Edition 11 - Curitiba In English

Curitiba in English
Curitiba in English - N° 11 - June 2009
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Curitiba receives the first Organic Produce Market in the country
On the 12th of February, Mayor Beto Richa and the Minister
for Agricultural Development,
Guilherme Cassel, inaugurated
the Curitiba Municipal Organic
Produce Market; the first public
market of its kind in Brazil. Built
by City Hall in partnership with
the ministry, the Organic Produce Market offers more than
1,100 types of products bearing
the seal of pesticide and chemical additive-free produce. The
new shopping and leisure space is
strategically located; close to the
city centre and integrated with
the traditional Municipal Market which receives on average 55
thousand visitors per week.
Structure – The construction
boasts 3,700 square metres, with
two floors, a car park, and 22
commercial units, occupied by;
two snack bars, a restaurant, three
grocers, a butcher, a crafts shop,
a cosmetics store, a clothing boutique and eight stands for greengrocery and processed products.
The shops and stands are situated on the ground floor. On the
market’s first floor there is an amphitheatre which is to be used for
courses and meetings for shopkeepers, farmers and businesspeople. The idea is to stimulate
organic business rounds. There is
also a kitchen for culinary courses.
Photography from www.capitalgourmet.com.br
The 3,700m2 building offers more than a thousand pesticide-free products
Curitiba is the first Brazilian city to have a market exclusively for the commerce of organic produce.
Guarantee – All commerce
within the market is covered by
organic certification, provided by
the IBD – Biodynamic Institute,
and Tecpar – the Parana Institute
of Technology. There are two
types of certification; one for produce and the other for the stores.
Organic,
hydroponic
and conventional produce:
how to choose
Organic – If you intend to savour produce cultivated without
the use of pesticides and with a
higher concentration of nutrients
and help the environmental equilibrium to boot, organic produce
is your best choice. In organic
agriculture fruits and vegetables
are produced without the use of
chemical fertilizers, pesticides or
chemical additives; guaranteeing
better health for both you and the
farm workers.
Hydroponic – Hydroponic
produce differs from conventional produce in that it is planted
in water and not soil. The basic
principle of hydroponics is that
all the nutrients the plant needs
in order to develop are dissolved
in the water in which the plants
roots are immersed. Caution:
Hydroponic products are not the
same as organic products; pay
close attention to the information
on the packaging.
Conventional – Conventional
produce receive chemical additives to enhance their development. When these additives are
used responsibly and appropriately by the farmer, conventional
produce offers no risk to the customer’s health.
Curitiba Municipal Organic
Produce Market
Address: Rua da Paz, 608 –
next to the Curitiba Municipal
Market
Opening hours: Tuesday to
Saturday, from 7a.m. to 6p.m.
Monday, from 7a.m. to 2p.m.
Sunday, from 7a.m. to 1p.m.
Telephone: 3218-2602
Curitiba in English
Curitiba in English - N° 11 - June 2009
Editorial
Marketing
Hi Folks,
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The articles below were translated
Contact: 0055 41 3077 0475
into English by James Bruce Bells.
e-mail:
Derosso highlights results of Beto
[email protected]
Richa’s trip
Type: Monthly newspaper
Microsoft proposes partnership with
Journalist: Claudia Queiroz
Curitiba’s Tecknopark
Graphic Design: area41 Design
Clinton invites Richa to discuss
Printed By: Gráfica Capital
Global Economic Crisis
Circulation: 10,000
Editor: Nelson G. Santos
www.curitibainenglish.com.br
The strength of Brazilian brands
How are Brazilian
brands viewed overseas?
By Luiza Penteado
Don Schultz, one of the world’s
leading marketing specialists, says
that the country should take better advantage of the international
visibility it enjoys.
The North-American Don
Schultz is one of the most highlyregarded thinkers in marketing.
A professor at North-Western
University, Illinois, he considers himself a world citizen who,
at the same time, is very much
in touch with local culture. His
visits to many countries lead him
to believe that, in order to be successful on the world’s different
markets, it is necessary for brands
to become more and more regionalised. The man who developed the concept of “integrated
marketing” in the 90’s was in
Porto Alegre in November to talk
about the relationship between
crisis and marketing, at the invitation of ADVB-RS.
With the markets in crisis, should marketing undergo changes to attend
new demands?
“Certainly
communication
should become even more integrated and even more focused on
the consumer, if that is possible.
It is important to pay more attention to the consumer than to
the products being sold. To this
end, research to understand who
is buying a particular product,
or who could become a possible
buyer, is the first step toward success – whether this be in a market
in crisis, or not. You must invest
in segmentation and the target
public. I know this is nothing new, but companies are still
worrying about the masses. It is
necessary to break this paradigm
once and for all“.
But how do we do that?
“Explore new media could be
2
one way. But the main way is
that communication and marketing cannot be a monologue.
You must listen, and talk, to the
consumer.”
Much is said of the global
community. Should marketing also be global?
