Nordic Light Jun-Aug2014

5/21/2018 Nordic Light Jun-Aug2014

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WWW.SWEDCHAM.COM.BR

WWW.NBCC.COM.BR

Spotify hits Brazil

with Gilberto Gil

A JOINT SWEDCHAM / NBCC PUBLICATION

Nordic

Light

JUNE - AUGUST 20 14


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>> contentJUNE - AUGUST 2014

NordicLight is the quarterly publication of Swedcham and NBCCNordicLight

22. NordicLight interviews Swedens JonasEriksson,who was chosen as one of the 25 refereesfor the World Cup in Brazil.

4.Swedens Spotify, the world leader for music streaming,makes its much-awaited debut in Brazil, with Gilberto Gil.Cover photo: Renato Rebizzi/Studio Rebizzi

Others

32. The Swedish Community in So Paulocelebrates the countrys National Day at theScandinavian Church.

35. Interview with the head of theNorwegian shipping and energy bankDNB ASA in Brazil, Arne-ChristianHaukeland.

36.The new Norwegian Church in Riode Janeiro, Princess Ragnhilds Church,is a home away from home.

14.EKNs Board of Directors visits Brazil,where it has seen a sharpincrease in bilateral trade relations

8.Ambassadors column >> 12.Privata ffarer >> 13.Farewell Ambassador >> 16.RTRS18.Business Sweden >> 20.Sweden in So Paulo >> 24.Brazilcham News >> 26.Young Professionals28.Bradesco event >> 30.Apis >> 35.NBCC pages >> 48. Swedcham News

55. TSS >> 56.Legal Framework for Business Development >> 58.Finance Committee60.Human Capital >> 61.Innovation & Sustainability

10. Swedish Minister for Foreign Affairs Carl Bildtvisits So Paulo and participates in two Swedcham events.


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>> Cover Story

Our main competitor is piracy, stated Brazilian-bornGustavo Diament, Managing Director for Spotify in LatinAmerica, at the launch at the Mani Manioca restaurantin So Paulo on May 28. He was joined on stage bylocal musicians Gaby Amarantos, Marcelo Jeneci andFernanda Takai, as well as an on-screen endorsement by

none other than Gilberto Gil (who also played to a packed audience inthe evening at the opening party at Audio Club SP).

Since its debut in Sweden in 2006, Spotify has spread through morethan 50 countries worldwide. The company started to operate in Latin

America as of last year and is now available in Chile, Colombia, Mexicoand Uruguay, among many other countries.

The arrival in Brazil had been rumored since midlast year. Speaking to Swedchams NordicLightmagazine, Mia Nygren, Head of Spotifys StrategicAlliances in Latin America, said there has been alot of anticipation here for the service. We had awaiting list of over 400,000 people, who sent emailsto enroll. Globally, Spotify is said to have 40 millionusers, including 10 million subscribers.

Diament is optimistic about the adoption of Spo-tify in the Brazilian market, even though it involves a

certain amount of education on what a streamingplatform represents. The size of the market, andthe willingness to adopt new technologies are fac-tors which should help the product make inroads inthe country, the executive believes.

The growth in smartphone sales [in Brazil]makes us optimistic, added Nygren. We have afree tier for mobile phones which we will bring overhere, where these devices are the first alternative toconnect to the internet for many people.

However, there are other challenges besides gettingpeople used to the idea of streaming, says Nygren.The quality of connection is very different from whatwe are used to in Europe, which is why our offlinelistening option is an advantage, she declared.

In Sweden, the platform is responsible for 70%of music revenue, including digital and physi-cal formats, according to its executives. In manycountries, music streaming is turning out to be anincreasingly viable alternative for the business. Italso makes more sense to stream than to down-

load in an increasingly mobile world.Spotify helped organize music streaming into a

Spotifydebuts in Brazil

By Camilo Rocha

At the end of May, one of Swedens most talked-about companies in recent years nally openedshop in Brazil. Spotify is the world leader formusic streaming, and has been popular amongmusicians, music fans and record labels alike

as one of the best solutions to the decade-longissue of illegal downloading.

(From left) Guilherme Assumpo, Mauricio Rossini, Channtal Fleischfresser, CarolBaracat, Victor Fernandes, Camila Bileski and Fabio Brunelli, all from Spotify, at thelaunch on May 28.

Gustavo Diament, Managing Directorfor Spotify in Latin America.

Photos by Renato Rebizzi/Studio Rebizzi


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neat package. It certainly isnt the only service outthere to do so (Frances Deezer and the also SwedishRdio are two well-known rivals) but it has becomethe most popular and has certainly generated thegreatest buzz in the industry and media. The experi-ence is simple and straightforward and works greaton a mobile phone. You can either use a free tier,where ads are played before the songs and there is alimit to the songs you can access, or you can opt fora subscription, get rid of the ads and have access to

higher-quality audio (for US$ 9.99 a month).The platform arrived to help solve an issue that

has eroded record businesses revenues for morethan a decade. Between 1999 and 2002, a seismicchange took place in the industry. Thanks to file-shar-ing services, lead by the massively popular Napster,millions of people found out that they no longer hadto pay for music. Almost every single and album everrecorded was now attainable in the internet througha free download, even some yet to be released.

In Sweden, it was no different. However, theSwedes had an extra incentive in the form of a veryfast broadband connection, second only to Japan inspeed according to the Berkman Center, in Har-vard. At the start of the 2000s, 10 megabytes wasalready a standard download rate in the country, avalue that is common in Brazil only now.

A natural entrepreneurDaniel Ek, CEO and Founder of Spotify, was a

teenager at the time and he also was download-crazy.

Born and raised in the Rgsved area in Stockholm, Ekwas a natural entrepreneur. At 14, he started his first

company. According to the Financial Times, by 16 he was already earningmore than his parents combined.

In his early 20s, he landed a job as CEO of uTorrent, the most popu-lar torrent protocol, a software that facilitates file sharing and down-loading. It was here that he met Ludvig Strigeus, a programmer whocreated uTorrent and became the main architect of Spotify.

Around this time, Ek met Martin Lorenzton, who he convinced to starta company that had the potential to remedy the record industrys woes.His idea of a service enabled people to access a song they wished wher-ever and whenever they wanted. In other words, he wanted a service that

was as good as the pirates. For the first time in history, you had a legalproduct that was worse than the one you stole, he would say.

Ek had a point. Illegal resources for downloading music were efficientand easy to use. Because of the complicated licensing restrictions, thelegal options catalogues suffered. There was nowhere legal where youcould think of an artist and immediately access his music. Most musicstreaming services available then had poor selections and even worseuser interfaces. According to Mia Nygren, the platform worked because itwas a comfortable service and easier to use than the pirate sites.

One of its most popular features are the playlists, compilations ofsongs that users can make or that Spotify itself suggests, based onactivities or mood, as in Top tracks for a romantic dinner or Top 20workout songs. There are many celebrity playlists to be found on theplatform, by names such as Victorias Secret, Rolling Stone magazineand Disney Pixar. We have invested heavily in algorithms and humancurators to offer the user what he would like to listen to in the nextminute, says Diament.

The service has received criticism from some musicians, among themThom Yorke, of Radiohead, who believe they receive peanuts moneyfrom copyright related to songs played on the platform. Spotify hasanswered such criticism by opening its numbers on a blog and arguing

that the format is still in its infancy and artists will receive more as thecompany and adoption of streaming grows.

Mia Nygren, Head of Spotifys Strategic Alliances inLatin America, being interviewed by Camilo Rocha.(Swedcham photo)

Fernanda Takai, Marcelo Jeneci and Gaby Amarantos.(Photo by Fernando Ctenas)

Gilberto Gil at the openingparty on May 28.


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When writing this editorial, Brazil had just won the

opening match against Croatia at the newly inauguratedItaquero Stadium in So Paulo. Only after the July 13Final at the famous Maracan Stadium in Rio de Janeirowill we reach a conclusion, but my guess is that it will bea successful event with a lot of partying on the streets.When it comes to the peoples frustration over publicspending in general and the World Cup in particular,I believe the most accurate time and place to protestwill be during the October electionOn page 26, you can read an exclusive interview withSwedish referee Jonas Eriksson, who is here to keep

good order during the games he will be watching overduring the World Cup. Who said that Sweden is notparticipating in the tournament?Businesswise, the first half of 2014 has been verydisappointing. The GDP growth for the first quarterwas only 0.2 % and the World Cup during the secondquarter should not help improve that figure. Swedchamwill again conduct its survey on Swedish business inBrazil and the results will be published in September.Swedes with a Swedish credit card have had the

chance to listen to music via Spotify for a long timealready but now this fantastic service has come to thewhole Brazilian population! I really encourage you totry it there is even a version without charge!Recently, Swedish Minister for Foreign Affairs CarlBildt visited So Paulo and Swedcham arranged twomeetings with representatives from the Swedishbusiness community. Bildt said that our Swedcham inBrazil is outstanding and he congratulated us for all ouractivities. These words certainly mean a lot to us!Finally, I would like to thank Ambassador Magnus

Robach for his time here in Braziland for being such a greatpartner to Swedcham. We aresorry to see you leave, but wewish you all the best as theSwedish Ambassador to Japan!


