Sao Paulo's business delegation ready to go to Shanghai CIIE

RIO DE JANEIRO - A 120-member business delegation from Brazil's Sao Paulo state will take part in China's first import fair in Shanghai early next month.

The delegation, led by Sao Paulo State Industry Federation (FIESP), consists of representatives from enterprises in sectors ranging from food processing to aeronautical technology.

At the China International Import Exhibition (CIIE), 70 members out of the Sao Paulo delegation will present products in four of the five categories -- Brazil's institutional pavilion, food and beverage, services, consumption goods and health products.

The delegation is set to arrive in Shanghai on Oct 2. On its agenda, before attending the CIIE on Nov 5-10, it will participate in a seminar on business culture and issues related to Chinese culture.

"We want objectivity in the meetings; we are focused on the realization of businesses, both direct sales and the establishment of supply channels and networks. Some companies are also seeking technological agreements and building up joint ventures," said Jose Ricardo Roriz Coelho, the FIESP's second vice-president and the delegation leader.

"The most impressive thing about China is the speed of modernization and professionalization in business and products over the last three decades. Not only there has been added value to the products, but the Chinese also boosted their qualifications on foreign trade," said Roriz, who, a plastics and petrochemicals business man, has visited China regularly since 1987.

According to him, the FIESP has helped its members to prepare for the CIIE over the past one year and will work at the fair in cooperation with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), which is linked to the Foreign Ministry.

The Apex-Brasil has invited a total of 87 Brazilian companies to attend the CIIE, of which 60 operate in the food and beverages sector. Brazilian products including the sugarcane spirit cachaca, coffee, cheese bread, nuts, fashion items, and dental products will be represented. Creative economy is another element to be highlighted.

Roriz believes it is important for Brazilian entrepreneurs to get to know more about China so that business can be streamlined.

"Brazil already exports products with higher added value to countries such as the United States ... businessmen are already familiar with the country. We need to know about China better to expand the exports to it as well," he said.