Forum

Monthly Newsletter
August 2010
www.amsoc.com.br

In This Issue Independence Day - truly more than

New editor
Page 2: This month’s ‘Newcomer
Profile’ welcomes the new Forum
editor Lynn Cordeiro who is
taking over from Bob Moser.
New Real Estate Law
Page 9: Learn about the new
laws and how they could affect
you if you are renting a property
in Brazil.
New CG Thomas Kelly
Page 11: Read a short profile
on the new Consul General
Thomas Kelly and his previous
achievements.
a movie!
By Richard Wegman and Alan Blau, AmSoc board members
Countries all around the world
celebrate their individual Day of
Independence. This year on July
3rd over 200 people got together to
celebrate the American tradition of the
4th of July with the American Society
of São Paulo. We remembered the
sacrifices of others over the past 234
years since our United States declared
its Independence and regardless of
the cost, maintained our freedom.
The American Society of São
Paulo was proud to host this annual
celebration once again at one of our
long time members’ home in Chacara
Flora. The grounds were extremely
well prepared and decorated with
tributes to America in Red, White
and Blue. (Continued on page 4)

New writer Batter Up For Some Delicious

Page 16: Find out what amused
and scared our new author
Flapjacks and Fun Games!
Natasha de Carvalho when she
visited a Brazilian Feira for the
first time! One of Amsoc’s most remarkable hearty food!
events is just around the corner! Light Who won’t enjoy a stack of crispy
and fluffy on the inside and golden pancakes slathered in maple syrup?
brown on the outside, definitely You can enjoy all of this on Saturday,

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.
something you won’t want to miss!
To help welcome you to - or back
to - São Paulo, the American Society
will once again host a pancake
breakfast at the Little League sign-
up. Children will be running around
enjoying themselves with the wide
range of sports such as soccer,
baseball, tennis and much more being
offered. Whereas the adults can take
advantage of the great opportunity to
meet old friends and the new families
arriving in town while eating some
August 14th at the Graded School
(Av. Giovanni Gronchi, 4710 ).The
event will start at 9:00am and end at
approximately 11:00am.
All are more than welcome to
participate! So, why not savor a
delicious flapjack and meet new
friends?
Stay tuned and up to date! For
more information visit our website at
www.amsoc.com.br

The President’s Corner
How would
you define
community?
Chances are it may
not be similar to
that of Wikipedia;
“a group of
interacting
organisms sharing
an environment.”
By Tim Scott, AmSoc president Most days I feel
more accomplished than an ‘interacting
organism’.
A few expat postings ago, we lived
in sunny Madrid. The Spanish have a
most wonderful sense of community.
Each evening at dusk, you find groups
of people out of their apartments and
in the street talking and enjoying one
another’s company. Following the all
too frequent separatist bombings at that
time, you would immediately thereafter
find throngs of people gathering together
arm-in-arm to protest, weep, pray and
shout “basta ya”. I admire the Spanish
for their passion, their devotion to one
another and their connectedness.
These days, community can have a far
less geographic context. The boundary
less internet facilitates communities of
all shapes and sizes, connecting us to
people in Paris, Punta Arenas and Peoria.
No matter the circle you are in, sharing
common interests and relating together
is something that in today’s hectic
society is an antidote against feeling
Forum is published monthly, with
the exception of January and July, by
About Forum
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
2 Forum
overwhelmed and alone. Taking
an active role in our community
brings a sense of belonging and
can be healing, empowering, and
provide a deeper sense of meaning
and purpose.
The Apostle Paul famously wrote
about community to the Greeks in
Corinth, telling them and us today
that we are like many parts of the
body and that all parts of the body
are important. I’ve often wondered if
Paul could have ever imagined that
2000 year later his name would rest
on one of the world’s largest cities.
Speaking of community, when
you get back to São Paulo, the
American Society will be kicking
off the second half of the year with
a welcome back event, inviting
members and non-members for a
pancake breakfast together with our
Little League sign-up. Be sure to
invite new people to the event.
The American Society hopes to
help all, especially those just arriving
to get connected into a community
of people. Getting connected is the
best recipe for a successful start in
a new city, that, and a few good
pancakes.
Have an amazing August. Make
a point to reach out to someone in
your community.
Abraços, Tim
Lynn Cordeiro, editor and layout
Simon Tharby, staff writer
Beatriz Salgado, editorial
assistant
Forum is printed by EGB.
(http://www.egb.com.br)
Views expressed in Forum do
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.
New editor
profile
Name:
Lynn Cordeiro
Origin, time here:
Born in Germany,
I lived in Paris,
London and
Philadelphia before
moving to São Paulo
two years ago.
Why São Paulo?:
I moved because of
my husband’s work
and have in the meantime set up my own
photography business FalaPhoto.com as
well as now taking on the job as editor and
layout designer of the Forum.
Previous professional experience:
I was working as graphic designer in
London after graduating in Photography
from the University of the Arts. After a
Masters degree in Interaction Design I
worked for Nokia as a designer for four
years.
Best things so far:
I love the child friendliness of Brazilians.
Going back to Europe with a child for the
first time was a real eye-opener. In Brazil
people are not offended if you take a child
to a restaurant in the evening, and everyone
has a smile for them!
Early frustrations:
Getting an apartment was a challenge. We
had a number of offers fall through on
technicalities.
Have ‘saudade’ for anything back
home?:
Having a young daughter I am mostly
missing the ability to buy fun educational
toys. Over here it is mostly all singing and
dancing plastic things that she quickly loses
interest in.
Progress with Portuguese:
Getting there. I had a teacher for the first
year which helped a lot. Now that I am on
my own my progress has slowed a little,
but I try to make an effort on a day-to-day
basis.
Favorite place to hang out:
Right in the area where I live. I can find
my favorite padaria in town as well as a
great little Italian restaurant and of course
gourmet temple Santa Luzia.
August
 The American Society
of São Paulo

Welcome new members from May and June

New Members are the life blood May and June. I noticed that many you see them, please introduce
of all organizations around the of these new members were at our yourselves and make them feel
world. In São Paulo it’s our honor to Independence Day celebration, so welcome in our community.
welcome our new Members during they are starting off right. When Your Membership committee

Name Membership Type Citizenship Company or Profession

Mirian & Wendel Dantas Family Patron Brasilian Seven Idioms

Amir Masliyah Single American U.S. Consulate

Muge Sandikcioglu & Farris Smith Family Patron American Novo Nordisk

Susan & Stephen Merrick Family British Bristol Myers Squibb

Tania & George Pretyman Helping Hands British/Brasilian GAP & TMN Ltd.