>>Editorials

It is an honor to have been elected Chairman of the

NBCC, and to take over after Paulo Rolim, who hasdone an excellent job!My period as Chairman has already been markedby several historical events. On May 3, the newNorwegian Church was opened. In beautifulsurroundings in Gavea, Rio de Janeiro, it will be ahome for Norwegians and friends a home awayfrom home as many quoted during the opening.It is also fitting that the church has been namedPrincess Ragnhilds Kirke, honoring the Princesswho has been of such importance to Norway and

Norwegians in Brazil.Two weeks later, we had the 200th anniversarycelebration of the Norwegian Constitution, first theBusiness Seminar on May 15 and then the familyevent on the Constitution Day, May 17. Both eventswere held with great success at the new church. Weencourage our members to consider this venue fortheir own events.Looking forward, major events will also mark themonths to come. We have the World Cup, the elections,

and Rio Oil & Gas, during which we will host ourtraditional NBCC Rio Oil & Gas dinner. Soon invitationswill be out, and we expect that it will once again befully sold-out and a great networking opportunity.Even if business opportunities remain vast, Brazil isnot as hot as it was the last couple of times wearranged the Rio Oil & Gas dinner. At NBCC, we havealso noticed a more challenging environment. Thismeans that we have to step up. We have to improveour services in order to maintain our excellent baseof members, and to attract new companies. I consider

this to be my main task and goalas Chairman.Now, let us get to work andof course find time in between toenjoy the World Cup!

Halvard IdlandChairman, Norwegian-BrazilianChamber of Commerce

Jonas LindstrmManaging Director,Swedish-BrazilianChamber of Commerce


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Gold

Silver

Bronze

MembersOur Gold, Silver and Bronze


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Probably the best

Swedens Foreign Minister Carl Bildt madea short visit to So Paulo at the end ofApril to participate in the global confer-ence on the future of the Internet. He alsomet representatives of Swedish industry. Aseminar was organized at Casa Electrolux

with representatives of both big companies and start-ups and Swedcham organized a dinner to provide anopportunity to meet more business leaders. Alreadyon his arrival Carl Bildt asked me if I could confirmthat the Swedish Chamber of Commerce in Brazil isone of the worlds best. I could.

Ive had the pleasure to cooperate with Swedchamand its members for roughly three years, and my replywas easy. The activities of Swedcham, both in foster-ing interaction between member companies and inproviding a gateway for newcomers and qualifiedvisitors, are outstanding. The Young Professionalsinitiative has added another important dimension.

In the huge metropolis of So Paulo, Swedcham

really serves as a focal point for Swedish interestsin Brazil, as well as a platform for Swedish-Brazilian

interchange. In this respect Swedcham is of courseof particular importance to the Embassy, as geog-raphy and politics have placed it rather far from thehub of Swedish activities in Brazil.

An aspect that I have found particularly reward-ing is the fact that while Swedchams members arepredominantly companies with a Swedish identity,these companies are in most cases led by Brazilians.This creates an interesting and fruitful dynamic,combining the best of two cultures!

Swedcham is a vital component in what we liketo call Team Sweden. The concept is simple: thekey to effective promotion of Swedish interests incompetitive markets is working closely together.There is a constant dialogue between Swedcham,Business Sweden, the Embassy and our Consulates.This makes effective work sharing possible as wellas organization of many joint events.

But maybe even more importantly, this dialogue helpsus identify common priorities on the complex Brazilian

market, based on best available knowledge, both of theSwedish resource base and Brazilian opportunities.

By Magnus Robach

Swedish Ambassador

Ambassador Magnus Robach withBrazils national football team T-shirtwhich he received as a farewell giftfrom Swedcham at one of its populaPea Soup events.

Swedish Chamber



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Acquisitions, production

relocation, market size estimateor talent search?

WWW.BUSINESS-SWEDEN.SE

A good example of this was a seminar in May,organized jointly by Team Sweden and a numberof partners in Santa Catarina and the metropolitanarea of Florianopolis. The theme was sustainablepublic transport and Volvo and Ericsson were ableto present their solutions, centering on Bus RapidTransport (BRT). Florianopolis has been identified as

a pilot area for public transport by the developmentbank BNDES based on a very ambitious moderniza-tion plan where all stakeholders are included, andthe public at large consulted.

Another example of Team Sweden activity is thesetting up of a network of Swedish companies in thehealth sector. The network will be coordinated byBusiness Sweden, and its aim is to promote dialoguewith regulatory authorities, and to plan joint market-ing events focusing on innovative and cost effectivepatient treatment. The network model has been triedsuccessfully elsewhere, and I think it might suit theBrazilian situation also in other sectors.

Team Sweden will also be looking at regionalpriorities. There is obviously strong and justifiedSwedish presence in the greater So Paulo area. Butthe potential in other regions should not be over-

looked. There could be a case for concerted action incarefully selected target areas. After all, Swedchamis a chamber for the whole of Brazil!

My mission here is now coming to an end. Threeyears in this country has been an overwhelming expe-rience, but certainly not long enough to allow for anyfar reaching conclusions. Except maybe that I have

become even more convinced of the need for consist-ency and long term vision in developing a strongbilateral relationship. The consistency of Swedishindustry in Brazil is a source of pride, and a baselinefor all future efforts. The Gripen jet fighter programholds great promise of being another really long termpartnership based on innovation and high technol-ogy. Its importance was clearly highlighted by DefenseMinister Celso Amorims visit to Stockholm last April.

Hardware is important. But so is people-to-peoplecontact. Swedish firms in Brazil gradually bring lessSwedes here (even if Saab will probably send a goodbatch). Other ways of increasing knowledge of theother country should continue, such as the promisinginitiatives in the academic sphere. Swedcham, and itsmembers, are indispensable in ensuring the steadydevelopment of Swedish-Brazilian relations.


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Bildt visits

Brazil

On April 22, Minister for Foreign Affairs Carl Bildt began atwo-day visit to Brazils largest city, So Paulo.

He met with representatives of the many Swedishcompanies with a presence in Brazil, including repre-sentatives from several of the established manufacturingcompanies as well as some of the newer companies in

innovative growth industries.The primary purpose of the visit was to participate in the interna-

tional internet conference NETmundial. The conference brought togetherrepresentatives from all over the world to focus on the creation of inter-net governance principles and propose a plan for how such principlescan be developed. During his visit, Bildt also met with Brazilian ForeignMinister Luiz Figueiredo.

NETmundial was organized by the Brazilian government in collabora-tion with the organizations CGI.br and / 1Net. The goal was to arrive atthe basic principles and organization of the internets global governance.Sweden welcomes the work of gathering all the actors involved - frombusiness, governments and civil society.

It is encouraging that the majority of participants in NETmundialseem to agree on the importance of a multi-stakeholder model and

implementing human rights online, said Bildt.On April 22, Swedcham organized an exclusive meeting for the Min-

ister at Casa Electrolux, with the participation of Ambassador MagnusRobach, Electrolux CEO Ruy Hirschheimer and the CEOs of six Swedishcompanies in Brazil. After a presentation by Hirschheimer, there was around-table discussion on trade and industry issues, followed by a lightreception offered by Electrolux.

In the evening, Swedcham also offered a dinner for the Minister atthe Hotel Hyatt, when the focus was Swedish investments in innovationand sustainability in Brazil. On the occasion, the Minister praised Swed-ish Chambers work around the world and made a special mention ofSwedcham Brasil. Thank you!

Photos by Erik Zsiga

Carl Bildt thanks Swedcham Chairman Nils Grafstrm

for the delicious dinner and for the Swedcham pin hereceived as a token of the Chambers appreciation.

The Minister during the NETmundial conference.

(From left) Minister for Foreign Affairs Carl Bildtwith Electrolux CEO Ruy Hirschheimer,CFO Adriano Moura, and Rafael Bonjorno,Product & Innovation Director Latin America.


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B

razil has not been very hot for inves-tors in funds and stocks for some time.But the market movements in Aprilcaught the eyes of travelers who vis-ited Rio de Janeiro together with theSwedish magazine Privata Affrer.

The obvious question: could this be the turningpoint, after three years of falling stock prices?

The big leap from a GDP growth of 7.5 percentin 2010, to considerably less, points towards otherproblems than recent emerging market turmoilaround the world. That was one reason why the

seminar held in Rio with Swedcham Brasil, Handels-banken and Brazilship, among others, was highlyappreciated by the group of 30 curious readers ofPrivata Affrer.

Jonas Lindstrm, Carl-Gustav Moberg and Bjrn C.Saln generously shared insights from different perspec-tives on how the Brazilian economy works, and gaveopportunities for questions and to discuss the matters.

The trip to Brazil was one in a series arrangedby Privata Affrer. Several groups have previouslyvisited Beijing, Shanghai, Hong Kong, New Delhi,and there will be groups going to South Africa laterthis year. The basic idea is to combine touristic at-tractions with opportunities to meet persons withdeep knowledge of local business, politics, cultureand society.

During 10 days in Brazil, the travelers also made

the acquaintance of Honorary Consul Louise Andersonwith guests, Scanias partner Equipo, and journalistand hotel owner Lennart Palmeus, among others. Andspent time on the lovely beaches of Ilha Grande.

Several of the participants are now booked onupcoming trips, wich is good proof that the meet-ings in Rio de Janeiro were of great value.

Fredrik Lindberg

Editor in Chief

Privata Affrers Placeringsguiden

Privata Affrervisits Rio

The whole group enjoyed Rios beautiful Copacabana Beach.

The Flamengo x Vasco game at the famous Maracan stadium on April 13,when Flamengo won the Rio soccer championship for the 33rd time, wasenthusiastically accompanied by the Privata Affrer group.

