exports in a year where - 2006 2007 2008 2009 2010 2011 2012 the Brazilian economy showed growth of only about 1% and an overall fall in im- ports. Danish companies have thereby Danish export of goods to Brazil been able to gain market shares in Brazil. Well done. 6.000 The sector specific export figures for all 5.500 5.000 of 2012 have not yet been released from 4.500 Statistics Denmark, but figures for the first 4.000 11 months of 2012 show that pharmaceuti- 3.500 cals, not least insulin, and industrial equip- 3.000 ment, including wind turbines, now make Million Dkk 2.500 up an even bigger share of Danish exports 2.000 to Brazil. 1.500 I very much hope this positive trend in 1.000 Danish export to Brazil will continue in 2013. 500 - Svend Roed Nielsen 2006 2007 2008 2009 2010 2011 2012 Ambassador apr/jun 2013 95 Lionel Messi wins Ballon d’Or

Barcelona and Argentina forward Lio- nel Messi wins the Ballon d’Or 2013 ahead of Ronaldo & Iniesta for a record breaking fourth consecutive time.

Spain wins the the 2013 World Men’s Handball Championship, Denmark wins silver

The 23rd World Men’s Handball Championship won the title, beating Denmark in the final 35– took place in Spain from 11 to 27 January 2013. 19. Croatia took the bronze medal and Slovenia This was the first time Spain hosted the World came in fourth. Men’s Handball Championship, becoming the JOL twelfth country to host the competition. Spain

Novak Djokovic wins the Australian Open 2013 Men’s Singles

Novak Djokovic defeated Andy Murray in an over three hours and 40 minutes long game, winning 6-7 (2-7) 7-6 (7-3) 6-3 6-2, his fourth victory in the Australian Open. The win maintained his world number-one ranking. JOL Victoria Azarenka wins the Australian Open 2013 Women’s Singles

Victoria Azarenka retained her Austra- lian Open title and kept hold of the world number one spot with a 4-6 6-4 6-3 vic- tory over Li Na in the Melbourne final. JOL 96 jan/mar 2013 jan/mar 2013 97 Baltimore Ravens win Super Bowl XLVII American Football Conference (AFC) cham- pion Baltimore Ravens defeated the Na- tional Football Conference (NFC) champion San Francisco 49ers by the score of 34–31 and became the National Football League (NFL) champion for the 2012 season. AMK

Stéphane Peterhansel and co-pilot Jean-Paul Cottret wins the 2013 Dakar Rally After two weeks of racing, French pilot Stéphane Peterhansel and co-pilot Jean-Paul Cottret have won the 2013 edition of the Dakar Rally in a heavily- modified MINI Countryman ALL4. The podium fin- ish marks MINI’s second Dakar victory and Peter- hansel’s eleventh career win, a record for the race. Held in South America for the fifth consecutive time, the 2013 edition of the grueling race took competi- tors 5,000 miles through Peru, Argentina and Chile while crossing harsh terrain such as the Andes mountain range and the Acatama Desert, widely regarded as one of the driest areas of the world. AMK

98 jan/mar 2013 jan/mar 2013 99 COP18 in Doha

At the Climate Change Conference COP18 in Doha Japan and Canada have said that countries will not agreement has been reached to extend the Kyoto help to extend Kyoto into a new period. The same mes- Protocol with eight years until 2020. The Kyoto Pro- sage has come from Russia and the United States was tocol was originally signed in the ancient Japanese never part of the deal. The UN climate talks failed to imperial city in 1997. The agreement came into affect deliver increased cuts to carbon pollution, nor did they seven years later, when Russia finally joined it. Ac- provide any credible pathway to $100 billion per year cording to the Kyoto Protocol, nearly 40 industrial- in finance by 2020 to help the poorest countries deal ized countries committed to cut down CO2 emissions. with climate change, according to the 700 NGOs who The developing countries have no reduction targets are members of Climate Action Network-International for greenhouse gases, nor does the current emerging (CAN-I). Even though the agreement was extended economies China, India and Brazil. The EU has taken for eight years it does still have loopholes that allow the brunt of Kyoto. It was originally thought that CO2 carry over, use and trading of hot air. There was a call requirements should be increased in the next stages. for Kyoto Protocol countries to review their emissions