Mien Mien Ho & Agusto Rocha Family Patron Brasilian Outliers Language School

Ana Cristina Salas & Celso de Family Patron Brasilian/American Vergent Partners
Barros

Tamara Ward-Graham & Roberto Family American n/a

Goncalves

Naomi De Moraes & Vitor Family American Just Right Communications

Nascimento

Sonne & Delcio Amorim Jr. Family Brasilian Intermedica Sistema de Saude

Sheyla Lages & Gary Zito Family American Convergys

Jennifer Showers & Ricardo Family Patron American Pixit

Merzvinskas

Miryan & Howard Payne Family American n/a

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

2010 Forum 3
 Independence Day - truly more than a movie!
O u r
(Continued from cover page)
opening ceremony was lead
by the Marine Colour Guard
and followed by an invocation
by Pastor Garvin; then a
reading of President Obama’s
message by our Consul
General, Thomas White. The
downside of this speech was
that Tom & Terri White and
their children officiated at
their last event in São Paulo
and will be assuming a new
post in Brussels this month.
Their dedication and support
to the American Society, the
American Community and
many of our charities over
the past three years has been
an example of how just one
family can so positively impact
the results attained in such
a short period of time. Also,
Sister Angela, from Projeto
4 Forum
Sol, participated with a special
“Thank You” to the Whites for their
endless contributions and love of
children. The emotions were high
and in good spirits, as the Whites
are leaving São Paulo much better
than they found it.
Speaking of children, our kids
had a great time sliding, running,
playing games, getting their faces
painted and - oh yes - saw what ‘you’
did to the counselor with the paint
brushes. The kids even had their
own hot dog BBQ, soda station and
later marshmallow roasting party.
There were smiles on their faces
all afternoon, so they were clearly
enjoying themselves.
The band was excellent and had
everyone tapping their feet and
humming alone, we even had a few
people dancing! There was plenty
of salad and desserts of many types
so no one went home hungry and a
August
 The American Society
of São Paulo

few soup kitchens received a donation

as well.
I know many of you are still
enjoying the flower centrepieces and
pin wheels that you got to take home.
We’re glad that you can keep the
memory alive; because that’s what the
whole event is about, remembering.
Thank you for sharing our Freedom,
traditions and family on this important
day, we look forward to seeing you
again next year.
Lastly, we want to send a big
THANK YOU to our sponsors,
contributors and those of you who
participated in the auctions for great
gifts and of course, our dedicated
committee of volunteers.

Your Independence Day Celebration

Committee

AMSOC would like to extend our SPONSORS: CONTRIBUTORS:

many THANKS to the following
Sponsors and Contributors, who made Chevrolet Ecologie Cosmetics
our Independence Day Celebration American Airlines Chapel School
another success story: Acer Computers Colgate Palmolive
Amazonat Ecolodge Microsoft Windows Phone
Azul Airlines Outliers Language Courses
Juma Lodge Transnway
Spa Sorocaba USMC
Pepsico
Serasa Experian

2010 Forum 5
 Halloween Party Preparations
getting under way!
It’s that time of year again- we got
through customs with our packed
suitcases full of goodies from home,
the kids are back in school, and we are
getting back into the rhythm. Or, for
those who have just arrived, you got
the suitcases unpacked, you are maybe
waiting for your container, and your
kids are in school making new friends.
Whew! Now what? Whether you have
been here for years or you are new to
São Paulo, wouldn’t you like to be part
of a fun committee that benefits our
kids?
Preparations are starting up for the
annual American Society Halloween
Party. This party was a huge success
last year, offering trick or treating at
10 different wonderfully decorated
and creative candy stations, a magic
haunted house done by the marines,
delicious American snacks, a cash bar
for the parents and lots of games and
Pumpkins - ready for picking
6 Forum
activities and American candy for the
kids. Halloween in São Paulo is picking
up popularity, but it is still nothing like
home. This may be the only chance a lot
of children have to go trick or treating.
This is a great opportunity for
Americans to meet other Americans
and to get involved in the American
Society. If you are looking for a fun
project this semester and would like to
make some new friends, then join us as
we plan this upcoming event. We will
need volunteers for decorating, games,
food, candy, etc.
The first committee meeting will be
Wednesday, August 25th from 9h30-
11h30 a. m hosted by Ruth Hollard in
Jardim Europa. A light breakfast will
be served. Interested people should
send an email to ruthhollard@hotmail.
com or call 9405-6424 for directions to
Ruth’s house.
Things we
missed
What we missed: Netflix
What we found: Blockbuster delivery
Blockbuster’s new service offers at
home delivery of your selected DVDs
from R$34.90 a month. There are a
number of different membership levels,
for R$49.40 you get up to 90 movies a
month.
It works in the same way as Netflix
where you assemble an online list of the
movies you would like to watch next.
Upon return of a movie, the next one
from your list will be dispatched.
Granted, Blockbuster does not currently
do streaming from their website, but try
to get Netflix to deliver your DVDs by
Motoboy. So let’s just take it one step
at a time!
For more information go to www.
blockbuster.com.br
‘Things we missed’ is a new column that
introduces products and services that
are new or were hard to find in Brazil. If
you have an idea for a product or service
that could be featured please write to
forum@amsoc.com.br
Please note that Forum is not
endorsing these products and services
and does not take any responsibility
for quality and/or performance or lack
thereof.
August

