Forum

Monthly Newsletter
May 2011
www.amsoc.com.br

Save the date Independence Day Celebration

Upcoming AmSoc events
This year we’ll be celebrating United the traditional hamburgers and hot dogs,
May 5th - 2011 Annual General Meeting States Independence Day on Saturday and we’ll continue this tradition at the
May 14th - AMSOC Team Tennis Tournament July 2nd. It will be especially unique as the Consulate.
July 2nd - 4th of July celebration event will be co-hosted by the American We’ll have prizes for the kids’ games
Aug 27th - AmSoc Vida Jovem Benefit Consulate on their grounds. The event will and who knows maybe even an adult game
take place in or two. Who
the sporting can forget
area and the famous,
The Economy Issue reservations
are a MUST
old egg toss!
Come and
for this find out what
Obama visit “Members
O n l y ”
has
planned for
been

event due you and your

Page 4: The key talking points
and agreements during Obama’s to security family!
recent visit here in Brazil. reasons. So, Remember,
check your this is a
calendars Members
and set the Only event,
date aside. so invite
Brazilian economics 101 We’ll have your friends
more specific to JOIN
Page 6: A quick historical look at reservation instructions in next month’s AMSOC and come to one of our most
Brazil’s economic achievements newsletter. loved and most traditional annual events.
and current challenges. This is an event that has something
for everyone, great games for the kids See you all at our Independence Day
and adults, food and drinks for everyone. Celebration. And do not forget to look
As in years past each family will bring for more details in the next edition of the
a salad or fantastic dessert to accompany Forum.
The BOP
Page 10: Read how multinationals
are unearthing new opportunities
at the bottom of the economic
pyramid in Brazil.
Time for membership renewal!
It’s that time of year again and we Helping Hands membership is not for

Our Mission
The American Society of São Paulo
promotes friendship by organizing
social, cultural and athletic events for
its diverse membership; encourages
integration with the Brazilian society;
and supports the American traditions
of education, philanthropy and
volunteerism.
value your continued support. The year
ahead is filled with many social, athletic,
cultural and philanthropic events that
simply wouldn’t be the same without
you.
Please consider the Helping Hands
Membership which devotes 50% of your
annual membership fee of R$ 700.00
to the orphanages that the American
Society supports. We were excited to
see that last year many of you became
Helping Hands members! If you feel
you this year, then Patron, Supporter and
Junior memberships offer great value
and the benefits of American Society
membership.
All levels of membership allow you to
receive the monthly Forum Newsletter and
participate in AMSOC activities (Dinners,
Easter Party, 4th of July Celebration, etc.)
Renewals are due by June 11!
The levels of membership and dues are:
(continued on page 5)

The President’s Corner
It was a
beautiful day on
Saturday April 9
for Volunteer’s
Day at the
US Consulate
facility. We had
a total of 80
By Joe Sherman, AmSoc president
children from
the Projeto Sol and Helen Drexel
orphanages who were taking part
in this unique day. It was a very
successful event as there were a
total of 55 volunteers between the
American Society and Consulate! The
children enjoyed swimming, soccer,
football, basketball, tennis, and an
American style cookout with hot dogs
and hamburgers. A special thanks to
Tom Kelly and his Consulate team
and Eileen Tasso and the Community
Action Committee.
Our 4th of July celebration will also
be at Consulate facility which is very
spacious and I am sure you will all
enjoy the planned activities. We have
many events planned this year and the
Board is open to suggestions on new
ideas. If you have an idea of what
you would like to see AmSoc offer
its membership please let me know,
jsherman@amcham.com.br
This month we have two Board
members that are retiring from the
Board, Aline Ricardo and Mark
Abrams. Aline has been involved
in our Social Committee and has
organized many events, including
doing the flower decorations. Mark
has been on the Board many years as
Vice President, Secretary, and leader
of the Community Action Committee.
A special thanks to you both.
Today our membership totals 388,
which seems very low to me based on
our traditional events we offer and the
size of São Paulo. In the good old days
our membership was about 700.
I was working at Cargill at the time
and there was probably 10 ex-patriot
family’s, and today there is zero. The
times have changed, the ex-patriot
community is much smaller, but there
must be potential members out there.
I ask that you spread the word on the
American Society, tell them what we
do: Little League events, 4th of July,
Thanksgiving, Eggnog, happy hours,
charity sponsorships, adult sports,
etc. One of our objectives for the next
year is to dramatically increase our
membership.
This month we have our Annual
General Meeting on the 5th at the
Consul General’s home. We will
review the accomplishments of the
past year and elect our officers and
Board members.
I hope to see many of you there.
Abraços, Joe
Charity Raffle
Many remember our fun event in
October last year when Tiffany & Co.
hosted the American Society for “Petals
for a Cause”. All the money collected
(R$16,000) went directly to the
Community Action Committee (CAC).
Two pieces were not picked and thus
donated to the American Society. The
value of these two prizes (a watch and
a silver necklace) is R$9000.
This is your chance to win one of
these prizes by buying some raffle
tickets at R$30. All proceeds go to
our charitable projects. More prizes
include a weekend at the Sofitel Beach
Resort in Guauja, amongst others
The draw will take place at the Annual
General Meeting on May 5th. Tickets
can be bought at the AmSoc office as
well as through many members of the
Board and the CAC committee..
Make a difference by supporting the
children’s organizations of CAC.

Forum is published monthly, with Lynn Cordeiro, editor and layout

the exception of January and July, by Ernest White II, staff writer
About Forum

Forum is printed by EGB.

(http://www.egb.com.br)

Views expressed in Forum do

The American Society of São Paulo
Rua da Paz, 1431 04713-001 São Paulo, SP
Tel: (11) 5182-2074 Fax: (11) 5182-9155
forum@amsoc.com.br
not necessarily reflect those of
the American Society board of
governors, members, or staff.
Forum reserves the right to edit
content for brevity and/or clarity.

2 Forum May
 The American Society
of São Paulo

Welcome to our new members

Please welcome the following New Members who joined us in March 2011. We are very grateful for their support, and that
of all our members! See you at our next cocktail Party if not sooner!!! WELCOME TO THE AMERICAN SOCIETY OF
SÃO PAULO! Your Membership Committee

NAME MEMBERSHIP TYPE CITIZENSHIIP COMPANY

Manuela A. CATTANEO & Alejo F. SASSO Family Patron Argentinian JP Morgan

Lisa PANAS Single Patron American InfoCast

Paul Smith Single Brazilian Smith Limo Service

Frank & Carol PIERCE Family American Lear Corporation

Dominique & Luiz FARIA Family Patron American

New member profile

Name:
Frank & Carol Pierce

Origin, time here:

We are both Americans and grew up in the Metro Detroit area. I arrived in São Paulo in September and Carol in
November. We both have visited Brazil many times over the past 25 years so we’re familiar with many customs and
the São Paulo area (as visitors).

