USA PAVILION FINAL REPORT

THIS REPORT IS DEDICATED to the entire team at the U.S. Consulate Milan, Consul General, Ambassador Philip T. Reeker, and Deputy Commissioner General’s Commissioner General Elia Tello. The entire staff at the consulate in Milan was a critical element in the success of our efforts at the Milan Expo. They demonstrated the best of what the Department of State has to offer. USA PAVILION In addition to the team in Milan, we could not have done what we did and how we did it without Department support in Washington, D.C. We were blessed to have Ambassador David Thorne, Beatrice Camp, and Kelsey Bacon, examples of the world-class professionals who FINAL REPORT serve our country. …Welcome to the future we are working to create. June 8, 2016 were welcomed to our pavilion by President Obama, who outlined the One of the most beautiful elements of the pavilion was the vertical farm. Every day, I can meet people coming from all over the world and talk Dear Secretary Kerry, importance of food security and encouraged us each to play a role in While it was visually stunning, the vertical farm also represented what about sustainability on topics which are affecting all of us.” helping to solve these challenges. innovation can result when we combine the miracle of nature and the s the process of transforming the Expo site into an innovation The remarkable success and impact of the USA Pavilion could not have power of technology. The vertical farm was larger than an American hub for Milan gets underway, I wanted to take this opportunity President Obama noted, “By the year 2050 the world’s population is been possible without the direct efforts of you, Mr. Secretary, Ambassador football field and grew more than 40 different varieties of heirloom to reflect upon the United States of America’s participation in projected to surpass nine billion people, nine billion of us. Every one John Phillips, Ambassador David Thorne, Ambassador Philip Reeker, American crops using technology developed by a farmer from Wyoming AExpo Milano. of us deserves the opportunity to put good, safe, and healthy food on Deputy Commissioner General Elia Tello, Beatrice Camp, Kelsey Bacon our table. As the world’s population grows, we have to work together that required 80% less water than conventional systems. The vertical and so many others from the State Department. The USA Pavilion was to create a sustainable food system and to improve the agriculture, farm was but one example of American ingenuity presented by our a success in no small part due to the generous sponsorship provided Letter to Secretary John F. Kerry from nutrition, and health of people around the globe—it is one of the most exhibitions and programs. by both U.S. and Italian Companies demonstrating the power of the Ambassador important challenges of our time. That’s why we have made it a priority During her visit to the USA Pavilion, First Lady Michelle Obama noted, relationship between our two countries as well as the potential of a true in the United States to increase food security everywhere. This means “that so many innovations, so many possibilities—it’s­­ now up to us to public-private partnership. Douglas T. Hickey improving agriculture, promoting healthy eating habits, and combatting share those, to learn the lessons, to implement, to provide resources, I came to Milan a strong advocate of the United States’ participation in Commissioner General, USA Pavilion climate change so that families around the world have access to healthy funding, investment, and to inspire the next generation.” Expo. I leave with even stronger belief that America has to participate World Expo 2015 Milan food and communities can lift themselves out of poverty. Welcome to In addition to the pavilion’s structure and content, one of the most in these marquis events on the world stage. They afford us some of the the future we are working to create. Join us in building a world where important and impactful elements of the U.S. presence at Expo was our most efficient and effective opportunities available to show the world The journey to Expo 2015 began more than a decade ago when Italians all nine billion of us have a chance to thrive.” Student Ambassador program. The Student Ambassadors were 120 strong, the best the United States has to offer. from across society, government, private sector and ordinary citizens, The USA Pavilion was the most visited pavilion at the Milan Expo with spoke 28 languages, and represented 36 states and 95 different academic bid for the opportunity to host the 2015 Expo in Milan. This group I am pleased to submit this report to the 114th Congress as a record of more than 6 million guests during the 184 days of the World’s Fair. The institutions from across the United States. The Student Ambassadors demonstrated its vision by focusing on a key issue affecting all citizens the U.S. Participation at the Milan Expo 2015. Expo and our participation through the USA Pavilion is one of the embodied the face of America to the more than six million visitors to of the world: how we will feed the 9 billion people expected to inhabit best examples of public diplomacy in recent history. Capturing almost the USA Pavilion. They represented our country and our culture in a Sincerely, our planet by 2050 amidst the climate, environmental, national security, one third of the 21.5 million visitors to Expo allowed the USA Pavilion powerful, personal way to ordinary citizens from around the world as Douglas T. Hickey and other challenges we will face. “Feeding the Planet, Energy for Life” to highlight leadership and ingenuity in the discussion of how we will well as to world leaders. USA Pavilion Commissioner General became the rally call that brought more than 140 countries to Milan to feed the planet. Our exhibits focused on six key pillars of global food World Expo 2015 Milan join in the conversation. Ben Gerard, a Student Ambassador from Pennsylvania State University security—policy, farming, nutrition, cooking, research, and industry. noted, “Having the opportunity to take part in EXPO and to come into At the USA Pavilion we tackled the critical issues of our lifetime, with Our presentation gave visitors insight into the importance of each pillar contact with such an International context which forms the basis the premise that we are all one in this future nine billion. Visitors and how the interaction of all is key to solving the issues we face. of my academic studies, is extremely important for me. Feeding the Planet, Energy for Life Table of CONTENTS

“…the American Pavilion will be a huge opportunity to educate the estimated 20 million people that are going to 11 21 27 37 Highlights from the Uniting for the We Built It and USA come to this Expo…about what we’re doing in the U.S. in USA Pavilion EXPO Challenge They Came National Day terms of agriculture, in terms of innovation, in terms of technology, and certainly in terms of nutrition.” –Under Secretary of Agriculture Kevin Concannon 45 51 57 65 A Platform for Commercial Culinary Feeding the Ideas and a Forum Diplomacy Diplomacy Accelerator for Conversations

71 77 83 Promoting International Sharing Appendix Relations Our Story “…We have so many powerful solutions and possibilities. But when you walk in here and you look at what's possible, and you think about transplanting those ideas and innovations to other parts of the world where people are starving—we know that we can fix these problems. And that’s why it’s so important for us all to be here at this Expo, sharing these ideas with the world, learning from each other, celebrating the advancements that we’ve made, but also not being complacent.” –Michelle Obama HIGHLIGHTS from the USA PAVILION Significant ACCOMPLISHMENTS OF THE USA PAVILION

EXPO VISITORS—MORE THAN SIX MILLION WELCOMED U.S. BUSINESS IN ITALY & U.S. BRANDS ithin the Expo Milano theme “Feeding the Planet, Energy for The USA Pavilion was proud to have the support of 67 official sponsors Life,” the USA Pavilion “American Food 2.0: United to Feed and eight official suppliers. Each was woven into the dual narratives the Planet” showcased our unique food culture as well as the of global food security and American food culture presented in the WAmerican spirit of innovation, technology, and entrepreneurship to over pavilion’s exhibits and programming. Senior-level management from 6 million visitors. The USA Pavilion focused on the U.S. commitment nearly every Sponsor visited the USA Pavilion, including: Marc Allen, to supporting global food security by presenting different voices of President of Boeing International; Chris Thompson, CEO of Brand USA; American leadership across a wide range of related fields. Expo Milano Ornella Barra, Executive Vice President of Walgreens Boots Alliance; 2015 welcomed 22 million visitors and the USA Pavilion welcomed Ellen Kullman, former CEO of DuPont; Claudio Del Vecchio, President nearly one-third of them; the most visited country pavilion at Expo of Brooks Brothers; John Elkann of Fiat Chrysler; Andrea Illy, Chairman/ Milano 2015. CEO of illycaffè; and John Rice, Vice-Chairman of General Electric. More than 300 sponsor events were held at the USA Pavilion including gala events, luncheons, and business development meetings.

…Expo Milano 2015 welcomed 22 million visitors and the “Welcome to the USA Pavilion, where we’re proud to showcase contributions and innovations USA Pavilion welcomed nearly one-third of them; America’s making to a central part of daily life all around the world—the food we eat.” the most visited country pavilion at Expo Milano 2015 –President Barack Obama 13 A LIVING, BREATHING BUILDING The structure of the USA Pavilion reflected Expo Milano 2015’s theme and the American values of openness and innovation. The architecture critic of Arch Daily called it “a scaffolding of ideas.” The building incorporated some very American dichotomies: analog and digital, nature and technology, and innovation and reuse. A unique feature of the USA Pavilion was its design to have a continuous flow of visitors who were able to enter without or with very little queuing. Among the most prominent features of the building were a free-flow boardwalk entrance made from wood repurposed from the famous Coney Island boardwalk, the largest known vertical farm in the world, and an energy saving, electro chromatic glass canopy that protected our roof terrace from sun and rain.

PEOPLE-TO-PEOPLE DIPLOMACY: STUDENT AMBASSADORS The USA Pavilion Student Ambassadors, a group of 120 college students and recent graduates—representing 36 different states and 95 different American academic institutions, and speaking 28 different languages— were an essential element of our public diplomacy efforts in Milan. These students engaged guests, guided visitors, interacted with media from around the world and strengthened our people-to-people diplomatic efforts. The Student Ambassadors greeted as many as of 65,000 visitors per day and experienced myriad aspects of pavilion operations and guest relations.

…Student Ambassadors greeted as many as 65,000 visitors per day.

15 CULINARY DIPLOMACY Within the context of the themes of Expo Milano and the USA Pavilion, a new form of public diplomacy—culinary diplomacy—held a special role. The USA Pavilion’s Food Truck Nation and the James Beard American Restaurant gave hundreds of thousands of people a taste of authentic American cuisine, from street food staples to specially curated menus prepared by more than 60 of the finest chefs from across the United States.

U.S. GOVERNMENT OFFICIALS The USA Pavilion received many U.S. federal, state, and city government officials as well as two Presidential delegations. The first delegation was led by First Lady Michelle Obama, the second by Secretary of Agriculture Tom Vilsack. The USA Pavilion also welcomed Secretary of State John Kerry, NASA Administrator Charles Bolden, six U.S. ambassadors, ten Members of Congress, two governors, five mayors, twelve state officials, and hundreds of experts in the areas of agriculture, science, development, and food security.

“…the World Expo in Milan will all be geared to helping the world answer this fundamental question: How do we make sure that future generations—as we go from six and seven billion up to nine billion people in the next 20, 30 years—how do we make sure they have enough nutritional food to eat?” Center: Ambassador David Thorne with Student Ambassadors. Thorne worked as a student volunteer at the 1964 World’s Fair in New York. –Secretary of State John Kerry TOP ITALIAN AND WORLD LEADERS informed, entertained, and engaged. Almost 100 speakers participated in our afternoon Terrace Talks on the open roof of the USA Pavilion, Leaders and distinguished guests from all over the world came to representing a broad range of perspectives on global food security experience American Food 2.0. The USA Pavilion welcomed more than and American food culture. The James Beard American Restaurant in 50 special guests most notably First Lady of Italy Agnese Landini, ESA central Milan welcomed more than 60 chefs from the United States to Astronaut Samantha Cristoforetti, Italian actress Maria Grazia Cucinotta, showcase American gastronomy. Symposia, roundtables, and conferences television personality Paolo Bonolis, Expo Ambassadors Lidia and Joe on pertinent subjects related to our theme were held with partner Bastianich and many, many more. organizations throughout the six months, either at the Pavilion or The pavilion also welcomed leaders and officials from around the world in central Milan at our cultural center, Casa America. And various including, Prime Minister Miro Cerar of the Republic of Slovenia, Prime performers, bands, artists, and others contributed to the dynamic Minister Joseph Muscat from the Republic of Malta, Prime Minister programming of the USA Pavilion, unmatched by any other country Benjamin Netanyahu of the State of Israel, President Borut Pahor of the pavilion at Expo. Republic of Slovenia, Prime Minister Valeriu Streleț from the Republic of Moldova, and Qiang Zhou, President of the Supreme People’s Court POSITIVE MEDIA COVERAGE from the People’s Republic China. The pavilion also hosted royals including Her Royal Highness Lalla Hasna Alaoui, Princess of Morocco, During the six months of Expo, the USA Pavilion had over 1,000 media His Highness Sheikh Hamdan Mohammed Al Maktoum the Crown placements through television, radio, print, and online publications Prince of Dubai, and Her Royal Highness Maha Chakri Sirindhorn, with a readership of over one billion. The pavilion had over 337 million Princess of Thailand. readers of print media, over 950 million unique viewers of online media, and 46 million viewers/listeners of television/radio media. AMERICAN CULTURE AND INNOVATIVE PERSPECTIVES The USA Pavilion also utilized online capabilities in a completely new way for a World’s Fair. While the building “hardware” was designed to keep a constant flow of visitors moving through the pavilion, the cultural “software” kept them

“Open, confident, innovative and forward thinking.” –Le News

“The USA Pavilion is on the mark.”