Swedcham ManagingDirector Jonas Lindstrmwith Mia Nygren ofSpotify, who also partici-pated in the seminar inRio de Janeiro.


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After almost three years as Swedish Ambassador toBrazil, Mr. Magnus Robach is leaving us to assume

new duties as Swedish Ambassador to Japan. It is withgreat regret that we see Magnus leaving us.

Magnus, who joined the Ministry for Foreign Affairsin 1976, took over the helm of the Embassy in Brasilia in

September 2011 after serving as Ambassador to Brussels since 2007. Hehad previously been Head of the EU Department at the Prime MinistersOffice as well as the EU and Africa Departments at the Ministry for ForeignAffairs. He had also been Deputy Head at the Swedish Embassy in Paris

and served at the Embassies inCairo and Tokyo, where he is

now returning as Ambassador.He has also participatedin many Swedcham eventsand always contributed with

a most informative and enlightening column in ourNordicLightmagazine. In particular, we would liketo express our gratitude for his column in this Juneedition, in which he kindly comments that we areprobably the best Swedish Chamber of Commerce

We would also like to take this opportunity towarmly thank Magnus for his constant cooperation

with Swedcham, but also as a coach for Team Sweden,which besides the Embassy includes Swedcham, Busi-ness Sweden and the Consulates General. Magnus hasalways been very accessible and supportive, constantlyworking for the best of Sweden, and for Swedish com-panies doing or wanting to do business in Brazil.

Magnus will be replaced by Ambassador Per-Arne Hjelm-born, who is currently Head of the Ministrys Department forthe EU Internal Market and the Promotion of Sweden andSwedish Trade (UD-FIM). He has previously served in Em-bassies in Santiago, Madrid and Beijing and in the Ministrys

Department for International Trade Policy. Hjelmborn was athis last posting Ambassador to Malaysia.

Once again, Magnus, thank you so much and all thebest in Japan!

Nils Grafstrm

Chairman

Ambassador Magnus Robachflanked by Swedcham ChairmanNils Grafstrm and ManagingDirector Jonas Lindstrm.

Farewell Ambassador

Magnus Robach!


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Swedish-Brazilian trade is increasing,which was one of the reasons why EKNsBoard of Directors decided to take theopportunity to visit Brazil on the annualboard trip. EKN has noticed strengthenedtrade relations between Sweden and

Brazil, not only in the pulp and paper industry, butalso in the telecom and mining sectors. Another

reason for the visit was the Brazilian announcementin December of 2013 that the country has opted forthe Swedish Gripen fighter aircraft for its Air Force.

Meetings with Swedishcompanies

The meetings started in Rio de Janeiro where wereceived a demonstration of Volvos BRT (Bus Rapid

Transit) project, an environmentally friendly system forbuses. EKN is a risk partner in this project as well asin some other successful bus system projects in LatinAmerica.

We also met with SBCE, our Brazilian sister organi-zation, exchanging views on global trade.

Our next stop was the Swedish Embassy in Brasilia.Trade Counselor Mikael Sthl joined us in meetingswith, among others, Saab and the Brazilian Air Force.

Brazil a growing economyA highlight of the visit to Brasilia was the lunch-

eon hosted by Pernilla Josefsson Lazo, Deputy Chiefof Mission at the Swedish Embassy. We had discus-sions with three Brazilian researchers in economicsand politics Lead Public Sector Specialist at theWorld Bank Roland Clarke, Director for Latin Ameri-can Political Risk Analysis at Arko Advice Srgio Loand FPCs Latin American Senior Research Associ-ate Thiago de Aragno. They described their viewof the development of Brazil. This was an excellent

contribution to our in-depth knowledge of Brazilspotential with its challenges and opportunities.

EKN Boardvisits Brazil

In April, EKNs Board of Directors visited Brazil. EKN

has seen a sharp increase in guarantees for exports

from Swedish companies to this large South American

country, a fact that made the trip to Brazil especially

interesting this year.

The EKN Board with(far right) Leif Kempe,Director of Export andTrade Finance at Saab,and Andrew WilkinsonCampaign DirectorGripen Brazil.

Major Brigadeiro JosHugo Volkmer andBrigadeiro HeraldoLuiz Rodrigues fromthe Brazilian Air Force,with Saabs Leif Kempe(center), and EKNsUnderwriter FredericPetersson and DirectorGeneral Karin Apelman.



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One of the largest millsFollowing the discussions in Brasilia, it was time

for a visit to the Brazilian forest industry and wemade a stop at the Eldorado pulp and paper mill.This facility, located near Trs Lagoas in the State ofMinas Gerais, is one of the worlds largest pulp andpaper mills with an impressive capacity. They actuallycelebrated an all-time high in production on the dayof our visit. The plan is to further increase production.

Brazilian pulp and paper plants are important cus-tomers for Swedish manufacturers of equipment andtechnical expertise. EKN takes an increasing role asrisk partner in the expansion of this industry in Brazil.

Meetings arrangedby Swedcham

The last stop on our trip was So Paulo withwell-arranged meetings thanks to Swedcham. Theseincluded a meeting with Swedish companies, banks,the Swedish Embassy Counsellor and the SwedishConsul in So Paulo. Swedcham Managing DirectorJonas Lindstrm was very helpful in arranging themeeting in So Paulo and the program during our stayin Brazil. During all my visits to Brazil I have always hadthe pleasure of taking part of Swedchams support andextensive commitment. We have an excellent network-ing partner to rely on when visiting the country.

EKN s Board of Directors consists of Jan Roxendal,Chairman, Gran Johnsson, Vice Chairman, Inger

Dovlin, former Ericsson executive, Gia Wickbom,Director of the Ministry of Finance, Kerstin Nordlund-

Malmegrd, Director at the Swedish Foreign Office,Yvonne Gustafsson, Director General of the StateTreasury, Eva Karlsson, CEO Herrljunga Embal-

lage, Minoo Akhtarzand, Governor of the county ofJnkping and Bo Lindgren, employee-representativeon the board. Joining the group from EKN were alsoFrederic Petersson, key account manager for Saab,Anneli Bostrm, program coordinator and me.

The EKN Board of Directors has previously visitedother countries that play an important role forSwedish exports: Turkey, India, Russia, Ukraine,Angola, South Africa, France and the United ArabEmirates, among others.

A long history of traderelations

Brazil is by far Swedens largest trade partner inLatin America, accounting for around 14 percent ofSwedish exports to the region. The value of guaran-tees issued during the last ten years amounted toUSD 1,000 million. At the end of March 2014, EKNhad USD 484 million in outstanding guarantees,mainly covering transactions in the pulp & paper,telecom and transport sectors.

In addition to this volume, EKN has outstandingguarantees amounting to USD 630 million for pro-jects in Brazil but where the borrower is in Europe.EKN follows the development of business opportuni-ties with great interest and looks for possibilities tosupport Swedish companies in their efforts to offercompetitive financing solutions. With this visit, wehave strengthened our close relationship. We hopeto see you again soon!

Karin Apelman,Director General EKN

Visit to the Eldoradopulp and paper mill.

Traveling on Volvos BRT in Rio.


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On May 7 and 8, more than 200 representatives from all overthe world participated in the 9th International Conferenceon Responsible Soy (RT9) in the city of Foz do Iguau in theState of Paran, Brazil. The focus of the conference was onhow the global soy value chain and business must innovateto meet the challenges of sustainability.

Among many featured speakers were Senior Manager Kjell Lundn Pet-tersson from Arla Foods, the largest producer of dairy products in Scandinavia,and Gustav Kmpe, Coordinator for Sustainable Development at Lantmn-nen, one of the Nordic areas largest groups within food, energy, machineryand agriculture, presenting for the large audience how the Swedish foodindustry is working to improve their commitment to responsible soy and sus-tainability. Other noteworthy participants included Fortum Vrme and HKScan.

RTRSAccording to the UNs Food and Agriculture Organization ( FAO), global

agricultural production needs to double by 2050 to meet growing demand.The transition to a sustainable global food system therefore needs concreteand coordinated actions. The Round Table on Responsible Soy (RTRS), or-ganizer of the conference, was created in 2006 with the aim to ensure theworldwide sustainable cultivation of soy and the social responsibility of thesoy sector by preparing, implementing and monitoring a dialogue betweenall actors involved in the soybean value chain. RTRS also offers a recognizedand consensual agreed certification scheme with principles and criteriacovering environmental, economic and social aspects.

For Arla Foods, the RT9 conference presented good opportunities to

discuss different matters with representatives from soyproducers, industry/trade and civil society. The companyfound several new opportunities to cooperate withother parties and together have better possibilities toinitiate and drive national dialogues in several coun-tries supporting a more responsible soy production.

Lantmnnen said this years RT9 conferenceshowed how important it is that the whole food

value chain together make a commitment for a moreresponsible soy production. The work done in theSwedish Soy Dialogue can be seen as a good exam-ple to other countries and companies to increase thedemand of certified soy to harvest in 2015.

Of Fortum Vrmes total production of district heat-ing in the Stockholm region, more than 80% comesfrom recycled or renewable energy, and the long termobjective is to fully substitute fuels such as coal andfossil oil. Among others, Fortum Vrme can use wasteor by-products from the soy industry to produce heat inthe district heating boilers. The company believes RTRSis a good initiative that ensures that the end product isproduced in a responsible manner.

