www.paintshow.com.br
22
Dezembro 2010
PAINT & PINTURA
of December, when the Agnelo Editora’s board and
team of reports spent some time in Fortaleza to visit
local manufacturers and talk to the authorities
about the trade show that promises to stir up the
paint market in the Northeast region, particularly in
Ceará, where there are more than 30 plants today.
The 1st Paint & Pintura Paint Technology Forum in
the Northeast Region is part of a Program carried
out by Agnelo Editora —the publishing company
behind the Paint & Pintura magazine— to spread
knowledge over the nation’s various regions. The
State of Ceará has been selected to host the first
show because it stands out from other states in the
region for the large number of local manufacturers
and the rapid growth that it has experienced over
the past few years, as part of its pursuit of a better
position in the national market. In addition, major
national players are side by side with important
local producers to strengthen the region’s branch of
the paint industry.
Not only has this market been growing rapidly in
the past few years, it is projected to gain around 100
percent in size over the next eight years, a period in
which more than 50 million Brazilians are expected
to move up from classes D and E and start consuming
products that they could not afford to before. The
sizable construction works incentivized by the PAC
(Portuguese acronym for Economic Growth Accelera-
tion Program), investments in infrastructure, and the
great availability of real estate credit are making the
paint business very appealing to manufacturers.
Back-up
On visits to more than 10 paint companies located in
the Greater Fortaleza area, the show organizer was
backed up by 100 percent of its contacted customers.
Companies like Hidracor, Hidrotintas, Hipercor,
Fortcolor, Fortex, Cores do Brasil, Ecotintas, Nordeste
Tintas, Norlux, and Hidrafort have already agreed
to participate in the trade show and to support it.
However, Paint & Pintura Magazine will keep on
contacting more manufacturers for partnerships. On
the other hand, the trade show will be sponsored by
major companies in the paint value chain.
On December 1st, Agnelo de Barros Neto and Mar-
cos Mila —Agnelo Editora’s CEO and editor in chief,
respectively— visited the headquarters of the FIEC
(Ceará State Industries Federation), which SindQuí-
mica has its offices, and were received by the entity’s
vice president Marcos Antonio Soares, director Ailton
Rino Grando, and several paint businessmen of
the region. A luncheon was held for the publishing
company’s representatives, who made a presentation
on the Forum and the importance of spreading kno-
wledge for the region’s paint industry.
The Paint & Pintura news team took the opportunity
to interview representatives of the entity and local
manufacturers aiming to take an “X-ray” of the local
paint market, showing its growth, deficiencies and
progress, and especially asking about projects that
have been implemented, as well as those under im-
plementation, for adapting companies and products
for the new characteristics and bright prospects for
increased consumption. Some suppliers of inputs
and raw materials were also contacted and provided
their outlook on the local market.
Among other things, we found that the Ceará ma-
rket has been changing, as a large proportion of the
state’s population starts consuming products with
more added value, including many consumers who
began to purchase a type of product that has always
had great acceptance, which is water-based paints.
Another important finding is the implementation of
a Paint Laboratory by SENAI-Fortaleza, in which the
entity is investing 600,000 reals and which will be
completed in March 2011. The result of the survey
will be published in the next issues of the magazine
(January/February and March).
Final details
The final details have also been decided for the trade
show, which will be held at Blue Tree Premium, at
the Iracema beach. After investigating into some of
the options in hotels which could host the show, Blue
Tree Premium was picked due to its good location,
modern facilities and consistency with the quality
standards that Agnelo Editora applies to every event
that they promote.
During the show’s two days (March 24 and 25), parti-
cipants will have access to all of the related materials,
as well as two coffee breaks a day, lunch, and a closing
cocktail party. In addition to technicians, managers
and directors from paint companies, part of the regis-
trations for the function will be reserved for students
at the Ceará Federal University, which will be responsi-
ble for determining the student selection requirements.