Prime Minister Benjamin Netanyahu (State of Israel) tours –Washington Post the USA Pavilion with Commissioner General Doug Hickey. 19 UNITING for the EXPO CHALLENGE

Left to right: U.S. Ambassador to Italy, John Phillips; Co-CEO of Sweetgreen, Nicolas Jammet; Chef Carla Hall; First Lady Michelle Obama; Alonzo Mourning A timeline of U.S. PARTICIPATION AT EXPO MILANO 2015 2013 2014 OCTOBER 11, 2013 MARCH 27, 2014 U.S. Assistant Secretary of State for European and Eurasian Affairs President Obama, in Rome, announced that the United States would Victoria Nuland notified the “Friends of the USA Pavilion” that the participate in Expo. The official Participation Contract was signed, Department of State selected its team to represent and lead the USA formally committing the United States to Expo Milano 2015. Pavilion presence at Expo Milano 2015. APRIL 14, 2014 OCTOBER 16, 2013 President Obama and Prime Minister Renzi participated in a joint press During Former Italian Prime Minister Enrico Letta’s visit to the United conference which formally announced and celebrated U.S. participation. States, the White House issued a fact sheet confirming U.S. participation in Expo through “Friends of the USA Pavilion.” JULY 16, 2014 Parallel receptions in Washington, D.C., and Milan celebrated the NOVEMBER 13, 2013 groundbreaking of the USA Pavilion. Through a live stream from U.S. Ambassador to Italy John Phillips and Expo Milano 2015 CEO Washington, D.C., Secretary John Kerry and Ambassador David Thorne Giuseppe Sala hosted a press conference in Milan introducing Friends kicked off the ceremony, while Ambassador John Phillips, Mayor of Milan Left to right: Beppe Sala, Expo of the USA Pavilion. Giuliano Pisapia, and Expo Milano CEO Giuseppe Sala participated in CEO and Commissioner General the ribbon cutting ceremony on site in Milan. of the Government of Italy for Expo Milano 2015; Roberto Maroni, DECEMBER 1, 2014 Governor of Lombardy Region; Ambassador John Phillips, Milan Secretary John Kerry appointed Douglas T. Hickey as Commissioner Mayor Giuliano Pisapia; Jerry General of the U.S. section of Expo Milano 2015. Giaquinta, Chief Communication Officer, USA Pavilion 23 by New Orleans chef John Besh at the James Beard American Restaurant JUNE 25, 2015 OCTOBER 12, 2015 2015 with 20 international students from the American School of Milan. The The USA Pavilion welcomed its one-millionth visitor, a family from The USA Pavilion launched World Food Week, a week of programming MAY 1, 2015 healthy food program highlighted Let’s Move! the First Lady’s initiative Italy. Ambassador Hickey treated the family to lunch at Food Truck and events in support of global food security and the UN Sustainable for healthy eating. Nation and presented them with a certificate and a gift bag of USA Development Goals, building up to the United Nation’s World Food Day Expo Milano 2015 opened to the public. Ambassador John Phillips, Pavilion souvenirs. on October 16 and Secretary John Kerry’s visit on October 17. Milan Consul General Ambassador Philip Reeker, and USA Pavilion JUNE 20, 2015 Commissioner General Ambassador Douglas Hickey spoke at the The USA Pavilion hosted the first LGBT events in Expo history. A series JULY 4, 2015 OCTOBER 17, 2015 pavilion opening ceremony, swore in Student Ambassadors, and opened of programs in partnership with local LGBT organizations included an The Presidential Delegation led by Secretary of Agriculture Tom Vilsack Secretary John Kerry delivered public remarks regarding the threat of the doors of the pavilion. event with rugby star Ben Cohen and celebrity chef Art Smith and a attended USA National Day at Expo Milano. The day featured a bilateral climate change to global food security, and visited the USA Pavilion. JUNE 18, 2015 dance party hosted by Madonna’s producer DJ Tracy Young to a Milano meeting and remarks by Secretary Tom Vilsack and Italian Agricultural Pride Week Kick-off Party on June 20. The day featured rainbow colors Minister Maurizio Martina, a festive parade led by the University of OCTOBER 29, 2015 The USA Pavilion welcomed First Lady Michelle Obama to Milan and on our logo, a press conference well attended by local politicians, family Southern California Trojan Marching Band and Cheerleaders, and The USA Pavilion welcomed six million visitors, making it the most Expo. During her visit to Expo Milano 2015, Mrs. Obama was guided activities on our roof, fast-passes to other pavilion for people wearing public activities on the roof of the pavilion, including red, white, and visited country pavilion at Expo Milano 2015. through the USA Pavilion by our Student Ambassadors, toured the USA Pavilion rainbow stickers and performances by the touring company blue cupcakes, and a temporary tattoo station. A portion of retail and Italian Pavilion with Italy’s First Lady Agnese Landini, and met Italian of “Priscilla Queen of the Desert.” food and beverage sales were donated to Save the Children. OCTOBER 31, 2015 school-children. USA Pavilion at Expo Milano 2015 closed its doors for the last time after First Lady Michelle Obama and the Presidential Delegation highlighted OCTOBER 10, 2015 welcoming 6.2 million visitors, nearly 30 percent of all Expo Milano the importance of healthy eating through a cooking demonstration led The USA Pavilion welcomed its five millionth visitor. 2015 visitors—well beyond the pre-Expo projection of four million. WE BUILT IT and THEY CAME The experience of 6.2 MILLION VISITORS

or 184 days, the USA Pavilion welcomed an average of 34,000 of voices in the pillars represented America’s wide-ranging efforts to visitors per day. The pavilion offered a multi-level experience that find solutions to achieve global food security. flowed with activity from top to bottom. As guests entered on a The USA Pavilion also included a video exhibition entitled “The Great Fwooden ramp salvaged from the Coney Island boardwalk destroyed by American Foodscape.” Seven vignettes showcased American food culture, Hurricane Sandy and repurposed for the pavilion, they were welcomed past and present, through an innovative screen patchwork. by the audio exhibit “Voices of the Land,” a harmonious mix of Native At the top of pavilion, the roof terrace provided guests with a panoramic American poetry and quotes from American farmers. Visitors were view of the Expo and served as a venue for more than 400 events. then greeted by a message from President Obama welcoming them to join in the global dialogue on how to feed the future. At 44,000 square feet, the USA Pavilion was one of the largest national pavilions at Expo Milano 2015. The operating teams included 120 On the main boardwalk level, visitors strolled through a forest of exhibit Student Ambassadors, 30 hosts and stewards, more than 200 staff stations representing six different pillars of global food security: industry, members, including management, operations, chefs, maintenance, and policy, research, nutrition, cooking, and farming. Each pillar presented security. U.S. Department of State and U.S. Consulate in Milan staff a video montage of Americans engaged in the cutting edge of their worked closely with the pavilion team providing administrative field. Each pillar was crowned with a chandelier of heirloom oversight and guidance. American vegetables growing hydroponically using the …visitors same technology as the vertical farm. The diversity strolled through a forest of exhibit stations representing six different pillars of global food security: industry, policy, research, nutrition, cooking, and farming.

29 USA PAVILION ARCHITECTURE AND DESIGN `` American innovations were integrated into the construction and design, including a digital electrochromic glass roof canopy; a The USA Pavilion was designed by New York-based American architect hydroponic, water-recapturing vertical farm; and a passive system James Biber, with the support of Milan-based Italian architect Andrea of ventilated heat exchange to keep the building cool. Grassi. The pavilion was constructed by Swiss-based company NUSSLI. Exhibits `` The USA Pavilion was designed to and installations were designed by accommodate a continuous flow of visitors award-winning, New York-based Thinc to enter with minimal to no wait. The Design. ramped boardwalk entry facing the main Expo thoroughfare allowed visitors to arrive `` The USA Pavilion was created to be onto the main floor of the exhibit without completely dismountable, relocated, a queue. up-cycled or donated after Expo Milano 2015 concluded. The pavilion `` Topping off the pavilion was the roof utilized a strategy of locally sourcing terrace. The terrace was protected by a 10,000 borrowed, donated, and recyclable square foot glass canopy of SPD Smart Glass, material, as well as showcasing switchable from 99.9 percent opaque to 65 many Italian-American product percent clear in a matter of seconds. The partnerships from our sponsors. entire roof was operated with just 600w of power and ran on a number of programmed patterns to make visitors `` The pavilion highlighted both natural and high-tech materials, aware of the glass and keep them comfortable. showing innovation through sophisticated technology and reuse. Inspired by the brawny openness of an American barn, the wood slab `` The longest public façade at Expo Milano 2015 was the USA Pavilion’s floors of the pavilion and the exposed steel frame referenced industrial vertical farm. The vertical farm was longer than an American football buildings, while the visible moving parts turned the building into an field and gridded into large squares, a reference to the gridded agricultural machine. American agricultural landscape. The vertical farm was composed of 83 large-scale louvers, each with 18 hybrid hydroponic Zip Grow `` The pavilion’s forecourt was filled with a grid of misting columns to towers holding up to seven plants apiece. These 10,000 plants, towers, keep the visitors cool in the summer without blocking the view. The and panels were constantly in motion with the louvers moving in a rear court had a grove of oak trees to shade the queue into the “Great wave-like motion, invoking wind across a field of wheat. With the American Foodscape.” farm, the pavilion became more than a building, it was also a living, …roof was operated `` The centerpiece of the forecourt was an enormous USA Pavilion breathing ecosystem. with just 600w of power and ran on American Food 2.0 logo, as well as a programmable digital waterfall descending from the logo to an aquatic garden below. a number of programmed patterns to make visitors aware of the glass and keep them comfortable.