Ford’s Environmental Conservation Prize 2010
By Ford Motor Company’s Public Relations staff
Sustainability is a priority for Ford.
Because of this, Ford uses the best
environmental management practices
in their factories. But we do not stop
there.
Ford invests globally in recognition
of actions that make a difference in small
communities or large cities, in forests
or in urban areas, besides
valuing simple initiatives
of individuals who, like
us, seek to reduce the
environmental impact
and sustainability.
In Brazil, the
Ford Environmental
Conservation Prize is
now in its 15th edition
and this year brings
great news. The nearly
500 Ford cars and trucks
dealers will, starting this
year, participate in the
award, considered one of
the most prestigious recognitions in the
industry in the country.
The Ford Environmental
Conservation Prize also elect all kinds
of successful initiative aimed at the
environment preservation that serves
as innovative and replicable model
in Brazil. It is the most important
awards for environmental projects in
the country. It is also a matter of great
pride for Ford appreciate the work of
these environment entrepreneurs.
“We want to increasingly involve
the links in our relationship chain in
this type of initiative. The impacts on
our business will be increasingly strong
and, with the inclusion of our dealers,
will become even closer to our end
customer, “said Marcos de Oliveira,
Ford Brazil and Mercosur president.
The initiative has already produced
important results. Abradif, an
association representing the dealers
Ford around the country, is investing
heavily in technical training and
awareness of the whole dealers net.
The project will be conducted in
three phases. The first one will involve a
workshop with the dealers’ owners. The
2010
The American Society
of São Paulo
same shall appoint the environmental (twenty five thousand reais), except for
agent of each store, which this year suppliers and dealers - whose winner
will undergo a more intensive training. will receive a recognition certificate
Until next year, after training on site, from the automaker.
all Ford dealer employees will be Winners will be selected by a jury
trained in Brazil. Overall, Ford expects of prominent personalities in the
to involve 15 000 people. environmental conservation area.
Registration is free and available
from July 1. More information will be
released shortly by the automaker.
History
The Ford Environmental Conservation
Prize was launched in 1996 and has as
main objective to recognize projects
and actions that stand in conserving
biodiversity and promoting sustainable
development.
In the last fourteen years
it has awarded 65 individuals
and organizations dedicated to
environmental causes, totaling
approximately 1,800 projects
registered, coming from all regions of
Brazil.
Beyond the Dealer category, the
initiative also rewards those who
developed and implemented projects
in favor of the environment in the
categories:
- Science and Human Resources
Training
- Individual Achievement
- Environment in Schools
- Business in Conservation
- Supplier
The winner of each category receives
a trophy and a sum of R$ 25,000
Forum 7
 The Evolution of LD: A Global Guide for Parents
By Kristina L. Dooley, former AmSoc member
According to the U.S. Department of
Education, more than 38% of children
with learning disabilities will drop out
of high school, compared to 11% of the
general student population. Though a
concerning statistic, even more troubling
are the results of a Roper Starch Poll
which revealed that 44% of parents
who noticed some indication of learning
difficulty in their children waited a year
or more before openly acknowledging
that the problem may be serious. Once
a much tabooed topic of discussion
amongst parents, acknowledgement and
education about learning differences
is growing and, fortunately, so are
the resources available to families
throughout the world.
The National Centre for Learning
Disabilities (www.ncld.org) defines
a learning disability, a term coined
over 50 years ago, as “a neurological
disorder that affects the brain’s ability
to receive, process, store and respond
to information.” LD students may
have difficulties with reading, spelling,
writing, mathematical calculations,
verbal and social skills. Approximately
one-third of LD students are also
diagnosed with AD/HD, while many
others exhibit characteristics associated
with giftedness.
“There is no doubt that stigmas are
still a big issue,” says David Tuttle,
Admissions Director at The Kildonan
School (www.Kildonan.org), a New
York boarding school serving students
with dyslexia and language-based
learning differences. “However, there
is a lot going on globally and so many
more options exist for families today
than ever before.”
Helen Waldron, who has served
for more than 20 years as Assistant
Head at The Forman School (www.
FormanSchool.org), a Connecticut
boarding school for students with
learning differences, has witnessed
many of the changes that have occurred
in LD education and support over the
years.
“Feeling safe in the classroom is a
new experience for many LD students
8 Forum
and it enables them to be more engaged,”
says Waldron. “Learning programs and
strategies that build on what students
can do – rather than what they cannot
do – improve confidence and highlight
the success of each child.”
Parents often feel confused or lost
when it comes to how to best help their
LD child. According to Waldron, “some
parents initially believe that a Learning
Difference is something that can be
‘fixed.’” The Learning Disabilities
Association of America (www.ldanatl.
org) educates families that learning
disabilities are lifelong conditions
and that only through “understanding,
support, and appropriate interventions”
can children be successful in the
classroom.
For many families, enrolling their
child at a boarding school specializing
in working with LD students, such
as Kildonan or Forman, can make a
tremendous difference in the life of the
student as this is often the first time they
will have felt comfortable in a classroom
setting.
“An all-LD school provides a safe
place where students can focus their
energy toward learning,” says Waldron.
“Students do not need to give up arts,
athletics, or other extras to get the
support they need.”
In this age of technology and instant
information, families can also find
many resources available through local,
national, and international organizations
dedicated to educating families on LD
issues. During a recent trip to São Paulo,
Tuttle had the opportunity to develop
contacts with several organizations
including Education USA (alumni.org.
br) and the Associação Brasileira de
Dislexia (ABD, www.dislexia.org.br).
“In Brazil, ABD is a thriving
organization founded by parents
of students with LD who are doing
remarkable things,” says Tuttle.
The Education USA organization
assists families by hosting seminars,
receptions, and providing a full resource
library of school and college information
for those seeking educational options in
the U.S.
“It has been interesting to watch
how different cultures are reacting to
the growing awareness of learning
differences,” says Tuttle. “For example,
in mainland China I am rarely contacted
directly [by families] at a school fair,
but parents will often wait for me in the
hallway or stop and ask if they could
meet me at another time.”
Tuttle, who spends several weeks per
year meeting with families worldwide
and speaking about the ever-changing
resources available to families with LD
children, feels that connecting faces
with learning disabilities provides a
visual point of reference. Most people
aren’t aware that some of the world’s
greatest leaders, artists and inventors
have had learning disabilities including
Cher, Albert Einstein, Tom Cruise,
Walt Disney, Steven Spielberg, Thomas
Edison, Whoopi Goldberg, and Pablo
Picasso. A motley mix of characters,
this group is a great point of reference
for families across the globe of the types
of accomplishments LD students can
achieve given the appropriate resources
and support.
Kristina L. Dooley is the founder
of Estrela Consulting, an Independent
Educational Consulting firm helping
families navigate the college and
boarding school search processes. A
former college admission counselor,
Kristina enjoys sharing her “behind the
scenes” tips with families embarking on
this exciting experience. Kristina is a
former AMSOC member now living in
Buenos Aires and can be reached via
email at Kristina@EstrelaConsulting.
com or online at www.EstrelaConsulting.
com
August

