Bite of Brazil

Brazil is the home of Carnaval, Traffic and, of course, Fispal Technologia & Fispal Food. This Expo,  now counting  its 25th anniversary, is the premier event of its type for South America. More than 2100 exhibitors and 60,000 attendees invade Anhembi Exhibition Hall in São Paulo.

A Rube Goldberg  wonderland, the space has gadgets and machinery around every corner. Robotic arms, vaccuum movers, preform bottle machines, all moving in a controlled race. Like those in the mind of a child,  these shiny, stainless, crazy contraptions can foil wrap pebble sized mints or fragile potato chips. Another machine with tubes and blowers transforms coarse corn meal into puffed corn nuggets, instantly. The clicking and clacking of the of these inventions playing  a mesmerizing tune. Hundreds of bottles are filled, capped, boxed and wrapped in a moment, while rolls of “ flex” are printed and stamped. Innovation and automation seems to be “de Riguer”, if it needs to  be boxed, wrapped, bottled, stamped or contained, you,ll find it at Fispal Technologia.

Not only is metal, plastic, corrogate other materials on display, support of machinery, marketing strategy seminars, advertisers, innovation workshops and discussion of “environmental awareness” was on parade. Here, they seem to be taking a very pragmatic approach to recycling and what it really means. “Being Green not Greenwashing”, as stated by Tim Corvin of Webb Scarlet de Vlam. To look at the big picture of operations, from start to finish, being economical, efficient and honest, while truly working towards sustainability. This type of educational program góes far beyond the Standard marketing “tips” garnered from most trade programs.

The Fispal Food event smaller in scale, but well attended. Chillers, ranges, pasta machines and fryers with coffee machines leading the pack. This show seemed more typical, with samples of ice cream, beer, frozen fish and candies. There were also many pizza ingredients, being that there are na average of 1,000,000 pizzas sold daily in São Paulo, population 16,000,000. They love there pizza and cheese. The flow was enhanced with many “action” events; the national pizza cook-off, Young chefs competition, the barristas competition and numerous choclate and pastry demos.

In this nation of great seafood, advanced aqua culture and incredible fruit, I would have liked to see more “fresh” exhibits.

The smooth operations, setup and organization of the Expo’s falls on Marco Antonio Mastrandonakis; a fortyish Brasilian, with an infectious laugh and casual style. Marco is the CEO of BTS, Brazilian Trade Shows, and with the help of his knowledgable staff, runs the shows and 5 large trade publications.

Though Marco and his crew seem to have their hands full, planning for the addition of two more shows to Fispal, I challenege them to take on the world, and bring all the great ingredients of Brazil out of South America. And show us all that Brazil is more than Carnaval and coffee.