“No. Marketing is greatly
determined by the countries in
which the strategies are adopted.
It is possible to adopt new ideas
in different countries. But we can
say that there are three ways to
build a brand in a country: from
the bottom up, with much effort; buying consolidated brands
(as AmBev did); or searching for
new approaches. For example: in
Brazil it is complicated to introduce an overseas brand. Because
of this, the best alternative is often to not implant a brand from
another country here.”
Why is it so complicated?
“The multinationals are living
proof of this. Every time they
have wanted to enter the Brazilian market they have had to find
a regional partner or associate
themselves to a very strong local brand. Brazil takes a very
nationalist view of things. The
people are proud of, and support,
the country. Brazilian brands are
very well constructed and strong
on the local market. “
“Brazilians must recognise that
they must compete for markets
today on a global basis. Therefore, brands need to be much
improved overseas. The country
must realise that it is very much
in the overseas eye and use this
in its favour. Furthermore, there
are many opportunities to be explored. Local culture must be
used more in overseas branding –
if it can be applied effectively to
the product. You must convince
the world that you are not only
the best at football, but in many
other things as well.”
What do you foresee for
marketing in the future?
“The financial crisis caused big
brands that were symbols of confidence to be badly hit. Now it
is necessary to reconstruct values
and credibility in the financial
institutions; in all of them. In
order for them advance in the
economy they must reorganise
themselves as strong entities. But
I don’t believe that the United
States will be the benchmark for
financial strength in the future.
Besides, people are increasingly
using more and more different
media, and it is time to rethink
this. Cultures are becoming
more specific and focused.”
Will there not be a globalised culture?
“Yes, there are, and there will
always be, global people. They
are those who travel around the
world, who learn about different
cultures, but they always stay true
to, and are proud of, their own
local culture. Therefore, brands
should focus on becoming more
regionalised than global.”
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Sister city
Photography from clintonfoundation.org
Clinton Invites Richa
To Discuss Global
Economic Crisis
Curitiba’s mayor
Beto Richa
was invited
by former
United
States
President
Bill Clinton for the
5th annual
meeting of the Clinton Global
Initiative (CGI) – an international foundation established by
the former president, which gives
financial support to projects in
the areas of education, health
and environment in the poorest
regions of the world. The event
will be held in New York, USA,
from the 22nd
to the 25th
of September, and will convene
global leaders, the business, political, and government sectors.
In a letter sent to the mayor,
Clinton announced that the purpose of the meeting would be to
discuss the current international
economic crisis. "In this time of
uncertainty, we have an extraordinary opportunity to rebuild
our economy in a sustainable
way. We need the cooperation of
leaders from every corner of the
globe," Clinton argues.
The mayor sent a reply to the
former North American president, thanking him for the call
and undertook to consider his
participation in the event. Richa
receives an average of seven calls
per month to attend international events. "Curitiba, with its
successful models in the areas of
transport, environment and infrastructure, generates ever more
interest from other countries and
such calls are a great honor," said
the mayor. "We have much ex-
Curitiba in English - N° 11 - June 2009
“Curitiba, with its
successful models
in the areas of transport, environment
and infrastructure,
generates ever more
interest from other
countries and such
calls are a great
honor,” said the
mayor.
perience to share and, of course,
much to learn from the successful
models abroad."
Curitiba’s participation in
major international discussions
has expanded in recent years. In
March of 2006 the city hosted
the Conference of the Parties
to the Convention on Biological Diversity (COP 8) and the
Conference of the Parties to the
Biosafety Protocol (COP-MOP
3). In 2008, Richa attended the
COP9 in Germany at the invitation of the UN, and spoke about
the outcome of discussions in
Curitiba.
For its active role in this arena,
the city was included amongst a
group of 18 additional affiliates
to the C40 cities: Amsterdam
(Netherlands), Austin (USA),
Barcelona (Spain), Basel (Switzerland), Changwon (South Korea), Copenhagen (Denmark),
Heidelberg (Germany), New
Orleans (USA), Portland (USA),
Rotterdam (Netherlands), Salt
Lake City (USA), San Francisco
(USA), Seattle (USA), Stockholm (Sweden) and Yokohama
(Japan).
Derosso Highlights Results of
Beto Richa’s Trip
“Mayor Beto Richa’s trip to the
United States had a very positive
outcome for the city of Curitiba,
resulting in important financing
to bring new construction to the
city,” states the City Council’s
President, João Claudio Derosso,
about the results of the mayor of
Curitiba’s recent trip.
According to Derosso, the
mayor met with Raul Tuazon,
secretary of the vice-president of
the IDB, and with infrastructure
specialists from the institution’s
Transport Division. “A R$114
million contract was confirmed
for housing, roads and a Clube
da Gente, important actions
to Curitiba’s social programs,”
confirmed Derosso in the City
Council.
Beto Richa also met with
World Bank directors and other
businessmen in Washington, and
signed a sisterhood agreement
between the city of Curitiba and
the American city of Jacksonville.