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PEOPLE-TO-PEOPLE DIPLOMACY—STUDENT AMBASSADORS `` Refettorio Ambrosiano Soup Kitchen City of Milano (September) The Student Ambassadors served as the face of America at Expo Milano `` Food Truck Nation Burger Battle judging panel at FTN (October) 2015. They were a critical part of our public diplomacy efforts through `` Save The Children National Day (October) their personal interaction with visitors. `` Gates Foundation Reception at Expo (October) These 120 Student Ambassadors represented 36 states, 95 American `` Tree of Life Parade at Expo (October) colleges and universities, and together spoke 28 languages, including sign language. In addition to being the “public” face of the USA Pavilion, Student Ambassadors assisted our hostesses and stewards in operational aspects of the pavilion. They contributed to our dynamic programming by creating an acapella singing group, by choreographing flash-mob dance performances, producing videos about their experiences at Expo Milano, and authoring blog posts for our website. High-Level Delegations: Student Ambassadors helped welcome First Lady of the United States Michelle Obama, Secretary John Kerry, and Secretary Tom Vilsack, in addition to leaders from countries around the world. Media Engagement: Many Student Ambassadors highlighted their experience at the USA Pavilion through television appearances, newspaper interviews, and blogs. Outside of the Pavilion: In addition to being ambassadors at the pavilion, students were also ambassadors in the community and participants in special events. Student Ambassadors participated in a range of activities from food packaging and soup kitchens, to parades and charity races. Events included: `` Milan Pride Day at USA Pavilion (June) `` World Humanitarian Day at Expo (August) `` Expo Kenya Run at Kenya National Day at Expo (September) `` September 11 Memorial Ceremony at the pavilion featuring our student acapella group (September)

35 USA NATIONAL DAY ‑A day of celebration for THE UNITED STATES AT EXPO MILANO 2015

n July 4, 2015, the Presidential Delegation led by Secretary Our Student Ambassadors participated in family activities for the public of Agriculture Tom Vilsack presided over our USA National on the pavilion’s roof terrace that included face painting, temporary USA Day at Expo. flag tattoos, and cupcakes decorated in patriotic colors. Guests at Food O Truck Nation received free sustainable Pepsi tote bags. The Presidential USA National Day at Expo Milano 2015 began with a morning flag raising ceremony where Italian Agriculture Minister Maurizio Martina Delegation headlined a special dinner at the James Beard American and Secretary Tom Vilsack celebrated the U.S. commitment to global Restaurant prepared by celebrated Italian chef Massimo Bottura who food security and our participation in Expo. Following the program, the expressed his love for America (his wife is American) through a clever USC Trojan Marching Band and members of their cheerleading squad and whimsical narrative menu. A portion of the proceeds from retail led a parade down the Decumano, the main thoroughfare of the Expo, and food and beverage sales on our national day was donated to our to the USA Pavilion. charitable partner Save the Children.

…USC Trojan Marching Band and members of their cheerleading squad led a parade down the Decumano, the main thoroughfare of the Expo, to the USA Pavilion.

39 “From the food security standpoint—we have a positive story to tell here at Expo Milano 2015. With the global focus on the impact of climate change in agriculture, our efforts to develop more productive and sustainable ways to produce food on earth and in the ocean, are contributing to a stronger food systems, able to feed a growing global population.” –Secretary of Agriculture Tom Vilsack

Left: Chief Creative Officer, A portion of USA Pavilion, Mitchell Davis the proceeds on our Right: President of the James national day was donated to our Secretary of Agriculture Beard Foundation, charitable partner Save the Children. Tom Vilsack Susan Ungaro 41

A PLATFORM FOR IDEAS and a FORUM FOR CONVERSATIONS

Left to right: Astronaut Samantha Cristoforetti, European Space Agency; Astronaut Terry Virts, National Aeronautics and Space Administration (NASA); Cosmonaut Anton Shkaplerov, Russian Space Agency pose with student ambassadors “Thanks to technology, innovation and entrepreneurship, America now produces more food— more consistently and more safely—and delivers it to more people at a more affordable price than ever before. We will tell this story here, in the Pavilion.” –U.S. Ambassador to Italy John Phillips Six months of ENGAGING PROGRAMS

hile the USA Pavilion’s physical structure and exhibits HIGHLIGHTS OF THE SIX MONTHS INCLUDED: welcomed and engaged people throughout the six Rural and Urban Agricultural Innovations (May 19, 2015) months of Expo Milano, the day-to-day programming Wbrought the pavilion to life. Our programs included almost daily Pavilion partner DuPont timed the release of the 2015 Global Food public Terrace Talks on subjects related to global food security, Security Index (produced by the Economist Intelligence Unit), to host high-level roundtables, conferences, and symposia on a variety a high-level symposium on agricultural innovation at Casa America, of topics related to Expo themes, and other programs that the USA Pavilion’s cultural venue in central Milan. showcased American culture. The Pink Cloud (May 19, 2015) Almost 100 speakers participated in our Terrace Talks, usually held in the afternoon on the USA Pavilion terrace. Visitors to In support of the Pink Cloud Initiative to encourage young women to the USA Pavilion engaged with experts from diverse fields such pursue science, technology, engineering, and mathematics careers, our as space travel; pastry and bread baking; sustainable seafood; partner Microsoft, in collaboration with UN Women, brought 1,500 entrepreneurship; consumer advocacy and biotechnology. young women to the USA Pavilion as part of a three-day event With Italian interpretation by our Student Ambassadors, to inspire more women to pursue tech-related studies and these talks offered USA Pavilion visitors a chance careers through 150 free courses, hackathons, networking to learn about American perspectives and opportunities, and inspirational talks from successful ask questions. female role models.

Almost 100 speakers participated in our Terrace Talks…

47 Urban Food Security Roundtable (May 20, 2015) World Food Week (October 12-17, 2015) Organized by the Secretary’s Office on Global Food Security and Working with a network of “It was thrilling to…see American innovation, moderated by the Aspen Institute the discussion focused on policy organizations led by the Bill and achievement and focus on improving our global food and the importance to find new technologies and science to present Melinda Gates Foundation, including solutions to solve modern and future food security issues. Oxfam, One, Global Poverty Project, system…And the highlight was cooking and sharing my World Food Programme, the EPA and passion for good food at the James Beard Restaurant— Great American Chefs Rally (July 21, 2015) others, the USA Pavilion hosted a with guests ranging from Jackson Browne to Qatari, In conjunction with the James Beard Foundation, the U.S. Department week of programming on a variety of of State’s Diplomatic Culinary Partnership and the international Club topics related to global food security. Turkish and Japanese diplomats. As a member of des Chefs des Chefs, the USA Pavilion welcomed chefs from the United These programs included an EPA- our country’s Diplomatic Culinary Partnership, I am States and around the world to Casa America and the USA Pavilion to led public talk on the importance of discuss culinary diplomacy and culinary tourism. keeping food waste out of landfill, a special World Food Day reception grateful to the James Beard Foundation for facilitating on the USA Pavilion roof and UN Secretary-General Ban Ki-Moon Hollywood and Dine: The Image and Impact of Food in Entertainment addressing a UN roundtable to encourage country commitments to the an important exchange of ideas and values around (September 4, 2015) Sustainable Development Goals at the James Beard American restaurant. food—the life sustaining resource we all share.” The week culminated with Secretary John Kerry’s public policy remarks Produced in partnership with the Norman Lear Center and the Center on –Mary Sue Milliken, Chef Communication Leadership and Policy at the USC Annenberg School for at Expo Center. Communication and Journalism, together with The Annenberg Retreat at Other events held at the USA pavilion throughout the six months of Sunnylands, this special symposium explored the role and responsibility Expo brought diverse aspects of American culture to Expo visitors. the entertainment industry has for making a positive impact on eating These programs ranged from rock bands to children’s choirs, orchestras behaviors and food-related issues. Special guests included celebrated to flash mobs, music, poetry, and spontaneous dance parties. television producers Norman Lear and Phil Rosenthal and actress Maria Grazia Cucinotta.

Food and Technology Innovation Summit (September Pause 29-30, 2015) In conjunction with our partners, including Microsoft and Copernico, the USA Pavilion hosted a two-day innovation summit on the nature of disruption in the food and technology space. The summit concluded our Feeding the Accelerator program for food and technology start-ups.

48 COMMERCIAL DIPLOMACY “The USA Pavilion offered a wonderful opportunity to demonstrate the [FCA's] core values including innovation, sustainable mobility, and community, while at the same time, showcasing the vital role trucks play in the everyday life of those in agriculture Through the assistance of and reaffirming our long-standing commitment to supporting those who work in family farming, agriculture and other farming-related industries.” SPONSORS & SUPPLIERS –Walid Saba, Director Marketing Design, Fiat Chrysler Automobiles (FCA) total of 70 sponsors and 80 suppliers contributed to the USA PAVILION’S ROOF TERRACE construction, presentation, and operations of the USA Pavilion. The USA Pavilion’s expansive roof terrace was a unique feature of These included American corporations, Italian companies, public the pavilion that served as a gathering place for the general public, a Aand private foundations, and U.S. states and municipalities. As a founding programming hub, and a venue for special events. Very few pavilions partner of Friends of the USA Pavilion, the American Chamber of at Expo constructed roof terraces boasting panoramic views, and Commerce in Italy—celebrating its centennial anniversary in 2015—was none could compete with the USA Pavilion in terms of sheer size. The integral in realizing the commercial diplomacy goals of our participation roof terrace included a dedicated area for VIPs, which comprised the in Expo Milano. Bank of America Boardroom, a VIP terrace, a dedicated entrance and Each of our sponsors utilized the global platform in a unique manner elevator, and restroom facilities. During the course of Expo, special depending on their industry, company culture, and goals. Sponsors guests of the roof terrace included: sponsors, their clients and employees; harnessed the platform to host company VIP visitors, increase government official U.S. government delegations; Italian dignitaries; celebrities; and media/public relations exposure, build corporate networks, promote foreign delegations; chefs; journalists and bloggers; scientists; and brand awareness, expand corporate social responsibility messaging, photographers. During the 184 days of Expo, the VIP terrace and participate in a myriad events at the USA Pavilion. accommodated more than 400 events and welcomed tens of thousands of guests.

A total of 70 sponsors and 80 suppliers contributed to the construction, presentation, and operations of the USA Pavilion…

53 “Every industry has a role in sustainable “One-third of food produced is never solutions that benefit the planet, people consumed. That’s unacceptable. and economy—including food supply. Through innovation and collaboration From Energy, Transportation, Lighting across the public and private sectors, and beyond, our technology is tackling we can bridge the gulf between food these global challenges.” waste and food security.” Deb Frodl, Executive Director, Ecomagination, GE Indra K. Nooyi, Chairman & CEO, PepsiCo

“The USA Pavilion was a great platform to deploy our culinary strategy that seeks to inform the world about all the great food traditions and diverse geographies around the country. It was a platform that allowed us to bring in our partners at the state and local level to tell their own culinary story. We were pleased with the USA Pavilion and our ability to leverage it with our travel trade partner.” Chris Thompson, President, Brand USA CULINARY DIPLOMACY Serving up AMERICAN CUISINE

FOOD TRUCK NATION culinary flavors of the United States to a global audience in collaboration with Brand USA partners: The Beaches of Fort Myers and Sanibel in ur presence at Expo also showcased the diversity of American Florida, Louisiana, California, and Oregon. cuisine. As many visitors discovered, the hottest food trend in the United States is not being served in restaurants, but on the Food Truck Nation offered food of the highest quality and utilized Ostreets of cities and towns across the country. Food trucks, food carts, American ingredients whenever possible. All of the meat served at Food and other artisanal street vendors have brought cuisine to the road, and Truck Nation came from the United States, including lobster from Maine, the USA Pavilion brought this new style of dining all the way to Expo. salmon from Alaska, and Black Angus beef from Kansas. As much a symbol of American entrepreneurism as gastronomic creativity, Renowned Italian journalist and New York Times best-selling author the USA Pavilion’s food trucks served up a wide variety of dishes, Beppe Severgnini declared the USA Pavilion’s Food Truck Nation’s traditional and modern—regional barbecue, Black Angus burgers, New lobster roll “the best in Italy.” England lobster rolls, California fish tacos, hot dogs, veggie burgers, kale

Michael Beirut, graphic designer and partner at Pentagram enjoys salads, cupcakes, and much more. With an eye toward wholesomeness American street food at Milan Expo. and sustainability, a taste for local ingredients, and a partnership with Brand USA, Food Truck Nation celebrated the fresh

“Travel Oregon’s activation at the USA Pavilion during World Expo offered an incredible opportunity to tell the Oregon story to a global audience. …Meat served at Food Truck Nation came from the United We have no doubt that the interactions made at this event will States, including lobster from Maine, salmon inspire visitors from around the world to travel to Oregon.” from Alaska, and Black Angus beef from Kansas. –Teresa O’Neill, Vice President, Global Sales, Travel Oregon 59 Chef Barbara Lynch Chef Rick Moonan

JAMES BEARD AMERICAN RESTAURANT AT SEVEN STARS GALLERIA to a multitude of styles and to the unique ingredients that our diverse American culture has to offer. With the pavilion theme American Food 2.0 in mind, the USA Pavilion set out to counter preconceived notions about American cuisine. As part Additionally, JBAR hosted a number of important Italian and international of that mission, the pavilion extended its presence into the city with the chefs who produced dinners derived from their impressions of American creation of the James Beard American Restaurant. In association with cuisine or that reflected a playful commentary on American cuisine. the James Beard Foundation and support from The Rosso Group, the At each event, guest chefs had the opportunity to explain the origins of pavilion presented this full-service, fine-dining, pop-up restaurant in their cuisine and share their perspective on American cuisine, as well the historic Galleria Vittore Emanuele II in central Milan. as their views on sustainability and feeding the planet. As an important extension of the USA Pavilion, the James Beard Each dinner represented a valuable cultural exchange and effectively American Restaurant, also referred to as JBAR, showcased American enriched the message of the USA Pavilion in showcasing American cuisine at its finest, featuring over 60 accomplished American chefs and Food 2.0. representing all of the American regions. The menus introduced diners

Executive Chef at the White House, Cris Comerford

…guest chefs had the opportunity to explain the origins of their cuisine…as well as their views on sustainability and feeding the planet.

