On Monday, March 30 at Expo Gate, the “Coffee at Expo Milano 2015” agreement was signed.
The signature took place during a meeting between Giuseppe Sala (Commissioner of the Government of Italy for Expo Milano 2015), Andrea Illy (President and CEO of illycaffè), Debora Serracchiani (President of the Friuli Venezia Giulia Region), Roberto Cosolini (Mayor of Trieste) and Antonio Paoletti (President of the Chamber of Commerce of Trieste).
Among the aims of the agreement, is the promotion of coffee consumption, a product of growing economic and social importance and the subject around which the Coffee Cluster at Expo Milano 2015 has been built.
During the presentation, it was also announced that the International Coffee Organization has designated Italy as the site of the first Global Coffee Forum and the first World Coffee Day that will take place between September and October 2015 at the exhibition site.
Coffee. History, economics and creativity
During the event, which was attended by Maurizio Martina (Minister of Agriculture and Forestry), Stefano Gatti (General Manager of Participants Division of Expo 2015 S.p.A.), Robério Oliveira Silva (Executive Director of the International Coffee Organization (ICO) and Giuseppe Lavazza (Vice President of the Lavazza Group) were presented the contents of the Expo Milano 2015 Coffee Cluster curated by Illy Official Coffee Partner of Expo Milano 2015 that will present coffee focusing on three areas:
- the journey from bean to cup;
- the creativity, art and culture that have developed around the coffee-drinking ritual; and
- the stories and traditions of the countries that grow and drink it.
Virtual experience between the flavors of coffee
Filippo Ciantia (Director of the Cluster Project ) and Matteo Gatto (Visitor Experience Director of Expo 2015 S.p.A.) illustrated what will be the coffee itinerary within the Clusters. It will feature Burundi, El Salvador, Ethiopia, Guatemala, Kenya, Dominican Republic, Rwanda, Timor-Leste, Uganda and Yemen as countries that grow and produce coffee.
The route was designed as a sort of journey through the flavors of coffee that can also become an interesting augmented reality experience. Part of the guided tours organized and managed by Illy will take place with high tech glasses that combine physical experience and virtual reality.
