Brazil Beckons: Three Expert Insights for Kiwi Tech Exporters

The "New Horizons: Tech-Driven Export Opportunities Between NZ and Brazil" webinar at Techweek25 offered a compelling case for why Kiwi tech companies should consider South America's largest economy as their next export destination. Hosted by New Zealand Trade and Enterprise (NZTE), the session brought together three experts with deep experience in the Brazilian market to share practical insights on navigating this complex but rewarding market.

Brazil: A Market of Scale and Surprising Opportunities

Jaqueline Gil, Sustainability and Innovation Beachhead Advisor at NZTE, opened with key contextual information about Brazil that immediately challenged common perceptions. As the world's 10th largest economy with a population of over 250 million consumers, Brazil offers scale that few markets can match.

"Brazil has been improving its digital infrastructure and support for entrepreneurship," Gil explained, highlighting recent reforms including the labour reform and startup legal framework that are making the market more accessible to foreign companies.

The tech ecosystem in Brazil is particularly vibrant, with four key sectors offering significant opportunities for New Zealand businesses:

1. Fintech – Brazil's largest vertical with over 1,400 startups and 80+ million users

2. Healthtech – Growing rapidly with opportunities in telemedicine, health data analytics, diagnostics, and hospital management systems

3. Edtech – Addressing national education gaps through remote learning, AI-driven content, and corporate training

4. Agritech – Leveraging Brazil's agricultural powerhouse status with opportunities in precision agriculture, IoT, climate data, and farm management

From Leather Hides to Large-Scale Contracts: A Kiwi Success Story

Debra Hall, Chair of Mindhive Global, shared how her company successfully entered the Brazilian market with their technology that creates digital maps of leather hides throughout the production process.

"Brazil was kind of a no-brainer for us, because Brazil's the biggest or second biggest producer of leather, which is where we're operating," Hall explained. However, turning that opportunity into reality required significant effort and a strategic approach.

The breakthrough came when Mindhive installed their technology in a JBS-owned tannery in Texas. JBS, the world's biggest producer of protein and Brazil's 7th largest company, was so impressed with the results that they invited Mindhive to "come and have a look at, as they put it, how they really do it in Brazil."

This led to a contract to install Mindhive's technology across JBS's entire Brazilian operation, spanning 10 tanneries and three order fulfilment centres. "The impact of that on us as a New Zealand scaling company has been absolutely massive," Hall noted.

Hall's experience highlighted three critical success factors she called her "ABC list":

1. Authentic – "The more authentic you are, the faster you can develop relationships. You know, these are our kind of people. I was stunned to discover how culturally similar we are in terms of the way we like to do business."

2. Brave – "Brazilian law is miles away from what British jurisprudence sets up as law in countries like New Zealand, and so getting your head around doing contracts under Brazilian law is just absolutely terrifying, and you need courage."

3. Consistent – "Every two to three weeks we would fly to Brazil and meet the same people again, and maybe some new ones. It's just ongoing, and you have to be consistent. It's not a one visit and done."

New Zealand's Reputation and Successful Tech Exports

Jaqueline Gil highlighted several successful examples of New Zealand technology in Brazil, including agricultural research equipment and maritime technology.

"We were very happy to see, when we got into the lab, that all of the equipment, including the big chambers in which the cows go inside to have their gases measured, were New Zealand," Gil shared, describing a visit to Embrapa, Brazil's agricultural research corporation.

Gil emphasised how New Zealand's positive reputation creates opportunities: "New Zealand has a very positive image in Brazil. When you say New Zealand, Brazilians have an initial, very positive reaction."

She noted that while the first question is often about the All Blacks, this creates a positive starting point for business conversations. "You start by talking about the haka. Then you go to business."

Navigating Brazil's Tech Ecosystem

Naira Bonifacio, Director of 360Nexus, provided a comprehensive overview of Brazil's tech ecosystem, highlighting that Brazil has the largest tech ecosystem in Latin America.

"In Brazil, you can look at the top six cities that have this kind of consistency of ecosystems. That would be São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, and also Florianópolis," Bonifacio explained. These cities represent the majority of startups in the Brazilian context and are leading technology development across various sectors.

Bonifacio highlighted Brazil's strong position in agricultural technology: "Brazil's position in digitalisation for the farms holds like the second position in the world just behind the US in this term. So you can see a lot of AI being applied in the fields."

She also noted the growth of health tech, with "a huge demand in Brazil for more technology accessible for the value chains for health, from the treatment to the kind of exams and the systems that we have for healthcare."

Practical Advice for Market Entry

When asked what should be the very first thing a company should do when considering Brazil, the panellists offered practical advice:

Bonifacio recommended a three-step approach:

1. Use secondary data to map companies and markets

2. Research regulations and requirements

3. Plan a one to two-week visit during industry events to feel "the mood of Brazilian business culture"

Hall emphasised her "ABC" framework of authenticity, bravery, and consistency, while Gil recommended starting with NZTE: "Go to NZTE and listen to how they can help you. Listen to what opportunities they can provide you in terms of services or support."

All three experts stressed the importance of having local partners or representatives to navigate the market effectively. "Brazil is a country that it's necessary you consider a kind of local partner or local supporter to help you navigate," Bonifacio advised.

The Reality of Doing Business in Brazil

When asked about challenges like bureaucracy and corruption, the panellists acknowledged these issues while providing nuanced perspectives.

Hall noted that setting up a Brazilian entity "takes tens of thousands of dollars in legal and compliance costs and weeks, if not months," contrasting this with New Zealand's 30-minute online company registration process.

Gil distinguished between different business contexts: "There are two different looks we can have. One of them is, if you are doing a business that's private to private, that's one setting. If we are looking at businesses that go to the public sector, if you are a seller to the government, then it's a completely different setting."

Climate Tech: An Emerging Opportunity

With Brazil hosting COP30 in 2025, the panellists highlighted growing opportunities in climate technology. Gil noted that "climate action in which the research has become information that all of us need to act" is creating new opportunities for solutions.

Bonifacio mentioned the Brazilian Climate Tech Forum and its "Green Wave" study as a valuable resource for understanding opportunities in this sector.

Next Steps

For those interested in exploring Brazil further, NZTE offers market insights and connections through their Brazil office, helping Kiwi companies understand the market and connect with potential partners and customers. Visit myNZTE for more resources.

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