60 “The United States is so much more… than Hollywood and fast food, rappers and gas-guzzling SUVs. At the USA Pavilion and the James Beard American Restaurant, I had the chance to share the delicious complexity of who we truly are. Bringing people from all over the world together around our table offered us a generous blank canvas on which to paint the real pictures of an America filled with rich culinary traditions and thought leaders who are leading us into a sustainable future.” –Chef Rick Bayless FEEDING the ACCELERATOR

Left to Right: Zeno Tosoni, Simone Giacomelli, co-founders of Ice Dreams Addressing FOOD-SYSTEMS ISSUES

he Feeding the Accelerator program, produced in collaboration PARTICIPATING COMPANIES: “We have exceeded the expectations in with Atelier Slice, re-imagined the model of a food and technology accelerator for innovative start-up companies addressing various PNAT terms of visitors…The experience and Taspects of the food-systems issues. Ten participating companies were Offering new ways of farming through modular floating greenhouses impact of the Feeding the Accelerator selected from almost 100 applicants from around the world. The that allow for intensive cultivation and water purification using solar accelerator began with online meetings in July, and the companies came energy (based in Italy) with Hackathon—and having 10 world- on site in Milan for the month of September. Housed at Copernico, a class startup teams in Milan—has been local tech incubator and co-working space, the participating companies MICROVITA were exposed to experts on food systems issues, chefs, entrepreneurs, Proposing an alternative, sustainable animal feed that does not compete outstanding.” and others. Regular visits to Expo and other programs around the city with human feeding through an efficient industrial system to convert Caro Purassanta, General Manager, Microsoft Italy enriched the experience. Feeding the Accelerator concluded with the organic by-products into protein feed for livestock using houseflies Innovation Summit and awards September 29 and 30, 2015. (based in Italy)

…a local tech incubator and co-working space, the participating companies were exposed to experts…

67 ICE DREAMS URBAN PASTORAL A revolutionary way to produce artisanal Italian gelato that substitutes Developing collectives of integrated food and agricultural businesses that traditional ingredients, such as milk, eggs, and artificial additives, and understand food as a vehicle for social, economic, and environmental requires only water (based in Italy) progress (based in the United States)

FOODTRACE IGNITIA Providing new tools for the wholesale marketplace to help farmers and Providing a highly accurate, location-specific weather forecast technology artisans sell more efficiently to more informed and targeted buyers that improves farmers’ everyday decision-making in remote areas of through a cloud-based software platform (based in the United States) West Africa by SMS (based in the United States and Sweden) Winner of the Entrepreneur Award COOKBOOTH Proposing the future of the cookbook through an accessible self- MINTSCRAPS publishing tool that will allow professional and amateur chefs alike to Providing an platform that helps businesses throughout the food supply document, share, and monetize their knowledge, experimentation, and chain manage food waste with analytical data to help save thousands techniques (based in the UK and Spain) of dollars in monthly food-purchasing and waste-disposal costs (based in the United States) KALULU Developing shorter supply chains that connect farmers directly to local consumer, reducing carbon footprints, and increasing the involvement of farmers in their communities (based in Italy) PROMOTING International RELATIONS

Secretary Kerry greets Diana Bracco, President and General Commissioner for the Italian Pavilion at Milan Expo. A public diplomacy OPPORTUNITY

he USA Pavilion provided the United States government with and bilateral meetings. One such event was a two-day International a tremendous public diplomacy opportunity to directly engage Conference of Ministers of Culture, which attracted the participation government officials, business leaders and global citizens. Leaders of 83 countries. The conference theme, “Culture as an Instrument of Tfrom Italy and international officials representing 59 countries and Dialogue among Peoples,” sought to elevate the importance of cultural NGOs visited the USA Pavilion. heritage, especially in the face of natural disasters or acts of terror. The conference highlighted the acts of systematic destruction of cultural DIPLOMATIC PLATFORM heritage sites, including well-documented examples by Da’esh in Syria and Iraq, and in countries around the world. The pavilion also played The U.S. presence created an opportunity to reaffirm connections host to U.S. government experts to highlight collaboration and expertise between U.S. government officials, Italian, and international counterparts. on issues such as biotechnology, agriculture, and space innovation. Officials participated in public programs and conferences, press events,

…Leaders from Italy and international officials representing 59 countries and NGOs visited the USA Pavilion. His Highness Sheikh Hamdan Mohammed Al Maktoum (United Arab Emirates) tours the USA Pavilion with Friends of the USA Pavilion CEO Charlie Faas. 73 DELEGATION VISITS A total of more than 800 VIP delegations experienced the USA Pavilion. These included high-level U.S., Italian, and international officials, thought leaders and academics in food security, nutrition, climate change, influential media figures, philanthropists, performers, and artists. Interagency Cooperation: The U.S. Department of State was the primary U.S. government entity engaged on U.S. government representation at the USA Pavilion. State led the effort to develop thematically-relevant content and programming for the U.S. pavilion in collaboration with hundreds of colleagues and experts from across government. An interagency communications group included representatives from: National Security Council, Department of Agriculture, Department of the Interior, Department of Commerce, Department of Energy, Department of Transportation, Environmental Protection Agency, National Aeronautics and Space Administration, Food and Drug Administration, and the National Oceanic and Atmospheric Administration.

Secretary John Kerry, Ambassador David Student Ambassadors demonstrate global food Thorne and Ambassador John Phillips discuss challenges interactive game to Representatives food security with Italian Foreign Minister Her Royal Highness Maha Chakri Nancy Pelosi, Anna Eshoo, Cedric Richmond, Paolo Gentiloni in the Italian Pavilion. Sirindhorn (Kingdom of Thailand) David Cicilline, and Marc Veasey. SHARING OUR STORY The USA Pavilion IN THE MEDIA

he USA Pavilion received positive coverage across Italian and percent of media placed in Italy focusing predominantly on the pavilion, global media during the course of Expo. Expo Milano 2015 events, innovation, and food trucks. A total of 45 press releases were provided the USA Pavilion with multiple communications launched, 29 press invites or media advisories distributed, and 504 Tplatforms to reach vast audience in Italy and abroad and to promote media requests managed. the message of healthy and sustainable “American Food 2.0.” USA PAVILION ONLINE KEY FIGURES The reach of the USA Pavilion extended far beyond the in-person visitors The USA Pavilion generated 1,206 media placements through television, to Expo. The USA Pavilion utilized social media platforms in completely radio, print, and online media. The pavilion press desk fielded 908 new ways to engage and cultivate an audience that stretched beyond journalist requests from 625 different publications and managed 159 Expo, Milan, and Italy. interviews. Total readership over all media was over 1.3 billion with 94

1,206 MEDIA PLACEMENTS • 908 JOURNALIST REQUESTS • …USA Pavilion 625 PUBLICATIONS • 159 INTERVIEWS • OVER 1.3 BILLION READERSHIP utilized social media • 45 PRESS RELEASES • 504 MEDIA REQUESTS MANAGED platforms in completely new ways to engage and cultivate an audience that stretched beyond Expo, Milan, and Italy.

79 Official Pavilion Website Official Pavilion Blog Instagram The USA Pavilion website had a total of 144,437 sessions throughout We published a total of 110 blog posts, 63 of which were authored by The official Instagram account for the pavilion had 8,156 followers. Expo with 107,317 new users. The page served as a highly networked hub Student Ambassadors. The Student Ambassador-authored blog posts The USA Pavilion shared 1,196 photos that accumulated 36,821 likes, of information on the pavilion’s visitor experience with comprehensive on our website chronicled all USA Pavilion activities as well as Expo- 931 comments, with 38,752 total engagements. Top Instagram posts exhibition and event content. The website also plugged into a dedicated hosted events. The posts served to recap the important facts and stories included pictures from First Lady Michelle Obama’s visit, our Vertical USA Pavilion mobile app. gleaned from our Terrace Talk series and highlight the impact of the Garden, desserts from Food Truck Nation, and a picture of our Student Additionally, the homepage prominently featured all of our active social ongoing roster of VIP visits and lectures at the pavilion. Ambassadors on the day we welcomed our five-millionth visitor. media channels. Highlights of our homepage included an embedded The USA Pavilion social media staff and the U.S. Consulate in Milan widget that displayed our Twitter feed in real time, videos from our USA shared oversight of all of the posts. The blog also provided content for USA PAVILION RETAIL STORE AND MEMORABILIA Pavilion’s YouTube channel, rotating blog posts, and two navigation bars the USA Pavilion’s weekly electronic newsletter, Facebook, Twitter, and A great amount of memorabilia was produced, sold, for easy access to content. Instagram accounts, as well as a link to share with individuals invested and traded at Expo and the USA Pavilion was no The USA Pavilion website went live before Expo Milano 2015 opened in activities at the pavilion and with speakers and organizations that exception. The pavilion featured a retail store its doors with a soft launch that teased out a selection of the exhibition participated in Terrace Talks. with branded American Food 2.0 merchandise. content videos and articles related to our “Pillars of Food Security” Products ranged from Brooks Brothers Facebook on the pavilion’s main Boardwalk Level. Published in both Italian and American Food 2.0 button down shirts, English, this portion of the website piqued the curiosity of potential The USA Pavilion had two Facebook pages. The official USA Pavilion ties, and aprons, cutlery, mugs, espresso visitors and provided a means of engagement for those who could not page had 7,031 likes and the page dedicated to The James Beard American cups, and pins. Top sellers of the USA physically visit USAP. Restaurant accumulated 1,336 likes. Top Facebook posts from our Pavilion included American Food 2.0 t-shirts, pins, and Brooks Brothers-produced During Expo, the USA Pavilion’s website provided a digital archive for pavilion page included a Student Ambassador flash mob video and the American Food 2.0 baseball hats and aprons. our immersive and diverse programming. Activities at the USA Pavilion announcement of First Lady Michelle Obama’s visit to the USA Pavilion. were featured on a comprehensive calendar updated daily. Public events Twitter on the website included: all Terrace Talks, evening musical performances, the Great American Chef’s Rally, World Food Week, USA Pavilion’s The official USA Pavilion Twitter account had 7,800 followers and National Day on July 4, as well as cooking demonstrations and all 7,300 tweets demonstrating the growing strength of Twitter as a form featured dinners at the James Beard American Restaurant. of communication. Top Tweets included posts on breaking our daily visitor records, reaching our milestone of two million visitors, and Prime The website regularly updated our rotating menu at Food Truck Nation Minister Benjamin Netanyahu’s visit. to reflect special state sponsorships and featured food items. Between Facebook and Twitter, the accounts had 84,227 interactions, 59,981 unique users with the reach of 156,214,147 people.