100 apr/jun 2013 The results of COP18/CMP8

1) Amendment of • Elements of a negotiating text are to the Kyoto Protocol be available no later than the end of 2014, so that a draft negotiating text is The Kyoto Protocol, as the only existing available before May 2015. and binding agreement under which In Doha, the UN Secretary General Ban developed countries commit to cutting • Ki-moon announced he would convene greenhouse gases, has been amended so world leaders in 2014 to mobilize the that it will continue as of 1 January 2013. political will to help ensure the 2015 Governments have decided that the • deadline is met. length of the second commitment period will be 8 years. • The legal requirements that will allow 3) Completion of a smooth continuation of the Protocol new infrastructure have been agreed. • The valuable accounting rules of the In Doha, governments significantly ad- protocol have been preserved. vanced the completion of new infrastruc- • Countries that are taking on further ture to channel technology and finance to commitments under the Kyoto Proto- developing nations and move toward the col have agreed to review their emis- full implementation of this infrastructure sion reduction commitments at the and support. Most importantly, they have: latest by 2014, with a view to increas- • endorsed the selection of the Republic ing their respective levels of ambition. of Korea as the location of the Green • The Kyoto Protocol’s Market Mecha- Climate Fund and the work plan of the nisms - the Clean Development Mech- Standing Committee on Finance. The anism (CDM), Joint Implementation Green Climate Fund is expected to (JI) and International Emissions Trad- start its work in Sondgo in the second reduction target inline with the 25-40% ing (IET) - can continue as of 2013. half of 2013, which means that it can range by 2014 at the latest. While it could Access to the mechanisms will be launch activities in 2014. • confirmed a UNEP-led consortium as have been stronger, the decision reinforces uninterrupted for all developed coun- • tries that have accepted targets for host of the Climate Technology Center clear moral obligation for countries to in- (CTC), for an initial term of five years. crease their emission reduction targets the second commitment period. JI will continue to operate, with The CTC, along with its associated prior to 2020 and provides opportunities • the agreed technical rules allowing Network, is the implementing arm of for them to do so. It was agreed to make a the issuance of credits, once a host the UNFCCCs Technology Mechanism. work program on loss and damage to help country’s emissions target has been Governments have also agreed the victims of climate change. It will start im- formally established. constitution of the CTC advisory board. mediately and a decision to establish in- Australia, the EU, Japan, Lichtenstein, • 4) Long-term climate finance stitutional arrangement, such as an inter- Monaco and Switzerland have de- national mechanism, at COP19. Developed clared that they will not carry over any surplus emissions trading credits (As- • Developed countries have reiterated countries failed to agree a way to account signed Amounts) into the second com- their commitment to deliver on prom- for their carbon in a comparable way. mitment period of the Kyoto Protocol. ises to continue long- term climate Several countries point to the absurdities finance support to developing nations, in the Kyoto framework. For example, ship- with a view to mobilizing 100 billion 2) Time table for the 2015 global USD both for adaptation and mitiga- ping and aviation are exempted from regu- climate change agreement and tion by 2020. lation of their CO2 emissions. Apart from increasing ambition before 2020 • The agreement also encourages de- that the division between developed and veloped countries to increase efforts developing countries today seems rather Governments have agreed to speedily to provide finance between 2013-15 at arbitrary. Many countries with high GDP per work toward a universal climate change least to the average annual level with agreement covering all countries from capita are categorized as developing coun- which they provided funds during the 2020, to be adopted by 2015, and to find tries. This applies to Qatar, which ranks as 2010-2012 fast-start finance period. ways to scale up efforts before 2020 be- This is to ensure there is no gap in one of the world’s richest countries. On the yond the existing pledges to curb emis- continued finance support while ef- other hand a country like Romania is con- sions so that the world can stay below forts are otherwise scaled up. sidered as a developed country. the agreed maximum 2 degrees Celsius • Governments will continue a work temperature rise. programme on long-term finance dur- The COP18 was by many considered a fail- • A significant number of meetings ing 2013 under two co- chairs to con- and workshops are to be held in ure but the European union chose to com- tribute to the on-going efforts to scale 2013 to prepare the new agreement mit to a cut down of emissions to 20%. The up mobilization of climate finance and and to explore further ways to raise report to the next COP on pathways to text is going to be revised in 2014 where ambition. reach that target. these values will be revised. • Governments have agreed to submit • Germany, the UK, France, Denmark, to the UN Climate Change Secretariat, Sweden and the EU Commission an- AMK by 1 March 2013, information, views nounced concrete finance pledges in and proposals on actions, initiatives Doha for the period up to 2015, total- and options to enhance ambition. ing approximately 6 billion USD. apr/jun 2013 101 The minister for trade and investments to inaugurate the Danish stand at Hospitalar 2013 With a continuously growing healthcare sector in Brazil By far the largest of its kind in Latin Amer- ica and second only to the world leading fair “Medica” in Germany, the Hospitalar trade that has shown double digit growth for the past decade, show gathers more than 92,000 professional visitors from all of Brazil and a total of more the possibilities for suppliers in the sector seem endless. than 60 countries. The fair displays every- thing from the most sophisticated state-of- Further, this sector is considered one of the most the-art medical technology to the more basic equipment, using simple and advanced so- lutions, in a wide variety of alternatives in promising in Brazil with an estimated compound annual quality and prices. The Hospitalar tradeshow is considered to be the great thermometer of growth rate (CAGR) of 12.6 per cent from 2011 – 2015. the healthcare sector in Brazil, whose total revenue amounts to approx. USD 219 billion It is therefore not surprising that so many companies annually, a figure that corresponds to about 9 per cent of the GDP. choose to participate in the second largest healthcare Brazilian import of medical devices to- taled around USD 5.5 billion in revenues in 2012, and Danish devices and pharmaceuti- trade show in the world, “Hospitalar”. cals are acknowledged by the large players in the market. Albert Einstein Hospital in São Paulo, for instance, which is considered the best of its kind in Latin America, closed an order with the Danish company Radiom- eter last year, attracting attention from the Royal Crown prince couple upon their visit to Brazil in September of 2012. Hospitalar has grown nearly 20% a year over the past four editions and the 2012 event attracted more than 1,250 exhibitors. On top of this, all indicators show that the 2012 edition was the best in the history of the trade show, with record numbers in im- mediate business and prospective deals with hospitals, clinics and laboratories from all over Brazil and from abroad. International participation is also more popular than ever and the 2012 edition showed a large increase compared to previous years; companies from France, Italy, Germany, Egypt, England, Den- mark, Sweden, United States, Argentina, China, Taiwan, Korea and Uruguay were all present with national stands. Hospitalar has also grown into a focal point for sharing of

