EXPO 2015 "THE COMMITTEE GUARANTEES UTMOST ATTENTION TO EVERY ASPECT, BUT REGIONS AND TERRITORIES HAVE THE STAR ROLES”, ROBERTO ARDITTI, HEAD OF COMMUNICATIONS TOLD WINENEWS. AND ITALIAN SOUNDING...

There are only 584 days left to the opening of EXPO 2015 in Milan. The theme will be "Feeding the Planet, Energy for Life", which will present a great opportunity for Italian agriculture and food. "As long as it is understood that the game is not to be played only during the Expo, but also before and after, and that the regions, territories and sectors need to exploit it to the fullest, instead of depending on the organizing committee to act as "surrogate” and take care of everything”.

This is what Roberto Arditti, head of communications for Expo told WineNews.tv.

It is necessary for Italy to involve local businesses, reiterated the Secretary Maurizio Martina ("Municipalities and Regions are the cornerstones of Expo 2015. They are the principal players that will allow us to make this Universal Exhibition a great national event and an accelerator of innovation and energy") and the President of the Chamber Laura Boldrini ("to ensure success for Expo 2015, we must listen to the voices of the Italian mayors and involve them in the preparation of the event").

The Expo is a global and institutional event dedicated to workers in the sector”, said Arditti, "which, for the first time in Italy will see the presence of more than 130 heads of State and 500 Ministers, and will trigger more than 1 billion euros of investments in facilities, activities and communication".

The 2015 Expo Commissioner Diana Bracco announced the launch of the building contest for the "Italian Pavilion" with work under way by November 2013 and Arditti has confirmed the there will be a "Wine & Oil" pavilion "headed by the Ministry of Agriculture”.
One of the main issues to be discussed is “Italian sounding” and counterfeiting, which are also indirect expressions of esteem and witness the success of Italian products, but also "a business worth 60 to 70 billion euros a year. We must be very clear on this point”, adds Arditti, “as often the first ones to not do things correctly are the Italians, so we must be careful, because the world that is hungry for Italy also wants more clarity and correctness.
Therefore, we need more concrete and effective management of our excellence because otherwise”, Robert Arditti explained to Winenews.Tv, “others will “profit” from the Italian brand, like the Germans of the excellent Kempinski Group, which in China, where investment has become a public-private decision, they are building 7-star extra luxury hotels for which Beijing has specifically requested 100% Italian restaurants and chefs. The only drawback is that the German company will manage them. "This is somewhat like the case for large retailers abroad, with other countries’ chains, especially the French, such as Auchan and Carrefour that are betting heavily on Made in Italy products.