Why São Paulo:

Having grown up professionally in the automotive industry, Brazil has been a travel destination since the mid-’80s. I
worked with companies based in Brazil for many years and had the opportunity to study the language at the University of Detroit. After spending the past three
years living and working in Shanghai, China, the opportunity to fulfill our dream of some time living in Brazil came to fruition last September.

Best things so far:

The big city life has met all expectations. I mean, where else can you eat at places like Figueira, Jardineira and Terraco Italia and walk the paths in Ibirapuera Park
all in one weekend? We love the streets in Jardins, the shops in Moema and the green grass in the park. We also love finding new restaurants in Embu for those
quiet Saturday afternoon lunches.

Early frustrations:
Buying anything! While in Shanghai we said we would never again shop at Carrefour, and here we are in São Paulo shopping at Carrefour. Finding simple essentials
like large Kleenex boxes and toasters for under $150 seems impossible. While Shanghai is probably the most expat-friendly destination in the world, adjusting to
the lack of “American-style” services has been a difficult adjustment. In Shanghai, housing is designed specifically to western tastes (large) and is plentiful, and it’s
quite obvious who speaks and who doesn’t speak the language. In São Paulo, nobody wants to rent their apartments and few locals like to practice their English.

Have ‘saudade’ for anything back home:

Our cars. Our favorite restaurants. Our children and granddaughter. Our parents and family. Saturdays at Costco. Sundays at Barnes & Noble. Proximity to Las
Vegas and Cabo San Lucas. On the other hand, we’re only an hour from the nearest beach and 90 minutes from many friends in the interior of SP.

Progress with Portuguese: Already knowing the language has been a blessing for me (Frank); however, having been in and out of Brazil during the past four
months has made it difficult for Carol to get started with lessons - but it’s certainly on the long list of “to-dos.”

Favorite place to hang out: Embu on Saturday. Camburi beach when it’s sunny. Our balcony at the apartment in Jardins after work.

2011 Forum 3
 Obama in Brazil – Economically Sound
By Ernest White II, staff writer

Expectations ran high as United with Ms. Rousseff. gasoline, and the difficulty of American
States president Barack Obama came The meeting between the two firms to do business in the world’s
to Brazil with his family on March presidents—both of whom lauded seventh-largest economy.
19th for a quick, two-day tour of the for breaking race and gender barriers But the overall picture seemed rosy, as
inner sanctums of Brasília and the in their countries—generated a lot Ms. Rousseff and Mr. Obama appeared
inner reaches of Rio de Janeiro. Giving of buzz. Not only because of the to get on well. A good thing, considering
a short, feel-good speech to an amped Brazilian economic boom, but also both parties’ interest in maintaining
crowd inside the Marvelous City’s because this was an opportunity for good economic relations. Last year
glittering Teatro Municipal, Mr. Obama the American head of state to warm alone the United States exported $35.4
turned on some of that radiance he’s relations with Brasília, after Ms. billion in goods to Brazil according
known for when on the stump. Rousseff’s predecessor, Luiz Inácio to Bloomberg, with civilian aircraft,
And as organic chemicals,
e x p e c t e d , and computer
Mr. Obama’s equipment leading
adventures among the top
in Brazil export categories.
overshadowed In addition
his stays in the to exporting
other stops on his commercial and
Latin American private jets, the
Tour, Chile and U.S. hopes to land
El Salvador, a multi-billion
as he met with dollar contract to
his Brazilian help modernize
counterpart, the Brazilian air
Dilma Rousseff, force with F-18
to discuss fighters, selling
energy, trade, the would-be deal
and transport. as a “technology
Newspapers transfer package” in
and pundits order to entice Ms.
questioned if Rousseff, who has
Mr. Obama still not made a final
would be able to wow Brazil’s serious- “Lula” da Silva, irritated Washington decision as to the supplier. Increased
minded president enough to bring by cozying up to anti-American leaders landing frequencies for airlines flying
South America’s largest everything in Venezuela and Iran. between the two countries and an
back into the fold, both economically Economic considerations aside, agreement to develop aviation biofuels
and politically? Brazil, as a temporary member of rounded out the business in that sector,
Brazil, the first country on the the United Nations Security Council, with Brazilian airline Azul signing
BRIC list—that talked-about group of abstained from supporting a U.S.- on to test the fuel in locally-produced
emerging economies which are showing backed incursion into Libya at the Embraer jets.
tremendous growth and potential on beginning of March. Subsequently, The skies aren’t the only element Mr.
the global stage, comprised of Brazil, Mr. Obama withheld outright support Obama and Ms. Rousseff discussed;
Russia, India, and China—had a strong for Brazil’s bid for a permanent seat Brazil holds the rights to an estimated
7.5% growth rate last year, with the on the council, instead reaffirming his 30-80 billion barrels of oil just off its
real consistently rising against the admiration for “the rise of Brazil as a South Atlantic coast. In 2009, China
dollar for the past two years. It was global power.” surpassed the United States as Brazil’s
therefore only natural that all eyes were The two leaders also chaffed top trading partner, a position the U.S.
on Mr. Obama as he crossed the flat regarding the lifting of American has held since the 1930s, and 200,000
expanse of the Praça dos Três Poderes tariffs on Brazilian ethanol, the barrels of oil a day are scheduled for
to the Palácio do Itamaraty, Brazil’s sugarcane-based fuel considered a refinery by the Chinese in exchange
diplomatic headquarters, and a meeting viable alternative to petroleum-based for a 10-year loan to Petrobras. With

4 Forum May
 The American Society
of São Paulo

China’s past incidences of currency “effective protection and enforcement executives.

