São Paulo – On the 18th this month, José Humberto de Brito Cruz will assume his post as the new ambassador of Brazil in Morocco. The diplomat believes a multipronged approach must be taken to fostering ties between the two countries, which he rates as “very good.” As a priority, Cruz names an agreement on investments, which he says could bring about a new dynamic for financial ties between the two nations.
“I believe a bilateral regulation effort between the two countries is important. The world economy hinges on investment flows, and both Brazil and Morocco boast vibrant investment industries. Thus, the signing of an agreement on investments between Brazil and Morocco would be a major step forward, a development that could strengthen investment flows between the two countries,” Cruz told ANBA.
The diplomat paid a visit to the offices of the Arab Brazilian Chamber of Commerce on Monday (15). He was welcomed by CEO Michel Alaby, Foreign Trade vice president Rubens Hannun, and International Relations vice president Osmar Chohfi.
Cruz claims another key front in his work as ambassador is the promotion of cultural ties between Brazil and Morocco. “I intend to pay much attention to these cultural ties, to strengthening Brazilian culture in Morocco and spreading knowledge about Morocco among the Brazilian population, and that will be made easier by the fact that non-stop flights between the two countries resumed in 2013,” he pointed out.
Regarding trade, Cruz notes that Brazilian beef is a key product of Brazil’s that could be worked on in Morocco. “Brazil is known worldwide as a major beef producer and exporter. It is a highly competitive, quality product with good pricing, one that’s known in numerous countries around the world. And it is not yet widespread on the Moroccan market,” he said.
The ambassador also remarked that in 2004, a framework agreement (laying the groundwork for future contracts) was entered into by Morocco and the Mercosur, but failed to lead to the signing of a free-trade agreement between the parties.
“It is a priority of ours to resume that process and use the framework that’s already in place to try and build closer ties, not only in trade, but in eliminating both tariff and non-tariff barriers,” the ambassador said.
Regarding events, Cruz stressed the importance of having Brazilian companies attend trade shows in Morocco, since he believes these are internationally relevant.
“Morocco hosts events that are relevant across the entire region. For instance, the agriculture industry show Siam, held annually in the city of Meknès, spans all of Africa. It is one of the most relevant agricultural shows in the African continent, and it is obviously worthy of much attention from Brazilian companies,” he said.
Cruz was born in Rio de Janeiro in 1958. He holds a degree in Philosophy and a doctorate in Political Philosophy from the University of São Paulo (USP). A diplomat since 1986, he has served stints at the Brazilian Permanent Mission to the United Nations, in New York, at the Brazilian embassies in Venezuela and France, and his latest position was as director of Brazil’s International Relations Research Institute (IPRI, in the Portuguese acronym). He speaks fluent English, French and Spanish.
*Translated by Gabriel Pomerancblum
