Export & Trade Development Through “A Little Lesson…”


2Ehcopy13In tandem with live concert performances of “A Little Lesson…in Brazilian Portuguese” on university campuses, plans are underway for tours of the show to include a “Hot…and Cool Festival—Celebrating Brazilian Culture, Lifestyle, Innovation & Cuisine”. This “Road Show” event, staged prior to live concert performances of “A Little Lesson…in Brazilian Portuguese”, features a trade fair with interactive exhibits and workshops and master classes with Brazilian musicians, singers, drummers, percussionists, dancers, artists, lifestyle experts and culinary professionals along with other innovators and experts.

Adair says programs of this nature present an opportunity to increase knowledge of Brazil among an important target market. Colleges and universities in the US and other countries provide an ideal forum for marketing Brazil (tourism, lifestyle, culture and innovation) to populations of future business and social leaders who will interact with Brazil by establishing business and personal relationships that last for many years to come. College and university populations are well-documented as “early adaptors” of new products and services who in turn help introduce new products and services they find exciting or interesting to other populations beyond their campuses.


100_2144Universities in the US typically provide breakfast, lunch and dinner every day for thousands upon thousands of students, professors and staff when school is in session. They purchase huge quantities of food products, beverages, commodities, supplies and equipment to meet these demands. Through collaboration with Directors of University Foodservice and Hospitality Management & Culinary Programs on campuses, the show’s producers work with Brazilian suppliers and exporters to introduce a variety of Brazilian fruits, “superfruits” and “superfoods” such as guarana and açai which are important natural ingredient in energy drinks / smoothies; specialty foods such as queijo coalho (cheese which is grilled like a steak); sun-cured beef and beef jerky; feijoada which is made from slow cooked beans and assorted cuts of dried and smoked meats; African-inspired seafood dishes / stews; and Pão de Queijo, a gluten-free cheese bread which is the national snack of Brazil and well-received by people from the US because of increasing demand and legal responsibility for providing gluten-free products.

The same populations targeted for this type of program are also strong targets for other focus areas such as music, music education, musical instruments, and entertainment. Beyond this, most universities have large bookstores on their campuses which can also become important sales outlets for Brazilian merchandise including t-shirts, sandals / sandalias (there are some well-know Brazilian brands which can benefit greatly from this type of exposure), musical equipment, unique and / or organic food products, vitamins, nutritional supplements, healthy snacks, etc.


100_5954Already, numerous colleges and universities in the US and other countries are expressing strong interest in bringing “A Little Lesson…in Brazilian Portuguese” and the “Hot…and Cool Festival—Celebrating Brazilian Culture, Lifestyle, Innovation & Cuisine” to their campuses in the years ahead. In addition to interest in establishing Memorandums of Understanding (MOUs) and traditional, short-term exchange programs with Brazilian institutions, many colleges and universities in the US are interested in learning more about Brazil because they face declining enrollments during the next 10 years. This situation resulted from exceptionally low birth rates in the US from the mid 1990s to the mid 2000s.

For this reason and others, including a desire for more diversity among their student populations, colleges and universities in the US are interested in developing relationships in Brazil for the purpose of recruiting full-time students from Brazil to study in the US. Brazilian students have become very attractive to colleges and universities in the US because of the growth of Brazil’s economy, the upward surge in the country’s middle class, the number of people in Brazil who are studying and attaining proficiency in English, and the difficulty many Brazilian students continue to have in gaining admission at top level colleges and universities in Brazil. Additionally, unlike many families in the US, Brazilian families are accustomed to paying school tuition, from a very early age on, for their sons and daughters and they place a high priority on making ongoing, multi-year investments in higher education to help them ensure their future success.


100_1889Efforts are being made by the show’s producers to secure funding and sponsorship needed to bring musicians, drummers, percussionists, singers, dancers, artists and other experts for ongoing live concert performances of “A Little Lesson…in Brazilian Portuguese” and production of the “Hot…and Cool Festival—Celebrating Brazilian Culture, Lifestyle, Innovation & Cuisine”. The show’s producers are also working to secure resources, sponsorship and participation agreements for special programs and events as “Music Education and Cultural Exchange Programs Focused on Bahia” and the “2014 World Wind & Percussion Festival” in Bahia which are designed to build long-lasting professional and personal relationships, increase trade development and collaboration.

One important funding option is to utilize Brazil’s Cultural Law (Lei Rouanet) which allows Brazilian, US and international corporations which have operations in Brazil, to receive significant reductions in their corporate income taxes as a result of pre-approved investments they make in cultural programs such as live concert performances of “A Little Lesson…in Brazilian Portuguese” and the “Hot…and Cool Festival—Celebrating Brazilian Culture, Lifestyle, Innovation & Cuisine”. The show’s producers and their counterparts in the US and Brazil are constantly working to identify and contact key people at corporate headquarters of Brazilian, US and international companies to enlist the 2g - 101_3065 - Copyparticipation and support of their business units in Brazil.

Beyond this, there is a commitment to work with Brazilian and US entities to organize select trade missions and study tours which bring business executives, third sector / non-profit leaders, educators and government officials from Brazil to learn from and share experiences with their counterparts in areas including as agri-business, bio-fuels, information technology, bio-technology, law enforcement, community colleges, workforce development, management of third sector / non-profit organizations, teacher education, music education and other areas of mutual interest.