For HKScan, a manufacturer of meat foods andproducts, sustainable meat production begins withsustainable animal feed production. The conferencebrought learning opportunities, fruitful discussionsand a broad network in the entire soy value chainas well as among researchers and other key persons.HKScan will ensure that by the end of 2018, all soy

used in its entire meat value chain will meet therequirements of the RTRS.

Brazil receives the 9thInternational

Conference onResponsible Soy

The Swedish delegation at the RT9 conference in Foz do Iguau (from left to right): KjellLundn Pettersson, Arla Foods; Ulf Wikstrm, Fortum Vrme; Nadja Pilpilidou, FortumVrme; Vera Sderberg, HKScan; Gustav Kmpe, Lantmnnen; Anders Lejdholt, FortumVrme; and Stefan Lundkvist, Swedcham Board member and Fortum Vrme agent.(Photos by Silvio Fotografias, Foz do Iguau, [email protected])

Kjell Lundn Pettersson of Arla Foods.



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By Bjrn Clavey>> Business Sweden

On May 14, the Swedish Embassy together with BusinessSweden arranged a seminar about solutions for public transport in

the city of Florianopolis, Santa Catarina State, attracting 80 deci-sion makers, managers and specialists of urban transport from theregion. The objective was to present economically and environmen-tally sustainable solutions for the transport system as supplied bycompanies such as Volvo and Ericsson.

Systematic approachFlorianopolis is known as a beautiful tourist destination and

for its high quality of life. However, just like in any developingurban center, the inhabitants of the metropolitan region have ex-perienced a worsened traffic situation due to the growing numberof cars. The insular location, with the bridges being a bottleneck,adds to the difficulties as do seasonal peaks due to tourism.

Public transport today exclusively consists of ordinary bus linesand has suffered tremendously from the slower traffic flow, the resultbeing longer transport times and higher ticket fares. Facing this situ-ation, the state government decided to adopt a systematic approachtowards planning the future of public transport in the region.

Plamus, an independent consortium, won the bid to developa plan for the public transport system. Currently, several modali-ties such as Bus Rapid Transport (BRT), monorail and tramway are

being studied.

Swedish solutions

The decision about the future public transportsystem is expected to be taken later this year, sothe timing for the seminar was just right. The largenumber of attendants and the strong repercussionin local media further emphasized the high interest.Ambassador Magnus Robach opened the seminartogether with the Mayor of Florianopolis and theState Secretary of Planning.

Alberto Rodrigues from Ericsson showed examplesof how transport systems can be organized in a moreintelligent and efficient way by using resources ofwireless connectivity. He mentioned the example ofSo Jos dos Campos, where Ericsson implemented asolution that allows fleet monitoring in real time.

Volvo presented solutions for BRT that offer ca-pacity and comfort comparable to that of a subway,but at costs only a small fraction of this. Hybridbuses were another important aspect presented byVolvo. These vehicles use 35% less fuel and produce50% less pollution than ordinary buses.

The seminar made it possible to position the

solutions from the Swedish companies at the heartof the ongoing debate and will hopefully have apositive influence on the upcoming decision.

Swedish Health NetworkOn Friday May 16, Business Sweden together

with the Embassy launched the SymbioCare plat-form Healthcare by Sweden 2014. Executivesfrom five leading Swedish companies that worktowards the Brazilian healthcare sector were invitedto the kick-off meeting.

The objective of the workshop was to discussand develop ideas on how the Embassy and Busi-ness Sweden can promote common interests of theinvolved companies. A preliminary plan for 2014 and2015 was established which includes activities forstraightening the relationship with Anvisa, study visitsto health authorities and hospitals and gaining anin-depth understanding of some aspects of the SUS.

If you are interested in participating in the healthnetwork, please contact Jessica Arnlund, Senior Pro-

ject Manager at Business Sweden, (11) 2137 4417.

Seminar about

urban transportsolutions inFlorianopolis

(Left to right) Swedish Ambassador Magnus Robach, SantaCatarina State Planning Secretary Murilo Xavier Flores, FlorianopoMayor Cesar Souza Jnior, Florianopolis Urban Mobility SecretaryValmir Humberto Piacentini, and Guilherme Medeiros, TechnicalCoordinator of Plamus. (Photo by Julio Trindade)

Photo by Mauro Vaz


19/63NordicLight 19


20/6320 JUNE - AUGUST 2014

Consul General Renato Pacheco Neto exchanged

ideas on different issues with him, focusing on thedevelopment of Brazilian-Swedish relations, mainlyin the cooperation framework for scientific studies,business and technology exchange.

On April 24, there was a very special event at theScandinavian Club with Marina Silva together withthe Chairman of the Danish Chamber of Commerce,the Danish Ambassador to Brazil, Consul General ofDenmark Eva Pedersen, Consul General of NorwayCesar Garrubo and Consul General of Sweden RenatoPacheco Neto. Marina Silva, former Environment

Minister and Senator, now running as Vice Presiden-tial candidate, was awarded the Danish Chamber ofCommerce Prize. Renato Pacheco Neto also exchangedideas with her on main program challenges.

On April 28, FAAP International Relationsstudents visited the Consulate General of Sweden.Twenty-five very interested students led by Profes-sor Marcus Freitas held a meeting at the ConsulateGeneral, following a most interesting exchangeamong Academia, Government Officials and En-

trepreneurs in the framework of Swedish-Brazilianmultilateral cooperation. This experience was very

Sweden So Pauloin By Renato Pacheco NetoSwedish Consul General

These past months have been very active for the

Swedish Community in So Paulo.Swedish State Secretary Ulrika Stuart Hamilton

and Senior Advisor Anna Gudmundsson from theMinistry of Education and Research met on March26 at Swedcham with Janaina Khatchikian fromEricsson, Claes Backlund and Clovis Andrade fromAtlas Copco, Rita Leme from Stora Enso, AndreLopes from Skanska, Daiton Ribeiro from Trelleborg,Swedcham Chairman Nils Grafstrm, ManagingDirector Jonas Lindstrm, Counsellor Mikael Sthlfrom the Swedish Embassy and Consul General

Renato Pacheco Neto. All participants exchangedtheir experiences in the corporate social responsibil-ity area and its relation to the education frameworkfor better qualifying task forces.

We received last April 23 the very important visit ofthe Swedish Foreign Minister Carl Bildt, who came toSo Paulo to lead the world Internet event called NET-mundial. He had time also to meet with Swedchamand visit Electrolux where he talked to some of theleading Swedish companies in Brazil. Carl Bildt was

Swedish Prime Minister in the 90s and is now complet-ing eight years as Swedens Foreign Affairs Minister.

Renato Pacheco Neto with Norwegian Ambassador Aud MaritWiig and Norwegian Consul General Cesar Garrubo.

(Left to right) Portugals Consul General Paulo Loureno, Finlands ConsulGeneral Jan Jarne, Swedens Consul General Renato Pacheco Neto, EU Am-bassador Ana Paula Zacarias, Swedcham Managing Director Jonas Lindstrm,and EU Minister Counsellor Juan Victor Monfort.

Busy months for Swedish Community


21/63NordicLight 21

Swedens Minister for Foreign Affairs Carl Bildt (right) withRenato Pacheco Neto and Consular Officer Richard La Roche.

Marina Silva andRenato Pechaco Neto.

enriching and enabled a future presentation of theConsulate General of Sweden in Brasilia in the 2015ENERI, which is the National Meeting of Interna-tional Relations Students.

Atlas Copco organized on May 15 a very inter-esting Crisis Management event, in which ConsulGeneral Renato Pacheco Neto could interact with

many country managers of the group who came toSo Paulo to discuss the important issues arisingfrom the need of always having a plan and buildingup pro-active communication within the manage-ment team. Thanks to the Embassys initiative toalso broach the same subject in March during its bi-annual Consular Conference, discussions were veryfruitful allowing a nice flow of common ideas andjoint measures to safeguard public/private interests.

In May, the Consulate General also took care ofoffering Swedes residing in Brazil the opportunityto vote for the European Parliament election in SoPaulo. Sweden has 20 seats in the EU Parliamentand one should not forget the importance of thesepeoples decision for the representation of Swedishinterests at EU level. This European discussion forSweden is also of substantial importance in light ofthe ongoing EU-Brazil dialogue and its players inpublic and private sectors.

On May 17, Norway celebrated 200 years of itsConstitution, the second oldest in the world, only

after the United States. Consul General RenatoPacheco Neto also attended this event organizedby Consul General Cesar Garrubo and introducedby Norwegian Ambassador Aud Marit Wiig at theScandinavian Church followed by a luncheon at theSkandinavium for the guests.

The Smart Living Challenge seminar on May 19,

organized by CISB and the Swedish Embassy, andheld at Poli-USP, was attended by Renato PachecoNeto, among others. This event brought into dis-cussion the main aspects of how technology canpositively affect the sustainable development ofurban areas, assuring the inhabitants the possibility touphold a healthy quality of life.

On May 22, the European Union Delegation andEuraxess organized at FIESP a Technology Innova-tion and Cooperation event with the support ofEurocmaras. The event gathered diplomatic andconsular representatives such as Portugals ConsulGeneral Paulo Loureno, Finlands Consul GeneralJan Jarne, Swedens Consul General, EU AmbassadorAna Paula Zacarias, Swedcham Managing DirectorJonas Lindstrm and EU Minister Counsellor JuanVictor Monfort. This exchange was very fruitful andbrought all parties closer for a continuous work inexchanging values and joining efforts.