“This document will reinforce a
cultural exchange between the
two cities, as well as open a broad
channel for exchange of experience in many administrative areas. The mayor invited businessmen to invest in the state’s capital.
“Curitiba presents consistent opportunities to new partners and
has its arms open to welcome all
of those who search for quality of
life and successful business,” said
Richa.
In Washington, World Bank
3
directors asked for an authorization from the mayor of Curitiba
to recommend its public transportation projects as a role model
for developing cities in Asia. Beto
stated that, “once again, the solutions found by the city of Curitiba have received international
recognition for their quality and
sustainability.”
Derosso highlighted the conferences given abroad by the mayor
as well. “Richa and Clever Almeida, president of Ippuc, spoke to
a group of economists and engineers from the World Bank about
planning and sustainability. In
Miami, the mayor spoke to 50
American and Brazilian businessmen about investment opportunities in Curitiba.”
Beto Richa was welcomed by
the mayor of Orlando with whom
he signed a sisterhood agreement,
and also by the mayor of Miami,
Manuel Diaz. Brazilian Ambassador Luiz de Araújo Castro took
part in this meeting. The mayor
of Curitiba talked about Energy
Week and at the International
Transport Forum. Mexico City
representatives were delighted by
Curitiba’s public transportation
model and promised to use it as
a model to solve their own city’s
problems, whose metropolitan
region has over 20 million people
and whose traffic is chaotic. The
Mexicans intend to visit Curitiba
in the coming months.
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English
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Curitiba in English - N° 11 - June 2009
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Business
Microsoft Proposes Partnership
with Curitiba Tecnopark
Curitiba’s mayor Beto Richa
received Thursday, May 28, the
president of Microsoft Brazil,
Michel Levy, and regional directors of the company. Levy proposed to the mayor a partnership
with Microsoft to train employees for the Technopark program.
This would be acheived through
a series of training courses. “This
partnership is important to further leverage the Technopark,
which has attracted 100 companies,” said Richa. The mayor also
participated in a meeting with the
city administrative secretary of
the municipal, José Richa Son.
This is the second time the Tecnopark made the news this week
as Nokia Siemens Networks directors Aluízio Byrro and Marcio
Machado, signed a commitment
for the company to establish their
Professional Services sector and a
Center of Competence in new
technologies inside the Curitiba
Tecnopark program district.
Richa explained to Michel Levy
that Curitiba is attracting companies in the areas of telecommunications systems; computer equipment; software development;
data management and electronic
distribution of information; research and development; design;
laboratory research and quality testing; precision instruments
and automation; and new technologies such as biotechnology,
microtechnology and health.
Among the companies participating in the Tecnopark include:
Wipro, Siemens, BRQ, Nokia Siemens, Positivo Informática, Cinq
Technologies and LACTEC. A
Microsoft representative said the
company already trains professionals in information technology
throughout Brazil. We recently
opened a class with 900 students
in Curitiba, in partnership with
the university and businesses in
the software industry. Levy added
that the number of courses could
easily be increased.
Levy told the mayor that Microsoft may also partner with
Curitiba in the development of
programs in public management
and knowledge management.
Technopark: The Curitiba Tecnopark involves four urban centers, located in the Southeast of
the city. Inserted within these areas are the three main State institutions of higher education and
various organizations dedicated
to research, bringing together
40,000 students, 3000 thousand
teachers and 500 academic research groups that together form
a synergy with the strategic sectors.
4
Fiep organises 14 business
missions in 2009
China, Germany, England, Italy, Angola, Syria
and France will be the destinations for those Parana
businessmen who seek to expand their business
overseas.
The Federation of Industries
of the State of Parana (Fiep),
through the International Business Centre (CIN), has programmed 14 business missions
to approximate Parana businessmen to the overseas market and
boost exports in 2009. The destinations are China, Germany,
England, Italy, Angola, Syria and
France. The missions are aimed
at various sectors; civil engineering; software; organic products;
technology and automation;
cosmetics; furniture and wood;
textiles; and metal-mechanics.
As well as the missions abroad,
two missions to Sao Paulo will
be held to participate in International fairs for the software and
cosmetics sectors.
“During these missions, the
businessmen visit fairs, participate in business rounds, identify
market tendencies and familiarise themselves with the legislation and the needs of the countries visited”, informed Janet
Pacheco, CIN’s coordinator.
She pointed out that other
missions may be arranged during the course of the year. “For
the time being we have 14 missions programmed, but businessmen interested in entering
the international market can get
in touch with CIN to request
that missions that meet their
specific interests be organised
for 2009”.
The promotion of international missions is only one of the
services offered by CIN. They
also provide support to companies from Parana for their insertion and consolidation in the
international market. As well as
the missions, CIN is responsible
for the publication “Cadastro
das Indústrias (Register of Industries)”, the emission of Certificates of Origin, consultancy
in International Trade, European certification, commercial
defence and the organizing of
events pertinent to the international market.