manipulation and establishment
of trade imbalances a key concern
for both countries, Mr. Obama and
Ms. Rousseff remain contemplative
regarding their relationship with the
investment powerhouse.
Meanwhile, the U.S. aims to double
its exports to Brazil by 2015, signaled
by the creation of a joint commission
to expand trade and to lift non-tariff
controls between the countries,
essentially laying the groundwork for
a future free-trade agreement.
Historically a closed market,
Brazil still has some rules deemed as
unfriendly to American trade interests,
including occasional double taxation
for companies doing business in the
country and a limit on the amount of
land foreigners can buy.
According to the official wording
of the agreement, the countries’
central objectives are to create an
economic environment that’s “open
and predictable for international
trade and investment,” to provide
of intellectual property rights,” and
to take “into account the desirability
of reducing non-tariff trade barriers
and distortive subsidies to facilitate
increased trade” .
Two of the main subsidies Brazil
hopes to be rid of is the 54-cent tax
on Brazilian ethanol, which competes
directly with a corn-based American
ethanol product as an alternative
fuel source for motor vehicles, and
subsidies on cotton, which the World
Trade Organization has ruled illegal.
Mr. Obama made no promises in either
regard.
With joblessness in the U.S. hovering
at around 9%, Mr. Obama sees an
increase in exports to Brazil as key
to an overall economic recovery, and
specifically, as a path to job growth:
“For us, this a jobs strategy,” he said,
referring to the potentially 200 million
new customers for American goods,
during a speech at the CEO Business
Summit in Brasília, an event attended
by 300 top Brazilian and U.S. company
Even so, the U.S. had a trade deficit
of $46.3 billion in December 2010,
exporting $167.8 billion in total goods
and services to Brazil, but importing
$214.1 billion, according to figures
from the U.S. International Trade
Administration.
In the end, many critics say no
real heavy-hitting agreements were
signed and all the major differences
glossed over by photogenic smiles
and handshakes and agreements-to-
disagree.
Still, with Brazil looking for
recognition as a global force—
including the right to a Security Council
seat—and for balance between its two
largest trading partners, China and the
United States, Mr. Obama succeeded
in establishing the trust essential to
negotiations, as an unnamed senior
official told Reuters: “The most critical
part is that Dilma can now pick up
the phone any time and call Obama
because they have established a good
personal relationship.”

Membership renewal
(continued from front page)
HELPING HANDS
Single or Family Membership (any donation
above R$ 700.00)
Have your name with a special
recognition in the Annual Guide,
Directory and Forum Newsletter
Receive recognition from the
charities directly affected by your
support
Attend a VIP reception with the
American Ambassador or Counsel
General of São Paulo
Receive preferential reservations
and seating at special events
Receive the Patron Lapel Pin
Receive the annual Information
Guide and Directory, and a members
list on CD ROM for fast access
PATRON
Single or Family Membership (R$
250,00/350,00)
Attend a VIP reception with the
American Ambassador or Counsel
General of São Paulo
Receive preferential reservations
and seating at special events
Receive the annual Information
Guide and Directory, and a members
list on CD ROM for fast access
SUPPORTER
Single or Family Membership (R$
200,00/250,00)
Receive the annual Information
Guide and Directory
JUNIOR
Single and under 30yrs old (R$ 100)
Receive the annual Information
Guide and Directory
Contact the AMSOC office to renew
your membership; you may also visit
the AMSOC website to renew on-line.
Thank you in advance for joining and
sharing your commitment with us.
Your generous contributions make
everything we do at AMSOC possible.

2011 Forum 5
 Understanding the Brazilian Economy
By James Wygand
Executives visiting Brazil for the
first time are justifiably impressed by
the fixed assets they see on the ground.
They become even more impressed
when they witness Brazil’s tremendous
human and natural resource base,
its energy grid which relies on clean
hydroelectric power generation, and its
agricultural prowess, all managed by a
relatively young work force.
What they quite often do not see is
that Brazil is a relative
newcomer to the role
of an open, competitive
economy.
From colonial times
(starting in 1500) to 1992
Brazil was a relatively
closed”economy
governed under a to an end in 1994. Its
mercantilist model
that protected local
companies from foreign
competition. This is
one of the reasons for
the still relatively poor
competitiveness of the
Brazilian economy;
the small share of
global GDP (2.9%);
the skewed income
distribution (2nd or 3rd
worst in the world); and
general underperformance opposite an
impressive resource base (71st in per
capita income).
For most of its history, Brazil was
plagued by chronic inflation and
boom and bust commodity cycles (e.g.
coffee, rubber, iron ore, sugar). It was
not until 1994 that inflation was dealt
a mortal blow with the introduction
of the Real Plan that created a new
currency, privatized a number of state-
owned companies, and improved the
real income of the lower tiers of the
income pyramid.
The economy is burdened by
a carryover from the years of
protectionism and the inefficiencies
inherent in the mercantilist model. This
burden is referred to as the “Brazil
Cost” which is composed of a heavy
6 Forum
tax burden (37% of GDP), shortfalls
of economic infrastructure in the
form of highways, communications,
ports, etc., relatively low savings and
investment ratios, insufficient education
infrastructure and a ponderous
bureaucracy. Among other reasons this
results in reducing the competitiveness
of the Brazilian economy in the global
business environment.
Learning to deal with the disconnect
between potential and real is the key
to understanding and successfully
working in the Brazilian economy.
The foreign business executive has
to deal daily with an enormous range of
contradictions and conflicts that arise
from Brazil’s history.
The old country
In many ways Brazil is a very old
country in the Americas. A full 95% of
its territory (with the exception of Acre)
was mapped before 1750 – twenty
six years before the US declared its
independence from England and was
still a collection of 13 colonies along
the eastern seaboard of the US land
mass.
Portugal ruled its colony with an
iron fist. Libraries were prohibited. The
country’s first university was founded
only in the first decade of the 19th
century in spite of the country having
been colonized since the 1530s.
The term “brasileiro” only conveyed
the notion of citizenship in the 19th
century. Before that it was applied only
to any citizen of Portugal who had
earned his fortune in the colony.
The new country
In other ways, Brazil
is a very new country.
Its mercantilist model
was ended abruptly
and to some degree
traumatically only
in 1992. Its chronic
inflation only came
civilian democracy
dates only from 1985
(with some intermittent
periods of democracy
prior to 1964).
Its management
cadre is young. The
average age of the
population is 29 years.
A full 34% is under
the age of 15.
Accomplishments
Brazil’s history is rife with
accomplishments that have been
relegated to the back pages of the
local history books and which has
been “crowded out” by the country’s
reputation as “the country of the
future”.
Brazil was the second country in the
world to have a telephone system (after
the USA). It was the only colony to
become the seat of government of its
own mother country. It had one of the
first postal systems in the Americas. It
was the only country in the mid-70s
to develop a viable alternative fuel
program based on alcohol derived from
sugar cane.
Today Brazil is a newcomer to a
globalized economy and its role as a
May