On a business trip to Sweden in the last week ofMay, the recently appointed new Swedish Ambas-sador to Brazil Per-Arne Hjelmborn received ConsulGeneral Renato Pacheco Neto at the Foreign AffairsMinistry in Stockholm. The focus was the grow-ing importance of Swedish-Brazilian relations andthe different consular and diplomatic cooperationbetween Brazilian and Swedish authorities to assureacademic exchange, scientific cooperation, technol-

ogy transfer and bilateral foreign trade.Last but not least, as this magazine was about to

go to press, the Consulate General was once againbusy organizing the celebration of the SwedishNational Day, with the participation of 200 familiesof the Swedish community and the kind support ofthe Swedish industry in So Paulo.


22/6322 JUNE - AUGUST 2014

They are also participating for the first time in aWorld Cup.

Who is your favorite type of football player?In general, I like players who show other players

and referees respectplayers who can communicateand sometimes can even laugh on the field. Of course,

I also believe that respecting laws of the game and thefair play spirit are important for the game.

When and why did you decide to become

a referee? Were you a football player be-

forehand?I started to referee as a 13-year-old boy. I played

football and did not always get along with the refer-ees...so I took a referee course and tried to officiatematches myself. And I liked it a lot! I played up tothe age of 19, when I started to focus more on my

refereeing career.

You are reputedly a financially independent

person who does not really need to work.

You obviously have a strong passion for

football. Could you tell us a bit about all this?I have had the privilege to make a business career

in parallel with my refereeing job. I have for sure be-come a better referee by being a top sales person andexecutive in my company. And the other way around, Ihave become a better executive by being a referee at

the highest level. There are many similarities betweenthe occupations. It is all about managing people,handling stress, having a good physical status, beingable to cooperate with everybody, team building, andquick decision-making. Referees are used to takeresponsibility, and are often very strong personalities.So next time you have an application from a personwho has been a referee, hire him or her! Of course,for me personally, I dont referee to make money. Ireferee because it is my passion and I love the game. Ibelieve this has made me a better, stronger and moreindependent referee over the years.

Will you be coming to So Paulo? You

would be most welcome at Swedcham!Thanks a lot! I dont know about us coming to

So Paulo. If we do and time allows, we would behappy to visit you. If not this time, after I am donewith my refereeing career maybe other business willlead me here. I hope all your readers have a fantas-tic World Cup in front of the TV or in the stadium.Always keep in mind the referee is team 33 in theWorld Cup and we need supporters as well. Without

us, there would be no matches!

NordicLightrecently interviewed Swedishfootball referee Jonas Eriksson, who waschosen by international footballs rulingbody FIFA as one of 25 referees to offici-ate in the 2014 World Cup in Brazil.

Born on March 28, 1974 in Lulea,former journalist Eriksson currently resides in Sigtuna.He is reputedly very well off, after having sold a stake inSwedish sports media rights agency IEC.

Eriksson became a referee in 1988, before taking

charge of his first Allsvenskan game in 2000. He receivedhis FIFA badge in 2002 and participated in his firstinternational competition later that year. He has officiatedin UEFA Cup, Europa League and Champions Leaguematches. Since 2011, he works as a professional referee.

Is this your first time in Brazil? What are

your impressions of this country?I was here one year ago on a training camp with the

other referees. We were in Rio, lived in the same hotelas we will do this time, used the facilities in our trainingground and got used to the climate. I have in my previ-ous job been here once. I think it was back in 2001,I worked with a few TV stations here selling TV rightsfor sporting events. It is a fascinating country, big, verylively, a lot of people everywhere. Football seems to be a

great passion for everybody here.

How does it feel to have been cho-

sen as a referee for the FIFA World

Cup 2014? There were a lot of can-

didates!It is a fantastic feeling to be selected as

one of the 25 referees for this World Cup,which is my first! I feel proud and honored.

Who will be your assistants in

this World Cup? Have they

participated before?Mathias Klasenius andDaniel Wrnmark are

my assistant referees.We have workedas a team since

August 2012.

Interview with World Cup

refereeJonas Eriksson


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Inovar impulsionar o crescimento de um pas

H mais de 100 anos, a ABB vem escrevendo sua histria no Brasil. Neste perodo, participamosativamente dos principais projetos de infraestrutura e industrializao do pas, acompanhando de

perto muitas transformaes. Dentre os ltimos grandes fornecimentos esto produtos e sistemas

para as cidades e estdios que iro sediar a Copa do Mundo no Brasil. Somos referncia em

ecincia energtica, produtividade industrial e sustentabilidade, fatores indispensveis para o

crescimento do nosso pas. Ns da ABB temos orgulho de fazer parte desta torcida de 200 milhes

de brasileiros. www.abb.com.br

ABB Atende 0800 014 9111


24/6324 JUNE - AUGUST 2014

Brazilian Defense Ministertalks about bilateral relations

>>Brazilcham News

By Wenderson de Lima

On the 3rd of April 2014, The Swedish Institute of International Affairs (UI)

and The Swedish Defense Research Agency (FOI) organized an event with Celso

Amorim, Minister of Defense in Brazil, who talked about Brazil-Sweden relations

and the cornerstones of Brazils defense policy.

In his most recent visit to Sweden, Brazilian Minister of DefenseCelso Amorim talked about Brazil-Sweden relations, with focus on thedefense policy, fundamental security concerns and challenges thatBrazil is facing today. Among other landmarks in the relations betweenthe two countries, Amorim highlighted the Trilateral Solidarity forBuilding Peace - a cooperation agreement (between Brazil, Turkey and

Sweden) for, among other objectives, peace and internet freedom.It is my firm belief that like-minded countries, from different re-

gions and situations, can work in favor of innovative partnerships thatstrengthen the cause of peace. I am very happy to recognize the posi-tive attitude of Sweden, especially of the Minister Carl Bildt, towardsthe efforts conducted by Brazil and Turkey, said Amorim about Brazil-ian negotiations with Iran, aiming to peacefully resolve internationalcontroversies in relation to the Iranian nuclear program.

In an interview to Brazilcham, Anna Wieslander, moderator of theevent, told us about what Minister Amorims visit to Sweden meansfor the two countries

(Left to right) Elisa Sohlman (Brazilcham Sweden),Minister Celso Amorim, Ambassador Leda Camargoand Anna Wieslander, Deputy Director and Head ofthe Information Department at the Swedish Instituteof International Affairs. (Photo by Amanda Liebman)

Brazils Minister of Defense talks at The Swedish Institute of InternationalAffairs (UI). (Photo by Amanda Liebman)

Amorims visit to Sweden consolidates atrend of evolving good relations between Bra-zil and Sweden. The two countries have, since2008, established a strategic partnership. Thedecision taken by the Brazilian government tohave the Saab JAS-Gripen as its new fighteraircraft has created new possibilities for thepolitical dialogue between our countries,said Ms.Wieslander, who also pointed out thebig public attention that the visit had at-tracted in Sweden.

The two agreements signed during the visit

mark a new period of enhanced partnershipsbetween Brazil and Sweden. The first permits


25/63NordicLight 25

Caetano Velosoin SwedenIn his rst visit to Sweden, Caetano Veloso was welcomed ina reception organized by the Brazilian Chamber of Commerce

in Sweden and the Brazilian Embassy in Stockholm.

On Friday, May 23, the Brazilian Embassy,in cooperation with the Brazilian Chamberof Commerce in Sweden, organized a wel-come reception to receive Brazilian singerCaetano Veloso on his first visit to Sweden.

On the day after, Caetano (called one

of the greatest songwriters of the centuryby The New York Times) gave a magnificentconcert at the Stockholm Concert Hall.

The concert was organized by SELAM(www.selam.se) in collaboration with theStockholm Concert Hall. There Caetano mixedold and new material, guiding the audiencethrough a miscellanea of rhythms. The songsfrom his most recent CD Abraao (Hugehug) embraced from rocky distorted guitars

to traditional Brazilian beats, and weretopped by his flawless voice. At the end ofhis show, a touched Caetano was forced toreturn three times to the stage compelled bythe crowds standing ovations.

Caetano did not just give an unforgettableperformance, but also made the statement thathe is still alive and vivo muito vivo, vivo, vivo!

Thank you, SELAM! Thank you, Caetano!

SELAM and Brazilcham with Caetano Veloso

and his band, stage and sound technicians.(Photos by Vivian Suzuki)

Elisa Sohlman and Caetano Veloso at thewelcome reception.

Caetano Veloso in action atthe Stockholm Concert Hall.

By Elisa Sohlman

the two countries, along with the fighter jetpartnership, to discuss other military venturesof mutual interest. The second addresses thesafety of sensitive information shared by thetwo nations, and conceals not only the trans-action of the fighters, but all initiatives thatcould be undertaken by them.

The agreements signed are an achieve-ment for all organizations involved in the pro-cess of strengthening the relations betweenthese two countries. States which have differ-ent cultural backgrounds, but similar politicalviews, said Elisa Sohlman, CEO of the Brazil-ian Chamber of Commerce in Sweden.


26/6326 JUNE - AUGUST 2014

>>Young Professionals

Swedcham Young Professionals organized a visit to AtlasCopco on May 23, a unique event in which some 10 Swedishcompanies in Brazil participated and told the group abouttheir HR policies and their expectations regarding new col-laborators. In turn, the group of around 10 Young Profession-als gave their expectations regarding their future employers.Swedcham would like to thank in particular Clovis Andrade,Regional Business Services Manager for Latin America at At-las Copco, who was the mediator in the dialogue betweenthe Young Professionals and company representatives.We would also like to thank Alessandra R. Sellmer, Cor-porate Communication Manager at Atlas Copco, as wellas Jonas st and Johan Forsberg from the University ofLinkping for planning the event, making it happen andbe a great success!