Further information may be
obtained by calling (41)32719100, or at www.cinpr.org.br.
The destinations
are China, Germany,
England, Italy,
Angola, Syria
and France. The
missions are aimed
at various sectors;
civil engineering;
software; organic
products; technology
and automation;
cosmetics;
furniture and wood;
textiles; and metalmechanics.
Curitiba in English
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Tourism
Nature garden stimulates the
senses
Photography by Amelia Amelia from www.sxc.hu
The Garden of Sensations,
inaugurated on the 8th of
December in an area within the
Botanical Gardens, consists of a
200-metre trail containing more
than 70 species of plant. The
attraction covers more than two
thousand square metres brimming
with a variety of scents, textures
and flowers.
Guides, oriented by biologists,
accompany groups of no more
than 30 visitors at a time; each
visitor wears a blindfold for
the length of the trail, before
retracing their steps without the
blindfold in order to be able to
see the plants.
At the entrance to the Garden of
Sensations there is an information
board containing details about
the environment and the trail,
both this and the identification
plaques for the plants are also
in Braille. The sensorial trail
stimulates the hearing sense.
There is a waterfall, providing
the sound of water. There is also
the sound of the wind stirring the
dry leaves, and the wind-chimes
that play in accord with the
breeze. The fences are made of
bamboo, thus the visitor outside
the trail cannot see what surprises
the sensorial area holds in store.
Visits may be pre-booked
for February by telephone:
(041) 3264-7365.
Tourist innovation
in town
The capital’ s Jardineira Line’s new buses are
a must
Photography by Luiz Bocian
The Botanical Gardens
unveil an area that permits
the visitor to commune
with nature in a different
way.
Curitiba in English - N° 11 - June 2009
Curitiba
in
English
Curitiba’s Jardineira tourism
line boasts five new buses. They
are open-top double-deckers,
inspired by similar vehicles used
in London and Paris. These
buses are tourist attractions in
the capital of Parana and visit 25
places of interest to tourists. The
upper deck of the bus is open
to the elements, which provides
a panoramic view of the places
visited.
The tour takes 2½ hours and
covers 44 km, visiting the most
beautiful parts of the city. The
Jardineira tourism line runs from
Tuesday to Sunday, from 9 a.m. to
5:30 p.m. The buses run every 30
minutes from Tiradentes Square,
the Flower Street and the 24hour Street, among others. The
fare is R$ 16.00 and you receive
5 tickets which give you the right
to board the bus at the beginning
of the tour and to alight and reboard at 4 tourist attractions of
your choice.
The buses are equipped with
5
a sound system with recordings
in three languages: English,
Portuguese and Spanish, these
give information about the
places visited, many curiosities,
and stories about the region.
The Jardineira line’s old,
conventional, buses carried 76
passengers; the new doubledeckers can accommodate 92
people, with an exclusive area
adapted for wheelchair users and
an area for the visually-impaired
accompanied by guide-dogs.
Among the best-known and
visited places are the Botanical
Gardens, the Oscar Niemeyer
Museum, the Wire Opera, the
Brasil Telecom Panoramic Tower,
Barigui Park, and others. As
well as seeing, photographing
and visiting the capital’s most
charming places, you will discover
historical facts about the city
as a whole, whilst enjoying the
comfort and practicality of the
Jardineira Tourism Line.
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Tourist innovation in town (cont.)
Double-decker Timetable
Photographies by: Luiz Bocian e Carlos Ruggi (Tingui Park)
TIMES
TIRADENTES SQUARE
Marking the place where thecity was founded, it is dominated by the
Basilica of Our Lady ofthe Light Cathedral, in Gothic style, restored in
its centenary year of 1993.
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THE STREET OF FLOWERS
The city’s main street was transformed into the country’s first
pedestrian precinct in 1972. Much of the capital’s commerce is based
here.
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PAIOL THEATRE
An old gunpowder store constructed in 1906 and turned into a
theatre in the round in 1971. Its inaugural show boasted a performance
by the poet Vinicius de Moraes, who wrote a song especially for the
occasion. It is the symbol of Curitiba’s cultural transformation.
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BOTANICAL GARDENS
Created in 1991 in the mould of a French garden, there is a metal
and glass conservatory, botanical museum, native woodland, trails and
cultural spaces.
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PUBLIC WALK / ARABIAN MEMORIAL
The Walk was both Curitiba’s first public park and first zoo,
inaugurated in 1886. The main gate is a replica of the old gateway
to the Dog Cemetery in Paris. The Arabian Memorial is a modern
building inspired by the architecture of the desert-dwellers. It is also
a public library.
CIVIC CENTRE
The Seat of the Powers of the State of Parana, it houses the Governor’s
Palace, the State Assembly and the State Courthouse, as well as Curitiba
City Hall. It was laid out in 1953, the centenary of Parana’s political
emancipation.
THE POPE’S WOOD / POLISH MEMORIAL
A memorial to the Polish immigrants, it consists of seven log houses
and native woodland. It was inaugurated in 1980, soon after Pope
John Paul II’s visit to Curitiba.