Brazil: The New Real Estate Rental Law
By Jose C. Santiago, Attorney at Law
The new real estate rental law, known
in Brazil as “Nova Lei do Inquilinato”
came into effect on January 25, 2010
and since then it must be applied to both
new and old rental/lease agreements of
real estate properties all over Brazil.
Here are the major changes between
landlord and tenant created by this new
law:
1. The tenant who did not provide the
landlord with any contract guarantee
(such as “fiança, seguro fiança or
caução”) is subject to a lawsuit whereby
he or she must pay the landlord within
15 days. No other legal remedies
are available to tenant, either pay or
be evicted. Before this new law an
agreement without a guarantee would
take a landlord forever to be able evict
a tenant;
2. Currently if a tenant is behind only
one payment they are already subject to
an eviction lawsuit and have 15 days to
pay or be evicted;
3. In the case that the tenant decides
to rescind the agreement before its
term, he or she will have to pay a fine
proportional to the period left before
the contract expires;
4. Landlords now have to pay
to tenants an indemnification if
they rescind the contract before its
2010
The American Society
of São Paulo
term, according to the cases already and headaches when finding and renting
prescribed by the old law, such as for a property in Brazil.
his or her own use/necessity.
With these new rules more landlords Jose C. Santiago
will offer properties to more tenants, Attorney at Law
and there will be less bureaucracy www.lawofficeinbrazil.com
and red tape. Landlords will now
start offering their properties without DISCLOSURE: All information herein
the necessity of any rental guarantee, given is merely for elucidative purposes.
which will help not only It reflects current Legislation, which
the real estate market, but can be modified in the future. In case of
also anyone looking for questions regarding a particular case/
a real estate property for issue, always consult with your own
rent. attorney.
For foreigners or
residents, even temporary
residents in Brazil, it has
always been impossible
to get one of the rental
guarantees in Brazil. This
caused problems in finding
and also renting a property
here, unless, of course,
someone would give their
property as collateral
(“fiador”) to the Landlord
as guarantee, which is not
common at all.
However, now the
rental process has been
simplified and the eviction lawsuits have
been clarified it will make landlords
less strict. They will not ask for the old
guarantees that always created barriers
Individual or Groups
Course WHERE
English Company
Spanish Home
Portuguese University
ANY TIME !
www.englishintheoffice.com.br
relationship@englishintheoffice.com.br
Phone: 011 – 50443859
Forum 9
 Book of the month:
Favela - Four decades of living on the edge in Rio
de Janeiro by Janice Perlman
From Oxford University Press, published May 2010
In 2008’s “Slumdog Millionaire,”
the slums of Mumbai are depicted
as violent, dirty places where many
disenfranchised poor seek out
opportunity, social mobility, and hope
for their children and their children’s
children. These slums are not just in
India, they are all over the world, in
Tokyo, Mexico City, Rio de Janeiro,
and even New York City and Los
Angeles.
Janice Perlman, founder and director
of The Mega-Cities Project, has written
a book entitled FAVELA: Four Decades
of Living on the Edge in Rio de Janeiro
(Oxford University Press, June 2010)
about her work in shantytowns like
those all over the world, but specifically
with the favelas in Rio de Janeiro,
where she lived in 1968 and 1969 and
wrote her famed book The Myth of
Marginality.
In 1976, Perlman published The
Myth of Marginality, based on her
research and interviews with some
2,500 residents of the favelas of Rio de
10 Forum
Janeiro. The research and interviews
corrected the assumption that the urban
poor are not marginalized in society
but tightly integrated. The residents of
these slum settlements often worked in
the service industry supporting these
major financial centers and, without
this population supporting it, a financial
center will crumble.
With this new information, The
Myth of Marginality soon became the
most influential and important study
of urban poverty ever released and
the Brazilian government changed
their tactics and began to take steps to
bring social works—paved roads and
electricity—to these communities.
FAVELA reintroduces many of the
people Perlman interviewed for her
first book, showing the changes in their
education, housing conditions, access
to urban amenities and services, and
their relationships inside and outside the
favelas over these 40 years. FAVELA
is a fascinating study with surprising
findings and important implications for
all the other mega-cities of the world—
including methods of inclusion of this
population that could “release valuable
resources for production, consumption,
and citizenship that the city needs to
thrive.”
The Publishers Weekly starred
review FAVELA states, “[Perlman’s]
measured approach is all the more
compelling because as she investigates
the deprivation and danger faced by
favela dwellers—19% of the city’s
population—she also conveys a
deep understanding that favelas are
not merely despair-filled slums but
communities, and many residents have
remained there by choice.”
By the year 2021, the population of
19 cities worldwide will reach over 20
million. By 2050, 75% of the world’s
population will be in urban areas. 2.5
million Brazilians live in urban poverty
and the number is growing every day.
Without the governments of these cities
taking note of the steps needed to be
made to incorporate the requirements
of this lower class, these cities will
be overrun with crime, pollution, and
disease.
FAVELA is stocked by the Livraria
Cultura and other bookstores around
the city.
August
 The American Society
of São Paulo