80 81 APPENDIX

Left to right: CEO, USA Pavilion, Charlie Faas; U.S. Ambassador to the UN Agencies in Rome, Ambassador David Lane; Special Representative for Global Food Security, Nancy Stetson; Chef Sam Kass; CCO, USA Pavilion, Mitchell Davis

82 APPENDIX

The USA Pavilion was entirely privately funded through the generous support of 67 sponsors. In March of 2014, the U.S. Department of State signed a Memorandum of Agreement with Friends of the U.S. Pavilion Milano 2015, the private, nonprofit organization that managed design, development, construction, fundraising, integration of sponsors, staffing, and operation of the USA Pavilion. The Commissioner General was a non-compensated employee of the U.S. Department of State. USA PAVILION SPONSORS Geox U.S. Dairy Export Council Bell Greenhouse Communications U.S. Grains Council Biber Architects 3M HP Uber Bright Agrotech Adler Pelzer Group illycaffe U.S. Sustainability Alliance California Bakery AHEC Intesa Sanpaolo USA Poultry and Egg Export Council CCO Alaska Seafood Marketing Institute Johnson & Johnson USA Rice Federation Chiomenti Studio Legale Bank of America Kedrion USSEC Collider Bill and Melinda Gates Foundation Louisiana UVET Copilevitz and Canter Boeing Luxottica Vidsys., Inc. Cullina Italiana Brand USA Mapei Walgreens Boots Alliance Debevoise Plimpton Brooks Brothers Mastercard Zonin 1821 Dland Studio Carlsberg Beer McKinsey and Company Genius Loci Architettura S.r.l. Chevron Microsoft Italia Giraudi Meats Cisco USA PAVILION STATE PARTNERS Morratti Ventures ISA Security Citigroup Motorola Italia Spa Lee County Florida Louis Galdieri Copernico Naega State of California Moretti Bus DHL Nüssli State of Louisiana Nüssli Dow Italia Organic Trade Association State of Oregon Oceanspray DRS Technologies (Finmeccanica) PepsiCo. Office Solutions Dupont Pfizer OmniTicket Eccellenze Campana USA PAVILION SUPPLIERS Chef John Besh helps First Lady Pirelli Orca Consulting EMC ABD Insurance Michelle Obama prepare a healthy Procter & Gamble Paprika Fedex Associazione Commercianti Albesi (ACA) QMI Gates Pentagram lunch with local school children. Fiat Chrysler American Hardwood Export Council Research Frontiers (w/ Hitachi and Petrinovich Pugh and Co LLP Fleishman Hillard Astec Isoclima) RedGlass Food Export Northeast and Midwest Baker Creek Heirloom Rareseeds Sweet Street Reflexions Data Gavio Group BakerDonnelson The Bracco Group Retex GE Bazzi and Partners S.p.A.

85 SAI ACKNOWLEDGEMENTS USA PAVILION CHEF ADVISORY BOARD Steven Grootaert EXHIBITIONS AND EDUCATIONAL LANDSCAPE ARCHITECTURE AND DESIGN Student Ambassadors Sawkill Lumber Jessica Healy Catrina Bellucci-Dilizia The success of the U.S. participation at Expo Jose Andres PROGRAMS Susannah C. Drake Simmetrico Suzanne Holt Emma Berg Milan 2015 was the result of the hard work Dan Barber Greg Blackburn Nick Jabs Sotral Dan Marino Elena Bergomi and dedication of countless individuals. In Lidia Bastianich Bill Camp Brett Seamans Telecomitalia Umberto Parma Ryan Bordon particular, this report acknowledges the Mario Batali Raffaella Galliani Halina Steiner Tillotson Design Federico Pelligrini Valeria Borghetti following people for their contributions: Rick Bayless Rachel Gerbehy Thinc Design Jimi Yui Michael Brown John Besh Tom Hennes Unified Field PARTNER RELATIONS AND SPONSORSHIP Alyssa Cassidy David Chang Dorothy Irwin UVET U.S. COMMISSIONER GENERAL FULFILLMENT Jillian Cener Mary Sue Milliken COMMISSIONER GENERAL OPERATIONS Sari Kamin UVPH Raquel Cervantes Douglas T. Hickey Jaques Pepin Molly McBride Megan Badasch Velocidi Miriam Corbelli Brooke Chambers Clara Morer Simone Crolla Wartell Consulting Raymond Chappetta U.S. DEPUTY COMMISSIONER GENERAL Aki Shigemori Daniel Dozier W O’Donnell Consulting USA PAVILION FOOD TRUCK NATIONAL COMMUNICATIONS Angela Choi Amanda White Jeanne Esti Elia Tello ADVISORY BOARD Casey Coates FleishmanHillard Oronde Wright Oscar Pasquali Katherine Conti Tyler Florence Ketchum Dorothy Yang Julianna Smoot USA PAVILION CO-FOUNDERS Matthew Geller Julie Wadler Maria Cosma Luke Holden Gabriella Costa American Chamber of Commerce in Italy CULINARY PROGRAMS FINANCE Emily Crockett (Milan) Jordyn Lexton PAVILION OPERATIONS Daniel Alley Jenny Curatola International Culinary Center Amy Mills Andreas Albrecht Zeina Muna, Director Lanie Bayless Joaquin Jimenez Lagares Alexandra Dibenigno James Beard Foundation Sascha Machiedo Claire Diebel Ross Resnick Laurel Evans GRAPHIC DESIGN David Weber Maurizio Mariani Federico Parma Adriana Difazio USA PAVILION BOARD OF DIRECTORS Jeffrey Zurofsky Lauren McGrath Michael Bierut Emily Dimodugno Cesare Casella Cheryl Warner Britt Cobb PROTOCOL David Doty Carlo Zarri Layla Durrani Harpreet Chadha USA PAVILION FOOD & TECH ADVISORS Adam Baron Mitchell Davis IT AND WEBSITE COORDINATION Samantha Fancher Jan Aman Sharon Yang Cody Feldman Charlie Faas ENTERTAINMENT Nichole Boseman Jerry Giaquinta Savinien Caracostea Francesca Filippini Francesco Garolfi Revant Chandanala Dorothy Hamilton Johan Joergensen SECURITY Daniel Fragoso Gian Marco Ciampa David Dawes Pedro Garcia David Souza IVRI Cincinnati Children’s Choir Joe Egan Swetha Gavirneni USA PAVILION STAFF AND VOLUNTEERS NETACS – Danny Rothschild Classical Concert Chamber Orchestra with Alexander Gomez Zhe (Carrie) Geng SKP USA PAVILION ADVISORY BOARD Charlie Faas, Chief Executive Officer Ashot Tigranyan Tom Grundy Benjamin Gerard Wartell Consulting Governor Terry McAuliffe of Virginia Tom Colicchio Dorothy Hamilton, President Nasty Grannies Blues Band Erin Guthan Megan Gier Jeff Dunn Mitchell Davis, Chief Creative Officer Summer Jamboree 50’s Dance Eddie Haber Kristen Giombetti with Consul General, Ambassador Bruce German Jerry Giaquinta, Chief Communications USC Marching Band Roger Harris SOCIAL MEDIA Rebecca Glazer Philip T. Reeker Director Lars-Hendrik Frahm Honorable Dan Glickman Diana Perez Sarah Goldman Rachel Jones Dorita Hannah EVENTS Elizabeth Thacker Jones Adriana Golindano Gina Haugen Jennifer Kuzma ARCHITECTURE, DESIGN, AND Daniel Leslie Jessica Gonzalez Christopher Adam Evelyn Hill Michel Nischan CONSTRUCTION Greg Martyn Jarred Green Clara Araldi STUDENT AMBASSADOR PROGRAM Stephanie Hsu Mark Oshima AJ Marino Hannah Greene James Biber Paul Breza Hanako Itokazu Anthony Podesta Angela O’Donnell Carlos Osuna Sara Grote Stefano Boninsegna Kate Crotty Katherine Jacobs Fabio Parasecoli William O’Donnell Francesca Ripa Rachel Habacivch Alberto D’Ospina Andrew Shearn Katelyn Jones Glenn Roberts Alan Wagner Chiara Sanavio Natasha Hanacek Emaan Farhound Courtney Kielman Cory Silva Alexander Harling Andrea Grassi Jennifer Kim Dan Warner Miah Harris

NBA Player Danilo Gallinari, Denver Nuggets 86 87 Katrina Kleck Anthony Swain Julia Duncan Michael Cimarusti Ming Tsai Johnny Iuzzini Malwine Steinbock Alexandra Kuehl Ashley Swan Julia Fendrick Alberto Citterio Norman Van Aken Nick Jammet Dr. Nate Storey Paul Lengemann Sean Tanabe Alice Guariento Cristeta Comerford Barry Vera Marty Kaplan Dr. Ellen Stofan Amy Lepp Grace Treffinger Vincenzo Giuffrida Tracy Des Jardins George Weld Phil Karsting Emanuel Sabene Mandy Lin Elena Valeriote Christopher Jester Kirsten Dixon Cathy Whims Sharon Ketchum Mike Thelin Molly Liss Jenny Veal Barry Levin Mandy Dixon Alex Young Scott Knowles Chris Thompson Veronique Louissaint Vincent Ventura Paul Manning Jeff Drew Special Events and Terrace Talk Speakers Jim Lahey Kurt Tong Gennevi Lu Zachary Vogt Peter Martin Dean Fearing Marc Allen Cindy Laird Julie Versman Jonathan Luna Charlene Wartman Anna Martz Ken Frank Will Allen Kathy Laurini Tony Vu Forrest Maddox Throsby Wells Steve May Laurent Gras Anne Alonzo Risa Lavizzo-Mourey Sherry Yard Mariana Malki Savannah White Robert Miller Todd Gray Jose Andres Norman Lear Rosybell Maria Mackenzie Woods Drew O’Brien Evan Hanczor Lidia Bastianich Susan Leduc Taylor NOTABLE VISITORS TO THE USA PAVILION Grace Marinaro Hanna Worku Robert Palladino Brooks Headley Laura Batcha Mike Lee Roniquee Marksman Brittany Wright Mattia Patrelli Maria Hines Ariane Lotti Official U.S. Delegation Members to the Gerald Bawden USA Pavilion Piper Martz Keith Peterson Josh Hopkins Joel Berg Emily Luchetti Katilau Mbindyo U.S. DEPARTMENT OF STATE Michele Petersen Daniel Humm Fabrizio Boca Riana Lynn June 18 Presidential Delegation Kelsee Mckim Sunil Ravi Todd Immel Tjada McKenna Michelle Obama: First Lady of the United Secretary Jack Bobo Jessica Mejia Francesca Sala Mike Isabella Charles Bolden Ted MacDonald States of America Claire Moskowitz John F. Kerry Rami Shakra Jennifer Jasinski Sonia Massari Sheila Bowman Will Allen: Urban Farmer, Founder and CEO Erineka Mulligan Kara Snesko Sara Jenkins Paul Matteucci Assistant Secretary Federico Casotto of Growing Power Lauren Nelson Victoria Nuland Francesca Sponchia David Kinch Rebecca Chesney Richard McCarthy Conchita Wurst, Entertainer Stafford Newsome Christina Tomlinson Chris Kulis Johanna Mendelson Mario Batali: Chef, Author and Co-Host of Senior Advisor to the Secretary Ben Cohen Adriana O’Connor Mark Toner Mark Ladner Dr. Julie Mennella “The Chew” The Honorable David H. Thorne Cheryl Coleman Marianne Smith Edge: Senior Vice President, Julio Obscura Caitlin Welsh Edward Lee Cristeta Comeford Katherine Miller Carla Hall: Chef, Author and Co-Host of “The Ambassadors Nutrition and Food Safety, International Emily Olsen Scott Wickland Pietro Leeman Christy Cook Mary Sue Milliken Chew” The Honorable Kenneth F. Hackett Food Information Council Rebecca Olsho Patrick Wingate Raffaele Lenzi Kelly Craighead Wayne Mueller The Honorable David Lane Nicolas Jammet: Co-CEO, sweetgreen Angela Tagtow: Executive Director, Lucas Padovani Christopher Wurst Emily Luchetti Michele Crippa Dr. Marion Nestle The Honorable John R. Phillips Center for Nutrition Policy and Promotion, Marlee Pahos Amy Volpe Barbara Lynch Mike Curtin Liz Neumark Dr. Risa J. Lavizzo-Mourey: President and Department of Agriculture Tanja Petrovic Consul General Milan Tony Mantuano Mayor Massimo Depaoli PK Newby CEO, Robert Wood Johnson Foundation, Lisa Phan Ambassador Philip T. Reeker SPECIAL THANKS Spike Mendelsohn Michael Dimock Danielle Nierenberg Member of the President’s Council on Fitness, Susan Ungaro: President, James Beard Asha Poland Tory Miller Kirsten Dixon Rachel Nugent Sports, and Nutrition Foundation Stephanie Price Former Consul General Milan James Beard American Restaurant Mary Sue Milliken Libby O’Connell Featured Chefs Mandy Dixon Alonzo H. Mourning: Seven-time NBA All- Jackson Reed Kyle Scott Rick Moonen Fabio Parasecoli July 18 U.S. Conference of Mayors Delegation Hugh Acheson Dr. Antonio de Palmas Star, Member of the President’s Council on Fosco Riani Special Representative for Global Marc Murphy Mark Peel The Honorable Stephen Benjamin: Mayor, Victor Albisu Traci des Jardins Fitness, Sports, and Nutrition, and Founder Samantha Robinson Food Security Riccardo Orfino Anne M. Peniston Columbia, South Carolina Andrea Alfieri Dr. James Deutsch of Mourning Family Foundation Alexandra Robinson Nancy Stetson Mario Pagan Marino Petracco Enrico Bartolini Cristiana Favretto The Honorable Christopher Cabaldon: Jadil Rodriguez Mattias Perdomo Mark Flanagan Rick Pickering July 4 Presidential Delegation Cindy Rojas Staff Paul Bartolotta Naomi Pomeroy Alfio Quarteroni Mayor, West Sacramento, California Kelsey Bacon Rick Bayless Mark Freeman The Honorable Tom Vilsack: Secretary of Ivonne Ruiz-Garcia Maricel Presilla Lawrence Friedl Urvashi Rangan Agriculture, Department of Agriculture The Honorable Mick Cornett: Mayor, Jasmine Schatz Alessandro Battini John Besh Paul Qui J.J. Reidy Oklahoma City, Oklahoma Gloria Berbena Massimo Bottura Simone Giacomelli Eric Goldstein: CEO, Office of School Support Peter Schoemer Lenny Russo Danielle Gould Dr. Pedro Reissig The Honorable Greg Fischer: Mayor, Joseph Sisti Lauren Bernstein Cristina Bowerman Paul Sanguinetti Flavio Romani Services, NYC Department of Education Liz Buckingham Tim Byres Paola Gualtieri Louisville, Kentucky Kelly Smigen Peter Serpico Phil Rosenthal Samuel Kass: Food Entrepreneur, Policy Beatrice Camp Andrew Carmellini Dr. Dorita Hannah Steven Stoker Sean Sherman Rebecca Savage Expert and Chef The Honorable Nan Whaley: Mayor, Kathleen Doherty David A. Carson Joseph M. Harary Dayton, Ohio Sarah Stradling Art Smith Ana Illy Art Smith Mikayla Sullivan Maurizio Dovigi Cesare Casella Giovanni Traversone Sara Smith The Honorable Betty McCollum: Member of Anna Sullivan Christopher Dumm the U.S. House of Representatives (MN-4)