102 apr/jun 2013 New Norwegian Ambassador Aud Marit Wiig Aud Marit Wiig (born July 29, 1953) is a Norwegian diplomat. She was born in Man- dal, and holds a Master of Philosophy. She started working for the Norwegian Ministry of Foreign Affairs in 1983. She served in the Norwegian embassy in Pretoria from 1996 to 2001, and worked as head of depart- ment in the Ministry of Foreign Affairs from 2001 to 2004. From 2004 to 2007 she was the executive director of the African Devel- opment Bank. She then served as the Nor- Jimmy Kortegaard Lau Olsen, General Consulate São Paulo wegian ambassador to Pakistan from 2007 to 2008, and as deputy under-secretary of state in the Ministry of Foreign Affairs from new technologies and ideas for doctors ister for Trade and Investments Pia Olsen 2009. and other health professionals. With near- Dyhr, and we have made sure to utilize her JOL ly 60 seminars and events held simultane- presence to promote Danish participants ously during the fair, gathering more than at Hospitalar. The Danish stand attracts a 6,000 attendees, the Hospitalar fair is thus lot of attention that is difficult to get as a great place for healthcare professionals a sole exhibitor and through the Minister to network and get updated on recent de- visit we can expand this even more”. Knud Bach velopment and technologies. The Danish minister for trade and invest- Keeping in mind the importance of ments, Pia Olsen Dyhr, will inaugurate the honored with the Hospitalar, the Danish Consulate General Danish stand at this year’s edition of Hos- in São Paulo will for the 20th consecu- pitalar, thus securing further promotion of Chamber Medal tive year organize a Danish stand where Danish healthcare companies. various Danish companies join forces and Hospitalar 2013 will take place in Expo showcase their unique products. Accord- Centre Norte in São Paulo from May 21st ing to Consulate sector expert Jimmy K.L. – 24th, and this year the Danish stand will Olsen, Danish companies should be aware consist of a record 184 sq. meters with 10 of the potential of the market and the im- Danish exhibitors. portance of Hospitalar “With the growth Danish Consulate General rate that the Brazilian healthcare industry is experiencing it is simply a market that you cannot afford to not take seriously. Whether you are already present on the The Danish Consulate market or in the startup process, the Hos- General in São Paulo pitalar trade show is imperative for your success”. He further explains “The Brazil- Rua Oscar Freire 379 cj. 31 ian business culture to a high degree pro- 01426-900 São Paulo motes direct contact with potential cus- Contact: Mr. Jimmy K.L. Olsen tomers and many companies expect you to E-mail: [email protected] be at Hospitalar as a reference. This year, Phone: +55 (11) 21270750 Hospitalar coincides with the visit of Min-

