.
Recently, I had the distinct pleasure to participate in the largest U.S. investment summit ever convened, Select USA. Investment delegations from over 70 international markets intermingled with U.S. business representatives all in the name of doing business, building strong networks and creating jobs.
Between presentations people talked over coffee, passed condiments and assorted pastries, hoping to gain knowledge or contacts that would lead to an opportunity for their firm. Beyond merely nourishing the body, food became the convener- both inspiring and strengthening the bonds between us. For this reason, the idea of “culinary diplomacy” and building global ties through cuisine is taking on greater importance in the business world where deeper relationships provide a competitive advantage.
At SelectUSA, I was reminded that cuisine has a cultural significance and can act as a vehicle for bringing people together. Gastronomy is a timeless instrument of diplomacy used to create cross-cultural understanding in the hopes of improving interactions and cooperation. Diplomacy is inherently connected to hospitality in the protocol of receiving and entertaining guests and offers an opportunity to build stronger bonds between countries, clients and colleagues.
In a world in which the abundance of mass communication has ensured greater access to cultures, cuisines, relationships; diplomatic actions become increasingly visible. Cultural knowledge brings us closer as we embrace both the differences and the similarities that exist between countries. When clients feel their heritage is respected, their religious values and practices are honored, and all logistics are taken into consideration, they are open to creating personal connections. Events designed to embrace and celebrate global customs provide an excellent way to introduce guests and offers a glimpse into the culture of other countries. Presenting authentic dishes from around the world creates experiences that not only stimulate the palate, but also stimulate dialogue and foster understanding.
I have learned firsthand, that to make a great impression on potential business partners or a trade delegation, it helps to hire a cultural expert who may also have some language skills and can join your team on an ad hoc basis. Creating a one-of-a-kind menu paired with wines (or non-alcoholic beverages) and cuisines that draw from cultural traditions can also provide a memorable customized experience. On a regular basis, our Chef partners with embassy and visiting chefs to create rich and unique culinary experiences for guests.
A more economical approach to hosting across cultures is to simply consider how you would like to be treated if you were visiting business partners in their country. Would you be disappointed if they took you to a fast food or chain restaurant? Wouldn't a classic meal in someone's home or an authentic family restaurant make a more lasting memory?
For example, during a recent business trip to North Africa, our hosts were very proud to take us to a casual, yet out-of-the-way place that they considered special. Because it was special to them, the experience served as an entrée into their culture. As a result, the relationship was strengthened and business blossomed.
When acting as a host it is important to put your client or potential client at ease and expose them to what you like, such as taking a business guest to your favorite Greek deli, steak house or French bistro. Under certain circumstances, your guest may be eager to try an American version of their home cuisine, and in a city like Washington, DC, or New York City, chances are you can find what they are looking for.
We are proud of our record of working with embassy chefs at the Ronald Reagan Building and International Trade Center to create unique culinary experiences for our clients doing business across cultures. We have had the opportunity to host the U.S. State Department's Diplomatic Culinary Partnership event. This unique program brings together some of the best known chefs in the world to develop a greater understanding and appreciation for the power of culinary diplomacy and how can it can enhance business relationships.
Food has helped build bridges between cultures for many years and this trend will undoubtedly continue. From experience, the best approach to entertaining guests across cultures is to enjoy yourself and embrace the opportunity to create lasting memories for your clients.
Andrew F. Gelfuso is Vice-President of Trade Center Management Associates (TCMA). Mr. Gelfuso leads the global mission of the Ronald Reagan Building and International Trade Center (RRB/ITC) while focusing on international business development, trade counseling, strategic partnerships, government and diplomatic relations.
The views presented in this article are the author’s own and do not necessarily represent the views of any other organization.
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Culinary Diplomacy: Building Global Ties through Cuisine
May 8, 2015
Recently, I had the distinct pleasure to participate in the largest U.S. investment summit ever convened, Select USA. Investment delegations from over 70 international markets intermingled with U.S. business representatives all in the name of doing business, building strong networks and creating jobs.
Between presentations people talked over coffee, passed condiments and assorted pastries, hoping to gain knowledge or contacts that would lead to an opportunity for their firm. Beyond merely nourishing the body, food became the convener- both inspiring and strengthening the bonds between us. For this reason, the idea of “culinary diplomacy” and building global ties through cuisine is taking on greater importance in the business world where deeper relationships provide a competitive advantage.
At SelectUSA, I was reminded that cuisine has a cultural significance and can act as a vehicle for bringing people together. Gastronomy is a timeless instrument of diplomacy used to create cross-cultural understanding in the hopes of improving interactions and cooperation. Diplomacy is inherently connected to hospitality in the protocol of receiving and entertaining guests and offers an opportunity to build stronger bonds between countries, clients and colleagues.
In a world in which the abundance of mass communication has ensured greater access to cultures, cuisines, relationships; diplomatic actions become increasingly visible. Cultural knowledge brings us closer as we embrace both the differences and the similarities that exist between countries. When clients feel their heritage is respected, their religious values and practices are honored, and all logistics are taken into consideration, they are open to creating personal connections. Events designed to embrace and celebrate global customs provide an excellent way to introduce guests and offers a glimpse into the culture of other countries. Presenting authentic dishes from around the world creates experiences that not only stimulate the palate, but also stimulate dialogue and foster understanding.
I have learned firsthand, that to make a great impression on potential business partners or a trade delegation, it helps to hire a cultural expert who may also have some language skills and can join your team on an ad hoc basis. Creating a one-of-a-kind menu paired with wines (or non-alcoholic beverages) and cuisines that draw from cultural traditions can also provide a memorable customized experience. On a regular basis, our Chef partners with embassy and visiting chefs to create rich and unique culinary experiences for guests.
A more economical approach to hosting across cultures is to simply consider how you would like to be treated if you were visiting business partners in their country. Would you be disappointed if they took you to a fast food or chain restaurant? Wouldn't a classic meal in someone's home or an authentic family restaurant make a more lasting memory?
For example, during a recent business trip to North Africa, our hosts were very proud to take us to a casual, yet out-of-the-way place that they considered special. Because it was special to them, the experience served as an entrée into their culture. As a result, the relationship was strengthened and business blossomed.
When acting as a host it is important to put your client or potential client at ease and expose them to what you like, such as taking a business guest to your favorite Greek deli, steak house or French bistro. Under certain circumstances, your guest may be eager to try an American version of their home cuisine, and in a city like Washington, DC, or New York City, chances are you can find what they are looking for.
We are proud of our record of working with embassy chefs at the Ronald Reagan Building and International Trade Center to create unique culinary experiences for our clients doing business across cultures. We have had the opportunity to host the U.S. State Department's Diplomatic Culinary Partnership event. This unique program brings together some of the best known chefs in the world to develop a greater understanding and appreciation for the power of culinary diplomacy and how can it can enhance business relationships.
Food has helped build bridges between cultures for many years and this trend will undoubtedly continue. From experience, the best approach to entertaining guests across cultures is to enjoy yourself and embrace the opportunity to create lasting memories for your clients.
Andrew F. Gelfuso is Vice-President of Trade Center Management Associates (TCMA). Mr. Gelfuso leads the global mission of the Ronald Reagan Building and International Trade Center (RRB/ITC) while focusing on international business development, trade counseling, strategic partnerships, government and diplomatic relations.
The views presented in this article are the author’s own and do not necessarily represent the views of any other organization.