88 89 August 3 Congressional Delegation October 24 National Conference of State Zach Ellis: Manager of Open Innovation and The Honorable Julieta Noyes: Former Ornella Barra: Executive Vice President of Claudio DelVecchio: CEO, Brooks Brothers Linda Lorimier: Vice President, Yale John Rice: Vice Chairman, GE The Honorable Nancy Pelosi: Member of the Legislatures Delegation Alliance Management, PepsiCo Assistant Deputy Assistant Secretary of State, Walgreens Boots Alliance and President and Richard Evans: West Europe and South University Stelvio Rocco: President, Voest-Alpine Stahl U.S. House of Representatives, Democratic The Honorable Pamela Althoff: Minority The Honorable John Emerson: U.S. European and Eurasian Affairs, current U.S. Chief Executive of Global Wholesale and Africa President, PepsiCo Mike Mack: CEO, Syngenta SPA Leader (CA-8): Democratic Leader, U.S. House Caucus Chair, Illinois State Senate Ambassador, Germany, Department of State Ambassador to Croatia, Department of State International Retail of Representatives Luigi Francavilla: Deputy Chairman, Susanna Magnabosco: President, Rotary Mirella Roncato: Owner “Da Mirella” The Honorable Curtis Bramble: President Mindy Folts: Deputy CLO, Rome, Luca Parmitano: Astronaut, European Space Karan Bhatia: Vice President and Senior Luxottica Club Vicenza Restaurant The Honorable David Cicilline: Member of Pro Tempore, Utah State Senate Department of State, U.S. Mission to Italy Agency Counsel, International Law and Policy, the U.S. House of Representatives, (RI-1) General Electric Company Giovanni Frante: Head of External Relations, Giuliano Tomassi Marinangeli: General Narcis Roura: PepsiCo South Europe The Honorable Michael Gronstal: Majority Luca Galanti: Chief of Staff to Under Aldo Patania: Professor, American University, Gavio Group Manager, DOW Chemical Italy President The Honorable Rosa DeLauro: Member of Leader, Iowa State Senate Secretary of State for Foreign Affairs and Rome Liz Bittner: Executive Director and Chief the U.S. House of Representatives, (CT-3) Operating Officer, Travel South USA Mark Freeman: Senior Manager, Global Domenico Marsicano: Country Emergency Nick Schweers: Senior Account Executive, The Honorable Felix Ortiz: Assistant International Cooperation, Italian Ministry of Mario Enrico Pé: Professor, Sant’Anna Dining Services, Microsoft Service and Security Leader, DOW Chemical MMGY Global The Honorable Anna Eshoo: Member of the Speaker, New York State Assembly Foreign Affairs University of Advanced Studies Jim Borel: Executive Vice President, DuPont Italy U.S. House of Representatives, (CA-14) Barbara Gaines: Producer, David Letterman Paolo Scudieri: President, Adler Group Pietro Grasso: President, Senate, Italy Anne Peniston: Nutrition Division Chief, Gèrome Bourdezeau: Marketing Manager, Show Martin Messner: CEO, Nüssli NOTABLE GUESTS OF THE U.S. Alessandra Senici: Director, Luxottica The Honorable Chellie Pingree: Member of The Honorable Ken Hackett: U.S. USAID Eccellenze Campane the U.S. House of Representatives, (ME-1) DEPARTMENT OF STATE Gerald Gradwell: Senior Vice President, Brenda McWilliams-Piatek: Managing HC Shin: Executive Vice President, Ambassador, Holy See, Department of State The Honorable Giuliano Pisapia: Mayor, Eric Boustouller: Vice President, Microsoft Investor Relations and Special Projects, Director, Brand and Communications, FedEx The Honorable Cedric Richmond: Member Leroy Allala: Executive Director of Chicago City of Milan Western Europe International Operations, 3M Stephanie Hallett: Political/Economic/ Walgreens Boots Alliance Paolo Merlo: CEO, Merlo of the U.S. House of Representatives, (LA-2) Sister Cities International Commercial Counselor, U.S. Embassy The Honorable Pete Ricketts: Governor, Bill Brownell: General Manager of Partner George Siemon: CEO, Organic Valley Gunter Gressler: West Europe Vice President, Jacob Nyborg: Head of Brand Marketing The Honorable Marc Veasey: Member of the The Honorable Gregory Ballard: Mayor, City Bahrain Nebraska Channel Marketing, Microsoft 3M Martha Stewart: Businesswoman, writer, U.S. House of Representatives, (TX-33) of Indianapolis Communication, Europe, Middle East, Africa and television personality The Honorable Brent Hartley: U.S. Mark Ritchie: President and Chairman, Alessandro Bruggia: Head of Roberta Guinzoni: Assessment and Region, Fiat Chrysler October 17 World Food Week Delegation Mary Bohman: Economic Research Service, Ambassador to Slovenia, Department of Minnesota Expo 2023 Communication, Sustainability and Key Development Centre Manager, Walgreens Nikolaus Tacke: Public Affairs and Department of Agriculture State Accounts, 3M Laura Overall: Corporate Communications Government Relations Director, Coca-Cola The Honorable John F. Kerry: Secretary of Abby Rupp: Consul General, Florence, Boots Alliance Manager, CNH Industrial State Charles Bolden: Administrator, NASA Jim Higgiston: Minister Counselor for Department of State Marcello Bruni: Director Italy, Southern Europe Petra Hackworth: Director, Global Sales, Jim Pallotta: President, AS Roma S.P.A The Honorable David H. Thorne: Senior Ambassador Richard Boucher: Former Agriculture, U.S. Mission to the European Fabrizio Sammarco: President, ItaliaCamp Europe and Israel International Corporate Travel Oregon Massimo Tuzzi: CEO, Zonin1821 Union Communications, The Boeing Company Advisor to the Secretary Assistant Secretary, Bureau of South and Alex Parker: Senior Director Regional Marike van der Ben: International Archangel Sanon: Civil Information Heinz Haller: Executive Vice President and Pharmacy Channel for Europe, Middle East, Central Asian Affairs, Department of State George Kalogridis: President, Walt Disney Management Team Chief, 361st Civil Affairs Antonio Calegari: CEO Italy and Greece, President of Europe, Middle East, Africa and Marketing Specialist, Nüssli World Carlson Wagonlit Travel Africa, Johnson and Johnson Angelo Caltagirone: President, EDGE Brigade, US Army India, DOW Chemical Alberto Vacchi: President, Unindustria Federica Pelissero: International Services Designer Diane Von Furstenberg, The Honorable Kathy Castor: Member, Phil Karsting: Administrator, Department of The Honorable Michael Scuse: Under Max Chiara: Chief Financial Officer, CNHI Joe Harary: CEO, Research Frontiers Bologna President Council of Fashion Agriculture Foreign Agricultural Service Marketing Manager, FCA House of Representatives (FL-14) Secretary for Farm and Foreign Agricultural Gregg Creed: CEO, YUM! Brands Inc. Niels van Geet: Global Brand Manager, Ray- Designers of America Douwe Wiebe Hilarious: Senior Manager Cristina Perris: Studio Legale Tributario Robert Castro: Founder, Professional The Honorable David Lane: Ambassador, Services, Department of Agriculture Alessandro Cusmano: Head of Consumer Brand Marketing and Communication, FPT Ban, Luxottica Ambassador to the United Nations Agencies Partners and Spouses of the Foreign Service The Honorable Kathleen Sebelius: Former Marketing, Microsoft Industrial Stefano Pessina: Executive Vice Chairman Jan Weststrate: SVP Global Functions, in Rome, Italy and Acting CEO, Walgreens Boots Alliance Joe Cerrell: Managing Director of Global Secretary of Health and Human Services Susan Danger: Managing Director, Antonella Iovine: Manager, The European Governance and Compliance, R&D, PepsiCo The Honorable Barbara Leaf: Ambassador, Policy and Advocacy, Bill and Melinda Gates Nancy Stetson: Special Representative for American Chamber of Commerce to the House Ambrosetti Marcello Pincelli: CEO, PepsiCo Italy Francesco Zonin: Vice President, Zonin1821 Foundation United Arab Emirates, Department of State Global Food Security, Department of State European Union Dietmar Kautschitz: Managing Director for Manuela Platucci: Marketing Manager Michele Zonin: Vice President, Zonin1821 The Honorable Chris Coons: U.S. Senator, Lebogang Maile: Regional Minister, Darryl Williams: Major General, Commander, Matt Davis: Corporate Vice President Global Expo 2015, Nüssli Department of Economic Development, Melissa Quinlivan: Global Merchandise Silvano Zonin: President, Banca Popolare di Delaware U.S. Army Africa Public Affairs Government Affairs, DOW Sofia Kilifi: CSE Public Affairs and Manager, Brooks Brothers Republic of South Africa Chemical Vicenza Massimo Cugusi: Secretary General of ENAM Sponsors, Partners, Guests of the American Sustainability Manager, Coca-Cola Kimberly Reed: Executive Director, (European Network of Alumni Associations) The Honorable Terry McAuliffe: Governor, Klaske De Jonge: Director Public Affairs and Silvana Zonin: Zonin1821 Commonwealth of Virginia Chamber of Commerce Italy Andreas Klauser: Brand President, CNHI International Food Information Council The Honorable Kathleen Doherty: Deputy Marc Allen: President, Boeing International Communications, Coca-Cola Foundation Franco Zuffellato: Public Relations Manager, Robert L. Menist: Commander, U.S. Army Ellen Kullman: Former CEO, Dupont Zonin 1821 Chief of Mission, U.S. Embassy in Rome, Antonio De Palmas: President, Boeing Italy Misty Reich: General Manager Central and Garrison Vicenza, Italy Lamberto Andreotti: Chairman of the Giovanni La Via: MEP: Chairman of the current Ambassador to Cyprus, Department Board, Bristol Myers Squibb Bianca Del Genio: Director of Legal Affairs Eastern Europe, KFC of State Letizia Moratti: Vento and Associates Environment Committee Public Health and and Institutional, Microsoft Italy Food Safety