apr/jun 2013 103 Brazilian Review EVENTS

Rio Chamber Event

The Brazilian Economy and its Many The many taxes paid are decentralized 1%, mainly due to barriers to consumption Taxation Implications on Our Businesses” because it is generally not believed that and productivity. Brazil has let itself become , Professor Istvan Krazner Ph.D of FGV en- taxes would be fairly distributed if they very expensive within the current regime in lightened the group on the difficulties we were paid to a centralized organ instead. the current commodity cycle (an extremely encounter when doing business in Brazil. Many serious attempts have been made productive industry) allowing to overcome There are 58 different types of taxes in Bra- to streamline the taxation policy and re- some of the structural deficiencies. zil. We discussed how power struggles be- structure it to a more convenient and It was easy to ignore policy restricting tween municipalities, states, and the fed- transparent system, but they have been po- pressures at a 4.5 % growth rate, but it is eration play out in higher taxations. Since litically blocked as they would represent a inevitable at 1.5%. 2000, the tax burden (carga tributaria) has direct attack on the government’s revenue. Jan Lomholdt almost continually increased to 36% of the 2012 will close with one of the most disap- Rio Chamber GDP and reached record heights in 2012. pointing growth rates in a decade, close to

Business Luncheon

Ambassador Svend Roed Nielsen at the Danish Chamber

Ambassador Svend Roed Nielsen gave a very interesting speech, for a full house, about “Challenges for Danish companies in Brazil and other Latin American countries”. The presentation was very open and a dialog took place with many questions. JOL

96 apr/jun 2013 INTERNATIONAL MOVINGS TEAMWORK INTERNATIONAL MOVING is an agile and modern company, that counts with professionals with wide experience on international moving.

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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.

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- 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 apr/jun 2013 97 Vila Isabel Wins the Rio Carnival

Vila Isabel wins the Carnival for the third time and Rosa Magalhães Carnival Designer Olivia wins her eighth title. Rosa Magalhães is the most winning Carnival designer in the history of the Rio Carnival. Rosa Magalhães created the Hans Christian Andersen samba parade for Imperatriz Leopoldinense in 2005. Culpo JOL from Rhode Island, USA wins Miss Universe 2012 Rosas de Ouro wins the São Paulo Carnival

106 apr/jun 2013 apr/jun 2013 107 The Danish Cultural Institute April – June 2013

Danish children and youth theatre in Mostra de Musica dinamarquesa II

Brazil 2013/14 April-May - São Paulo

April 2013 – May 2014 Together with SESC Sao Paulo the Danish music festival will repeat the Curitiba, São Paulo and success it experienced in 2012. Three to five Danish bands will play con- Rio de Janeiro certs in one of SESC´s best venues. The bands are carefully selected by SESC and are all bands that played The visit of a Danish delegation in in the SPOT Festival in Aarhus 2012. November of 2011 showed that there You might ask why. The answer is is great room for children’s theatre in Brazil. Therefore a Brazilian delega- that the SPOT Festival is where the tion was sent to Denmark to find future partnerships and inspiration. As newest and best music in Denmark a result of this, a larger project with partners such as SESC Sao Paulo, the plays first – so let us give Brazil a Curitiba Theatre Festival and Sao Paulo Escola de Teatro are now organiz- chance to hear some of it! ing several events on theatre for the young crowd. This includes visit of Danish theatre groups at festivals, seminars and workshops. It all ends in May of 2014 with a mini Danish showcase event. Give a Story

