Working for Brazil to become a major player in international trade
Trade Forum talked with Ana Repezza of Brazil’s trade promotion organization, ApexBrasil, to understand its long-standing partnership with ITC, its ambitions to support small businesses with sustainable business practices, while including women, and what kind of growth she envisions for both organizations.
A: Since its creation as an independent agency in 2003, ApexBrasil has been promoting Brazilian products and services abroad, particularly from small businesses. Our focus on empowering domestic businesses and boosting their international presence has been instrumental in diversifying Brazil's economy and strengthening its position in the global market.
How we achieve this mission has evolved significantly over the past two decades. As international trade dynamics became more complex and competitive, ApexBrasil also had to transform to offer services beyond simple connections. These include trainings to help businesses develop the necessary skills and knowledge to navigate international markets as well as assisting with export-related procedures, market research, and attending international trade shows and events.
Another significant shift in ApexBrasil's approach is its commitment to inclusivity. Companies from certain regions and those led by women are traditionally underrepresented in export activities.
ApexBrasil is addressing this disparity to foster a more diverse and equitable export landscape and to unlock the full potential of Brazilian businesses on a global scale.
A: To expand Brazil's presence in the global economy and contribute to the country's sustainable development. We envision Brazil as a major player in the international trade arena, recognized not just for the quality of its products and services but also for its commitment to responsible and sustainable production practices.
To achieve this, ApexBrasil works with diverse stakeholders. Public and private sector partners play a crucial role in providing the necessary resources and infrastructure for Brazilian businesses to thrive.
In addition, international organizations like the International Trade Centre (ITC) offer valuable expertise and resources that make us stronger.
Technology is another key pillar of our strategy. We are currently transitioning into a leading digital agency, leveraging technology to streamline processes, deliver innovative services, and reach a wider business audience.
A: Sustainability is a core focus for ApexBrasil. Responsible business practices are not only essential for environmental protection but also contribute to long-term economic success.
We promote products from the Amazon rainforest that are demonstrably produced using sustainable practices, for instance açaí, cocoa, and nuts. Additionally, ApexBrasil supports sustainability certifications that help with credibility and marketability in international markets.
Beyond this, we educate companies on the long-term benefits of adopting environmentally friendly production methods.
A: Our partnership with ITC has blossomed into a mutually beneficial relationship, contributing to the success of both organizations' efforts in promoting sustainable and inclusive trade.
ApexBrasil benefits from ITC's trainings and market intelligence, while ITC gains insights into the Brazilian market. For example, we cooperated to translate the Global Trade Helpdesk into Portuguese, a resource which can now provide also Brazilian businesses with essential trade information.
ApexBrasil's recognition through the World Trade Promotion Organizations (WTPO) Awards is also proof of our strong bond.
We won the Award in 2010, and for the Awards in 2014, we were a finalist in design export; in 2016 for the Innovation and Sustainability in Global Value Chains project; in 2020, for our Opportunity Map; and in 2022 for our Agro.br programme. We are looking forward to our participation at the upcoming WTPO Awards in 2024.
Another noteworthy aspect of our shared interest is gender equality in international trade. ITC’s SheTrades Hub and ApexBrasil’s Women and International Business programme are a testament to this commitment. These initiatives empower women entrepreneurs through training, mentorship, and access to finance to address their unique challenges in international trade. In 2023 alone, ApexBrasil's programme supported almost 1,190 women-led companies.
A: Our collaboration offers fertile ground in several areas. One exciting avenue is exploring the transformative power of trade in promoting social and environmental sustainability.
Another potential area of growth lies in leveraging Artificial Intelligence (AI) for better trade data analysis and sustainable value chains that benefit both producers and consumers.
Combining ITC's expertise in trade data with ApexBrasil's knowledge of the Brazilian market, we could develop innovative tools that provide valuable insights for policymakers and businesses alike.
Finally, by working together, we would like to address racial and intersectionality issues, strengthen the presence of women in the foreign trade job market, and map out buyers who are sensitive to diversity and inclusion themes.
