Juan Carlos Cerutti, an Argentine lawyer passionate about gastronomy and diplomacy, founded EmbASADOres, an initiative where food becomes a bridge for building connections and fostering dialogue across various sectors of society. Through Argentine-style BBQ gatherings, he brings together ambassadors, entrepreneurs, politicians, and influencers to promote national industry and encourage the exchange of ideas. His unique approach to “gastrodiplomacy” aims to create consensus by breaking down barriers and forging relationships over shared meals. In this interview, we explore how Juan Carlos’ vision has transcended traditional boundaries, turning informal gatherings into meaningful discussions that contribute to the betterment of Argentina’s international standing.
In this exclusive interview, we delve into Juan Carlos’ innovative approach to “gastrodiplomacy” and how his passion for gastronomy is transforming informal gatherings into impactful dialogues that elevate Argentina’s presence on the international stage.
Juan Carlos, could you share what inspired you to create EmbASADOres and how it evolved from a hobby into a significant platform for fostering dialogue?
The idea for EmbASADOres came from my passion for gastronomy and diplomacy. I have always believed that food has a special power to unite people, regardless of their differences. I started organizing BBQs through the X platform, with the British ambassador at that time, Mark Kent, along with some friends and acquaintances. I quickly realized that these informal gatherings created an environment conducive to deep and meaningful conversations. As more people from different sectors—ambassadors, entrepreneurs, politicians—began attending, the concept naturally evolved into something bigger. What started as a hobby turned into a platform that fosters dialogue and collaboration among people with different perspectives but a common interest in improving society.
Gastrodiplomacy is at the heart of EmbASADOres. How do you think sharing a meal helps bridge political, social, and ideological divides?
Sharing a meal creates a space for human connection, where hierarchies and ideologies often take a backseat. At a BBQ, we are all equal, enjoying the same dish in a relaxed atmosphere—my home on any given Sunday. This environment allows people to let their guard down and be more open to listening to others without the pressure of formal contexts. At EmbASADOres, we’ve seen how sharing a BBQ can help bridge deep divides, creating a space for genuine dialogue where respect and camaraderie prevail over differences. Contacts are exchanged, and many things are achieved that would otherwise be impossible.
Your events bring together a fascinating mix of ambassadors, business leaders, and politicians. How do you ensure that such diverse participants find common ground during these gatherings?
The BBQ itself is an excellent “equalizer.” The fact that foreign ambassadors want to attend already ensures that leaders from various sectors feel comfortable. During our gatherings, the atmosphere is relaxed and encourages fluid conversation. Although attendees come from different backgrounds, they all share the experience of the food and the desire to enjoy the moment. I subtly moderate conversations by introducing topics of mutual interest. Moreover, the attendees often find common ground through their shared experiences and challenges, which facilitates the creation of a space for dialogue.
In a world that seems increasingly polarized, particularly in Argentina, do you believe initiatives like EmbASADOres can have a lasting impact on breaking down societal divisions?
I definitely believe that initiatives like EmbASADOres can have a lasting impact. Argentina, like many other societies, is deeply polarized, but I’ve noticed that when people sit down to share a meal, tensions ease. The gatherings at EmbASADOres allow people to see beyond political or social labels and focus on human connections. It’s a slow process, but these experiences of informal dialogue can plant the seeds of deeper understanding, which, over time, can help reduce societal divisions.
You’ve had diplomats from all over the world join your asados. Could you tell us about some memorable moments or key relationships that were forged during these events?
One of the most memorable moments was when we managed to bring together ambassadors from countries with tense diplomatic relations. Seeing them share personal anecdotes and laugh together in a relaxed setting was incredibly rewarding. We have also witnessed the formation of alliances between local entrepreneurs and international representatives, leading to concrete collaborations in various sectors. At one of our events, for instance, an Argentine entrepreneur closed a deal with a foreign company to export Argentine products—something that emerged directly from a conversation during the BBQ.
Seeing them share personal anecdotes and laugh together in a relaxed setting was incredibly rewarding. We have also witnessed the formation of alliances between local entrepreneurs and international representatives, leading to concrete collaborations in various sectors
What role do you see EmbASADOres playing in promoting Argentine industry and culture to the international community?
EmbASADOres is a unique tool for showcasing the best of Argentina to the world. We’re not just sharing our gastronomy, which is a fundamental part of our culture, but also promoting our values of hospitality, warmth, and openness. These events are also an opportunity for Argentine companies to showcase their products in a favorable context, creating relationships that can lead to new business opportunities. Promoting the national industry is a key goal, and the BBQs serve as an ideal platform for this.
As a lawyer specializing in mediation and labor conflicts, how do you apply your skills in negotiation and conflict resolution to the conversations that happen at your events?
My skills as a mediator are fundamental to ensuring that the conversations at EmbASADOres flow constructively. Discussions can often become intense, but my experience in conflict resolution allows me to intervene subtly to steer the conversation toward a more collaborative space. The goal is to create an environment where all voices feel heard and respected. Sometimes I simply ask open-ended questions or shift the focus to a more neutral topic to avoid tensions, allowing participants to connect from a place of mutual understanding.
With the success of EmbASADOres, have you considered expanding the concept beyond Argentina, or even collaborating with international gastrodiplomacy initiatives?
Yes, I have definitely considered expanding EmbASADOres to other countries. The idea of using food as a diplomatic tool is not exclusive to Argentina, and I think it could work very well in other contexts. We’ve already had preliminary discussions with people interested in replicating the concept in Europe and North America. Additionally, I would love to collaborate with other international gastrodiplomacy initiatives to exchange ideas and learn from their experiences. We could think about organizing a major event in Dubai, especially considering how the Argentine BBQ went viral during the World Cup. These opportunities should be seized to foster dialogue in the sector and create opportunities for everyone. I am convinced that this approach can positively contribute to global dialogue.
Yes, I have definitely considered expanding EmbASADOres to other countries. The idea of using food as a diplomatic tool is not exclusive to Argentina, and I think it could work very well in other contexts.
Could you share any specific outcomes or agreements that have resulted from the connections made through EmbASADOres, whether in business, diplomacy, or cultural exchange?
One of the most notable achievements has been the increase in exports of Argentine products as a result of the connections made at our events. I recall a specific case where an Argentine appliance company managed to close a deal with a European distributor—something that arose directly from the conversations during a BBQ with the ambassador. In the diplomatic sphere, we’ve seen improvements in bilateral relations with some countries thanks to the informal meetings facilitated by our events.
Looking to the future, what are your goals for EmbASADOres? Do you envision new formats or partnerships to further its impact?
The future of EmbASADOres is exciting. I’m working on the idea of diversifying the formats, for example, by organizing smaller, more intimate gatherings with a specific focus, such as cultural exchange or investment opportunities. I would also like to partner with international organizations to take the concept of gastrodiplomacy to new levels. My ultimate goal is for EmbASADOres to become a benchmark for how food can be a powerful bridge for dialogue, not only in Argentina but around the world.
You can reach EmbASADOres at: https://www.instagram.com/embasadores.ar/
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