THE GERMAN WOOD
The park pays homage to the Germans’ dearest traditions. The
Germans were the first immigrants to settle in Curitiba, in the 19th
Century, from 1833. Among the attractions are; the Hansel and Gretel
trail, from the fairytales of the Brothers Grimm; the Enchanted House;
the Bach Oratory; and the Philosophers’ Tower, with a beautiful view
over Curitiba.
6
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Tourist innovation in town (cont.)
Double-decker Timetable
Photographies by: Luiz Bocian e Carlos Ruggi (Tingui Park)
INDEPENDENT UNIVERSITY FOR THE ENVIRONMENT
Inaugurated in 1992, in the presence of the oceanographer Jacques
Cousteau, it promotes environmental education for the masses.
It is, itself, a lesson in ecology, integrating architecture with the
environment.
THE WIRE OPERAHOUSE
The Wire Operahouse, constructed in tubular steel in 1992, is a
magical place that blends into the surrounding nature. Right next
door, Paulo Leminski Quarry is the stage for large cultural and artistic
happenings in Curitiba. A little further on is the Cities’ Lighthouse, a
computerised library connected to the internet.
TANGUA PARK
On the banks of the Barigui River, it is a leisure area with large green
lawns, a jetty, a jogging track, cycle-paths and a tunnel cut through the
rock, uniting the two lakes. Laid out in 1996.
TINGUI PARK
Tingui Park was inaugurated as a memorial to the first inhabitants of
the Curitiba plains, the Tingui indians, of the Guarani nation.
UKRAINIAN MEMORIAL
The Ukrainian Memorial, in Tingui Park, pays homage to the
centenary of the first immigrants from the Ukraine, commemorated
in 1995. A replica of the Church of St. Michael, in Serra do Tigre,
near Mallet, in the south of Parana, with pine roof-tiles and a bronze
cupola, it houses a museum.
THE ITALIAN GATEWAY
The Gateway marks the entrance to the Italian neighbourhood of
Santa Felicidade. It utilises architectural elements of three building
styles typical to the Italian immigration, including the Mother Church,
with its separate tower.
SANTA FELICIDADE
Originally a colony set up in 1878 by Italian immigrants from the
Veneto and Trentino regions. Curitiba’s main gastronomic centre, it is
a treasure trove of characteristic buildings, preserved for their historic,
architectural or sentimental value.
BARIGUI PARK
One of the largest in the city, the park, laid out in 1972 as part of
the city’s flood-relief scheme, is preferred by most Curitibans for their
daily lakeside walk. There are facilities for exhibitions and events, a car
museum, sports facilities and various other activities.
Photographies by Luiz Bocian
TIMES
10:15 10:45 11:15 11:45 12:15 12:45 13:15 13:45 14:15 14:45
15:15 15:45 16:15 16:45 17:15 17:45 18:15 18:45
10:25 10:55 11:25 11:55 12:25 12:55 13:25 13:55 14:25 14:55
15:25 15:55 16:25 16:55 17:25 17:55 18:25 18:55
10:31 11:01 11:31 12:01 12:31 13:01 13:31 14:01 14:31 15:01
15:31 16:01 16:31 17:01 17:31 18:01 18:31 19:01
10:38 11:08 11:38 12:08 12:38 13:08 13:38 14:08 14:38 15:08
15:38 16:08 16:38 17:08 17:38 18:08 18:38 19:08
10:42 11:12 11:42 12:12 12:42 13:12 13:42 14:12 14:42 15:12
15:42 16:12 16:42 17:12 17:42 18:12 18:42 19:12
10:47 11:17 11:47 12:17 12:47 13:17 13:47 14:17 14:47 15:17
15:47 16:17 16:47 17:17 17:47 18:17 18:47 19:17
10:56 11:26 11:56 12:56 12:56 13:26 13:56 14:26 14:56 15:26
15:56 16:26 16:56 17:26 17:56 18:26 18:56 19:26
11:04 11:34 12:04 12:34 13:04 13:34 14:04 14:34 15:04 15:34
16:04 16:34 17:04 17:34 18:04 18:34 19:04 19:34
Enjoy Curitiba’s most beautiful scenery on site www.curitibacityphotos.blogger.com.br by Luis Bocian
7
Curitiba in English
Curitiba in English - N° 11 - June 2009
www.curitibainenglish.com.br
Cancer
A new method for diagnosis and
monitoring: PET-CT
According to World Health Organisation (WHO) data, cancer is the
principal cause of death in the world, representing 13% of all deaths.
The PET-CT
equipment scans
the entire body
searching for traces
of the disease, thus
providing early,
sensitive information
essential to the
choice of adequate
treatment.
The great
advantage to PET-CT
full-body scanning
is the detection of
small lesions that
are not normally
seen in other
imaging exams.
How is the PET-CT scan
carried out?
In Brazil it is the third most
frequent cause, with an estimated
450 thousand new cases in 2006.