90 91 NOTABLE GUESTS OF FRIENDS OF THE Elliot Ferguson: President and CEO, Walt Richter: Trustee, James Beard Maria Grazia Cucinotta: Actress Richard Serino: Harvard Professor, Former David Wilkinson: Commissioner General EU Thomas Kyriaco: Marketing Manager, Yoshitsugu Minagawa: Advisor to USA PAVILION Destination DC Foundation Giustina Destro: Subsecretary of Deputy Administrator of the Federal Pavilion, Director Institute for Environment Danone the Minister of Agriculture, Ministry of and Sustainability, Joint Research Centre, Agriculture The Honorable Zaid Al Lozi: Jordanian Ivo Ferriani: President, International Bobsled David Rivkin: President, International Environmental Ministry, Italian Government Emergency Management Agency Gérard Lefevre: Director General, European Commission Ambassador to Italy, Kingdom of Jordan and Skeleton Federation Bar Association, Trustee, James Beard Mike Dolan: CEO, Bacardi Anton Shkaplerov: Cosmonaut, Russian International Chamber of Commerce (ICC) Yoshimichi Nakano: President, National Foundation Federation of Agricultural Cooperative José Andres: Chef Guy Fieri: Chef, Television Host John Downs: President, National Space Agency Federal Republic of Germany Romain Nouffert: Director General, Lesieur David Rosenberg: General Manager, The Honorable Wilhelm Priesmeier: Association Christine Baranski: Actress Chris Fillip: Executive Vice President, Ogilvy Confectioner’s Association Terry Virts: Astronaut, National Aeronautics The Honorable Dominique Potier: French Washington Monterey Bay Aquarium and Space Administration (NASA) Member of Parliament, German Bundestag Deputy, National Assembly The Honorable Mizuho Onuma: House of Andrea Bartoloni: Italian Honorary Consul Stefan Eckert: CEO, Humana Don Rosenberg: Executive Vice President Dr. Reinhard Zinkann: CEO, Miele Company Councillors Member in Portland Oregon, Republic of Italy Carla Frank: Creative Director John Elkann: President, Fiat Chrysler Diane Von Furstenberg: Designer and The Honorable Jean-Luc Romero: Regional and General Counsel, Qualcomm President Council of Fashion Designers of Clemens Große-Macke: Member of the Counselor, France Masato Otsubo: Director, Food Manufacture Joe Bastianich: American-Italian The Honorable Todd Haymore: Secretary of Guiseppe Rossi: Soccer Player, Fiorentina Guglielmo Epifani: Chairman of the America State Parliament of Lower Saxony, Germany and Commerce Division, Food Industry restaurateur, winemaker, author, and Agriculture and Forestry, Commonwealth of Committee on Economic Activities, Trade Dominique Simonin: Founder, Simonin Affairs Bureau television personality, Expo Ambassador Virginia Chef Alain Sailhac: Dean Emeritus, and Tourism, Italian Chamber of Deputies Kevin Wall: Producer, new media Michael Willnhammer: German Federal International Culinary Center entrepreneur, investor, and activist Office for Economic Affairs and Export Grand Duchy of Luxembourg His Excellency Kazuyoshi Umemoto: Mauro Battocchi: Consul General of Italy in Peter Hirshberg: Chairman, City Innovate Danilo Gallinari: NBA Player, Denver Nuggets Control His Excellency Etienne Schneider: Minister Ambassador of Japan to Italy San Francisco, Republic of Italy Foundation Lynn Schenk: Attorney, Lynn Schenk Conchita Wurst: Entertainer of Economy, Luxembourg Attorneys Stefano Gatti: General Manager, Expo Dietmar Schmietz: General Commissioner, Masayiki Yamashita: Director General of Michael Bierut: Partner, Pentagram Chris Hughes: Publisher, New Republic Milano 2015 European Union Policy Institute, Ministry of Agriculture, Marc Schulman: President, Eli’s Cheesecake German Pavilion 2015 Islamic Republic of Iran His Excellency Claudio Bisogniero: Michael Kaplan: Costume Designer Elsbieta Bienkovksa: EU Commissioner, Forestry and Fisheries His Excellency Angel Gurrìa: Secretary Alexander Koldau: Foreign Trade – Middle The Honorable Hossein Esfahbodi: Deputy Ambassador of Italy to the USA John Kessler: Philanthropist and James Patrick Sears: Executive Director, Rubin General, OECD Internal Market, Industry, Entrepreneurship Minister of Industries, Mines, and Trade Museum and SMEs East, Exhibitions and Trade Fairs Worldwide, Kingdom of Bahrain Lauren Bush: CEO, Creative Director, and Beard Foundation Trustee Jaw-Jou Kang: Director General, Office of VDMA and Managing Director, Iran International Ebrahim al Khalifa: Pavilion Director, Co-Founder, FEED Projects Peter K. Kim: Executive Director, Museum of Art Smith: Chef Food Safety for Executive Yuan Alessia Ghezzi: Joint Research Centre in the Exhibitions Joint Stock Company Bahrain Pavilion 2015 Institute of Protection and Security of the Michael Leibrandt: Deputy Head of Division, Scott Carney: Dean of Wine Studies, Food and Drink Travis Stanton: Editor, EXHIBITOR Magazine Agnese Landini: First Lady of Italy Citizen, European Commission Federal Ministry of Economics and Labour Japan Khalifa al Khalifa: Pavilion Director, Bahrain International Culinary Center Michael Kors: Fashion Designer Edwina Von Gal: Landscape Designer Kazuhisa Ezaki: President, Ezaki Glico Co Pavilion 2015 Gregorio Leão José: Former Ambassador of Cristopher Jones: Deputy Director-General Federation of Malaysia Tom Cochran: Executive Director, U.S. Tara Lazar: President, F10 Creative John Washko: Trustee, James Beard Mozambique to Portugal in the Directorate-General for Energy, Sinwoon Chong: Member of Senate, Hisao Harihara: Vice-Minister for Her Excellency Sheikha Nailah AlKhalifa: Conference of Mayors Member of Royal Family, Bahrain Norman Lear: Television Producer, USC Foundation The Honorable Ignazio Marino: Mayor, City European Commission Parliament of Malaysia International Affairs, Ministry of Agriculture, Ben Cohen: Retired Professional Rugby Player Annenberg Norman Lear Center Reinhold Wurth: Chairman, Adolf Wurth of Rome Forestry and Fisheries Giovanni Kessler: Director-General of the Federative Republic of Brazil Cristeta Comerford: Executive Chef, The Group The Honorable Gaku Hasegawa: House of Howie Lindenbaum: Former Chief Matteo Marzotto: President, Fiere di Vicenza European Anti-Fraud Office, European Carlos Eduardo Abijoadi: Director, Brazilian White House Commission Councillors Member Operating Officer, International Culinary Hudson Yang: Actor The Honorable Bruno Pasquino: National Confederation of Industries Jeremy Coller: President, Barilla USA Center Emerald Yeh: James Beard Awards Commissioner General, Expo Milano 2015 Philip Kotler: Marketing Author, Consultant, The Honorable Takeo Kawamura: Member Andre Favero: Business Director, Apex-Brasil of the House of Representatives Geoffrey Cowan: President, The Annenberg Jeffrey Malehorn: President and CEO, World Committee Professor of International Marketing Daniele Pelli: CEO, askanews Press Agency Christine Garcia-Conches: Deputy Foundation Trust at Sunnylands Business Chicago at the Kellogg School of Management, The Honorable Toshiro Kawashimas: House Monica Petacca: Journalist Northwestern University Commissioner General and Pavilion Director, of Councillors Member, Deputy Director- Christian Courtin-Clarins: President of the Spike Mendelsohn: Chef SPECIAL GUESTS OF EXPO MILANO 2015 Brazil Pavilion 2015 Jo Petruce: President, Citterio Italia Carlos Moedas: European Commissioner, General for Food Safety and Consumer Supervisory Board, Groupe Clarins Renzo Arbore: Entertainer, Italy Bill Menking: Founder and Editor-in-Chief, Research, Science, and Innovation Affairs Bureau, Ministry of Agriculture, Debbi Pina: Deputy of TG LA 7 Television French Republic Dana Cowin: Editor in Chief, Food and Wine The Architect’s Newspaper Paolo Bonolis: Television Personality, Italy Forestry and Fisheries Station Donald Prater: Director, FDA Europe The Honorable Serge Bardy: Member of John Demsey: Group President, Estée Lauder Linda Newmark: Executive Vice President, Tania Cagnotto: Olympic Gold Medal Diver, Parliament, 6th Circonscription of Maine et Isao Kumakura: Rector, Shizuoka University Joe Preston: Lions Club International Dominique Ristori: Director-General EU Universal Music Publishing Group Italy Loire of Art and Culture Christof den Biggelaar: Associate Professor President Commission of Sustainable Development, ASU Gian Luca Passi: Executive, Moncler Azzurra Caltagirone: Editor, Il Messaggero Agnès Godillon: Head of the R&D The Honorable Teruhiko Mashiko: House of The Honorable Harald Stauder: Mayor, Natalia Quintavalle: Consul General, Italian Department, Compagnons du Devoir Councillors Member NASA Administrator Suppiah Dhanabalan: Chairman, Mandai Leo Patalinghug: Priest/Founder, Grace Fabrizio Cicchitto: Member of Parliament, Consulate Office New York Merano-Lana Safari Park Holdings Before Meals Italian Government Jérôme Kohn: Director General of CERVIA The Honorable Koji Matsuzaki: Mayor, Charles Bolden Giueseppe Sala: CEO, Expo Milano 2015 Karmenu Vella: European Commissioner, Paris - Région Ile-de-France Obama City Wylie Dufresne: Chef Michael Phillips: Vice Chair of the Board of Samantha Cristoforetti: Astronaut, Environment, Maritime Affairs, and Fisheries Howard Schatz: Photographer Trustees of the James Beard Foundation European Space Agency