Meet our new Consul General

Thomas Kelly
A California, Thomas Kelly entered American Studies from Georgetown
the U.S. Foreign Service in 1985. University (1984). He received his
He has served in Bachelor’s degree
U.S. Embassies from Georgetown’s
and Missions School of Foreign
in San Salvador Service (1984).
(1985-1987), In 2003, the
S a n t i a g o Department of
(1990-1993), State awarded Mr.
Paris (1994-1998), Kelly the Herbert
Quito (2000-2003), Salzman Award
V i l n i u s for Excellence
(2004-2007), and in International
Buenos Aires E c o n o m i c
(2007-2010). In Performance for
both Vilnius and Buenos Aires, he his work in Ecuador. He has received
served as Deputy Chief of Mission Superior Honor Awards from the State
in the U.S. Embassies in those Department for each of his last four
capitals. He also worked in the State foreign assignments.
Department’s Bureau of Economic and He was nominated for the Baker-
Business Affairs (1988-1990) and the Wilkins Award for Outstanding Deputy
Office of the U.S. Trade Representative Chief of Mission in 2005, 2006, 2008,
(1998-2000). and 2010.
Mr. Kelly holds M.A. degrees Mr. Kelly speaks Spanish,
in Development Economics from Portuguese, French, and Lithuanian.
Stanford University (1994) and Latin He is married and has two children.

A fun night at
the theatre
Join us at the Playback Theatre on
September 21st for an unforgettable
night of improv! The evening
will be hosted by the Community Duplex Penthouse in Morumbi - Magnificent!
Action Committee in order to
raise money for the institutions For Rent (package) R$15.000, 00/ For Sale R$1.950.000, 00 – 450 m2
we support. Tickets will cost R$ useful area (indoor). First Floor: Grand living room, kitchen, pantry, dining
30,00 per person and the ticket room, lunchroom, service area, hall, pool, BBQ, three terraces, Turkish
price also includes a raffle. We are bath, restroom, fireplace. Second Floor: Four suites with closet, family
still looking for donors to provide room (T.V), two terraces, library, couple’s bathroom with Jacuzzi and white
prizes, so if you would like to marble, two rooms for maids, room, bathroom, service area, service stairs.
donate please contact the AmSoc Building: Individual deposit room, heated pool, solarium, sports court,
office. Stay tuned for details on party room, great view, energy generator for whole building, security.
this fun evening. Please e-mail Please contact Roberto Zarif at : (011)9521- 9784 /(011) 3383- 3800
amsoc@amsoc.com.br to register.

2010 Forum 11
 2010 Corporate Sponsorship continues strong
By Timothy Altaffer, Corporate Donations Committee
The 2010 Corporate Sponsorship Drive
is moving towards a very successful
year, with close to R$120,000 already
received or pledged.
Our Corporate Sponsors receive
valuable benefits from their
sponsorship, including advertising
rights in AmSoc’s publications that
reach a highly qualified audience,
sponsorship and/or naming rights in
the Society’s many prestigious social
happenings as well as recognition in all
of the Society’s official events.
We’d love to see your company
join our select group of partners and
sponsors. Please contact the AmSoc
office to learn more about these very
effective sponsorship benefits.
Special thanks this month go to
Opice Blum and Alsco Toalheiro Brasil.
Their support is very important.
Centenarian
By Amir Masliyah, vice consul, American Citizen Services, U.S. Consulate General in São Paulo
When theAmerican Society was founded
in 1950, the group’s newest honorary
member was already a seasoned
professional here in Brazil with a wife
and child. Sixty years later at age 100,
the United States Consulate General in
São Paulo had the pleasure to present
Mr. Thorolf Relling, now a resident
of Nova Odessa, São Paulo, with
the Social Security Administration’s
“Centenarian Award”.
“It’s gone so fast, crikey!” remembers
the centenarian. Mr. Relling’s father
came to Brazil in 1921 to help with the
construction of the railroads here, and
he brought Thorolf and the rest of the
family with him. After a stint in the
United States to earn his bachelor’s
degree in business administration
from the University of Pennsylvania
and to attend military academy,
Thorolf returned to Brazil to work for
12 Forum
The following companies are our 2010 Aquamarine Sponsors
Corporate Sponsors. There’s room for (R$ 1,000 - $4,999)
your company on this list: Alcoa Aluminum
Alsco Toalheiro Brasil
Diamond Sponsors Caterpillar
(R$30,000 and up) Endurance Partners
Chevrolet Ernst & Young
Ford GE do Brasil
Opice Blum
Sapphire Sponsors
(R$10,000 - $14,999)
Cabot Brasil 2010 Goal & How to Help
Serasa / Experian This year, AmSoc aims to raise at
least R$ 150,000 through corporate
Ruby Donors donations, and over the last four years
(R$5,000 - $9,999) it has distributed, directly or indirectly,
Cisa Trading over R$ 1 million in community
Clifford Chance assistance programs. Companies
Colgate Palmolive interested in becoming Sponsors
should call the AmSoc office on (11)
5182-2074.
several multinationals--- Ford Motor
Company, Swift, and the Canadian
Electric Company (LIGHT), to name
just a few.
“Times have changed, that’s for
sure. Brazil from 1921 until now has
changed so much, so fast, especially
these last 30 years. I’ll tell you what
else—people were more courteous
back then, and you could walk around
at night without a worry in the world.”
Mr. Relling shared one secret about his
ability to live so long: “At about 5:30
pm, right around sundown, it’s time for
my evening scotch. That’s how I’ve
lived so long,” he laughed. Mr. Relling
was pleased to know that the American
Society of São Paulo had granted him an
honorary membership. “Righto, that’s
great. My wife used to be a member in
fact. I’m happy to hear it.” Amir Masliyah with Centenarian Thorolf Relling
August
 The American Society
of São Paulo