The most common types of malignant tumours in men are prostate, lung, stomach, bowel and
throat cancers; and in women,
breast, uterine, bowel, lung and
stomach cancers.
Approximately a third of these
cancers can be cured if detected
in the early stages and treated
adequately. The main types of
treatment are surgery, radiotherapy and chemotherapy; used
either separately or in conjunc-
tion. The choice of an adequate
treatment demands an accurate,
precise diagnostic evaluation.
Diagnosis through imaging plays
an important role in the locating
the tumour and determining its
true size.
Aiming to assist imaging diagnosis in oncology, the POSITRON EMISSION TOMOGRAPHY, or PET-CT, technique
was developed. It evaluates the
pathological metabolism of glucose, which is heightened in most
tumour cells.
The PET-CT equipment scans
the entire body searching for
traces of the disease, thus providing early, sensitive information
essential to the choice of adequate
treatment.
The great advantage to PETCT full-body scanning is the detection of small lesions that are
not normally seen in other imaging exams.
Through the use of PET-CT
a change in therapeutic conduct
of up to 30% may be observed in
evaluated patients.
After an intravenous injection
of FDG (a trace agent similar to
glucose), the patient is required
to wait for approximately 60
minutes while it is absorbed by
the body’s cells. The patient is
then positioned comfortably in
the scanner. Full-body images
are acquired over a period of 20
to 30 minutes, depending on
the type of test. The patient is
then released; free to return to his
normal daily activities, with no
restrictions.
Are there any contraindications for the PET-CT
exam?
PET-CT scanning is a simple,
8
safe and painless test. The glucose used in the test, FDG,
causes no side-effects or damage
to the human organism and can
even be used in diabetic patients.
The PET-CT scanner does not
enclose the body; and therefore
does not cause the sensation of
claustrophobia.
The first PET-CT scanner in
the south of Brazil was installed
in the Centre for Diagnostic Imaging (CETAC) in December
of 2006. Since then more than
2000 exams have been carried
out on patients from the states of
Rio Grande do Sul, Parana and
Santa Catarina, thus avoiding the
need to transport these patients
to Sao Paulo and Rio de Janeiro,
states where this type of exam has
been available for more than five
years.
In order to be able to carry out
these exams, CETAC boasts GE
Healthcare’s latest scanner.
As well as PET-CT exams,
CETAC, which opened its doors
in 1977, also carries out Magnetic Resonance; MultiSlice Computerised Tomography (with special programmes for non-invasive
study of the coronary arteries);
Digital Mammography; Ultrasonography; and Osteodensitometry exams.
CETAC also has a Children’s
Unit, a self-contained area developed specially for children of all
ages.
Director: Dr. Guilberto
Minguetti CRM 3124
CETAC
Imaging Diagnosis
Phone: (41) 3270-3270
www.cetac.com.br
Curitiba in English
www.curitibainenglish.com.br Curitiba in English - N° 11 - June 2009
Fashioning Freedom
Photographies by Jader Rocha / Agência de Notícias do Estado do Paraná
High-Fashion Dresses Made By Female Prisoners Are The High
Point At Provopar Fashion Show
Curitiba
in
English
ADVERTISE HEREIN
A fashion show took place on
April 7th, organized by Provopar
Ação Social and the Gianni Cocchieri brand, and supported by
the Brazilian Federal Department
of Revenue and the State Government. It was such a success
that the crowds filled outdoor
patio area of the Oscar Niemeyer
Museum.
Around 500 guests were presented with 45 exclusive models
made by the female prisoners of
the State Women’s Prison participating in a social inclusion
program called Costurando a
Liberdade, freely translated: “Designing Freedom”. The event was
broadcasted by the TV channel
Educativa do Paraná, and enthusiastically watched by the 12 prisoners who, since last July, have
been taking the high-fashion
classes promoted by Provopar
with the help of entrepreneurs
Vânia and Gianni Cocchieri.
“This is another partnership that
has been giving very positive results. The entrepreneurs Vânia
and Gianni made incredible efforts and for almost a year they
have dedicated their weekends to
the State Prison so that the prisoners could learn a difficult skill
that has a definite job market out
here,” said Lucia Arruda, president of Provopar. As for the professional future of the prisoners
who participated in the classes,
entrepreneur Gianni Cocchieri
says most of them already have a
guaranteed spot in the job market. A Portuguese businessman
in the sector, Cocchieri was very
enthusiastic about the models
that were created and proposed
to spend 15 days in Curitiba for a
specialization course. “He is definitely interested in this type of
skill, which is scarce in Europe”,
he added. Cocchieri also guaranteed that he has no intentions of
leaving the prisoners. “We will
keep on offering the classes so
they can improve. Moreover, all
of them will receive a sewing machine from Provopar, so that they
can work after they have served
their sentences.”
