Economists are still talking about Brazil’s 3.6 percent economic growth contraction in 2016. But executives like the CEO of Eucatex, Flavio Maluf, are talking about the opportunities that exist in the Startup sector of Brazil’s economy. According to Maluf, there are more than 4,200 new projects in the healthcare, tech, e-commerce, entertainment, and education sectors of Brazil’s economy. Opportunities for investment exist in programming, digital marketing, customer service and other areas of the Tech industry, thanks to an injection of new Startups in that industry at The unemployment rate is high in Brazil, but Maluf thinks the unemployment rate will drop in 2017, thanks to the job openings in Startups. Brazil needs to reinvent itself, according to Maluf on Maluf knows something about reinventing businesses. Eucatex has gone through several transformations since Flavio was named president in 1997.

Eucatex is not a new company. Flavio’s grandfather started the company in 1951. The company only had one product back then. Eucalyptus ceiling tiles gave Eucatex the cash flow it needed to become an international business on The Brazilian market loved the wood ceiling tiles. Argentina imported the tiles from Eucatex in the 1950s because of the local demand. By the time Flavio joined the company in 1987, Eucatex was shipping several building products to North and South America and Germany.

Flavio Maluf spent 10 years learning the business before he was named president in 1997. Today Eucatex is one of the largest exporters of building supplies. Home improvement stores and building companies in the United States, Canada, and Germany carry and use Eucatex brands. Eucatex also offers private label products to home improvement stores.

Eucatex is one of Brazil’s success stories, but the real success story is Flavio Maluf. Maluf turned Eucatex into an environmentally friendly company that only uses renewable energy in their factories and offices. Flavio also initiated a save the eucalyptus tree initiative by leasing property to grow eucalyptus trees from seed. Flavio Maluf is known for his open opinion about climate change, and what the new president of Brazil, Michel Temer, should do about it. Temer recently signed the climate change initiative in Paris.