Johannesburg – This year’s FIFA World Cup is regarded by the Brazilian government as another opportunity for expanding trade between Brazil and Africa. Taking advantage of the presence of authorities and businessmen in South Africa during the Cup, a series of events are being held in the city of Johannesburg to promote Brazilian products and establish closer ties between Brazilian exporters and potential buyers in the African continent.
The events are being promoted by the Brazilian Export and Investment Promotion Agency (Apex). The organization is partly responsible for establishing Casa Brasil (Brazil House) in South Africa, a facility that will host seminars targeting businessmen from the country and other African nations.
According to Gilberto Lima Júnior, one of the Apex coordinators currently in South Africa, the agency’s action aims to increase exports of coffee, wine, beef and chicken meat, among other products, as well as information technology products.
A Brazilian food tasting session is scheduled for next Sunday, the day of the Brazilian team’s match against the Ivory Coast. Tomorrow (19th), lectures on Brazilian software will be ministered at Casa Brasil.
“We are the world’s third leading supplier of services for software construction,” said Lima Júnior in an interview to Agência Brasil. “This must be made known to investors.”
The Apex’s director, Maurício Borges, said that expanding trade with African countries is a priority for the Brazilian government, and is also an opportunity for Brazilian companies to establish themselves as leaders in markets that are still developing.
“In Africa, a large Brazilian company may take over markets with virtually no competition. In turn, small businesses may take advantage of how easy it is to export and increase their sales,” stated Borges.
According to him, countries with developed economies have much more barriers against imports. In developing countries such as the African ones, there are not as many barriers.
The Apex has no formal estimate of how much business an action such as this may generate. According to Lima Júnior, however, up to 30 million Brazilian reals (US$ 16.7 million) in sales may be closed during the 30 days or so during which Casa Brasil will remain open to guests. “Not counting the sales deals that will be closed months later.”
*Translated by Gabriel Pomerancblum
