As part of the partnership between the Portuguese Diaspora Council and Jornal de Negócios, Paula Bernardino, Chair of the Board of Directors of Caixa Portuguesa Desjardins, Professor at McGill University, and Counselor of the Regional Hub of Canada, was interviewed by Jornal de Negócios. In the interview, Paula Bernardino discussed her professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.

1- WHAT LED YOU TO LEAVE PORTUGAL?

In my case, I did not leave Portugal because I was born in Montreal, Canada, to Portuguese parents who gave me Portuguese citizenship. I attended the Portuguese school on Saturdays, from 1st to 11th grade, and was always involved in community activities in Montreal. I participated in the first edition of the Luso-Descendants Week, in Lisbon, in 1999, and did a three-month internship at the Portuguese Institute of Sport and Youth, in 2000. I was also an broadcaster on the Portuguese language radio and a journalist in a Portuguese newspaper in the Portuguese community in Montreal. 

2- WHAT ADVANTAGES OR DISADVANTAGES DID BEING PORTUGUESE BRING YOU?

In recent years, Portugal has been in fashion where I live – in Montreal. I have noticed the increase in Canadian tourism to Portugal. Several tourists ask me for suggestions when they prepare the trip. The fact that I speak Portuguese has also helped me when I work at Portuguese wine events, for example. I help connecting the winemakers who come from Portugal and the Canadian representatives.

3- WHAT OBSTACLES DID YOU HAVE TO OVERCOME AND HOW DID YOU DO IT?

I represent that generation that was born in the host country of Portuguese parents and that grew up with the role, and somehow the responsibility, of helping in transitioning and integration. Sometimes, we had the impression that we were living a duality: life at the Canadian school, in English or French, during the weekdays; and the weekend, with the Portuguese School on Saturday and catechesis on Sunday.

4- WHAT DO YOU ADMIRE MOST ABOUT THE COUNTRY YOU ARE IN?

The large geographical dimension of the country, with each province with its concerns and advantages and having sectors for its own autonomous decisions. Also the almost century-old presence of members of European immigration, for example from Poland, Greece, Italy and Portugal, which is well integrated into Canadian society. In 2023, 70 years of Portuguese immigration to Canada were celebrated and it is a pleasure to see Portuguese and Portuguese-descendants successful in various sectors of Canadian society, whether at the political level, or in terms of health, education, catering, or culture, to name a few.

5- WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY/ORGANIZATION YOU ARE IN?

As a professor in the public relations management program at McGill University, I admire academic excellence as it is an institution with a global reputation that is consistently ranked among the best universities in the world and is considered one of the best institutions in Canada. It has renowned programs and its faculties, particularly in medicine, law, engineering, and management, are highly respected worldwide. Its multicultural environment is also admirable: located in Montreal, McGill attracts students from more than 150 countries, fostering a truly diverse and inclusive culture. Montreal’s bilingual environment (English and French) offers a unique cultural and linguistic experience.

At the University of Ottawa where I am an instructor at the Institute for Professional Development, the institution is located in the capital of Canada and benefits from the advantage of being bilingual: the University of Ottawa is the largest bilingual university in the world, offering programs in English and French. Its strategic location is also an important aspect because it has the advantage of being in the country’s capital, Ottawa, the political and cultural centre of Canada. This situation provides students with unique opportunities to intern, network, and work with government agencies, NGOs, and international organizations.

Finally, at the Desjardins cooperative, where I am chairman of the Board of Directors of Caixa Portuguesa Desjardins, I admire the cooperative values and the member-focused approach. Unlike traditional banks, Desjardins is owned and controlled by its members, who benefit directly from its financial success. This structure ensures that decisions give priority to the needs of members rather than external shareholders. This strengthens a close relationship between the Caixas and the members of the community where they operate.

6- WHAT RECOMMENDATIONS WOULD YOU GIVE TO PORTUGAL AND ITS ENTREPRENEURS AND MANAGERS?

Portugal, with its rich history, strategic location and skilled workforce, has significant potential for growth and innovation – something that has already been observed in recent years. For Portuguese entrepreneurs and managers, it is necessary to develop links and create chambers of commerce with markets where there is a large number of Portuguese-descendants. We must maintain confidence in what is being done in Portugal and take advantage of the fact that the country is fashionable, with great popularity, to move forward with more projects and partnerships.

7- IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?

Here are some key sectors where I think Portuguese companies can thrive in Canada:

– Construction and infrastructure: Canada has a continuous demand for skills in infrastructure development, particularly in major cities such as Toronto, Vancouver, and Montreal. Portugal’s strong reputation in the construction sector, particularly in areas such as energy-efficient buildings, and high-quality ceramics or tiles, is in line with this demand.

– Renewable energy and clean technologies: Canada is committed to achieving net-zero  emissions by 2050, creating a demand for innovative solutions in the fields of solar, wind and energy storage. Portuguese expertise in the field of renewable energy, especially wind and solar energy, positions its companies as valuable partners, for example for offshore wind farms, solar panel technology and energy efficiency systems.

– Agri-food: Canada values high-quality imported food and beverages; and Portuguese products such as wine (Port, Vinho Verde, DOC), olive oil, seafood and specialty cheeses are well regarded. Growing consumer demand for organic and sustainably sourced food aligns with Portugal’s farming practices. Gourmet food stores, large retailers and the growing hospitality sector are potential customers.

8- IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?

Here are, in my opinion, some of the main sectors where Canadian companies can find investment opportunities in Portugal:

– Renewable energy and green technologies: Portugal is a leader in renewable energy, with significant growth potential in the solar, wind, and wave energy sectors. Canadian companies can invest in clean energy projects or partner with Portuguese companies with innovative energy solutions.

– Technology and innovation: Portugal’s growing tech ecosystem, supported by initiatives such as the Lisbon Web Summit and government-backed tech hubs, makes it an attractive location for Canadian tech companies. Areas such as artificial intelligence (AI), fintech and cybersecurity offer significant potential.

– Agri-food: Investing in sustainable agriculture, aquaculture, and organic farming can help meet the growing demand for high-quality, eco-friendly food products. Portugal’s wine industry, including regions such as the Douro, Beira Interior, Tejo and Alentejo, offers opportunities for collaboration and export.

– Education and training: Canadian universities and training institutions can invest in partnerships with Portuguese institutions to offer joint programs, research initiatives, and student exchange opportunities.

9- WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?

Canada’s large geographic footprint has several competitive advantages that contribute to its success in various sectors: innovation and technology ecosystem, renewable energy, multiculturalism, the financial sector, world-class educational and research institutions, strong strategic trade relationships and free trade agreements, natural resources and sustainable development.

10- ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?

The goal is one day to spend more time during the year in Portugal. Winter in Canada is tough.