World TradeWinds

December - January 2008-2009 - Issue N. 147
A Publication of the Monterey Bay International Trade Association (MBITA)


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Dec. 3, 2008
Santa Cruz Chapter
Where The Money Is In The Challenging Global Economy

Center Street Grill
Santa Cruz, CA

For sponsorship opportunities contact the MBITA office!

For more information
about MBITA events visit

To register for MBITA luncheons
and events,
call 831-335-4780 or email including the event specifics you are signing up for
in the subject line.


Tony Livoti

Vice President

Shay Adams
AIM Medical Sales


Dr. Edward Valeau
Els Group LLC
Hartnell College
President Emeritus

Marcelo Siero

Jim Faith
Trade Export Finance Online

Cristina Polesel
General Manager

Contact Info
P.O. Box 523
Santa Cruz, CA 95061
Phone: 1-831-335-4780
Fax: 1-831-335-4822

If you would like to have an article published on this newsletter please contact the editor by email.

This newsletter has been
created by MBITA's editor
Cristina Polesel

MBITA Members and Corporate Sponsors'
Newsletter Links

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World TradeWinds
is a monthly eZine distributed
to over 3,500 subscribers located statewide, nationwide and overseas.
MBITA's World TradeWinds eZine is also posted in the TradePort Collaborator, the online 'intranet' for California's global trade promotion service providers, who collectively represent over 60,000 small to
mid-sized enterprises throughout California.

Call the MBITA office at
831-335-4780 for sponsorship rates and benefits.












'Another year…another dollar’, you could say, however, this year our dollar is in the midst of a historic financial struggle. This coming year confronts us with new challenges on how to grow our enterprises, create jobs and fight global warming. However, where there is crisis there is opportunity and we see bilateral global trade and investment as a pathway out of our economic doldrums. Enjoy our year end issue of World TradeWinds and we remain at your service for the New Year.

Tony Livoti  
Tony Livoti


MBITA New Corporate Sponsor

Reed Expo

Reed HeaderMBITA welcomes new corporate sponsor, the International Sales Group of Reed Exhibitions, the leading global tradeshow organizer. Reed Exhibitions is your trusted local partner in the development of international business opportunities. They provide relevant information in order to maximize your ROI and to make your participation at their worldwide events as stress free as possible.

The International Sales Group USA (ISG USA)
works specifically with companies from the United States to introduce them to new export opportunities around the world. 

What markets offer the best opportunity for the growth of your business? Reed Exhibitions can help you.  They have international events in the following industries:

  • Aerospace
  • Building & Construction
  • Composites
  • Electronics
  • Energy Oil & Gas
  • Environment
  • Fashion & Jewelry
  • Food Service & Hospitality
  • Hardware, Houseware & Allied Production
  • Machinery & Manufacturing
  • Marine
  • Marketing
  • Medical
  • Packaging
  • Pharmaceutical
  • Publishing
  • Security
  • Sports & Recreation

Want to learn more about their global portfolio of industry leading events? Visit to learn more about their global events and how they can help you grow your business.

Beth Casson
Beth Casson, Business Development


Beth Casson
Reed Exhibitions International Sales Group
Tel. 203 840 5308 - Fax 203 840 9308


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MBITA New MemberLonMark

MBITA welcomes new member, LonMark® International, a leading organization promoting energy efficiency through intelligent controls.

Green, Energy Efficient Buildings
by Ron Bernstein, LonMark® International

Green PlanetThere continues to be steady growth in the adoption of open integrated systems around the world. No longer is this just a concept or a risky endeavor but a reality backed up by thousands of successful projects. Energy efficiency seems to be the driving force behind this rapidly developing acceptance. Energy efficient buildings and certification programs have given the industry a new sense of urgency and motivation.

The call for energy efficiency is affecting every aspect of our daily lives. Sure, there was talk of “saving energy” years ago, but not the sense of urgency we are seeing today.

This sense of urgency is front and center in the building controls market. LEED certification and similar programs have fostered a new way of thinking, not just in the US but also around the world. Many programs have similar structures and essentially the same results, encouraging owners, architects, and engineers to “do the right thing” and design with the future in mind today. Terms like “Sustainable Design”, “Design Best Practices” and “Green Design” are becoming mainstream concepts.