player is still being defined. It is still
developing its own management and
governance models.
As a consequence, investors who
have recognized the relevance of
Brazil’s past to its present have been
more successful than those who ignore
or are unfamiliar with or disparaging of
Brazil’s past.
Just as a foreign investor in the
USA would lose out by ignoring
the importance of US political and
economic development history
and its application to the present,
ignorant investors continuously face
challenges, some of which turn out to
be insurmountable and they leave.
In my 40-plus years of working in
and with multinational companies
in Brazil I have found that more
than any other factor, the inability to
2010
2011
“contextualize” or reconcile Brazil’s
past with its present has been the
cause of numerous business failures
and frustrations. Companies that have
logged impressive success (and there
are many) have found ways to reconcile
the contradictions and roll with the
punches.
The global financial crisis
disproportionately affected the mature
economies and raised the profile of
the emerging countries such as the
BRIC countries (Brazil, Russia, India,
and China). This led many to look
at the present and the future with
little consideration of the differences
between the emerging and the mature
economies in terms of their respective
learning curves. The emerging country
dynamic is not a simple carbon copy of
that of the mature economies. As for
The American Society
of São Paulo
BRIC, we do well to remember that the
only truly westernized economy of the
four is Brazil.
In summary, we can conclude that
Brazil is not an easy country in which
to do business, but it is a good one.
Jim Wygand has an MA from the
University of Wisconsin. He first came
to Brazil in 1965 with the US Peace
Corps, lived in the favela of Jacarezinho
in Rio, worked with USAID, in the
banking, industry, and services sectors
in the US and in Brazil. He has made
numerous presentations and written
several monographs and articles
on Brazil. He currently publishes a
regular newsletter on business risks in
Brazil, Latin America, and the global
economy.
Forum 7
 The other half
By Maureen Kennedy, AmSoc board member
“What made you move to Brazil?”
Sound familiar? If you’re like me, it’s a
question you probably get all the time.
From curious Brazilians here in the
city. From other ‘estrangeiros’ living in
São Paulo. Even from folks you meet
when you go back home to visit.
For many of us, the answer to that
question is simple: Work. The Brazilian
economy is taking off and we’ve been
lucky enough to catch the wave with a
great job opportunity or a promotion.
Something that we just couldn’t pass
up.
For others, myself included, the
answer is not so straightforward. Yes,
it’s work that brought us here. But
not our work exactly. We came to São
Paulo for the careers of our spouses or
significant others. We are the other half.
A half that in many cases left a career –
or put one on hold – to be here.
I came to São Paulo, in large part,
for my husband’s work. Our decision to
move was not an easy one. I knew that
in the end it was the best choice for our
family. And yet it meant leaving a job
that I had worked hard for and leaving
New York in the prime of my career. As
a writer in an advertising agency, it was
unclear to me what I might be able to
find in São Paulo.
If I wanted to work again, I figured,
I’d have to start from scratch. Make
connections, research companies, see
if there even was work in São Paulo for
a writer not fluent in Portuguese. While
on the one hand it seemed exciting to
embark on this great new adventure (I
even secretly welcomed the thought of
not working for a while), I couldn’t help
but wonder what the move would mean
in the long term for me. Would I lose
my independence if I didn’t work for a
few years? Would my career suffer?
When I first arrived in São Paulo, I
actually relished the time at home. Gone
were the constant deadlines, the stress
from work, the never-ending demands
from clients. In their place were long
lunches with new friends, walks in
Ibirapuera Park and leisurely trips to
8 Forum
the market. I felt liberated. Free.
But then, after a couple of months,
the novelty wore thin. I found there were
only so many walks in the park I could
take, only so many lunches I could go to
before the ennui set in. I began missing
my old job – the excitement of winning
a new account, the gratification of doing
something creative, the stimulation
of being around other adults all day. I
envied my husband – sometimes even
resented him – as he left the house for
work in the morning. And soon the old
doubts started to resurface: Would I be
able to pick up my career where I left
off? Did I even want to? What would
the future bring?
The questions were not easy ones
to answer. And the more I thought
about them, the more anxious I got. I
wondered if leaving New York was a
mistake – if I had given up too much of
my professional life by coming to São
Paulo. Round and round I went, making
myself more and more unhappy.
Then something funny happened.
I began to realize that the questions I
was asking were all based in fear. Fear
that things wouldn’t work out. Fear of
the future, fear of the unknown. If I
was really honest with myself, I wasn’t
tied so much to the job I had as I was to
the security that it brought me. For the
first time in my adult life, I had to rely
on someone else. And that led to a fear
of being vulnerable.
With that understanding, I began
to change the way I looked at things.
Instead of thinking about what I left
behind, I started to focus on what I
was gaining. Not only did I get to live
in Brazil, learn a new language and
experience a new culture, I also had the
opportunity to pursue dreams I never
had the time for in New York. I found
new venues for writing and started
teaching yoga more – a side career that
I had been too busy to cultivate while
living in the States.
Being the other half here in São
Paulo hasn’t always been easy. But
it has taught me valuable lessons.
Namely, that when we open our arms
to embrace change and believe in our
future, anything is possible. I still don’t
know what the future holds (I wouldn’t
have known it either if I had stayed
in New York), but when I look at my
husband and young son, I know that
whatever decisions I’ve made were the
right ones.
May

