US pavilion, Food 2.0, breaks ground at Expo 2015 site

World Fair will strengthen US-Italy trade ties, Kerry says

(ANSA) - Milan, July 17 - "Buongiorno tutti". With these words US Secretary of State John Kerry, in a live video connection from Washington, D.C., on Wednesday kicked off the official ground-breaking ceremony for the building of the US Pavilion at the Milan Expo 2015 site. After briefly joking that attendees of the ceremony in Italy were "enjoying an aperitivo" while those at the State Department in Washington were not, Kerry immediately got down to business pointing out that Expo 2015 is a key occasion for US firms to showcase their food technology and the country's food culture. He then pointed out how the Expo theme of "feeding the planet" is especially dear to the Barack Obama administration, which sees in "food security" one of its key foreign policy objectives. Milan Expo 2015 "is not just a fair celebrating food," Kerry said, "it's much more visionary".

Every previous Universal Fair has been about innovation, with the introduction of products ranging from dishwashers to wall sockets and even to ice cream cones, he explained. "In Milan innovation will come to the fore," Kerry said, adding that Expo had set itself the ambitious goal of tackling the issue of how to feed a vastly expanded global population in a sustainable way. By 2050 the global population will reach some nine billion, Kerry said, pointing out that climate change is "making agriculture harder and scientists are saying we need to boost food production 60% with sustainable means… We need to get there, but we can't without sharing best practices". Expo is a key way to "share what we know," the Secretary of State said. Not only is Expo a key innovation sharing opportunity; it is also an excellent business platform. Kerry said the fair was "a way of dramatically expanding US business opportunities overseas and Italian business opportunities in the US" as well as being a driver of employment opportunities. "The greatest trade relationship in the world - between the US and Europe - will be expanded," Kerry said. "Milan is a hub for business and culture, a perfect place for this Expo to take place," he added, concluding with an Italian expression: "Batti il ferro mentre è caldo (strike while the iron is hot). My friends, the iron is hot." Other speakers - both American and Italian - took the stage at the developing fairgrounds to talk about US participation in Expo 2015 and Food 2.0, the official name of the US Pavilion.

From Washington, David Thorne, US ambassador to Italy from 2009-2013 and currently Kerry's Senior Advisor, pointed out that the US presence was a public-private partnership, with corporate sponsors paying for the building and running of the pavilion. Thorne thanked private sponsors on both sides of the Atlantic for their participation, pointing out that the US government doesn't grant public funds to events like Expo. The groundbreaking event - especially in D.C. - was also meant as a way to encourage more private sector sponsors to participate. John Phillips, the current US ambassador to Italy, then took the podium at the Expo site, under a huge American flag and with ceremonial shovel in hand, and proclaimed: "Let the building begin. It starts now, today".

Speaking about the contents of Food 2.0 Phillips said the pavilion will showcase the ability of US firms and agricultural technology to drive Expo's mission. "We hope its impact will last beyond the six months" of the fair. Phillips pointed out that the US is in an excellent position to help the world, for US farmers produce about 25% of global food supplies. "Our theme aims to foster awareness about US food in all its respects," said Phillips, including its entrepreneurial aspects. "Food 2.0 is about food that is good for you, nutritious, delicious," the ambassador said. Phillips added his voice to Kerry's in pointing out that "US pavilion is also about dramatically expanding trade opportunities, especially with Europe" and that it would serve as a showcase for US firms. Giuseppe Sala, the Italian government's Commissioner for Expo 2015 and the CEO of Expo 2015, said "I learned a lot listening to Mr Kerry's speech... I am excited to see that today the Expo site is dressed in the Stars and Stripes." Sala said that "today, with the US, 19 countries are ready to start building." Among other guests, Lombardy Governor Roberto Maroni pointed out: "Over the years, the US has pushed itself with battles against obesity and waste and promoted sustainability," while Milan Mayor Giuliano Pisapia said "today is a day of joy".

Expo 2015 "talks to the world," Pisapia said, "and for this occasion the US couldn't be missing." Jerry Giaquinta, senior advisor and member of the board of directors of Friends of the USA Pavilion Milano 2015 - the organization raising funds for the US participation - said that Expo will serve as "a place for discussion". He added: "during the six months of Expo 2015, Food 2.0 will foster common ground across the food spectrum. America has much to offer, technologically and culturally". Giaquinta also released the names of some of the leading corporate sponsors for the US pavilion: GE, Uvet, Dupont, 3M, McKinsey and Illy. "We still have much to do," said Giaquinta, who declined to comment on the budget for the project but said "it's a number we feel we can reach... it's a good investment".

In a profile released by the Expo press office of Simone Crolla, the managing director of the American Chamber of Commerce in Italy, the overall investment for "the realization of the project" is put at US$ 50 million. In a short interview on site with ANSA, the CEO of GE's Italian unit, Sandro De Poli, said that GE was investing some US$ 5.0 million in the construction of the pavilion. De Poli said GE's involvement wasn't only financial, stressing that the company was seeking to find "ways to make a concrete contribution." He pointed out that GE is already involved in food-related projects, including energy intensive greenhouse cultivation in the Netherlands and in developing water treatment technologies - "all technologies which are present in the company". De Poli reiterated the challenge of boosting food production to feed 50% more people on the planet by 2050 while arable land supply won't increase by much. "Yields have to increase. The model has to be rethought," he said.