Green BuildingIs this merely an economic factor; saving money on energy costs to improve the bottom line? I honestly don’t think so. I believe there is an underlying social motivation pushing the green wave to tidal wave proportions. Key decision makers are seeing this as the socially responsible thing to do.

Good managers don’t make decisions like this in a vacuum. There must be influences that are encouraging such change. I believe the key decision makers are being influenced by their employees, there social surroundings, their children and even the world political stage. It’s the hot topic. It’s in all the debates. It’s a core curriculum at our schools. We are encouraged to recycle, to turn off the lights, to buy energy efficient appliances, to conserve on all fronts. Politicians are elected or not elected based on their commitment and conviction when it comes to the environment. Corporate cultures are changing and people are getting motivated and engaged in the battle to conserve and think green.

It couldn’t happen at a better time for the building controls market. A good wake-up call has been sorely needed for years now. We can’t keep doing what we’ve been doing. One definition of “crazy” is doing the same thing over and over while expecting different results. Yet that’s what we’ve been doing, that is, putting in non-integrated, non-open silos of controls into our facilities and expecting that they will perform better or save more energy.

The ‘greening’ of the industry is here to stay, and we welcome the opportunity to educate and create awareness about energy saving solutions.

Ron Bernstein
Ron Bernstein
Executive Director


Ron Bernstein
Executive Director
LonMark® International
Tel. 408 938 5283


Angola flag

MBITA New Member
Tudipopeka LDA

AngolaMBITA welcomes their new member, Tudipopeka LDA, based in Angola. The company’s objectives is  to capture Private Investors, Companies and Corporations regardless of size from the United States of America who are willing to do business in the Republic of Angola who can collaborate with them and create Joint Venture Partnership.

There is an urgent need for construction or rehabilitation of roads, houses, schools and commercial buildings in Angola. The shortage of housing is a severe problem that has led to widespread slum Luandadevelopment particularly in and around the capital, Luanda, a city built to sustain a population of 500,000 is now home to around 6 million people. With very little production of domestic materials, construction companies in Angola currently have to import most of their materials and equipment from Europe.

Current Situation

  • Almost the entire road network, both primary and secondary, is in poor or very poor condition Port infrastructures are operating below capacity because of obsolete equipment and outdated working practices;
  • Less than 5% of the railway system is currently operational; 
    The main airports require considerable upgrading and/or repairs;
  • The urban water supply and drainage systems currently reach only a small proportion of the population, and the existing systems are in poor condition;
  • The rural areas lack infrastructure to support production and transportation; 
  • The existing housing is highly degraded and falls well short of demand. The challenge is to cope with a population growth of 10% per year;
  • The building and construction materials market is in its infancy and therefore undeveloped;
  • There is insufficient monitoring and quality control. Materials and know-how are in short supply.
Luanda Bay Angola,
Luanda Bay

Areas of Interest for Foreign Investment:

  • Waterworks Maintenance & Management;
  • Consulting Engineering;
  • All kinds of Production /Marketing Technical & Material Assistance;
  • Agricultural Mechanization & Technical Assistance;
    Industrial Poultry Breeding;
  • Cattle & Pig Breeding;
  • Bio Technologies;
  • Real Estate Development.

Tudipopeka is seeking American companies willing to contribute to the economic growth of Angola with sound technologies, services and investment funds. Tudipopeka is looking forward to a successful business relationship with MBITA and its clients and members for all forms of bilateral trade and investment.

Lourenco Gimbi
Lourenco Gimbi


Lourenco Gimbi
Tudipopeka LDA
Tel. +244923779794


MBITA Member Story
State of Bavaria U.S. Office for Economic Development /West Coast Division, Palo Alto
Invest in Bavaria

The State of Bavaria U.S. West Coast Office in Palo Alto serves as an on-the-spot contact for U.S. companies planning to locate or expand their business to Europe. In cooperation with the Bavarian State Department of Economic Affairs we provide information and advice helping companies to develop new markets and implement new distribution structures abroad. At the same time we assist in international cooperation projects and partner search. As a government office all our services are free of charge.