On June 5, a Happy Hour was arranged for Swedcham Young Professionals.The evening turned out to be very international with over ten nationalitiespresent, so not only from our Nordic neighbors Norway, Denmark andFinland.The venue was the TonTon restaurant in Jardim Paulista and Swedchamwould like to thank chef Gustavo Rozzino for the excellent service providedduring the evening!The main purpose of this kind of social event is always networking, andmany new interesting contacts were made with representatives frombusiness and academia.

Visit to

Atlas Copco

NordicHappy Hour

Young Professionals from (leftto right) Finland, Japan, Ireland,

Germany and Sweden.

Photos by Enrique Castillo

Erik Tobin and Philip Aschberg,Swedish students on an

exchange program at USP.

Clovis Andrade


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28/6328 JUNE - AUGUST 2014

hold confidence we are observing, and explains whypeople are expressing their dissatisfaction with cur-rent policies. Curbing inflation will therefore be one

of the main concerns for the macroeconomic policiesimplemented for this year and the next, she believes.Last year, Brazil actually witnessed a shift in the

monetary policy of the federal government, andsince April 2013 the Brazilian Central Bank hasincreased the interest rates.

Despite this shift, inflation is still high. Maybewe need to see a slowdown of the economy, withconsequences for the labor market, before we seeany significant relief on inflation. Monetary policiesalone cannot do the job, and some fiscal adjustmentmust be seen in the next years, Ms. DAtri says.

She identifies the Brazilian service sector as thebiggest driver for inflation. Wage adjustments contrib-ute to keeping inflation high, and there is not enoughsupply to support the demand in the labor market.

Another tendency that Ms. DAtri broached isthe slowdown in the growth of the Brazilian grossdomestic product (GDP). For her, the GDP weak-ness is a reflection of the weakness of the Brazilianindustrial sector.

A large part of government policies has beenfocused on creating a domestic market, and con-

sumption is a key driver for Brazilian growth. Butwe cannot keep an economy just based on demand.We need the industry to actually produce, developtechnology and innovate.

This is why the experienced economist believesthat several adjustments are required.

The economy will react accordingly, and we stillhave to find time and room to discuss a positiveagenda, to discuss investments in education andinfrastructure. The new government should try tobalance the different agendas, and they are going toneed time to deliver, but must invest in the positiveagenda as well, Ms. DAtri says.

Brazil is currently facing a new develop-ment phase, and is no longer the darlingof the global economy it used to be. But

Brazil is still making money, BradescoSenior Economist Fabiana DAtri saidduring a joint NBCC/Swedcham event in

Rio de Janeiro on April 30.Fabiana DAtri is the head analyst of International

Economy at Bradesco, and her presentation to NBCCand Swedcham members was entitled Brazil - AMacroeconomic and Political Perspective. Accord-ing to Ms. DAtri, Brazil is facing a new developmentphase, conditioned by the global scenario and newdomestic challenges.

I do not have a crystal ball, and I cant tell whowill become the next president of Brazil. But control-ling inflation should be one of the top prioritiesof the new government, she said in her openingremarks during the event at the Rio de Janeiro Com-mercial Association (ACRJ) in downtown Rio.

About 40 people attended the seminar to get abasic understanding of the current macroeconomic

environment in Brazil, from the perspec-tive of a very experienced economist.Before coming to Bradesco, Ms. DAtriworked for Banco Bradesco de Inves-

timento, Mau Asset Management,Tendncias Consultoria and Banco RealABN AMRO. She has a masters degreefrom Fundao Getlio Vargas (FGV)and is graduated in Economics at theUniversity of So Paulo (USP).

According to Ms. DAtri, inflationis one of the main challenges for theBrazilian economy today. In 2011, theforecast for the 2014 annual inflationwas of 4.6 percent, but current estimates

point to a hike closer to 6.5 percent.This helps explain the lack of house-

A macroeconomic

perspective on Brazil:

A call for adjustmentsBy Runa Hestmann Tierno

NBCC journalist

From the left: SwedchamManaging DirectorJonas Lindstrm,Bradesco SeniorEconomist FabianaDAtri and NBCCChairman HalvardIdland.

George Robert Osborn, Swedcham member and boardmember of Hospital Samaritano in So Paulo (left) andMarco Aurlio de Andrade, secretary-general of the foreignchambers of commerce in the Rio de Janeiro CommercialAssociation (ACRJ), accompanied by Glorisabel Garrido,executive manager of the NBCC.


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30/6330 JUNE - AUGUST 2014

Apisbringsa brand new approachto technical training

S

weden-based Apis Technical TrainingAB is one of the worlds leading train-ing providers in the mobile telecomsector. The companys consistentquality and renowned training meth-ods have been helping customers

in Europe, the Middle East, North America, theCaribbean, Africa and Asia-Pacific since 1994,and it has now entered the Brazilian market viaa partnership with Southpartner, which specializesin enabling foreign companies to launch new ven-tures and do business in Brazil and South America.In a few months, Southpartner has already closedthree contracts for Apis in Brazil, and the marketlooks very promising.

Apis competence building training programs

is geared to meet the needs of the mobile telecom

operators, system vendors and consultantsthroughout the world, and is a unique entry intothe growing Brazilian market for such services inits burgeoning ICT Sector.

Crucial to the Apis way of teaching is the viewthat people differ in the way they learn best; someby listening, others through visual graphics andsome by writing. By combining these natural ap-proaches to learning, the 100% interactive Apismethodology meets the needs of each candidatein a way that suits them best and the result is ahighly effective learning experience.

Apis delivers an extensive portfolio of coursesavailable in both Public & Inhouse flavors, thelatter taking place on their customers premises

and based on research of the latest 3GPP, ETSIand IETF standards and in-depth technical coursesabout 2G/GSM, 3G/UMTS and 4G/EPS technolo-gies, as well as hands-on planning, optimizationand troubleshooting courses. The company hasalso introduced an on-line mode, using HD videospecially designed for distance learning. With mostof its courses already available in Portuguese, Axishas already served its first major Brazilian client,one of the largest mobile telecom operators.

Southpartners ICT Manager Eduardo Braga has

been impressed by Axis innovative techniques,and particularly the level of student satisfactionwith the results. The customer feedback is incred-ibly positive and they are virtually unanimous inconsidering Apis one of the best training experi-ences they have ever had. We are very proud towork with a company as innovative and committedto quality as Apis is, he says.

Established in 2001, Southpartner is a

European-Brazilian business partner forforeign companies wanting to set up new

ventures in South America. With a senior

multilingual team of European and Latin

American nationalities, Southpartner has

the necessary expertise and resources to

successfully help set up and manage new

ventures in this vast market. On top of its

proven operational and commercial exper-

tise, legal support by in-house lawyers has

always been a part of its portfolio, facilitat-

ing any start-up process.

Alexis Atterberg of Apis en route to Rio de Janeiro with Southpartners Eduardo Braga.


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32/6332 JUNE - AUGUST 2014

People packed the church to listen to Pastor Roberto Baptista.

Swedens Consul General Renato Pacheco Neto welcomed allparticipants in the National Day celebration.

More than 200 people filled the Skandinavium for the buffetluncheon.

Swedish ladies in their traditional dresses: BeataMoberg, Cecilia Calson, Katarina Ausenius andIsabelle Berglund.

(From left) Norwegian Consul GeneralCesar Garrubo, Danish Consul GeneralEva Bisgaard Pedersen, Renato PachecoNeto and Pernilla Josefsson Lazo fromthe Swedish Embassy in Brasilia.

Johan Norn from BusinessSweden receives his raffleprize from Julia von MaltzanPacheco, the Swedish ConsulGenerals wife.

The Swedish National Day (a holiday observed on June 6in Sweden) was celebrated in So Paulo on Sunday June8 at the Scandinavian Church. As usual, the event at-tracted many members of the Swedish community in SoPaulo and their spouses, children and friends.

The day began with a mass celebrated by PastorRoberto Baptista, after which everyone watched the children raisethe Swedish flag in a very festive atmosphere. This was followed by

a cocktail party and welcome speech by Swedens Consul GeneralRenato Pacheco Neto, who welcomed all to the traditional buffetluncheon in the Skandinavium banquet hall.

After the much appreciated luncheon, everyone listened to aspeech by Pernilla Josefsson Lazo, Minister Counsellor at the Embassyof Sweden in Braslia, and participated in a raffle with many prizes,including a microwave oven donated by Electrolux. The celebrationended with people dancing merrily around the Midsummer Pole, atypically Swedish tradition.

National Day

celebrationPhotos by Mario Henrique


33/63

The lucky winner of the microwave oven donatedby Electrolux flanked by Renato Pacheco Neto andSwedcham Managing Director Jonas Lindstrm.

The traditional Swedish Smorgasbord preparedby Vera of the Scandinavian Club and her team.

Felicia, Maja and Karin having a great time! People arriving at the Scandinavian Church.

Dancing around the midsummer pole. David and Viviane Ringbckwith their little daughter Sophie


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London

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08.44AM

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SEB is a northern European financial group with a strong focus on corporate and investment banking.Our network extends to some countries around the world with a staff of ,. SEB has been theleading Nordic bank in Brazil for nearly years providing working capital, trade, export and projectfinance solutions to Nordic and German companies and their customers, as well as to Brazilian banks.