Our people
By Joao Melão

I spent the end of the year outside coast. So then, what transformed São Lebanese- were the people who were
of São Paulo. And I heard various Paulo into a metropolis? People. That dedicated to the coffee business and,
people speak badly about this city. is the answer, people of the highest for the best, undertook the difficult
For me, this is not new. task of industrialization. São Paulo’s
I lived in Brasilia for entire infrastructure – railways,
eight years, and there, ports, warehouses, and roads – was
people take pleasure in constructed with private capital.
trashing São Paulo. The Money from these people. Money
simple mention that I from our people. Decades later, when
am a Paulista, and an President Juscelino Kubitchek gave the
avalanche of criticism decisive thrust for the industrialization
crashes on my head. A of Brazil, the industrial part - due to the
Paulista, therefore, is a preexisting structure - could only be
double sinner. In the eyes located in São Paulo.
of others, we are guilty São Paulo is good, one might say,
of everything that is bad and would never exploit anyone. On
about the nation. Our the contrary. It willingly accepted
power is bothersome; this all of our brothers form other states,
is the great truth. And it who came here in search of a dream.
is not a few who attribute They are also part of what we call our
this to the fact that we people.
“exploit! others. For those who still think that São
I have never responded Paulo is an ugly city, gray and awkward,
to this type of criticism. Auditorium in Ibirapuera Park there I is only one reply: don’t come
Just as I have never lent my ear to quality. People who immigrated here, for the beaches, because we have no
those who disdain us. São Paulo, for foreign colonists who understood how sea; don’t search for palaces, because
them, is a polluted city, awkward and to build America here. Coffee, until we never had a king; don’t look for
chaotic. We have no beach, ocean or then a nomadic culture, arrived here monuments, because we never need
other natural beauty. We do not have after being exhausted in the
so much as a palace or monuments. lands around Rio. And here
WE have no history to tell. The city is it was planted thanks to those
gray and it is sky is too. It is huge but blessed people, who knew how
has no greatness; it is rich, but has no to preserve the soil and were
refinement. not ashamed of hard work,
On January 25, this “sad” city occupying places that were
celebrated its anniversary. Isn’t that reserved for slaves.
a good opportunity to respond to its In fact, the city of São Paulo
detractors? only began to prosper in 1870,
Yes, we must celebrate. After Tokyo after the construction of the
and Seoul, we are the third largest city São Paulo Railway, a track
in the world. If we were a state, we that linked the regional coffee
would be larger than any other state. producers to the Port of Santos.
If greater São Paulo were a nation, This was not done as a favor.
we would be among the 30 richest on The government of Brazil
the planet. How did we arrive here? did not invest one cent in this
Certainly not because anyone did us railroad.
a favor. We were never the capital of And how did São Paulo
Pinacoteca
Brazil. No king installed himself here. become industrialized? Again, not
On the contrary. Just two centuries because of help from the government. heroes. The beauty of São Paulo is in
ago we were a humble village of 8,000 At the beginning of the last century, the restless spirit of the Paulistanos.
souls, without gold or precious gems, Paulista captains of industry, almost São Paulo is great because its people
and on top of that, distant from the all immigrants, Italians, Portuguese, also are.