Bavaria MapBavaria is one of the strongest economic regions in Germany and Europe. With a gross domestic product of 434 billion Euros it is the 7th largest economy in Europe. Bavaria’s purchasing power of 20,340 Euros per capita is the highest within Germany. Within the last 50 years, our State has become the leading European high tech location, e.g. in digital media, ICT, sustainable energy production, solar technology, logistics, biotechnology, automotive or aerospace. It offers enterprises an excellent infrastructure, a central location in Europe and excellence in research and development.

A steadily increasing export volume (2007: of 154.6 billion Euros) shows the international competitiveness of Bavaria’s companies, products and services. The USA is the second most important trade partner of Bavaria (2007: 25.1 billion Euros). With its strong industry structure it is also a top location for U.S. investments and home to subsidiaries and offices of about 800 U.S. companies.

We invite you to learn more about Bavaria and to take full advantage of our services.

Lucie Merkle
Lucie Merkle
Executive Director


Lucie E. Merkle
Executive Director
State of Bavaria U.S. West Coast Office
555 Hamilton Avenue, Suite 130
Palo Alto, CA 94301
Tel: 650.566.1155 - Fax: 650.566.1188

MBITA New Member
MCB logo

The Monterey Bay region of California is truly a unique region on the global map. Its somewhat rural population of over 600,000 people stand tall as world leaders in agriculture, marine biology, green technologies and language. The region also demonstrates leadership through its innovative business acumen implementing business development models that can be followed by other communities throughout the world. One such model is the Monterey County Business Council.

What Is the Monterey County Business Council
A membership only 501(c)(6) organization comprised of a diverse group of members representing all industries and geographic areas of Monterey County who are interested in shaping the future of Monterey County and have a vested interest in the economic vitality of our community.

Why Is There A Business Council

To provide a voice for business that reminds our community and the elected and appointed officials of the value of our businesses and how their decisions impact the ability of businesses to remain competitive and viable.

Mission Statement
To serve business and local government by providing collaborative leadership, promoting sustainability and global competitiveness of existing and emerging businesses, while reflecting our organization's strong commitment to economic vitality, the environment and quality of life.

Competitive Clusters

Competitive Clusters (C2) was launched in March 2003 as a public-private partnership between the Monterey County Business Council and the County of Monterey to implement near-term economic development action as well as to provide a compelling economic vision and strategic framework to guide future economic development efforts for our region.  The objective of C2 is to achieve a more competitive economy in the existing key industries and emerging industries that fits the special character of Monterey County.  Presently, we have six on-going clusters in Agriculture, Tourism, Education & Research, Building & Design, Health & Wellness, and Creative & Technology.  C2 is managed by the Monterey County Business Council, with direction and advice provided by a "Leadership Council" that is comprised of 15 private and public sector leaders drawn from across the County.

Mary Ann Leffel
Mary Ann Leffel


Mary Ann Leffel
Monterey County Business Council
P.O. Box 2746 - Monterey, CA 93942-2746
Tel. 831.883.9443 - Cell. 831.402.4616

Sheridan Tatsuno

Mideast Opportunities Offset Global Slowdown

By MBITA Member Sheridan Tatsuno, Principal of Dreamscape Global

Map Middle EastThe Mideast is an overlooked market because of the endless news coming out of war zones, but it is one of the best, untapped opportunities for U.S. companies seeking to survive the current global recession.  Where are the opportunities?  And how can your company capitalize on them? 

Dubai, once the star performer, is facing real estate and financial layoffs due to the global financial crisis.  Investors are diversifying into other markets, such as technology products and services for Middle Eastern markets.   Qatar is less vulnerable to the oil price decline so it has the money to build its infrastructure. Oman is establishing an Innovation Valley to build knowledge-based industries (

The big player is Saudi Arabia, which is spending more than $60 billion on four Economic Cities located in Rabigh (King Abdullah Economic City), Hail (Prince AbdulAziz bin Mousaed Economic City), Madinah (Knowledge Economic City) and Jazan (Jazan Economic City) which are designed to diversify the economy from oil and serve its burgeoning population of 27 million people, half of whom are under 15 years of age. 