For further information, please call us on + ,e-mail [email protected] or visit sebgroup.com

06.44AMSo Paulo1 million USDis transferred

Stockholm

A Letter ofCredit is issued

09.44AM


35/63NordicLight 35

>>NBCC News

N

B C C

The head of the Norwegian shipping and energybank DNB ASA in Brazil, Arne-Christian Haukeland,considers the Sete Brasil project a main driver in the

Brazilian economy, and says DNB and Latin Americaare a perfect match.

Norwegian DNB ASA has been present in Brazilsince 1968, and is currently one of the leadingshipping and offshore banks in the world, togetherwith Swedish Nordea Bank. In Latin America,DNB has a very strong position in the financingof projects in the energy and offshore sector, andaccording to IFC, the infrastructure arm of the WorldBank, DNB has the second biggest portfolio in LatinAmerica, that is of loan participants in infrastructureprojects. In Latin America, the bank has definedseafood, shipping and energy as focus areas, astrategy that is showing results.

The sectoral approach is what differentiates usfrom other Nordic banks, and by strengthening ourcompetence and significance in the region, we canopen doors to our Nordic clients, Haukeland says inan interview with NordicLight.

A Brazilian-Norwegian project

In Brazil, DNB is involved in the financing of theSete Brasil drill ships currently under constructionhere as their ECA advisor, in close cooperation withNorwegian GIEK, Eksportkreditt Norge, BNDES andUK Exim.

This is something we have spent a lot oftime working on and closely considering, and ourconclusion is positive. DNB is committed to thisproject, and believes in Sete Brasil, says Haukeland.

Despite the positive evaluation, DNB sees severalchallenges, and Haukeland is more optimistic

when talking about the oil-driven economy. It is howeverimportant to be aware of the pitfalls.

You need to count in that challenges will occur insuch a new and large project, but we believe that whatSete Brasil has planned will materialize. Today we see ahigher level of activity in the oil and gas sector, and more ishappening than a year or two ago. New blocks have beenauctioned off and new contracts are being signed. A lot is

linked to Sete Brasil, Haukeland observes.He even calls Sete Brasil a Brazilian-Norwegian pro-

ject. A significant part of the contracts has been given toNorwegian suppliers, about USD 4-6 billion out of a total ofUSD 25 billion.

We expect big investments from Norway and about25 different Norwegian companies have already beencontracted as suppliers. A considerable share of theNorwegian companies active in Brazil are involved. Thisis extremely important to Brazil, but also to Norway and

to Norwegian industry -- for several years to come,Haukeland says.

By Runa Hestmann Tierno

Arne-Christian Haukeland.

DNB in Brazil - keeping the faith strong


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T

he new Norwegian Church in Rio de Janeiro, Princess Rag-nhilds Church, was inaugurated on May 3, 2014. NBCChosted its first event there on May 15.

It was the three granddaughters of the Princess, VictoriaLorentzen Ribeiro (25), Sophia Anne Lorentzen (19) and Alex-

andra Lorentzen Long (6) who had the honor of cutting thered ribbon and formally opening the Norwegian Church in Rio de Janeiroon May 3. According to Chaplain rnulf Steen, the inauguration marks animportant milestone in the history of the Norwegian Church in Brazil.

We have been talking about this house for so long, and today we arevery happy that the opening day is finally here. It makes me even happierthat so many people are present here today, because this is what reallymatters to the church. It is not about the house itself, but about the peoplewho come here and fill the house with life. I hope the church will becomea meeting place for Norwegians in Rio and I hope that they will feel at

home here. I also hope that young people and children will come here toplay football or play in the pool, and I also hope we can hold church ser-vices on a regular basis here and represent something meaningful in thelives of the people that frequent the house, the Chaplain says

The Norwegian Church discovered the lovely yellow house on Rua CaioMario in Gavea in January last year, and the contract to buy the propertywas signed in May 2013. The refurbishment work started in June, and thefirst floor of the house is now fully functional, with a modern kitchen, a big

room for church services and other events and evena comfortable library.

Close relationsThe church is named after Princess Ragnhild, Mrs.

Lorentzen,who had a lifelong relationship to the Nor-wegian Church in Brazil. She always showed a greatconcern for the wellbeing of Norwegians in Brazil, andit was an emotional Erling Lorentzen who addressedthe many people present at the inauguration on May 3.

It is a great honor for me to be present heretoday. When we came here 60 years ago, there was aScandinavian church here in Rio, and the contact withthe church was important to us. It is a great pleasure,also to me personally, that you now have this house,this home, here in Rio. All I can say is thank you verymuch, and I would like to thank all of those involvedin the process, Lorentzen said in his address.

His son Haakon and several other members of theLorentzen family were also present at the inaugura-tion. Several representatives from the Norwegianbusiness community were also there, accompaniedby their families.

The church represents something familiar to usNorwegians, a home for those who are far awayfrom home, and it is important to have a place you

can go when you miss your family or even the snow.I thank you all on behalf of the Norwegian businesscommunity in Rio de Janeiro, NBCC Chairman Hal-vard Idland said in his greeting during the ceremony.

BicentenaryOn May 15, NBCC and the Consulate General

co-hosted one of the very first events at the newchurch, when the Norwegian Constitution Day onMay 17 and the bicentenary for the NorwegianConstitution were commemorated during a break-

fast seminar. After a typical Norwegian breakfast,Joaquim Falco from the Fundao Getlio Vargas

By Runa Hestmann Tierno Erling Lorentzen with Ambassador Aud Marit Wiig andNBCC Chairman Halvard Idland.

(Left to right) Princess Ragnhilds granddaughtersElisabeth Lorentzen Long (3), Victoria LorentzenRibeiro (25), Alexandra Lorentzen Long (6) andSophia Anne Lorentzen (19). (Photo courtesy of

Linn Mevold Skogheim/Sjmannskirken).

The new church was inauguratedand the red ribbon cut by PrincessRagnhilds granddaughters onMay 3. (Photo courtesy of Sigrid

Torbjrnsen)


Opening Princess

Ragnhilds ChurchA home away from home


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talked about the Brazilian Constitution, whileNorways Ambassador to Brazil, Aud Marit Wiig,outlined the history of the Norwegian constitution.

The Norwegian constitution is the second oldestconstitution still in use, and it is hard to exaggerate

its symbolic importance, as it seems to embody allour most important national ideas. It was a dec-laration of independence, despite the union withSweden. It guaranteed the unchanging nature ofour legal systems and our civil rights. More recently,we have had to open the doors to internationalinfluence, but our constitution remains a constant inNorwegian society, Mrs. Wiig said.

When the constitution was signed in Eidsvoll onMay 17, 1814, the members of the national assem-

bly shook hands and promised to remain unitedand loyal until mountains of Dovre crumble.Although changes have been made, the consti-

tution changes slowly. I think the constitution willcontinue to guide us, and the mountains of Dovreare not crumbling yet, Aud Marit Wiig concluded.

Joaquim Falco is a professor of ConstitutionalLaw and Dean at Fundao Getlio Vargas (FGVLaw School - Rio de Janeiro). The Brazilian constitu-tion marked its 25thanniversary last year.

A Constitution is not a description, it is a pre-

scription, it is an ideal, not reality. The Constitutiondoes not describe how people are, but how theyought to be, it is a dream of how we would like ourcountry to be. It is also an attempt to find solutionsto normal tensions in society, between power andfreedom, conflict and consensus, tradition and in-novation. If your constitution is changing slowly, youcan say that we had to change fast, and our consti-tution clearly shows that several groups of interestswere fighting to constitutionalize their interests. Thisis why our constitution details so many rights andduties and includes economic and social aspects,

and it also explains why our constitution has 42000 words and yoursonly about 7000, he said.

On May 17, a big family celebration for more than 250 people tookplace at the church.

Great supportAccording to Chaplain Steen, the feedback from the business commu-nity has been great throughout the whole process, and he encourages theNorwegian companies to use the church facilities diligently in the future.

Eleven companies have donated a total of NOK 2.5 million forthe acquisition and refurbishment of the house. We would like to seeNorwegian companies using the facilities we have here for meetings andseminars, and in this way contributing to the daily operations and runningof the house. This is certainly a unique and very pleasant venue, quite dif-ferent from what a hotel in Copacabana or Ipanema can offer. We haveseveral meeting rooms, WI-FI and of course Norwegian waffles. We can

help with catering and Im convinced that we can offer something thatNorwegian companies are going to find interesting.

Aud Marit Wiig calls the new church a home away from home, andhopes many Norwegians will find their way here.

The fact that the Norwegian Church has bought a house like this saysa lot about the significance of the Norwegian community in Rio de Janeiroand Brazil. It shows that there is a long-term focus on Brazil in the Norwe-gian private sector and among companies established here, and both theEmbassy and the Norwegian Church expect this to continue, she said.

Professor Joaquim Falco is also a Doctor in Educationfrom the Universit de Gnve (Switzerland), and Masterof Laws (LL.M) from Harvard Law School.

It is a great pleasure for us that you have found this home inRio de Janeiro, Erling Lorentzen said.