The dresses made for the event
were not sold. Provopar and the
Cocchieri brand have decided to
use the clothes as an example of
the craftsmanship produced in
the prison. The fashion show was
produced by Áldice Lopes, and
featured top models of all the
major agencies in town.
9
“This is another
partnership that has
been giving very
positive results. The
entrepreneurs Vânia
and Gianni made
incredible efforts
and for almost a year
they have dedicated
their weekends to
the State Prison so
that the prisoners
could learn a difficult skill that has a
definite job market
out here,” said Lucia
Arruda, president of
Provopar.
0055 41 3077 0475
Curitiba in English
Curitiba in English - N° 11 - June 2009
Music
www.curitibainenglish.com.br
Musical
“Beauty and the Beast”
“Chega de saudade”, never!
Reflections on the 50 years of Bossa Nova
ROBERTO
MUGGIATI
I had no
idea how bossa
nova
would
influence my
life in 2008.
An
article
published in
the Gazeta do Povo on the 23rd
of February slipped everything
into gear. The text was entitled
“And samba got the upper hand”,
and spoke of the connections
between bossa nova and jazz. I
soon remembered that a musician
from Parana, Guarany Nogueira,
as demanded by Joao Gilberto,
took part as a percussionist on
the historic recording of Chega
de saudade, the principal reason
for the commemorations. The
article in the Gazeta resulted in
an invitation to the Ouro Preto
Jazz Festival to launch my book,
Improvising solutions/Jazz as an
example for achieving success,
and to participate in the debate
Bossa Nova and Jazz: a delicate
dependency. The stay in Ouro
Preto yielded an invitation
to launch the same book in
Curitiba, my home town, at
Luiz Alceu Beltrao’s Hermes
Bar. Riding the wave, I watched
three shows (in Rio, Curitiba
and Niteroi) by trombonist Raul
de Souza with the harmonica
player Gabriel Grossi’s trio, half
of his Circular BR tour, which
took him to six Brazilian cities.
Another musical windfall of this
much-prized year was to hear in
Rio pianist Gilson Peranzzetta
and saxophonist Mauro Senise
(my devoted teacher for more
than ten years) playing Chega de
verdades, queremos promessas
with the Orquestra dos Sonhos.
I launched my book in Rio
to the sound of double-bassist
Reinaldo Figueiredo’s Companhia
Estadual de Jazz trio. In Curitiba,
I found myself surrounded by jazz
on all sides: at the theme-hotel
Full Jazz, at Hermes Bar and at
Pizza Mais (with the magical
piano of Marilia Giller), in an
incredible jam session at Wonka’s
smoky cave, and catching up on
50 years of chat with pianist
Gebran Sabbag. Not even the
end-of-year atmosphere cooled
the bossa nova celebrations.
In Rio, Italian pianist Stefano
Bollani (one of the best in the
world, according to the magazine
Downbeat) performed his CD
Carioca, a homage to MPB
which ranges from Zequinha de
Abreu and Nelson Cavaquinho
to Chico Buarque, Edu Lobo
and Tom Jobim. And, the night
before Christmas Eve, also in
Rio, French singer Bernard
Fines, today a citizen of Penedo,
RJ, performed his new CD Sous
le Ciel de Paris, a collection of
jazzified chansons with a little
bossa nova seasoning, including
Chico Buarque’s Joana Francesa.
2008 was, for me, a festival
of happy coincidences and
reunions: with Raulzinho,
whom I first met in Curitiba in
1958 with his valve trombone
and the blue uniform of the
Air Force, with young Marilia
Giller, pianist and researcher of
Parana’s jazz; with the ancestral
pianist Gebran Sabagg; with
my recent friend Bernard Fines,
whom I met in Ouro Preto and
who used to live and play in
Curitiba in the early 2000s. All
this to the sound of a rhythm
that Raul de Souza’s latest CD
defines in one solitary adjective:
Bossa Eterna (Eternal Bossa).
I launched my
book in Rio to the
sound of doublebassist Reinaldo
Figueiredo’s
Companhia Estadual
de Jazz trio.
Dates: 3rd and 4th of July
Times: 3rd, 8pm; 4th, 4pm and
8pm.
Venue: Teatro Positivo – Main
Auditorium
2009 Version
A Musical Comedy by Marisé
Monteiro, from the original book
by Marie Le Prince de Beaumont.
Translation – Adaptation for
the Stage and Final Scripts: Billy
Bond and Lilio Alonso.
Score: Billy Bond, Sosa,
Mediavilla,Vila
Children believe in what we tell
them
They have complete faith in us
They believe in fairies, witches,
princes, princesses
10
I ask you for a little of this childish
innocence so that we can tell this
story.
Once Upon A Time...
Jean Cocteau
Once upon a time, in a far away land,
A young Prince lived in a shining
castle.
Although he had everything his heart
desired,
The Prince was spoiled, selfish, and
unkind.
But then, one winter’s night,
An old beggar woman came to the
castle
And offered him a single Rose
In return for shelter from the bitter
cold.
Repulsed by her haggard appearance,
The Prince sneered at the gift,
And turned the old woman away.