Dubai Towers
Dubai Towers

The Saudi Arabia General Investment Agency is seeking foreign businesses with leading-edge technologies, products and services and has set up a One Step Shop Centre to help businesses cut through red tape.

Recently, I taught at the King Saud University’s new Entrepreneurship Center in Riyadh and spoke with young entrepreneurs, who described the plentiful opportunities to start service businesses, ranging from tire recycling, business consulting, and mobile ad services to women’s apparel and online gaming.


Riyadh looks like Los Angeles, with vibrant shopping malls, congested boulevards and young shoppers.  Except for their strict separation of the sexes, Saudi youth seek many of the same products as Europeans and Americans.

Behind their flowing robes and veils, many dream of starting their own ventures, which the government is encouraging.  

Business women and investors are welcome since Saudi women patronize women-run businesses.  Saudi women have enormous financial clout, holding nearly 70% of all Saudi bank accounts, 20% of corporate shares, 15% of private companies, 10% of real estate and a 34% stake in private businesses in Riyadh.  Besides traditional businesses, Saudi women now run marketing, PR, event management, Web design, programming, recruiting, and manufacturing businesses.  These markets are nearly untapped by foreign business women.

Since its 2006 market crash, the kingdom’s Capital Markets Authority (CMA) has set new guidelines to attract institutional investors and improve transparency.  With a $450 billion market capitalization, Saudi Arabia has the largest bourse in the Gulf Arab region and the most blue chip companies.  Foreign investors can now trade in Saudi stocks (contractual swap agreements) indirectly through authorized local firms, but investors lack voting rights since local firms retain legal ownership. 

Although the government is encouraging entrepreneurialism and private investment as a way to diversify from, the immigration ministry is still strict about issuing visas.  Moreover, foreign businesses must hire a local agent.

Certainly, Saudi Arabia is not the easiest place to do business due to its conservative religious practices, gender separation and strict visa rules, but the Saudi market is growing fast and gradually open. The Saudi entrepreneurs I met were very optimistic and eager to do business with foreigners. Many have studied abroad and wish to build commercial ties overseas.  They are as driven as the Indian, Chinese and Eastern European entrepreneurs whom I have met recently.  That bodes well for Saudi Arabia and its trading partners.  And, with Obama as president, they hope Americans reconsider doing business with Saudi Arabia.

Sheridan Tatsuno is Associate Dean of Business Creation at the Jonkoping International Business School in Sweden, principal of Dreamscape Global, and a MBITA member.  See his blog at

MBITA Business Cluster Service Hosts
Cofimp in Silicon Valley

Based in Bologna, Italy, COFIMP is an entrepreneurial management training organization that promotes innovation, partnerships and practical business training to small to mid-sized Italian enterprises looking to upgrade to 21th-century business models like Silicon Valley.

Maurizio Sarmenghi, COFIMP Business Development and Regional Strategy Manager is the coordinator of their latest innovation project for managers and entrepreneurs called “Management in change 2.0”. The final step of this program envisioned a Silicon Valley business tour. The goal of this tour was to contact a network of international managers, venture capitalists and associations to create strategic alliances and partnerships.

Sarmenghi, along with Federico Bencivelli, COFIMP Strategy and Management Consultant and Piero Formica, Professor of Economics at Jonkoping University and Dean of the Swedish International Entrepreneurship Academy, escorted ten Italian business executives to Silicon Valley at the end of September.

MBITA pre-qualified and arranged business meetings to support the CoFimp program objectives and escorted the delegation throughout the tour with meetings at Google, Intel, the Stanford Research Nano-Lab, a Silicon Valley Venture Capitalist, a leading High- Tech attorney, a Silicon Valley international business incubator, the City of San Jose and an innovative high tech start-up founded by an Italian national.
Cofimp Google

L-R Tony Livoti - MBITA; Stefano De Falco - PowerMind; Piero Formica - Swedish International Entrepreneurship Academy-Intentac; Maurizio Bassi - G.D. S.p.A.; Maurizio Sarmenghi - COFIMP; Angelo Damiani - A.T.C. .S.p.A; Federico Bencivelli - COFIMP; Alberto Bucchioni - Eurotec s.r.l.; Franco Montanari - Samp S.p.A; Alberto Quaquarelli - GT Line s.r.l.; Fabio Crostelli - Antonio Merloni S.p.A.; Cristina Polesel - MBITA.