2010 Forum 13

H ousing
Guarujá- Pitangueiras apartment for rent
Guarujá- Pitangueiras’ best condominium. Beauti-
ful apartment for rent. Ninth floor, 4 bedrooms, 4
baths, large living/dining, large terrace, beautifully
furnished, A/C, all appliances, 3 TVs, 2 car garage,
2 pools, playground, fully equipped fitness center,
sauna, ballroom Appointments with Sophie: (011)
3032-0675.
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 ga-
rage. 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.
Exceptional Apartment for Rent
Ninth floor, very short walking distance from
shopping Iguatemi (Pinheiros) and the Hebraica
clubs. Living/dining room, master bedroom, walk-
in closet, bedrooms, 3 baths, large kitchen, laundry
and maid room. Completely furnished, appliances,
kitchenware, etc. Cable TV, phone, garage. See
and love at first sight. Appointments with Sophie.
Phone: (11) 3032-0675. Fax: (11) 3812-9487 or e-
mail: pcbarth@uol.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 bed-
rooms (one suite), a living room with terrace, com-
plete kitchen, maid’s bedroom and bathroom, big
service area, two parking spaces. Fully furnished
with all appliances. Telephone included. Call Alex
or Eliane at (11) 3849-7085 or (11) 8635-7788, or
send an e-mail to alex@caboverde.com.br.
Rent duplex penthouse – Brooklin
RENT-Duplex Penthouse-Brooklin-120 M2 Rua
Indiana.2 suites-Fireplace-Terraces. 1 garage.
Outstanding view over Hipica Paulista Polo field
and further. Wood floor. Perfect for couple looking
for “something different. “Kitchen/maids room/
bathroom. Close to Av.Berrini/Vila Olimpia. R$.
3.700,00. Owner Lilian (11)9982-6265. email:
lwhyte@terra.com.br.
Moving
Dining Table (seats 6-8), chairs, armchairs, King
Bed & Mattress, Queen Bed, night stands, 10kg
Brastemp washer, sideboard/buffet Please call:
Duncan 5548.2828 or randalld@globo.com
14 Forum
Rent apartment in Moema - São Paulo
185 m2, two blocks from Shopping Ibirapuera. 2
garages and 4 bedrooms - R$ 6 k package/ month.
Cel.: (11) 7417-8060
Rent or sell house
Rua Cordisburgo, 281, Jardim Guedala. The
charming and French styled house, is situated by
the American School, Graded, has motorized secu-
rity, and the most pleasurable ambient! Street with
gate/4 suites/garage for five vehicles/ swimming
pool/ garden/ 2 rooms for maids/dining room/ of-
fice/ living room with fireplace. Owner Ilidia Mal-
tese, 9602-3867/ 3062-4015
Ubatuba Beach House
The house is in a well-kept and safe condominium.
The beach doesn’t have any commerce (except for
Seu Zé, who sells popsicles). Apologies to the surf-
ers - this is a very calm beach, with few waves and
a freshwater stream, great for kids. The house is 50
meters from the beach and gets a lot of sunlight.
There are 4 bedrooms - 2 of them with double
beds, one with a mezzanine that sleeps up to 5, and
another that sleeps 3; two full bathrooms, one pow-
der room; spacious living room with a fireplace
and table that seats up to 12 people; an American
kitchen and a spacious veranda with a game table.
There is also an extra room with a bunk bed and
bathroom next to the laundry room.
If interested, please email oliviaf@terra.com.br for
more information.
Furniture for Sale
Furniture for Sale: Living room, dining room and
outdoor furniture for sale. Contact joannivy@
amcham.com.br or 5182-1080 for information and
photos.
S ervices
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. Jungian An-
alyst experienced in Sandtray, Dreamwork (groups
also), and Cognitive/ Behavioral therapy. Please
call/ email Matthew: 7734 5793 or mvanlokeren@
yahoo.com for a free initial consultation.
American-Licensed Expat Psychologist
Richard Morhaime, Psy.D., offers skilled psycho-
therapy for children and adults. He also provides
complete diagnostic evaluations in English for
children with academic or behavioral difficulties,
featuring individualized recommendations for
school and home. For more information, 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, for-
mer Board Member Jung Institute San Francisco,
35 years experience private practice as coach,
psycho-therapist with adults and couples in eclec-
tic approach to personal/professional 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 de-
pending on your needs, goals and expectations.
Services: individual, couples, child/adolescent.
Certified to conduct Adoption Home Study for
American Citizens. Contact: Pamela Wax, MSW/
LCSW at 5051-5988 or 9656-2106. Located in
Moema.
Argos Dog Kennel
Traveling? What about your dog? Argos Kennel
Hotel could be his second home in the country.
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, São Paulo.
Driver available, reliable
Wonderful, Dependable, Trustworthy, and Knowl-
edgeable motorista available to start when you are
ready. He has worked with our family for nearly
5 years and my four young children LOVE him!
He is getting better at English every day, but is
still learning. Please contact Karri at 5687-6442 or
9941-2063
Portuguese Classes
Portuguese classes for foreigners, from beginners
to advanced. Own methodology, suitable to each
need and degree of ease/difficulty. To individuals
or small groups (up to 3). Please contact Orlando at
tel. 9600-4114 or e-mail: orlandomgl@uol.com.br
Math and Science Tutor
Former Graded and Chapel teacher, with 20-years
experience, tutors Math, Physics, Chemistry, and
Science for all levels, including but not limited to
the IB, IGCSE, SAT-I & II, AP and Brazilian ves-
tibular. Elementary and middle school students are
also welcome (all subjects). Call Fernando Knijnik
at (11) 2533-3965 or 9134-6700.
Personal Trainer
I will come to your home, office, or workout facil-
ity and create an exercise/fitness program tailored
August
 The American Society
calendar of São Paulo

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

August 2010 Important Dates: Sunday 8th Father’s Day (Brazil)

INC Welcome Back Coffee &

11 Wednesday For more information please visit www.newcomers-sp.com.br
Red Rose Breakfast

The concert will be held at the Anhembi arena. For more infor-
13 Friday Ne-Yo in Concert!!!
mation visit www.ingressorapido.com.br.

14 Saturday INC Evening Event Please visit www.newcomers-sp.com.br for further information!

Signs-ups for Little Leagues: soccer, tennis and

Little League Sign Up & Wel-
14 Saturday baseball. AmSoc will host a Welcomeback Pancake Breakfast
come back Pancake Breakfast
at the sign-up session. Visit: www.amsoc.com.br

18 Wednesday INC Board Meeting Please visit www.newcomers-sp.com.br for further information!

The shows will be held at Credicard Hall from August 19 to 22.

19 Thursday STOMP Group is in the city! Tickets range from R$ 60 to R$ 200.
Visit www.ticketsforfun.com.br for more information!