The Business
How the exchange rate and
inflation are changing Brazil
2004 was a great
year. Arriving in
São Paulo, my US
By Shay Coker, dollars, while limited,
AmSoc board member went a long way. The
exchange rate hovered
around 3 Reais to the dollar. I was
dining at excellent Japanese restaurants
in the best neighborhoods for US$10.
Agua de coco cost the equivalent of a
measly 50 cents at Parque Ibirapuera.
My apartment rent was way lower than
a similar building in a large US city.
Oh, how things have changed.
Today one pays US$70 for Japanese
food. Rent is spiraling out of control.
Even buying a Big Mac and fries at
McDonalds requires double the amount
compared to the US. New apartment
buildings are being developed and
priced at Manhattan levels, and still
sell out before the final phases of
construction are completed.
The government reports inflation
was just 6% during 2010. Just what
were they measuring? The price of
pencils? São Paulo residents certainly
noticed much bigger price jumps in
almost everything they consumed.
From a simple açaí to parking at their
favorite restaurant, prices have soared,
even when measured in Reais.
The exchange rate has significantly
altered the economic landscape in
Brazil in several areas, including
tourism. American Airlines flights to
Miami are packed with Brazilians ready
to spend not only at Disneyworld, but
also at their favorite shopping malls.
Argentinean ski destinations, such as
Bariloche, are preparing for an ever-
increasing Brazilian invasion in the
coming winter months.
In the world of sports, Brazilian
soccer clubs have seen their purchasing
power increase, partially stemming
the tide of sending their best players
overseas. They have attracted top
soccer players such as Ronaldinho,
Luis Fabiano, Elano, and Fred to return
to their homeland. Even young players,
2011
The American Society
of São Paulo
such as then 18 year-old sensation than double the amount, compared to
Neymar ended up staying with Santos other industrialized nations, for goods
instead of moving to a top European like cars, electronics, brand-name
club. clothes, and airline tickets. Will salaries
Real-estate price increases could be able to keep up? Will consumers be
be the most outrageous, especially to able to keep making payments on their
those who did not purchase a home homes and expanding credit card bills?
when the dollar was worth something Will we soon be spending $10 for a Big
in 2003-2004 (please restrain me from Mac? Or is the Brazilian currency due
kicking myself!). A simple $100,000 for a correction? It should be interesting
investment made in a fast-growing to see!
neighborhood like Brooklin or Vila
Olimpia seven years ago would be *all values are in US dollars unless otherwise stated
worth close to $700,000 in dollar terms
today. A recent survey by Jones Lang The Business is a new monthly column
LaSalle shows that new high-end office written by Shay Coker, a sports-
space now costs more in Rio de Janeiro loving economist making a living as a
and São Paulo than in the city of New commercial real-estate consultant at
York. Demand is simply outstripping Jones Lang LaSalle in São Paulo. He
supply and prices are rising almost studied business at Thunderbird School
monthly. Residential real-estate is of Global Management and has resided
also booming, perhaps due to a 650% in Brazil for nine years.
increase in available financing (FTGS) The Forum does not take responsibility
since 2005. for opinions or advice expressed in this
Salaries, at least for those at the top, column.
are keeping up with price increases and
benefit from the exchange rate swing.
Brazilian executive pay is the highest
in the world, according to a recent
article in the Economist. A director
level position in São Paulo pays over
$200,000, while a CEO position
averages over $600,000. Will the day
come soon when Brazilian companies
are importing “cheap” American
labor?
The United States has also benefited
from the boom in Brazil’s economy.
Today, US companies export almost
triple as much as they did in 2002.
American companies such as P&G,
GM, and Google are not only exporting
to Brazil, but are also investing heavily
in the country. And why not? Brazil
is currently the world’s 7th largest
economy and could overtake Britain
and France in the next year or two. The
country plays host to the 2014 World
Cup and 2016 Summer Olympics.
Excitement and anticipation are in the
air.
While most of the news seems good,
I have to wonder just how far it can go.
São Paulo residents already pay more
Forum 9
 Opportunities at the bottom of the pyramid
By Jennifer Iverson, AmSoc board member
What is the BOP?
We live in a country of approximately
188 million people, 95 million of which
are the new middle class and 73 million
living in the lowest income brackets (D
and E). These lower income brackets
are often referred to as the Base of the
Pyramid, or BOP.
On a global basis, the BOP is
generally considered to be the 4 billion
people who live on approximately
US$2 per day. The term
BOP entered into the public
sphere mostly thanks to the
late University of Michigan
professor C.K.Prahalad´s 2004
publication “The Fortune at
the Bottom of the Pyramid”
and Cornell University
professor Stuart Hart´s 2007
publication “Capitalism at the
Crossroads”.
The BOP theory
The BOP theory is that
corporations can prosper while
at the same time contributing
to poverty alleviation. Broadly
speaking, Professor Prahalad
takes a consumer approach
whereby companies can
profit by selling to the poor,
while Professor Hart goes a
bit further and seeks ways to
include the BOP population
in the economy as more than just
consumers, but rather, as participants
in corporations’ value chains as
suppliers, retailers, distributors and
employees. Both professors, like most
working in this field, are concerned
with how BOP business strategies, also
known as inclusive business strategies,
can contribute to society´s long term
sustainability and how they can play a
role in poverty alleviation.
This area is still rather new and
it goes beyond standard corporate
social responsibility programs, social
marketing and corporate-sponsored
community projects. Today BOP
strategies are usually built into the
overall long-term corporate strategy.
10 Forum
BOP players
Over the past 5-7 years, many
corporations around the world have
started to experiment with innovative
ways to include the BOP in their long-
term business strategies. Companies
like GlaxoSmithKline, Unilever,
Philips, SC Johnson, Microsoft,
Novartis, Procter & Gamble and Coca
Cola are pioneers in the BOP sphere in
various countries around the world.
PricewaterhouseCoopers in London,
for example, has created a department
to offer consulting on BOP strategies
for their corporate clients. Market
research companies, such as Stanford
University´s Mobile Metrix, have
entered the fray, as companies need
reliable and highly specialized data in
order to create and implement their
BOP strategies. These strategies are
very much ‘for-profit’ activities.
And where there is money to be made,
the bankers and venture capitalists
can´t be too far away. Mexico based
Ignia and Brazil´s own Vox Capital are
excellent examples of how to combine
venture capital and the BOP to generate
both financial and social returns. JP
Morgan on the other hand has created,
within its investment bank division
in New York, a Social Finance group
which supports companies operating in
the BOP space.
BOP in practice
Many different inclusive business
models exist and there is plenty of
room for creativity and flexibility in the
invention of new models. There is also
plenty of room for criticism
and improvement.
In addition, it is often
difficult to measure
quantitatively how the model
contributes to the company´s
financial and social bottom
lines. We have a long way
to go, but the start is very
encouraging.
Walmart Brazil, in order
to reach out to the BOP
consumer, created a new store
model called Walmart Todo
Dia, located only in low-
income communities.
The store offers a range
of products with accessible
prices and also offers a range
of services, either free or at low
prices, within the store such as
a lan house, a classroom for
technical courses, financial
services, issuing official
documents, an employment agency and
various health services such as access
to a pediatrician, gynecologist, and
general medical clinic. The store also
prioritizes hiring from the community
where it is located.
Within the first year, foot traffic
in the pilot store increased by 10%
and community members had access
to services that the government and
private sector previously had difficulty
in delivering to them.
Brazil´s own Natura is another
excellent example, as its model involves
sourcing raw materials for its cosmetic
and personal care products from local
producers offering them a 15%-30%
margin and ensuring the extraction
May
 The American Society
of São Paulo

of these materials without negatively population in the country, yet marketing products.
impacting the environment. In 2003, and distribution to this public was a The ladies generate income for their
in the state of Pará, Natura started challenge. Therefore the company families, are more knowledgeable
working with three communities of created a model in 2008 whereby ladies about nutrition and health, and Nestle
local producers increases its
of priprioca, a financial and
grass whose roots Class Income range R$ Number of people (end 2009) % of total population social bottom
yield a unique lines.
fragrance, for use A Above 6.329
in their Ekos line Sources of more
of products. Due B 4.854 - 6.329 20 million (w/A class) 11% (w/A class) BOP information
to the enormous To learn more
success of the C 1.126 – 4.854 95 million 50% about the BOP in
product line, Brazil, check out
Natura built a D 705 – 1.126 44 million 24% the blog www.
small factory brasildeverdade.
in the region in E 0 - 705 29 million 15% com and the
2006, increasing Brazil version
production while of Next Billion
at the same time increasing employment from the low-income communities act www.brasil.nextbillion.net.
and income generation for the local as Nestle distributors and nutritional Another opportunity to learn more
population. advisors in their own communities. and exchange views is to participate
There are many compelling inclusive The ladies receive courses on nutrition in the Inter-American Development
business models outside of Brazil, for as well as sales techniques and are Bank´s 1st Congress on the BOP in
example one operated by Nestlé in seen as a reference in the community Latin America, to be held in São Paulo
Peru. The company wanted to increase for nutritional information as well as on the 27th – 28th of June 2011 (www.
its market share among the BOP a point of sale, of course, for Nestle majoritymarkets.org) .

