In his first presidential campaign, in 1989, he presented himself as the true candidate of the right and did not spare one of his competitors in this field from criticism,
Caiado’s economic prescription in that election anticipated many of the liberal theses that would become popular in the following decades.
He preached commercial openness, tax reductions, privatization and deregulation of labor laws. In an interview with Sheet in March of that year, — something far from the current debate about the end of the 6×1 scale.
“If tomorrow, to get out of a crisis, we have to work ten hours a day, the whole of society will work ten hours a day,” he stated.
Linked to the ruralists, he coincidentally ran for a party called , but unrelated to his current party. In the campaign, he defended the economic exploitation of the Amazon and condemned the “imperialist lobby” of NGOs and foreign politicians who defend the preservation of the forest.
Former president of the UDR (União Democrática Ruralista), Caiado spent part of the campaign having to defend himself against the accusation that the entity was involved in the murder of rubber tapper Chico Mendes, which occurred in December 1988.
His campaign also had a folkloric side, with images of the candidate on a white horse at events and in TV advertising.
In one of the programs during election time, he showed an image of him making the prophecy that “a man riding a white horse will give personality to Brazil.” Once the polls were open, however, he came in tenth place, with just 0.68% of the votes,
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