EXPO 2015-WORLD FAIR: THE USA PARTICIPATIONMilan, January 2014

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Expo Milano 2015 – WORLD FAIR: a place where the world meets

Expo 2015 will be the largest global and universal exhibition held in Milan from May 1 st to October 31st, 2015. It will represent 141 countries and is expected to attract 20-30 million visitors from all over the world, thus providing its participants with a unique opportunity to connect with a broad international audience of businesses, consumers, public institutions and governments during the same event. This time, Expo will address one of the most pressing issues of our time: how to feed the world’s growing population in the most sustainable way? Under the slogan “Feeding the Planet, energy for Life”, Expo 2015 connects all stakeholders in the global food supply chains including their technical innovations and contributions to progress and sustainability. Along those lines, the entire exhibition grounds are designed as a ‘Smart City’ with green and end energy-efficient buildings, next-generation telecommunication and Smart Contactless Payment Systems.

Expo 2015 – The USA PavilionThe USA pavilion provides a platform for US businesses to engage with partners, suppliers, customers and other stakeholders

US companies, known for being at the forefront of technological progress and innovation, will have the opportunity to leverage not only the pavilion, but also Expo’s facilities to showcase their latest products and services as well as to organize meetings with partners, suppliers and customers.

We can help create several opportunities for our USA pavilion partners, for instance:

Organize technical conferences for educational or informative purposes with potential partners, customers or suppliers

Use VIP space integrated in the pavilion for scheduling business meetings with partners, suppliers or customers or receiving smaller delegations of key stakeholders

Leverage the pavilion to put latest innovation and technologies on display, e.g. examples of work in Research & Development departments

Hosting press conferences with international and specialized media presence on-site at the pavilion or other Expo meeting facilities, e.g. for new product launches, research presentations, etc.

Organize social events with key customers or partners and leverage Expo’s wide entertainment offering incl. dinners, restaurants, evening events, etc.

Increasing brand visibility through being featured on the food truck (see attached brochure for details) that will promote Expo and tour through North America and Europe before arriving at the exhibition grounds in May 2015

Run educational events with key international universities, academics, students or research labs Engage with key European public and political institutions and regulators in light of the newly

voted parliament, commission and expected progress on the Transatlantic Trade and Investment Partnership (TTIP) discussing several regulatory aspects of interested for a number of US companies

Partnering with the USA pavilion at Expo 2015

The American Chamber of Commerce, together with the International Culinary Center and the James Beard Foundation was mandated by the US State Department to deliver the US participation (i.e. designing, building, managing, and dismantling the pavilion) and also has the responsibility to establish financials resources to realize the project. By law, the United States Government is not allowed to provide federal funding for participating in international expositions abroad. Therefore, AmCham is currently working closely with the US State Department, Ambassador Thorne, and the US Ambassador to Italy John R. Phillips to secure the 45 million dollars necessary to deliver the whole project.

We are looking forward to meeting the leading US corporations interested in exploring opportunities for involvement in the project. Please see the next page featuring some first few ideas for opening technical tables to discuss the details of a tailored-made sponsorships.

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WHAT’S IN IT FOR AGCO

The USA pavilion at Expo 2015 could connect AGCO with a diverse international audience interested in agribusiness, food industries and technological innovation at the same time

Since its inception in 1851, the world’s only universal Expo has been shaping innovation and revolutionary technical progress by bringing the world’s largest businesses, best researchers, and most influential politicians to one table. Expo 2015 will again facilitate an exchange of ideas and contributions among professionals and continuing beyond the Expo in long-standing strategic alliances and collaboration among the leading players in the field.

Building on the challenge of sustainable food supply for a growing global population, Expo 2015 will be an educational, scientific, and cultural event of excellence that showcases the best practices; innovative, sustainable solutions; and new ways of working together that will shape agribusiness and food manufacturing of the future.

In addition to technologies, products and solutions, Expo could give visibility to AGCO’s contribution to managing the economic, environmental and social impact of sustainable harvesting solutions and to feed the growing global population while reducing the carbon footprint of global agriculture.

Expo’s focus on food industries and technological innovation provides the ideal environment for showcasing AGCO’s technologies, products and philosophy to a variety of customer groups as well as stakeholders ranging from end-customers, food and equipment manufacturers, government officials and beyond. In line with AGCO’s global footprint and operations, the international audience provides opportunities to network and exchange with customers and suppliers using different harvesting techniques and equipment, growing different plants, working under a variety of soils, climates, and harvest seasons.

As potential examples, we could imagine the following fruitful encounters generating interesting options for AGCO:

Displaying latest products and technologies in the US Pavilion and spark the visitor’s interest to come to Laverda’s well-known Agridome Excellence Center in Breganze

Using Expo’s grounds to offer product demonstrations or test drives for potential customers in order to attract their attention and triggering valuable direct feedback.

Hosting technical conferences or roundtables to exchange the latest research and engage with the leading players in agribusiness, manufacturing and food industries.

Inviting customers and prospects to join training sessions at the Pavilion similar to the sessions held in the auditorium of the Agridome.

Organizing business meetings with customers, suppliers or partners. Hosting press conferences with national and international media representatives that are visiting

Expo to look for new technologies and innovation along the entire food supply chain. Organizing conferences and seminars to showcase Agco’s commitment for productive cultivation

and food security (e.g. Agco Africa Summit, AGCO Global Learning Centre, etc.) Joining conferences, congresses and events organized in Milan during Expo, for example, the

Ipack-Ima global system exhibition with more than 1,300 exhibitors in order to connect with a larger audience of representatives from every stage of the production chain in the food and non-food industry.

Connecting with leading universities: for example, Italy’s most prominent technical university (Milan Politecnico) along with major corporations will participate in the "Themed Tables" organized by Milan's Camera di Comercio around the main topics addressed during Expo 2015.

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