But she warned him not to be deceived
by appearances,
For Beauty is found within.
And when he dismissed her again,
The old woman’s ugliness melted away
To reveal a beautiful Enchantress.
The Prince tried to apologize, but it
was too late,
For she had seen that there was no love
in his heart.
And as punishment,
She transformed him into a hideous
beast,
And placed a powerful spell on the
castle,
And all who lived there.
Ashamed of his monstrous form,
The beast concealed himself inside his
castle,
With a magic mirror as his only window to the outside world.
The Rose she had offered,
Was truly an enchanted rose,
Which would bloom for many years.
If he could learn to love another,
Curitiba in English
B.B. King Club might
open a branch in
Curitiba
“Beauty and the Beast”
guese. The show has more than
180 costumes, 4 main scenes, 15
costume changes, 10 tonnes of
equipment, many pyrotechnics
and dazzling visual effects.
PRODUCTION: BLACK
& RED and GEPETO
PRODUÇÕES
Information
Classification: Free
Director: Billy Bond
Duration: 120 minutes, with an
interval of 15 minutes
The author:
Super-production
On the bill since 2007, the production has already enchanted
nearly 1 million theatre-goers.
In Brazil, the show boasts 200
professionals, amongst them 22
actors who play 40 characters.
The musical’s script and original
score have been adapted by the
musician BILLY BOND, paying
particular attention to diction
and the songs sung in Portu-
Curitiba may become the host
to another bar in the B.B. King
Blues Club chain, part-owned by
the North-American singer Riley
Ben King, better known as B.B.
King. Mr. King is considered
Photographies from bbkinglcub.com
And earn her love in return
By the time the last petal fell,
Then the spell would be broken.
If not, he would be doomed to remain
a beast
For all time.
As the years passed,
He fell into despair, and lost all hope,
For who could ever learn to love...a
Beast?
Le Prince de Beaumont, JeanneMarie (1711–80), popular French
writer of didactic literature.
Educated in a convent school
in Rouen, she later became a
teacher in the schools which, at
that time, were being developed
for children of all social classes.
In 1741 she married M. de Beaumont, a dissolute libertine, and
the marriage was annulled after
two years. In 1745 she departed
for England, where she earned
her living as a governess. During
her long residence in London,
she made a name for herself by
publishing short stories in magazines and producing collections
of anecdotes, stories, fairy tales,
commentaries, and essays directed at specific social and age
groups, all with a strong pedantic
bent. For instance, she published
a series of pedagogical works with
the following titles: Le Magasin
des enfants (1757), Le Magasin
des adolescents (1760), Le Magasin des pauvres (1768), Le Mentor moderne (1770), Manuel de
la jeunesse (1773), and Magasin
des dévotes (1779). In 1762 she
returned to France, where she
continued her voluminous production, and retired to a country
estate in Haute-Savoie in 1768.
Among her major works of this
period were Mémoires de la Baronne de Batteville (1776), Contes moraux (1774), and OEuvres
mêlées (1775). By the time of her
death, she had written over 70
books.
Curitiba in English - N° 11 - June 2009
11
to be one of the greatest blues
guitarists of all time and is often
referred to as “The King of the
Blues”. After visiting Florianopolis and Camboriu, both in Santa
Catarina, Donald Wilson, B.B.
King’s business partner, said that
he was enchanted by Curitiba.
The new bar would be the first
to be opened outside The United
States.
Today, the B.B. King Blues
Club is present in Orlando,
Memphis and Nashville.
A
fourth bar is at present being
built in Chicago.
Boasting both a restaurant and
space for shows the B.B. King
chain’s bars usually occupy an
area of approximately a thousand
square metres, and always have a
mezzanine so that those customers who are eating can watch the
shows. The idea is that among
the new bar’s attractions would
be various American blues and
jazz musicians.
Entertainment
Palladium
Shopping
Centre
inaugurates
UCI cinema
On the 1st of May the UCI
Cinemas chain opened eight
screens in the Palladium Shopping Centre, in the borough of
Portao. The new complex has a
total capacity of 2,246 people.
The largest theatre has 365
seats, whilst the smallest accommodates 159 cinemagoers. All
the screens are in Stadium format, with giant projection surfaces, latest generation projectors
and Dolby Digital EX Surround
5.1 panoramic 360º sound. The
investment of R$8 million relies
upon an expected public of 500
thousand people in the first year
alone.
As well as all the high technology, the comfort of the public was
also one of the project’s priorities.
The seating is laid out so that the
viewer’s angle of vision is directed
at the centre of the screen. A new
feature for couples can be found
in the last two rows. “Love Seats”
have been fitted, double seats
with retractable arms. Small children are provided with booster
seats in all the theatres so that
they can get a good view of the
screen.
Photographies from shoppingpalladium.com.br
www.curitibainenglish.com.br Curitiba in English
Curitiba in English - N° 11 - June 2009
12
www.curitibainenglish.com.br