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The World on a Skewer in Asia, Europe, the US and Even on the Seas, Brazilian Steakhouses Are a Global Model

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The World on a Skewer in Asia, Europe, the US and Even on the Seas, Brazilian Steakhouses Are a Global Model BRAZILIAN COMPANIES GO INTERNATIONAL 5,00 ¤ totum YEAR V number 24 OCT/NOV 2013 R$ 13,00 BRAZILIAN COMPANIES GO INTERNATIONAL The world on a skewer In Asia, Europe, the US and even on the seas, Brazilian steakhouses are a global model :: WINDOWS How to make the best of international trade fairs :: SMALL BUT OUTSTANDING Temasa (Santa Catarina) makes pine furniture for Ikea and Walmart Eastern picanha: :: ENERGY waiter from Head of US Energy wants more Latina, chain with partnerships with Brazil 9 restaurants in China The glamour of Búzios with the Blue Tree Hotels signature. Fun is guaranteed in one of the largest resort hotels in Rio de Janeiro. This is the new Blue Tree Park Búzios. A breathtaking beach, with lots of leisure activities and entertainment. The rustic charm of a fishermen’s village with style and sophistication. Discover it! 0300 150 5000 • (22) 2633.6700 • [email protected] www.bluetree.com.br An-404x266-Ing.indd 1 19/09/12 14:17 HANDOUT 32 SPECIAL REPORT International trade fairs are an excellent — and still relatively Contents neglected — shortcut to business abroad DENISE TURCO 8 ANTENNA + Brazilian companies lack transparency + Brazil´s Tourism Offi ces reopen + Social network for expatriate researchers + Bus tickets through the Internet, even abroad + The Brazilian Food Team takes to the fi eld + Biological treatment for diabetic foot + Three questions for Alexis Pagliarini HANDOUT GOING INTERNATIONAL • The Fundação 26 Dom Cabral business school ranking shows the crisis has not held back global expansion DARIO PALHARES ARTICLE • Commercial exporting 48 COVER 62 companies can help small and mid-sized The Brazilian barbecue is fi rms sell abroad winning fans over the world 44 INTERVIEW ROBERTO TICOULAT and even cruise ships are Obama´s energy secretary, Ernest serving up meat on a skewer Moniz, talks about cooperation SMALL BUT OUTSTANDING • Temasa, from DARIO PALHARES projects between Brazil and the US Santa Catarina state, pinned its hope NELY CAIxETA AND ArMANDO MENDES 64 HANDOUT on pine to win orders abroad ANTONIO CARLOS SANTOMAURO HANDOUT HANDOUT Insects that tackle pests win an award 68 for the company from Piracicaba in São Paulo state ANTONIO CARLOS SANTOMAURO EXECUTIVE TRAVEL • Wines in Mendoza, 74 the new- look Marseilles and adventurous restaurants in Santiago MARCO REZENDE 70 SUSTAINABILITY 78 EXPRESS TOURISM IN TRANSIT • Fábio Bevevino discusses Brazilian environmental service From Lima, in Peru, Sergio Thiesen 82 what he learned running a company in companies are winning markets in reveals why this city on the Pacific Argentina Latin America and further afield coast is the South American capital of ANTONIO CArLOS SANTOMAUrO gastronomy Editorial We help transform dreams into reality. Gerdau recycles enough steel to build From the Pampas one 36,000-story building a year. TOTUM to the world EXCELÊNCIA EDITORIAL PIB BRAZILIAN COMPANIES GO INTERNATIONAL A TWO-MONTHLY MAGAZINE FOCUSING ON Those of you who have already wined-and-dined foreigners in Brazil INTERNATIONAL BUSINESS AND ECONOMICS know the impression that our steakhouses can cause — especially Asians, Publisher used to a completely different cuisine, light and frugal. It’s thus no surpri- Nely Caixeta [email protected] se that the hearty Brazilian style of serving grilled meats on skewers has Editors Armando Mendes, Dario Palhares and Marco Antonio slowly but surely conquered the world, in tandem with Brazil’s burgeoning Rezende economic stature and international relevance. In this edition, we discuss Contributors to this edition the phenomenon of the global expansion of steakhouses. Antônio Carlos Santomauro, Denise Turco, Fábio Vinicius Bevevino, de Buenos Aires, Roberto Ticoulat, We’re no longer just talking about Brazilians expanding their local Sérgio Thiesen, de Lima, Suzana Camargo chains abroad or expatriates, pining for picanha (special rump steak) COVER: Picture: and maminha (porterhouse steak), replicating the gaucho-style barbecue Tiger/Latina in their newly adopted countries. Now, foreigners themselves are leading Designer the invasion: hooked on the taste, the abundance and the environment Renato Dantas of festive gluttony, they are copying the Brazilian all-you-can-eat format Copydesk and Preparation in their home countries, which often includes a gaucho decoration and Mary Ferrarini Translation gaucho-style waiters (though not always with the greatest accuracy). This John Fitzpatrick and Kevin John Wall surprising story (China alone has around 200 Brazilianesque steakhouses) ADVERTISING is this edition’s lead story, written by Dario Palhares (page 48 onwards). INTERNATIONAL AND BRAZIL (55-11) 3097.0849 Elsewhere, a special report shows how companies