92 93 Kingdom of Spain His Excellency Jenö Dzsingisz Gabor: Qiang Hu: Vice Chairman, China Council For Zhang Wei: Vice Chairman, China Council His Excellency Jean-Luc Van Klaveren: Anuarbek Mussin: Commissioner General, Republic of Turkey Inmaculada Barceló: Member of the Board Former Secretary of State of the Netherlands the Promotion of International Trade Hunan for the Promotion of International Trade Ambassador of Monaco to the Kingdom of Kazakhstan Pavilion 2015 Ekrem Demirtas: President of the Executive of Directors, The Barceló Group and Commissioner General of the Sub-Council Meng Wenhui: Director General of China Spain Board, Izmir Chamber of Commerce Horticultural World Expo 2012 Republic of Korea Simón Pedro Barceló Vadell: President, The Zengwei Jiang: Chairman of China Council Council for the Promotion of Trade Republic of Angola His Excellency Jae-hyun Bae: Ambassador Romania Barceló Group Florentine Van Boetzelaer-Tiemstra: for the Promotion of International Trade Xu Yi Zhou: Director, Shanghai Huadong Albina Assis Africano: Commissioner of the Republic of Korea to Italy Georgian Ghervasie: Commissioner General, International Account Manager, World Expo Begoña Cerro: Deputy Commissioner, Spain The Honorable Wu Jianmin: Former Hospital General, Angola Pavilion 2015 Ju Cheol Hyeun: Mayor, YeoSu Romania Pavilion 2015 Pavilion 2015 Rotterdam 2025 Honorary President, Bureau of Exhibitions Zeng Yichun: Vice Minister for Agriculture, His Excellency Florêncio De Almeida: Deokhyun Jo: Deputy Commissioner Russian Federation Joaquín Cortés: Flamenco Dancer Oriental Republic of Uruguay Run Jiao: Vice Chairman, China Council People’s Republic of China Ambassador of Angola to Italy General, Korea Pavilion 2015 Oleg Bodnarchuk: Executive Director, Antonio Carambula: Commissioner General, for the Promotion of International Trade - Zhonghua Yin: Vice President, China Council Simpateka Entertainment Group Kingdom of Thailand Uruguay Pavilion 2015 Dalian Sub Council Republic of Austria Johnny Yune: Entertainer Pornpan Buakikd: Minister, Royal Thai for the Promotion of International Trade Josef Pröll: Commissioner General, Austria Gulnaz Kadyrova: Deputy Minister, Ministry Embassy The Honorable Liliam Kechichián: Minister Jiang Li: Standing Vice Governor, People’s Guo Yinghui: Pavilion Director, China Pavilion 2015 Republic of Lithuania of Industry and Trade of Tourism, Uruguay Government of Yunnan Province Pavilion 2015 Romas Jankauskas: Commissioner General, Varin Busabun: Official Consultant, His Excellency Andrä Rupprechter: Minister Lithuania Pavilion 2015 Igor Karavayev: President, Commercial Department of Agricultural Extension Socialist Republic of Vietnam Yunfeng Li: Executive Vice Governor, Jiangsu Deng Yu: Deputy Chairman, China Council for Agriculture, Forestry, Environment and Representative Office of Russian Federation Province Somboon Chaidajsuriya: Deputy Director, Ngoc Thuy Truong: Director, Ho Chi Minh for the Promotion of International Trade - Water Management, Austria Republic of Malta in Italy The Crown Property Bureau City Department of Culture, Sports and Zhang Liang: Pavilion Director, China Jiangxi Sub Council His Excellency Joseph Muscat: Prime Maria Krasnikova: Director, Art, Science and Tourism Pavilion 2015 Republic of Chile Minister, Republic of Malta Wichien Cherdchutrakuntong: Deputy Jia Kai Zhao: Director, Henan Hongli School Claudia Carbonell: Deputy Minister, Ministry Sport Foundation Jinhui Liang: President, Anhui Gujin Group of China Secretary General, Federation of Thai Palestine of Agriculture Republic of Moldova Slovak Republic Secretary Kerry, Ambassador David Thorne Industries Osama Abu Ali: Deputy Commissioner Huang Lin: General Manager, A-Zenith Ya Zhou: Vice Mayor, Pudong Shanghai His Excellency Carlos Furche Guajardo: His Excellency Valeriu Streleț: Prime Martin Polak: Commissioner General, congratulate Expo Coordinator Beatrice Chainarong Indharameesup: Lecturer General, Palestine Pavilion 2015 furniture Co,.Ltd The Honorable Qiang Zhou: President, Minister, Ministry of Agriculture Minister, Republic of Moldova Slovakia Pavilion 2015 Camp on the successful USA Pavilion. and University Council Member, Silpakorn Hani Gabri: Commissioner General, Palestine Depei Liu: Deputy Director, Commerce People’s Supreme Court Ivan Šramko: Governor, National Bank University Pavilion 2015 Bureau of Fujian Province Republic of Colombia Republic of Poland Chuanning Zou: Vice Director General, The Honorable Juan Pablo Cavelier: Cezary Cieślukowski: Undersecretary of Slovakia Her Excellency Sheikha Mai Bint Sompong Inthong: Deputy Permanent People’s Republic of China Pengqi Lu: Vice Chairman, China Council for Qingdao Municipal People’s Congress Ambassador and Commissioner General, State, Ministry of Health Ivan Hamsik: Father of Soccer Player Marek Mohammed Al Khalifa: President of the Secretary, Ministry of Agriculture and Yang Ai: Vice Secretary-General, Chongqing the Promotion of International Trade Colombia Pavilion 2015 Hamsik Bahrain Authority for Culture & Antiquities Plurinational State of Bolivia Tomasz Jedrzejczak: Vice Minister, Ministry Cooperatives City Shi Minghui: Executive Deputy Director and Commissioner General, Bahrain Clarems Endars: Deputy Minister for Foreign Miguel Cortes: CEO, Grupo Bolivar of Sport and Tourism of the Republic of Ivan Potok: General Director, San Paolo Bank Tongurai Limpiti: Deputy Governor, Bank of He Baoxiang: Vice Governor, People’s General Trade and Integration, Bolivian Foreign Thailand Efrain Forero: CEO, Banco Davivienda Teresa O’Neill: Deputy Chief Operation Kingdom of Belgium Government of Hunan Province Liu Ruiqi: Chairman and President, Ministry Officer, Polish Agency for Enterprise State of Israel Benoit Domercq: General Manager of Beethoven Herrera: Emeritus Professor of Tzipora Hotovely: Deputy Minister, Ministry Amornrat Lohsuwan: Deputy Director, The Zhaojian Bei: Deputy Director-General, Hengyuanxiang Group Development Technology General Division, ‎AGC Glass Crown Property Bureau Principality of Monaco the Faculty of Economics, National University of Foreign Affairs Shanghai Municipal Administration of Hui Wang: Pavilion Director, China Pavilion His Excellency Tomasz Orlowski: Company Gilles Bragard: Founder, Club des Chefs des His Excellency Benjamin Netanyahu: Prime Her Royal Highness Maha Chakri Culture, Radio, Film, and Television 2015 Chefs Republic of Cuba Ambassador of the Republic of Poland to Laurent Nys: General Director, Marché Minister, State of Israel Sirindhorn: Princess of Thailand Liu Chang Le: President, Phoenix Television Tie Wang: Vice Governor, He Nan Provincial Miriam Martínez Delgado: Pavilion Director, Italy Matinal Mabru Yvan Crovetto: Monaco Pavilion Director Cuba Pavilion 2015 Teeranun Srihong: Vice Chairman, Thailand Anjie Chen: Mayor, People’s Government of Government State of Kuwait Nikao Yasumasa: Senior Executive Officer, Robert Fillon: Commissioner General, Republic of Senegal Management Association Yangzhou Ying Wang: Vice Mayor, Yiwu City Mazen Al Ansari: Pavilion Director, Kuwait Asahi Glass Co., Ltd. Monaco Pavilion 2015 Republic of Haiti Malick Diop: Commissioner General, Vunvimol Supprasert: Deputy Director, The His Excellency Carl Benny Raymond: Senegal Pavilion 2015 Pavilion 2015 Hong Chen: CFO, China Film Group The Honorable Zonglai Wang: Former Christian Garcia: Chef de Cuisine, Prince Kingdom of Morocco Crown Property Bureau Ambassador of Haiti to Italy Faisal Al Mutlaquem: Commissioner Corporation Chinese Ambassador to Dominica Albert II His Excellency Aziz Akhannouch: Minister, Athi Wutikaro: Director-General, Republic of Slovenia General, Kuwait Pavilion 2015 Niu Dun Dun: Former Vice Minister of Zhan Wang: President, Shanghai Academy Republic of Kazakhstan His Excellency Miroslav Cerar: Prime Ministry of Agriculture Department of Industrial Promotion His Excellency Peter K. Murphy: H.E.M. Italo Rota: Architect, Kuwait Pavilion Agriculture, China of Social Sciences Ambassador of the Order of Malta to the Dias Jubandykov: Kazakhstan Pavilion Minister, Republic of Slovenia Her Royal Highness Lalla Hasna Alaoui: Kingdom of the Netherlands Wei Fang: Deputy Secretary-General, Ruan Wei: Deputy Pavilion Director, China Principality of Monaco Director Mohammed Yaqoub: Assistant Director Princess of Morocco His Excellency Borut Pahur: President, Hans De Boer: Chairman, The Confederation Jiangsu Provincial Government Pavilion 2015 Aidar Kazybayev: Director of the Republic of Slovenia General For Business Development, Kuwait Hernando Ramirez: Owner, Royal Riviera Direct Investment Promotion Authority of Netherlands Industry and Employers VNO Champagne Department of International Relations, National Bank of Kazakhstan 94 95 State of Qatar United Kingdom of Great Britain and Her Royal Highness Sara Bint Hamad Al- Northern Ireland Thani: Princess, State of Qatar Nick Archer: Director, UK Trade and Investment Sultanate of Oman His Excellency Darwish Ismail Al Balushi: Sara Everett: Pavilion Director, United Minister of Finance, Sultanate of Oman Kingdom of Great Britain and Northern Ireland Pavilion 2015 Bader Al Lawati: Member of the Board, Chamber of Commerce Oman Raffaella Previtera: Head of Marketing, Events and Expo Lead, United Kingdom Khalid Al Zuhaimi: Pavilion Director, Oman Consulate General Pavilion 2015 Teletubbies: British Children’s Television Swiss Confederation Series Characters Benno Bättig: General Secretary, Swiss Houmza Yousaf: Minister for Europe and Federal Office of Foreign Affairs International Development and a Scottish Laurent Freixe: Executive Vice President, National Party Member of the Scottish Head of Zone Americas, Nestlé S.A. Parliament for Glasgow Chris Johnson: Executive Vice President United Mexican States Nestlé S.A., Head of Nestlé Business Ricardo Ampudia: Commissioner General, Excellence, Nestlé S.A. Mexico Pavilion 2015 Sami Kanaan: Deputy-Mayor of Geneva City Bernardo Buendia Bosch: Photographer The Honorable Susanne Leutenegger His Excellency Ildefonso Guajardo Villareal: Oberholzer: Member, National Council Economic Minister, Ministry of Economy Olivier Martin: Head of Section Cultural His Excellency Miguel Ruiz Cabañas: Heritage and Historic Monuments, Swiss Mexican Ambassador in Italy, FAO, and WFP Federal Office of Culture Teresa Villanueva: Pavilion Director, Mexico Turkmenistan Pavilion 2015 Cambis Gesseljay: Deputy Commissioner General, Turkmenistan Pavilion 2015 REPORT PRODUCTION

United Arab Emirates Special Thanks to: Kara Snesko and Global His Highness Sheikh Hamdan Mohammed Publishing Solutions designer Angel Nawrot Al Maktoum: Crown Prince of Dubai for their work in producing this report. Dr. Abdullatif Al Shamsi: Vice Chancellor, Higher Colleges of Technology Emirates PHOTOGRAPH CONTRIBUTIONS College for Advanced Education Saverio Lombardi Vallauri Omar Shehadeh: Senior Vice President of Diana Perez International Engagement, Expo2020 Dubai Elizabeth Thacker Jones Sharon Yang

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