Hemisfério April - Rio de Janeiro The city of Rio and the Danish Cultural Insti- April - Brasilia and São Paulo tute make the pre-defined Danish project Tell Me Stories which centers around story telling. The film and sound art festival Hemisfério Who better to tell a story but children? This is was carried out with great success for the why the project will be carried out in public schools. It also involves work- first time in December of 2012. It was held shops and seminars about stories. In the end, this will give the children at one of the leading cultural venues in Rio tools to create, read and write. called Comuna. Hemisfério is all about the new and upcoming artists and this festival is a playground for them to ex- plore. Varieties of films were shown during three days with a sound artist C:NTACT concert closing the festival. Next, the festival will be in Matilha Cultural in Sao Paulo and Brasilia! April - Rio de Janeiro

It must be the first time in history that the Betty Dinâmica Dinamarquesa Nansen Theatre in Copenhagen and the city of Rio de Janeiro are working together. Nonethe- Friday February 22 - The Week Club, Sao Paulo less, it is a fact that the pilot project of the Saturday February 23 - Green Sunset Party, Sao Paulo social-cultural theatre C:NTACT is soon to be March 1-3 - Rio de Janeiro present in Rio. Two schools from Rio´s South Zone and two schools from the Rio´s North With focus on the BRIC countries and the delegation in November of 2011, Zone, which are very different in terms of milieu and economic capac- the institute is proud to present, in connection with Danish genre organi- ity, will make a theatre play together. The children are in the middle of zations, the music project Dinâmica Dinamarquesa. 21 jazz and electronic elementary school and in the middle of getting an experience of a lifetime. musicians were selected to give concerts and exchange ideas with local artists in Rio de Janeiro and Sao Paulo. The project runs from August of 2012 until December of 2013. It was put together by the the Danish Cul- Language School tural Institute, Music Export Denmark, Jazz Denmark and the Ministry of Culture and the Ministry of Foreign Affairs. The Brazilians are due to get January-December - Rio de Janeiro jazzed up a bit and explore the wonders of the new electronic scene com- ing from Dinâmica Dinamarca! This semester, the Danish Cultural Institute’s very The first artist arriving in 2013 is the own language school offers classes at both be- DJ Peter Visti, who has had a long DJ ginner and intermediate level for Brazilians who career and is known for his melodic wish to learn the Danish language. Furthermore, Balearic house. He has played all we are opening a long distance course in Sao over the world and is coming to Sao Paulo and there will also be a division in Brasilia. Paulo for the first time. More specifically, we are working intensely to cre- ate a language course specifically for companies so that they will be better suited to go deal with Danish matters. Come learn a new language!

108 jul/sep 2011 www.dankultur.dk jul/sep 2011 109 Survey for Exports goods to Brazil the last years compared with other countries

Export in Euro 2012 2011 2010 Germany 11,623,226,790 11,104,290,393 10,316,704,140 Denmark 774,232,995 610,788,614 426,785,915 Finland 724,826,028 543,573,369 545,829,982 Holland 3,104,934,191 2,331,749,062 1,861,691,221 Sweden 1,352,713,901 1,479,375,405 1,134,191,574 Norway 772,143,515 642,308,000 702,693,000 Source: Royal Danish Embassy, 2013

Year-to-Year in % 2012 2011 Germany 4.7 7.6 Denmark 26.8 43.1 Finland 33.3 -0.4 Holland 33.2 25.2 Sweden -8.6 30.4 Norway 9.4 -16.8 Source: Royal Danish Embassy, 2013

The Board: Chamber Representatives Brazilian-Review Rio de Janeiro Jan Lomholdt, Inventure Apr/Jun 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 Referência Gráfica (+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