25 Wednesday INC Monthly Luncheon For more information please visit www.newcomers-sp.com.br

Starting at 11 a.m. Minimum quorum: 10 players

27 Friday Golf Outing Call the AmSoc Office at 5182-2074 to make your
reservation!

At Graded From 9 a.m. until 12 p.m. For further information,

28 Saturday Little League contact: Benton Kirk at benton.kirk@adm.com
Or call our office at 5182-2074.

Where? Ginásio Ibirapuera

Lionel Richie concert in São
Saturday Tickets range from R$ 250 to R$ 650. For more information GO
28 Paulo!
to Ingresso Rápido, or call 4003-1212.

to your health concerns, fitness goals, and sched-
ule. For adults and children, individuals or groups.
Sessions in English, Spanish, or Portuguese. For
more information please contact Daniela Franco at
(11) 9739-6191 or dsf29@hotmail.com.
Taylor Real Estate
Luxury spacious houses, apartments and penthous-
es. Sales and rentals. Ten years experience with
fers growth opportunity for bilingual Research
Assistant in International Department. Friendly
environment with interesting work. Convenient
Avenida Paulista subway location. Requirements:
Grammatically correct English, moderately fluent
Portuguese; appropriate degree, some relevant ex-
perience, working documents. Spanish desirable.
Résumé with salary history: “RESEARCHER”, to
AG8@AbacoResearch.com. A classified of up to 50 words costs R$45
for AmSoc members and R$80 for non-
Classified
Place a

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@taylorimoveis.com. Phone: 5511
3079 8888 and 5511 8774 5100 (Maria Elisa).
Piano Class
Beginning and advanced music classes for piano
or keyboard. Special method for children 4 years
and older, teenagers, adults and senior citizens.
Classes in Portuguese or English. Contact: Suelzy
Azevedo, 8456-5365 – 48 year old music teacher
Our Readers
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

appearing in this newsletter. We urge you

A Note to

with 30+ years of successful experience! Class in

Research Assistant your house in Morumbi and South Area. to use these services; however, thoroughly
check prices and services prior to finalizing
ÁBACO Marketing Research, founded 1975, of- any service or purchase agreement.

2010 Forum 15

Welcome to the Feira
By Natasha de Carvalho
My first visit to an outdoor Brazilian
produce market (feira) was fine until
something caught my eye at the fruit stall
and my gait hesitated. I was immediately
jumped on by store owners shouting,
gesticulating and shoving tropical fruit
into my mouth. A dozen of everything
I didn’t want, need or recognize was
bagged-up and hooked over my wrists
before I could protest. I paid a mint and
staggered away feeling very foolish.
That was four years ago, but I’m still
intimidated by the feira. On Tuesday
mornings I go to my local one to buy
fish from the stall at the very edge of the
market, so I can avoid the rest of it. When
I do brave it, I walk briskly, without eye
contact. I don’t accept samples. I gesture
and point, in the hope that I’ll be taken for
a Brazilian mute rather than a gringa to be
ripped off. Even still, when confronted by
a stall with 8 different choices of banana,
I usually end up retreating to the safer,
simpler, pricier supermarket.
This has got to stop.
The other thing that I can’t sustain for
the rest of my life here is an exclusively
foreign diet. I import Earl Grey teabags,
Marmite, Shreddies, pine nuts, french
chocolate, dried cranberries and a
million other things. I insist on making
roasts even though it’s infernally hot.
I complain that Brazilian ovens can’t
make a decent Yorkshire pudding and
that the grill is incapable of browning
anything, not least a shepherds pie. In
five years, I have barely tried anything
indigenous to Brazil, with the exception
of the traditional arroz feijao (rice and
black beans), which only made a recent
appearance in our household thanks to
our maid, and would now be eaten by my
one year old for breakfast (if it weren’t
for the Shreddies).
Yesterday, in the interests of getting
over my feira angst, getting better
acquainted with Brazilian ingredients
and giving me something to write about, I
vowed to go every Tuesday, intentionally
purchase something alien, photograph it,
prepare it, pop it in my mouth and write
about it.
With that promise to my one blog
follower in mind, I went to the feira with
an open heart. And guess what? I was
not assaulted or conned by anyone. The
stall owners couldn’t have been more
helpful (and amused)
in response to my
questions of “is that a
fruit or a vegetable?”,
as I pointed to bizarre
plant growths, and
asked them how to
prepare them. When I
took out my camera an
outcry ensued, as each
out-hollered the next,
wanting me to shoot
their stall.
Upshot was, I life-long ex-pats, clocking
walked away with an expertly selected
caqui given to me as a gift. “What is
this?”, you wonder.
You say ‘Tomato’, I say... ‘Caqui’?
My children were pretty disgusted when I
gave them what appeared to be a chopped
tomato as their after-supper treat. It was,
in fact, the Caqui, and an exemplary one
at that. It had been specially selected for
me by the disbelieving stall owner at the
feira when I told him I’d never eaten
one.
I was instructed not to put my dense,
shiny, red orb in the fridge under any
circumstances, and to eat it 24 hours later,
when he deemed it would be perfect.
And so there I was, alone at the table,
my children long since having excused
themselves without bestowing upon
theirs a single exploratory lick.
Inside, the fruit looked like a tomato
without the seedy bit. Its flesh had the
BECOMING BRAZILIAN
same texture of a perfectly ripe pear,
neither slippy or grainy. The skin, also
pear-ish, had a bite to it. It didn’t have any
particular flavour or aroma. Tastewise it
simply registered as sweet. Almost sickly.
The skin was like toffee. It was pretty
much on a par with eating white sugar,
which is too bad for my children because
they would have loved it! For my part it
was okay, but I couldn’t help feeling it
was just a sin in fruit form.
Trusty Wikipedia informs me, however,
that caqui is low in calories (around 80 per
100 grams) and full of vitamins, calcium,
iron and proteins. There is apparently
a less sweet version of the fruit called
caqui-chocolate, which
has a more orange hue.
Both types are abundant
in Brazil, having been
introduced by Japanese
immigrants around 1916.
And that, my friends,
is all I, or the world’s free
encyclopedia, have to say
about the caqui.
Natasha and her British-
Brazilian husband are
up well over 30 different homes in over a
dozen different countries. Together they
have lived in Paris, Philadelphia and São
Paulo. They have finally settled in Rio
de Janeiro with their two young children,
where Natasha is a freelance writer and
has her own blog about the trials and
tribulations of adapting to life in Brazil
http://becomebrazilian.blogspot.com/