Fellowship Community Church

The Welcome Place since 1921
Phone (11) 3253-7609 www.fellowship.com.br

09:00 am - Walking in Faith Classes (English and Portuguese)

Sunday’s 10:30 am – Worship Service (English only)

06:00 pm – Culto em português

Conveniently located on Rua Carlos Sampaio, 107 – Bela Vista

Just a block and a half from the Brigadeiro Metro station on the Avenida Paulista

2011 Forum 11
 Memorial Day Services at Fellowship Community
Church on May 29th
Who are the AmSoc Vets?
The American Veterans of the
American Society of São Paulo was
formed in 1982 under the leadership
of Alonzo Shattuck for those who have
served with the pledge to give all for the
USA. Recently, the AmSoc Vets have
opened up to include first responders,
such as police and firefighters
as well as others.
Al Shattock served during
WWII and we have members
from Korea to the current
conflicts, with ranks from
corporal to general. As an
example, BG Rich Waddell
has had several deployments to
both Iraq and Afghanistan while
residing in Brazil.
The American Veterans of the
American Society of São Paulo
(AmSoc Vets) were recently honored by
the “Força Expedicionaria Brasileira”
(FEB) when they presented two of its
long time members, Jose Arana and
Nick Philippov, with Expeditionary
Medals. FEB was formed to honor the
veterans who served with the Allies of
World War II in Europe.
The AmSoc Vets are invited to
participate in the local patriotic events,
including the Brazilian Independence
Day parade on Sept. 7th.
If you are interested or know
someone who may be interested,
12 Forum
contact the American Society office or
one of its members.
Memorial Day
Memorial Day was first called
Decoration Day. It was a day set
aside for us to honor those who died
preserving the Union in the Civil War.
American Society Veterans posing with some
of the Marines from the US Consulate
It was called Decoration Day for the act
of decorating the graves of dead soldiers
with flowers. On May 5, 1868 General
John Logan, National Commander
of the Grand Army of the Republic,
officially proclaimed Decoration Day,
in his General Order No. 11. It was first
observed on May 30, 1868.
It is unknown when Decoration Day
first became Memorial Day. The Holiday
was first celebrated by the people of
Waterloo, New York on May 5, 1866
and then again on May 5, 1867. It could
be that Decoration Day and Memorial
Day were celebrated concurrently in
different parts of the North for many
years until World War I. On June 19th,
1926 by joint resolution, U.S. Congress
authorized and directed the
Secretary of War to accept
a tablet commemorating the
designation of May 30th as
Memorial Day. At that time
Memorial Day was made a
National Holiday and changed
from honoring those who died
fighting just the Civil War to
honoring all Americans who
died fighting in all our wars. In
May 1966, President Lyndon
Johnson officially declared
Waterloo, N.Y. as the birthplace of
Memorial Day.
The AmSoc Vets are co-hosting
the second annual Memorial Service
together with Fellowship Community
Church, to be held on 29th May. The
CG Thomas Kelly will participate, as
well as the Marines’ Presentation of
the Colors. Fellowship Community
Church is located in Bela Vista,
two blocks from the Metro Station
Brigadeiro at Rua Carlos Sampaio,
107.
May

AmSoc Benefit to feature Toquinho,
top MPB Star
On Saturday, August 27th you will
have the opportunity to participate in
THE SOCIAL EVENT of 2011 and
“Simply Be Happy”. Yes, that´s this
year´s theme for this traditional annual
São Paulo benefit, a collaborative
effort between AmSoc and Vida
Jovem that began in 2004. The theme,
“Pra Simplesmente Ser Feliz”, was
taken from the last stanza of one of
Toquinho´s most known songs, “Ao
Que Vai Chegar” (“To Whatever
Comes”).
´Happy’ begins with a tasty cocktail
and silent auction of over 300 must-
have items. The lively socializing,
networking and bargain hunting will
give way to the sumptuous dinner
in the stunning Golden Hall, where
MPB (Popular Brazilian Music)
star Toquinho & Band will perform
following dessert. Silvia Poppovik,
renowned TV personality and
journalist, will be the evening´s MC.
Toquinho
Toquinho, is one of the great MPB
(Popular Brazilian Music) stars of all
time. He formed a partnership with
the famous poet and music composer,
Vinícius de Moraes, and together
they made history with numerous
successes: Aquarela, Tarde em
Itapoã and Regra Três, among many
others. In addition to composing
with Vinícius, he worked with many
other music greats of the period such
as Chico Buarque, Jorge Ben Jor,
Paulinho da Viola, Elifas Andreato and
Belchior.
Toquinho is known for his
dedication to children, both for the
music he composed and as an advocate
for children´s rights. In 1986, working
with Elifas Andreato, Toquinho
developed his most important work
related to children, the CD “Canção de
Todas as Crianças”, that was inspired
on the “Universal Declaration of Rights
for Children” - 10 principles approved
by the United Nations Assembly.
Toquinho was recognized by the UN
2011
for this contribution.
7 Years of Event Successes
Now in its 8th year, this annual
benefit that attracts over 700 people,
has always celebrated Brazilian culture
with performances by Ivan Lins, MPB4,
Carlinhos de Jesus & Ana Botafogo,
Elba Ramalho, Ney Matogrosso,
Maestro João Carlos Martins & The
Bachiana Orchestra and Emanuelle
Araujo & Banda Moinho. In 2010,
Vida Jovem organized a Brazilian
Contemporary Auction of 92 donated
works from leading artists.
Associação Vida Jovem
As always, net proceeds from the
event primarily fund the educational
programs of Vida Jovem as well as
contribute to other charities supported
by the American Society. For over 24
years Vida Jovem has battled poverty
The American Society
of São Paulo
and worked with children-in-need
and their families in São Paulo. It is
the Brazilian affiliate of St. Louis-
based Boys Hope Girls Hope that also
operates in Guatemala, Mexico and
Peru as well as 15 US cities.
Located in the Ipiranga neighborhood
just two blocks from the Historical
Ipiranga Museum and the São Paulo
Aquarium, VJ impacts the lives of over
350 children, youth, their families and
others residents from nearby slums
and favelas. The VJ Educational and
Cultural Center offers extra-curricular
classes including English, Computers
and Math and Portuguese tutoring.
Its certified professional courses
offered daily include Education for
the Workforce in partnership with
SENAC; and, Computer Maintenance
in conjunction with Cisco Systems.
Vida Jovem nurtures the children
who are placed in its family-like
homes and provides healthy food,
medical and psychological support
and the opportunity for a good
education. Many of the children
study in private schools and upon
high school graduation they are
encouraged to continue their studies
in college on scholarships provided
by Vida Jovem. The children also
participate in numerous field trips
and enjoy cultural programs such as
visiting museums, cinema, theater
and dance productions.
Happy yet? You certainly will be
when you and your friends purchase
tickets to what will definitely be an
unforgettable evening!
Tickets for this fun-filled, star-
studded happening sell out quickly, so
buy them soon by calling the AmSoc
office (5182-2074). Ticket prices are
R$ 200, 250 and 300, depending on the
seat location relative to the stage.
Don’t miss out on this chance to help
the São Paulo community and make a
child’s dream of achieving a decent
life come true. If you do, you and the
children you support will Simply Be
Happy!
Forum 13