looking to conquer [email protected] Av. Brigadeiro Faria Lima, 1903, cj. 33 the world may use a traditional foreign trade tool, international fairs: these Jardim Paulistano - 01452-911 - São Paulo - SP mass markets of globalization are handy shortcuts for those who know how PRINTING to use them – a path that many Brazilian companies are learning, as shown Gráfica Bandeirantes by Denise Turco’s article. We also shine the light on Temasa, a medium-size Where to buy past copies: direct from the pubisher Santa Catarina-based industry that exports 100% of its wooden furniture Administrative Consultant production and whose clientele features heavyweights such as Ikea and Luiz Fernando Canoa de Oliveira [email protected] Wal-Mart. EDITORIAL CORRESPONDENCE In September, we received a call from the press sector of the US embassy Av. Brigadeiro Faria Lima, 1903, cj. 33 CEP 01452-911 - São Paulo - SP in Brasília saying that the head of the US Energy department would be in [email protected] São Paulo over the next few days and may find time in his schedule to talk Signed articles do not necessarily represent the opinion of the editors. Totum reserves the right to edit to PIB. The interview resulting from this contact is shown on page 4. And or summarize letters. also finishing with gastronomy, our Express Tourism section highlights the Legally responsible journalist wonders of Lima, our South American neighbor. In addition to sumptuous Nely Caixeta (MTb 11 409) PIB – Brazilian Companies go International pre-Colombian relics and colonial architecture, in recent years the capital is published by Totum Excelência Editorial Av. Brigadeiro Faria Lima, 1903, cj. 33 of Peru has become a global Mecca of good cuisine, as you will see in our CEP 01452-911 - São Paulo - SP guide. Bon voyage and bon appétit! (55-11) 3097.0849 - [email protected] Print run for this edition Portuguese – 20.000 Recycling is part of Gerdau’s daily culture. Every year, we transform more English – 5.000 Nely Caixeta than 15 million tons of scrap into quality steel. This value is the essence of our products and contributes to our planet’s sustainability. www.gerdau.com 6 REVISTAPIB.COM.BR 27883-12 GERDAU AN REV.ENCONTRO_MEIO AMBIENTE_INGLES_20.2x26.6 CM.indd 1 11/18/13 11:45 AM 1 Red and 2 The number white: Sérgio of large groups Antonio de Camargo´s headquartered Carlos works sold for in São Paulo will Antenna Santomauro US$ 3.49 million triple by 2025 New corporate geography The global corporation fortress that Bimbo were the leaders in cement and Going once, was once restricted to the United bread sales in the US, respectively. going twice... States, Japan and European Union, is The old “First World” is still home to about to be invaded by groups from around 75% of the companies with The shirt is emerging countries. And they are an annual turnover of one billion great.The only there to stay. A recent study by the dollars or more, according to the McKinsey Global Institute showed study. However, they should lose thing missing that 45% of the world´s 500 largest this majority on the board of this is the fifth companies will belong to the new select “club” in the long term. An rich arrivals, such as China, Russia, estimated 70% of the 7,000 new star. Brazil, Mexico and India, by 2025. billionaire companies are expected Luiz Felipe Scolari, Coach of The corporate geographic borders to come from emerging countries Brazil's 5-time World Cup winning team at the launch began being redrawn at the turn of in the coming 12 years alone. of new soccer kit. the century when groups from the The good news for Brazilians is that former “Second and Third worlds” São Paulo should further expand (remember those terms?) held a its presence on this business map share of less than 5% in Fortune over the next few years. According magazine´s ranking of the 500 largest to a study by McKinsey, Pauliceia is companies. McKinsey pointed out currently home to the headquarters that just over 10 years later the Indian of 49 global corporations, a number group Tata was the largest private that should triple by 2025, growing industrial employer in the UK while at twice the pace of Beijing (currently the Mexican companies Cemex and home to 116 global corporations) 2 1 SOTHEBY'S/ HANDOUT Brazilian contemporary art continues to fl ourish in the works of art up for sale, as Sotheby›s also offered works international market. On 20 November, two wooden renowned artists including Colombia’s Fernando Botero embossments by Sérgio de Camargo (born in Rio, (1932), Mexico’s rufi no Tamayo (1899-1991) and Chile’s 1930-1990) received the highest bids at an auction roberto Matta (1911-2002), who painted “Morphologie of Latin American works of art held by Sotheby›s in Psychologique” (1939), sold for US$995,000. New York. All told, Sérgio’s works were snapped up Camargo thus joins an elite group formed by Lygia for the princely sum of US$3.49mn: “Lot 21/52”, Clark (1920-1988) and Beatriz Milhazes (1960).
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