Exchange of ideas aim of trade mission to Brazil

The mention of Brazil may conjure images of rainforest destruction, violent slums and economic instability. But South America's biggest country also is emerging as source of progressive ideas: ethanol production, flex-fuel cars, social-service programs funded by private companies and a cautious approach to trade agreements.

In October, Washington state will send a delegation of business and government leaders to study Brazil, the first visit from the state in many years.

Led by Lt. Gov. Brad Owen, the 11-day trip is a trade mission, a chance for Brazil to tout its abilities in some key sectors of interest to the state: software, information technology and biotech, alongside traditional agriculture (including coffee) and manufacturing (such as regional jets).

But the delegation aims to delve deeper. Participants will learn about sustainable business practices, see fresh approaches to city problems, and talk with companies and civic groups that have learned to work together, according to the organizers.

"To the best of my knowledge, this is the first time our state has focused a trade mission on innovative and sustainable business and civic solutions," Owen said in a statement.

Brazil's 30-year policy of producing ethanol from sugar cane has grabbed headlines lately, thanks to high U.S. gasoline prices. But its social and business efforts are less well known.

"Brazil doesn't know much about Washington state and Washington state doesn't know much about Brazil," said Georges Lamazière, consul general of Brazil in San Francisco. He was in Seattle last week to meet with city officials about the trip.

"Brazil wants to get a higher profile in IT and high-end technology in general," he said. It has sophisticated banking software and electronic voting machines to offer, and is developing its ability to do call center and IT outsourcing work.

"It's ultimately a business trip, but one of the reasons we picked Brazil is because of all of the activity going on in other areas," said Terry Laggner, deputy director of Washington Council on International Trade, which is organizing the trip.

The group will visit three cities:

• São Paulo, Brazil's economic center, where it will meet with business leaders and learn about opportunities to invest and trade with Brazil.

• Curitiba, a "model" city designed and built with green space, transportation, social services and waste disposal in mind.

• Rio de Janeiro, where the focus will be social programs funded by private enterprise that are trying to address the city's favelas, or slums, and other models of business sustainability.

More information is available at www.wcit.org.

Alwyn Scott: 206-464-3329 or ascott@seattletimes.com