MBITA invites you to take advantage of its new Industry Cluster Tour (ICT) service for business executives and student groups from around the world to experience first-hand the dynamic industry clusters and unique business culture of California. 
The MBITA global network of private business, public sector partnerships, investors and partner trade associations supports MBITA to arrange and facilitate one-on-one and group meetings, presentations, pubic business events and industry cluster tours representing the following industry clusters in four distinct California regions:

  1. Northern California – Computers, electronic products, bio-technology, green technology, tourism and logistics.
  2. Central California – Agriculture & food manufacturing products, Agro-technology, chemicals and logistics.
  3. Greater Los Angeles – Computers, electronic products, machinery, transportation equipment, chemicals, tourism, motions picture/television production, green technology, textiles and apparel.
  4. San Diego and Mexican Border -  Bioscience, biotechnology, green technology, Mexican border trade and tourism.

California Economy Map

Contact the MBITA office today to arrange a customized tour for education or business designed to your specific needs and objectives.

MBITA Annual Luncheon with Congressman Sam Farr and 'Emerging Economies' seminar
Santa Cruz, CA - October 30, 2008
By Dr. Edward Valeau, MBITA Board member

Ed Valeau




Dr. Edward Valeau
Hartnell College President Emeritus

On October 30, 2008, MBITA played host to more than thirty-five participants gathered to hear Congressman Sam Farr speak on the issues of the economic meltdown and the continuing importance of international trade agreements currently on the table with Colombia and Korea.

The Congressman did not disappoint as he approached the subject head on. Farr explained that among the keys to our recovery was the continuing need for dealing with and supporting our trade agreements with developing nations.

Sam Farr

Congressman Sam Farr

However, he was quick to point out that he was not very hopeful for progress under the current administration. He sounded a cautionary tone when referring to the next administration. He explained to the crowd that it needed to move swiftly with solid plans.

In addition, issues like nuclear armament, and the strong emergence of drugs in Colombia would be serious obstacles to immediate. The Congressman, as a hopeful sign for International Trade Agreements again pointed to some successes regarding International Trade that related to Chile, Singapore Australia, Morocco to name a few.


The Congressman left no doubt, that financial crisis will affect small to mid-sized enterprises that are involved in global trade. Exactly how was left to ponder but he did indicate the employment issue would be front and center. He was clear that while government cannot do it all they can and should play a role in stemming unemployment and helping small business. Here again he felt the need to strengthen trade as it is and will be an important strategy in the long-term solution to the problem of unemployment and the economy.

Farr linked his comments to a very sensitive nerve and that is the plight of the poor in developing nations and the struggle these people face in scratching out a living. He felt that since the economy would not rebound quickly, it could play havoc with their lives. Still he advanced a positive spin that as we emerge from this mess and the economy flourish again things will be better for everyone.

The Congressman took time to answer questions from the crowd who had a wide array of concerns. The session concluded with a rousing applause and thanks to Congressman Farr.

Sam Farr and MBITA group

L-R Joe Davis, PIERS; Congressman Sam Farr; Dr. Edward Valeau, MBITA Board Member; Tony Livoti, MBITA President.

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See TradePort's Global Trade Compliance Service

With a focus on global trade industry companies and professionals, the MBITA Global Jobs Center offers its members—and the industry at large—an easy-to-use and highly targeted resource for online employment connections in global trade.

Both members and non-members can use the MBITA Career Center to reach qualified candidates. Employers can post jobs online, search for qualified candidates based on specific job criteria, and create an online resume agent to email qualified candidates daily. They also benefit from online reporting that provides job activity statistics.

For job seekers, the MBITA Career Center is a free service that provides access to employers and jobs in the global trade industry. In addition to posting their resumes, job seekers can browse and view available jobs based on their criteria and save those jobs for later review if they choose. Job seekers can also create a search agent to provide email notifications of jobs that match their criteria.

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