The Granarolo Group at EXPO 2015
Presentation in grand style of the upcoming activities of the Granarolo Group. Having won the tender organized by the Italian Pavilion, the Group will in fact be a protagonist at EXPO 2015 with a space inspired by milk as a staple food and dedicated to an entire sector and chain of excellence. Voices from the conference on September 19th, held at the Museum of Science and Technology, Milan*.
Granarolo has thus become partner of the “Italian Pavilion” at the Universal Exhibition to be held from May 2015 in Milan, where the protagonists have the «ambition and a great responsibility to highlight Italy’s excellences and cultural roots, projecting them into a sustainable future.
The span of the exhibition and the schedule of a thousand and one events that will animate “the Italian Pavilion” for six months - hence the space dedicated to milk - will create a truly experiential itinerary of travel and discovery». Thus Diana Bracco summarized the nature of the undertaking.
President of Granarolo SpA Gianpiero Calzolari in turn took on the task of broaching the subject of the activities and commitments, and to remind the journalists and the several Granarolo councillors and associates present in the hall that the Group represents the largest Italian milk chain, comprising 1000 producers associated into cooperatives. «We are the leading company in the sector, with a particular focus on sustainability ... In terms of shareholder earnings, consumers and the environment. ... We have set ourselves the goal of being a part of the country that intends making it: this is why we are at Expo. We won the tender to speak not only of Granarolo, the supply chain from the countryside to the industrial facilities up to the point of sale, but also of a part of the Italian economy».
«For a group like ours that has an international development strategy, with the aim to reach around 40% of turnover in foreign markets over the next two years, this is a unique opportunity» Calzolari added.
«We will show the quality of our dairy chain and the uniqueness of our products to the delegations of the 147 participating countries and to the retailers of the whole world».
Because, as De Castro also pointed out,«The internationalization of the Italian agrifood industry is a priority for the country and Expo 2015 can offer a very strong drive in this direction».
The Granarolo space
For the duration of the Universal Exhibition, the Granarolo space (concept and architectural aspects of the studies by the architect Mario Cucinella MCA; aspects of edutainment curated by Tarpini Production) will host an intensive program of events, presentations and experiential itineraries aimed at sector professionals and the international press.
Cucinella explained that «the Granarolo space inside the Italian Pavilion will explore the theme of milk as a creative principle and reflect on the meaning of this food as a prime nutrient source for mankind. For this reason, the project takes the form of an artificial galaxy that is born within the exhibition itinerary of the Cardo and generates an immaterial space, able to accommodate visitors in a mysterious environment that needs to be explored a little at a time».The itinerary will be divided into different thematic areas to facilitate the reading of the space and different content in order to maximize visitor experience, interaction and entertainment.
*At the conference (Milan, September 19th, the Museum of Science and Technology Leonardo da Vinci) moderated by Fiorenzo Galli (General Director of the museum), participants included Diana Bracco (Section Commissioner General for the Italian Pavilion), Gianpiero Calzolari (President of Granarolo SpA), Paolo De Castro (S&D coordinator at the Committee on Agriculture and Rural Development of the European Parliament), the architect Mario Cucinella and the coordinator of the newborn Permanent Observatory on the Italian Milk Chain, Gabriella Arcuri.