H ousing
Elegant furnished house in Tamboré
Beautiful recently professionally decorated fur-
nished house for rent. 600 m² with 2,000 m² of
land. Heated swimming pool. Nice barbecue
area and outdoor porch. 4 suites, family room,
living, dinning, large kitchen, maids room and 3
car garage. The House is complete ready to live
in for high level executive. To see photos, visit
www.suzimoniz.com.br – Avenida Marília,105.
To visit the house, call (11) 8179-3131.
Taylor Real Estate
Luxury spacious houses, apartments and pent-
houses. Sales and rentals. Ten years experience
with expatriates. Furnished and unfurnished.
Trilingual Real Estate agents. References from
consulates and multinationals. Photos sent by
email. Relocation Service. Consult the site:
www.taylorimoveis.com. Email - taylor@tay-
lorimoveis.com. Phone: 5511 3079 8888 and
5511 8774 5100 (Maria Elisa).
Looking for Apartments
Looking for furnished, fully equipped apart-
ments in São Paulo. Offer management, pro-
motion, purchasing, remodeling and decoration
services for your property. We will rent your
flat to foreign tourists & executives visiting the
city looking for alternative accommodations.
Highly experienced specialized international
group. Contact: Paola B. de Estrada 9210-2201,
paola@apartmentssp.com or
www.apartmentssp.com
Furnished apartment for rent
Vila Nova Conceição. São Paulo’s Best place
to live. Near Ibirapuera Park. Modern building
with sports facilities, heated swimming pool,
three bedrooms (one suite), a living room with
terrace, complete kitchen, maid’s bedroom and
bathroom, big service area, two parking spaces.
Fully furnished with all appliances. Call Alex or
Eliane at (11) 3849-7085 or (11) 8635-7788, or
send an e-mail to alex@caboverde.com.br.
S ervices
Personal Trainer
I will come to your home, office, or workout fa-
cility and create an exercise/fitness program tai-
lored to your health concerns, fitness goals, and
schedule. For adults and children, individuals
or groups. Sessions in English, Spanish, or Por-
tuguese. For more information please contact
Daniela Franco at (11) 9739-6191 or dsf29@
hotmail.com.
14 Forum
Selling Up
Go with a pro! We have been selling household
goods for families, individuals, and companies
for more than 20 years in São Paulo and Brasil-
ia for embassies. We have hundreds of pre-
selected clients wanting to buy from you, safe
and sound! Send an e-mail to meredithsales@
zaquie.com or zaquie@zaquie.com or call (11)
5908-1144 or (11) 7997-8808. Ask for Ms. Za-
quie Meredith.
Argos Dog Kennel
Traveling? What about your dog? Argos Kennel
Hotel could be his second home in the coun-
try. Food, water, and shelter with lots of love
and personal care. No lonely kennel for him,
but our home and the freedom of a spacious
garden. Fetch and carry service. English and
French spoken. Call Jean or Christiane at (11)
4661-1430 or (11) 7143-0837 or send an e-mail
to jean.chris@uol.com.br. Embu Guaçu, SP.
Math and Science Tutor
Former Graded and Chapel teacher, with 25-
years experience, tutors Math, Physics, Chemis-
try, and Science for all levels, including but not
limited to the IB, IGCSE, SAT-I & II, AP and
Brazilian vestibular. Elementary and middle
school students are also welcome (all subjects).
Call Fernando Knijnik at (11) 9134-6700.
Psychotherapist for Ex-Pats
Serving Adults, Children, and Families (also
couples) struggling with all adjustment issues.
Specializing in issues of divorce, separation,
and reconciliation. Many years experience with
drug/ alcohol issues. USA licensed as MFT. Jun-
gian Analyst experienced in Sandtray, Dream-
work (groups also), and Cognitive/ Behavioral
therapy. Please call/ email Matthew: 7734 5793
or mattvanlokeren@yahoo.com for a free initial
consultation.
American-Licensed Expat Psychologist
Richard Morhaime, Psy.D., offers skilled psy-
chotherapy for children and adults. He also pro-
vides complete diagnostic evaluations in Eng-
lish for children with academic or behavioral
difficulties, featuring individualized recommen-
dations for school and home. For more infor-
mation, contact Dr. Morhaime at 5538-0099 or
9669-8057 or visit
www.expatpsychologist.com.
classifieds
American Psychologist Services for Expats
Sukie Miller Ph.D. early director of Esalen,
former Board Member Jung Institute San Fran-
cisco, 35 years experience private practice as
coach, psycho-therapist with adults and cou-
ples in eclectic approach to personal/profes-
sional growth, woman’s’ issues, adjustment to
São Paulo, goal setting, dream work, anxiety.
Call Dr. Miller at 11- 9823-8730 email
sukiemiller@gmail.com.
American-Licensed Psychotherapist
In this busy and ever-changing world, people of-
ten feel stressed and overwhelmed with no place
to turn. Psychotherapy/counseling can provide a
safe place to receive professional guidance and
support. Brief or longer-term therapy offered
depending on your needs, goals and expecta-
tions. Services: individual, couples, child/ado-
lescent. Certified to conduct Adoption Home
Study for American Citizens. Contact: Pamela
Wax, MSW/LCSW at 5051-5988 or 9656-2106.
Located in Moema.
American-Licensed Clinical Psychologist
Heloisa Garman, Psy.D. U.S.-licensed Clinical
Psychologist (covered by U.S. health insur-
ance). Bilingual, with extensive private practice
in Chicago and former therapist at the Family
Institute at Northwestern Uni. Treats individu-
als, couples, and families. Specialized in anxi-
ety, depression, cultural issues, and adjustment
disorders. Call Dr. Garman at (11)7179-9723 or
3898-2330 or send an e-mail to
hcbgarman@aol.com.
A classified of up to 350 characters costs
R$55 for AmSoc members and R$80 for
Classified
Place a
non-members. To place a classified please
call (11) 5182-2074 from 8:30 a.m. until
1 p.m., or send an e-mail to amsoc1@
americansociety.com.br.
Forum does not check all of the advertisers
Our Readers
appearing in this newsletter. We urge you
A Note to
to use these services; however, thoroughly
check prices and services prior to finalizing
any service or purchase agreement.
May
 The American Society
calendar of São Paulo

Learn more about this month’s AmSoc events (highlighted) at www.amsoc.com.br.