Chloe Beckmann steby (2) and Julian Tepstad (3) on the trampoline.(Photo courtesy of Linn Mevold Skogheim/Sjmannskirken)

NordicLight 37


38/63JUNE - AUGUST 201438 JUNE - AUGUST 2014

AHTS Skandi Urcais delivered to DOF

Brasil Group

I

n the beginning of April, the DOF Brasil groupreceived the AHTS Skandi Urca (PRO-30)from VARD Niteri. The vessel, built in Brazil,will soon begin an eight-year contract withPetrobras. Skandi Urca is the first AHTS in the

world to bring an independent rope tensionerinstallation procedure and is also the first one tohave a STX AH-11 design.

Skandi Urca is an anchor handling vessel, with18.000 BHP and 260 tons of bollard-pull capacity,features that place it among the most potent in themarket. Brazilian-flagged, Skandi Urca is a modern

and versatile AHTS, projected to operate in challeng-ing and complex scenarios. Its design, STV AH11, isthe only one currently operating worldwide.

The vessel is equipped with the latest softwareon AHTS safety operations, mobile and biggerwinches with handlers and a more complete anchorhandling device. Besides that, Skandi Urca brings aunique feature: a rope tensioner installation system

which allows this process to be executed by onlyone vessel. Two vessels are usually necessary.

The Skandi Urca is a groundbreaking vessel.The tensioner technology it brings reduces theoperational costs, explains Andr Botelho, ProjectManager for the construction of the vessel. It is acomplete and versatile vessel, ready to operate inultra-deep waters, he says.

Urca is the 9th AHTS built by DOF in Brazil,always in accordance with the local content policies.

DOF Brasil is currently operating 25 vessels throughthe Brazilian shore. Thirteen were built locally.Skandi Urca is part of a 3-AHTS newbuild group,

constructed with a high percentage of local content.The other two vessels Skandi Angra and SkandiParity are expected to be delivered in 2014 andare also signed with Petrobras.

The AHTS is the 13th vessel built in Brazil

by the group.


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40/6340 JUNE - AUGUST 2014

Mel Gibson and Adeln

Players from a social project of Hydro in Par participated in theshooting of the video clip of the hit Ol, part of the officialFIFA album for the 2014 World Cup.

On May 1-2, 2014, the people living in the Dona Martacommunity in Rio de Janeiro, a community that has receivedglobal celebrities such as Madonna and Michael Jackson,

stopped to see a 17-year-old Norwegian singer with a name that may beeasily compared with another great artist: Adeln.

Famous in Norway, Spain, Switzerland and many other Europeancountries, she chose Rio de Janeiro as the venue for the promotional

music video of the song Ol, part of the official soundtrack of the2014 FIFA World Cup. The music video is directed by one of the greatestexperts in the area, Ray Kay, who has worked with artists like Lady Gaga,Beyonc, Cher, Justin Bieber and Britney Spears.

From Barcarena to RioDuring the video shooting in Rio de Janeiro, Adeln showed intimacy

not only with the community, but also with the ball, as she played footballwith some of the players who participated in the video. One of them hasthe name of a celebrity: Mel Gibson is 17 years old and travelled a long

way to appear in the video with Adeln.I am very happy with this opportunity of acting with her and witheverything Im experiencing, he said. Mel, as people call him, came allthe way from Barcarena, in the state of Par. He and seven other playersfrom the team Alunorte Rain Forest, a part of the Hydro social projectBola pra Frente, Educao pra Gente were invited to join the party. Inone of the scenes where he appears, Mel interacted with the singer byplaying with a can of the project Infinite Aluminium, created to make

the population awareof the importance ofrecycling.

The Alunorte RainForest team is quite wellknown in Oslo, wherethey have participatedin the Norway Cup inJuly every year. With thisexposure, we intend toovercome new barriersand gain even morerecognition. Other citiesor countries mightfind inspiration in the

program, says the team coach, Alberto Muller,who followed the kids during the recording of the

video clip.The official album of the 2014 World Cup also

includes great international artists like JenniferLopez, Shakira, Ricky Martin and Carlos Santana,and national artists, such as Cludia Leitte,Alexandre Pires, Carlinhos Brown and Arlindo Cruz.

InfiniteAluminiumThe project Infinite Aluminium was launched

by Hydro in 2013, with the purpose of stimulating

the populations awareness of recycling and alsoinforming them about the importance of aluminumfor a more viable future for this and for futuregenerations. Hydro has defined it as a mission tocontribute to creating a more viable society throughthe rational use of natural resources.

One of the main actions of the project isthe distribution of cans with mango juice andinformative flyers about the properties of themetal. The distribution of cans creates a closerrelation between the company, its product and the

community and increases the understanding andparticipation of society in relation to aluminumrecycling.

The fact that our society is not totally involvedwith recycling yet gives us the opportunity ofbringing awareness of this important practice,which also generates income for the groups ofcollectors. The implementation of a project of thiscaliber in Brazil, a country that is record breaker inthe recycling of cans since 2001, is essential, says

Andreia Reis, head of Institutional Relations andCommunications at Hydro.

Aluminum highlightedin FIFA World Cup video


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Three years after assuming the produc-tive chain of aluminum in Par, theglobal aluminum company NorskHydro ASA announced a change inmanagement that will narrow downthe bond between Brazil and Norway.

Alberto Fabrini was appointed as the new execu-tive vice-president for the business area of Bauxite& Alumina in the company. The appointment ofFabrini, previously responsible for the Operations ofthe Bauxite & Alumina business in Brazil, becameeffective as of June 1. He is the first non-Europeanexecutive in the top management of Hydro.

For being a Brazilian and counting on interna-tional experience, in addition to having an impres-sive operational history in the entire value chain,

Fabrini has the desired profile for this high positionin the Bauxite & Alumina business, says the ChiefExecutive Officer of Hydro, Svein Richard Brandtzg.

After the integration of Brazilian business atHydro, we focus our efforts and competencies on thestabilization and improvement of our production ofhigh quality bauxite and alumina and cost reduction.Based on prior experience, Fabrini counts on a solidplatform to lead the desired improvements and tobring production to a higher level, Brandtzg says.

With a background of mechanical engineeringand environmental and global management, Fabrinihas considerable experience in the aluminum indus-try, including in positions of national managementand internationally in the areas of bauxite prospec-tion, alumina refinery, and aluminum smelter. Alberto Fabrini

Fabrini becomes frst Brazilianin top management of Hydro

SCANA INDUSTRIER ASA

The Norwegian Brazilian Chamber of Commerce would like to extend

a warm thank you to its Gold Members.

If you have any doubts about membership in the NBCC, please contact

Glorisabel Garrido [email protected]

Gold

Members


42/63JUNE - AUGUST 2014

Sustainable explorationin the equatorial margin

Sustainable exploration is one of the hot

topics in the Brazilian oil & gas industryat the moment, as new oil blocks in theBrazilian equatorial margin were recentlyauctioned.

The Brazilian equatorial margin wasauctioned in the 11th bidding round by BrazilsNational Petroleum Agency (ANP) in May 2013,coinciding with the introduction of stricter envi-ronmental licensing regulations. BP acquired eightdeep-water exploration blocks in the Par-Mara-nho Basin. OGPar (formerly OGX) has blocks in theBarreirinhas Basin.

The Brazilian Environment Agency (Ibama) willnow demand a specific preparedness and protectionplan, including requirements for fauna reintegra-tion, together with an implementation strategy.Simulation exercises will be mandatory during thepre-operational phase, and Ibama will require theemergency equipment to be in place prior to givingthe licenses.

These new guidelines represent a larger demand

for information by the operators. The Brazilian Petro-leum Institute (IBP) has developed an extensive map

of the entire Brazilian coast, and Petrobras, BP andOGPar are among the companies involved.

New requirementsThe licensing phase for the equatorial margin will

require a lot of research due to the fact that the re-gion is still little known. The hydrodynamic model ofthe region is likely more complex than what is seenin other regions. For instance, the wind currents arestrong all year long and the tide variation can reachup to six meters in the area known as ReentrnciasMaranhenses.

Initially, Ibama will collect information about thecirculation of the marine currents and it will inter-polate it into regional dimension. The next step willbe to execute an oceanographic survey of the watercolumn showing what the likely behavior of an oil

spill would be. The work includes monitoring of sub-marine currents and deep-water temperature, whichwill help mapping the flow of oil and chemicals fromthe well to the surface.

The collection of data should be executed by aconsortium in order to dissolve the costs. The opera-tion will involve chartering of research boats andanchoring of five to six buoys for monitoring duringup to three years. Furthermore, a new CONAMAresolution concerning the usage of dispersing agentsis expected by the industry to be implemented early

next year. The operators want this 3D survey toanticipate the demands by the new regulation.

Ibama understands that the 3D modeling stillneeds to be complemented by a consistent char-acterization database of the oil produced in thecountry. Norway already has a consolidated data-base, which serves as reference in many licensingprocesses in Brazil.

Challenges

The emergency plans for the equatorial marginwill have to count on a larger amount of floating


By Guilherme MendesInnovation Norway Rio Ofce


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CDA - Amazon

(Manaus)

CDA - Middle-West

(Goinia)

CDA - Maranho (So Lus)

CDA - Bahia

(Madre de Deus)

CDA - Campos Basin (M

CDA - Sul (Itaja)

CDA - So Paulo (Guarulhos)

CDA - Rio de Janeiro (Rio de Ja

CDA - Rio Grande d

(Guamar)1

2

3

5

6

4

Cruzeiro

do Sul Urucu

Coari

Porto Velho

Belo Monte

Belm

Uberaba

1-6

Environmental Defense Centre (CDA)

Environmental Defense Centre (CDA)

So Paulo - Inter

Nordic Light Jun-Aug2014

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