Jorge Viana
President, ApexBrasil
Winner: Best initiative to ensure that trade is inclusive and sustainable
ApexBrasil
WOMEN AND INTERNATIONAL BUSINESS PROGRAM
‘ApexBrasil broke paradigms by innovating in management with this programme for women-led businesses. This initiative earned us one of the most prestigious awards in the field of trade promotion, and it is an honour for us to receive this recognition.’
Jorge Viana Chief Executive Officer
’The future of the global economy lies in the hands of women. Here at ApexBrasil, we are committed to making this change happen. Winning the WTPO Awards with the Women and International Business Program is more than just recognition - it proves we are on the right path.’
Ana Paula Repezza Business Director
WHAT THE JUDGES SAY
‘Sustainable Development Goals - The initiative has multilayers of SDG support, for women, youth and marginalized areas.’
‘Demonstrated impact - the number of beneficiaries is befitting for an economy as large as that of Brazil.’
‘Learning - they demonstrate continuous improvement with their perspectives for the future programme.’
AT A GLANCE
A gender lens now influences business intelligence, capacity building, trade promotion, international expansion, investment attraction and country image promotion.
ApexBrasil launched a Gender Parity Commitment which is having a ripple effect across trade and business ecosystem in Brazil.
Investing in this programme led ApexBrasil to shift internally, with women in 50% of its senior positions. At least 100 of the TPO's 500 staff are involved in the initiative.
ApexBrasil works with 65 partner institutions towards gender parity in leadership by 2030. Among them are the Ministry of Trade, Industry and Services; the Ministry of Women; the Ministry of Foreign Affairs; Banco do Brasil; and numerous industry associations.
Women-led companies became the focus of reserved spots, discounts and other inclusive initiatives in partnership with over 20 national and international public and private organizations.
The number of women-led companies served by ApexBrasil rose 34% in2023-2024, thanks to this programme. The initiative supported over 3,000 companies in 2023, only 20% of which were already exporting. Equally important, it reached out to the most vulnerable areas of the country.
ApexBrasil believes its expanded vision on gender issues is making a difference – training and mentoring brings long-term value and has a ripple effect across society. They see that companies that trade generally have higher profits and offer better salaries, and companies led by women usually reinvest wealth in their children and communities.
women-led companies served by ApexBrasil
supported companies
were already exporting
Director Ana Repezza learns about the export challenges facing women businesses in the Amazon.
Young entrepreneur demonstrates new marketing and communication skills at the business roundtable - Brazil Africa Solutions Mission 2024.
Director Ana Repezza visits a community of women basket weavers in the Amazon.
LOOKING CLOSER
Future generations of exporters
Only 14% of Brazilian exporting firms were women-led in 2022, according to Brazil’s Ministry of Trade, Industry and Services.
Women in business told ApexBrasil that their main challenges were the lack of their own infrastructure, inadequate knowledge about exporting and difficulty accessing credit lines.
Accent areas: Mentoring, digital skills, meeting buyers, awards
The initiative encourages participation of mentors and prioritizes women buyers and investors, with three anchors:
- They Export – skill building and mentorship for 40 business leaders each year.
- Global Women – e-commerce training for 20 women-led companies, in partnership with the National Industry Confederation.
- Fashion Buyers Roundtable – international buyers meet 15 women-led firms, all new to exporting.
Future directions are largely digital: virtual courses, a digital community, podcasts, award, digital and physical showcases at ApexBrasil offices around the world, catalogues and studies.
The organization is also mapping out buyers that are sensitive to diversity.
Only
of Brazilian exporting firms were women-led in 2022
Training and mentoring bring long-term value and support networks to business owners.
MEASURING SUCCESS
ApexBrasil defines women-led companies as those in which at least 51% of the equity is owned by one or more women, have a woman on their main leadership board, and/or one or more women in decision-making positions.
It adapted its CRM system to collect information on female leadership. This influences business intelligence, capacity building, trade promotion, international expansion, investment attraction and country image promotion.
In 2023, the initiative supported 2,858 companies, with only 20% that were already exporting. Some 13% closed trade deals for the first time, becoming new exporters. Clients report high satisfaction rates, and success stories are featured in Brazilian media.
TIPS for trade and investment promotion: Encouraging women to make the leap.
‘‘As the first sectoral entity to sign the Gender Equity Commitment, we reaffirm our dedication to an inclusive environment. This collaboration has already produced a substantial increase in support for women-led companies. Gender equity is more than an ideal. It is a strategic business practice, benefiting society, business, and the country.’
Cândida Cervieri Executive Director, ABIMÓVEL
‘Collective mentorships with sector experts were valuable, as were individual mentorships. With my mentor, I was able to format my catalogue, organize documents, and put the plan into action. I would do this a thousand times over. Thank you to every person at ApexBrasil who worked on this.’
Mentee Elas Exportam 2023
‘The invaluable information helped my company start exporting. Qualified professionals covered international marketing, international negotiations, export-oriented packaging design, intellectual property and pitch training. We are finalizing our first export-oriented packaging. My mentor was crucial.’
Mentee Elas Exportam 2023
Chile-Brazil Seminar - Women Connecting Borders. ApexBrasil’s international mission dedicated to women in business.