May 2011 Important Dates: 1st Labor Day (May Day), 8 Mother’s Day

02 Monday Scottish Country Dancing Club 1st Monday of every month at Drake’s Pub, in the Brazilian British Centre at 8 pm. Please visit www.
standrews.com.br for more details.

04 Wednesday INC Coffee at Emporio Santa For more information, visit www.newcomers-sp.com.br
Maria

05 Thursday Annual General Meeting U.S. Consul General Tomas Kelly and his wife Elsa will host the American Society Annual General
(AGM) Meeting (AGM) at 8 p.m.

Will take place in the Church Hall on Friday from 8.00 to 17.00 and Saturday from 8.00 to 12.00. The
06 & Friday & The annual Clothing Sale clothes that you no longer want bring them to the Church. Clothes that are no longer in good shape may
07 Saturday be handed in separately to the Church Office for distribution to those in need. Volunteers are needed.
Further information at www.amsoc.com.br

11 Wednesday INC Red Rose For more information, visit www.newcomers-sp.com.br

All You Need is Love & At Credicard Hall, Av. das Nações Unidas, 17955 - from 10 p.m. The show features special effects, vintage
13 Friday Orquestra instruments, costumes and projections reviving with scenic and fidelity sound with songs from all
phases of The Beatles. To get your ticket click on www.premier.ticketsforfun.com.br

Will be open to any players of all levels. Entry deadline to rrubeizjr@terra.com.br until May 6 at received
14 Saturday Team Tennis Tournament at, submit your name, address, telephone, email, estimated tennis level, avg. # of times you play per
month and shirt size. For more information visit www.americansociety.com.br.

14 Saturday Ian Anderson’s Jethro Tull At Credicard Hall, At Credicard Hall, Av. das Nações Unidas, 17955. Time to be confirmed on www.
Concert credicard.com.br

A stellar cast comes together for this second installment of the new Ring: Deborah Voigt stars as
15 Sunday Die Walkure Opera Brünnhilde, Bryn Terfel is Wotan, Jonas Kaufmann and Eva-Maria Westbroek star as the twins, and
Stephanie Blythe is Fricka. James Levine conducts. To see live in HD direct from The Metropolitan Opera
in a cinema, click on http://mobz.com.br and buy your ticket.

19 - Thursday - Bakels conduct Mozart and Kees Bakels conduct Mozart and Schubert with the Symphony Orchestra of the São Paulo’ State. Start at
21 Saturday Schubert 9 p.m Prices R$24,00 – R$135,00. Click www.osesp.art.br to get your ticket.

29 Sunday Memorial Day Service See page 12

29 Sunday Coppélia Ballet The entire family will delight as the magical world of Dr. Coppelius’ workshop reveals his mechanical
toys and imaginative inventions. To see live in HD direct from The Metropolitan Opera in a cinema, click
on http://mobz.com.br and buy your ticket.

Enjoyed this publication?

Become an American Society Member and get a
free Forum subscription!
For more than 60 years The American Society of São Paulo has worked to establish a strong
network for expats living and working in São Paulo. Join Today!!!

Visit our website at www.amsoc.com.br and fill in our on-line form

or call the AmSoc office at 5182-2074

2011 Forum 15
AmSoc Sports review
By John Kennedy, Director of AMSOC Athletics
Basketball Tournament - 2011
On April 16th at the Graded School in
Morumbi, the American Society hosted
its 1st Basketball Tournament in years.
Six teams entered with about 8 players per
team. The games, which were comprised
of two 12 minutes halves, were of the
demanding 5 on 5 full court version,
including league referees calling the
fouls and controlling the substitutions. It
started at 10am with a round robin format
with the 6 teams divided into 2 groups,
with the three teams in each group playing
each other. The group winners went on
to play the second place finishers of the
other group, while the third place teams
were eliminated.
Most of the games were closely
contested until the very end, with three
Sunday Baseball
On Sunday April 10th, some past
and present AmSoc members got
together with some Japanese-Brazilian
baseball players to play a pick-up game
of good ole fashion sandlot hardball.
They included AmSoc Sports Director
John Kennedy, regular AmSoc sports
sponsor and member Sadao Isuyama,
former returning member Kevin Smith
and Rick Dunno, and a new coming
member Paulo Antunes of ESPN.
Sadao organized the get-together
which took place on a private baseball
diamond in Osasco, next door to the
ROUND ROBIN
contests going into the 3-minute overtime
period, including the final. The 5-man Group A Group B
American Society team played very well,
being led by former FORUM Editor Cougars 41 PACA 48
Bob Moser, for they lost in overtime US Consulate 38 GM 14
in the round robin stage to the eventual
champion. With only 5 players showing Cougars OT 51 PACA 31
up, the AmSoc men couldn´t substitute AmSoc 45 White Cats 39
regularly to give their legs a rest as did
most of the other teams. AmSoc 31 White Cats 37
The champions were the Cougars, US Consulate 35 GM 23
led by Chris Harshberger and Michael
Miller, two exceptional athletes who
have also led other Cougar teams win SEMIS FINAL
several softball championships and this
year´s Abacaxi Bowl. With their deep Cougars OT 42 Cougars OT 51
bench of a 10-man team, they ground out PACA 38 Whie Cats 48
the championship by winning both their
semifinal (against PACA) and the final White Cats 36
(White Cats) in Overtime. US Consulate 22
San Francsico Golf Clube.
The American led-team prevailed
8-5 over 7 innings of good quality
baseball, since there were only 1 or
2 pass balls, few fielding errors and
1 or 2 walks! For example, batting
third, John Kennedy went 3 for 4
with 3 RBIs and 2 runs scored. We
plan to get together more often like
this, so whomever is interested in
playing on a Sunday morning (back
for the family lunch at 1-2pm), get in
touch with John Kennedy at john@
kennedy-partners.com or 9951-9103.