Meet Emanuele Ponzo

We were lucky to catch up with Emanuele Ponzo recently and have shared our conversation below.

Hi Emanuele, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

Crateful was built from the experience of being “the only one in the room” – an Italian entrepreneur arriving in Los Angeles with no English, no network, and a completely different cultural background, and turning that position into a long-term advantage.

I’ve come to understand that being the only one in the room is not a limitation – it’s often where your perspective becomes most valuable.

When I first arrived in Los Angeles, I was entering an industry with its own rhythm, expectations, and relationships. In many ways, I stood out. But instead of trying to blend in, I focused on bringing something authentic into the room.
That mindset became the foundation of Crateful.

We built the company around a clear point of view – combining European culinary tradition, discipline in hospitality, and a modern, experience-driven approach shaped by Los Angeles. What once made us different became our strength.
Over time, this idea expanded beyond my personal story and became part of our company culture.

Today, Crateful is a truly international team. While we are proudly an American company, our team includes people from the United States, Italy, Mexico, El Salvador, Ukraine, Russia, and across Europe. Each person brings a different perspective, and that diversity is something we actively build on.

In many ways, almost everyone who joins our team understands what it means to feel like “the only one in the room” – and that shared experience creates a strong foundation internally. We don’t try to remove those differences. We integrate them.

That translates directly into the way we work. Our clients experience a level of depth, awareness, and adaptability that comes from multiple cultural perspectives working together.
Being effective in those environments comes down to execution.

In hospitality, trust is built through consistency, through every detail, every interaction, and every moment of service.
Over the years, this approach has allowed us to operate confidently across a wide range of high-level environments – from large-scale productions and cultural events to private and corporate experiences across Los Angeles.

It has also led us to collaborate with international consulates and institutions, where each project brings a new cultural context and set of expectations. These experiences continue to shape how we think about hospitality.

Success, for me, has never been about fitting into the room. It’s about understanding your value, staying consistent in your standards, and delivering at a level where your perspective becomes necessary.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

Our work today is focused on building Crateful as a hospitality company that operates at a high American and international standard – not only in terms of cuisine, but in how events are structured, executed, and experienced.
We are based in Los Angeles at The Lot at Formosa in West Hollywood, and we specialize in high-end food and beverage catering – from intimate seated dinners to large-scale productions.

Over the past decade, we have built a strong foundation, and today we are entering a new phase of growth. Our focus now is on expanding the scale of what we do, with the ambition to significantly grow beyond what we’ve built over the past ten years.

Throughout this journey, we’ve had the opportunity to collaborate with globally recognized brands across entertainment, finance, and luxury sectors including Netflix, Warner Bros., Apple, Amazon, Paramount, Spotify, JPMorgan, Ferrari, Aston Martin, Tesla, and others. We’ve also worked closely with luxury houses such as Louis Vuitton and Armani, as well as supporting private clients and cultural institutions across Los Angeles.

Our work often takes us beyond the city as well. We regularly operate on location, adapting to different environments and production needs. For example, we recently catered a private event in Indio as part of the lead-up to Coachella, where Diplo was performing. These types of projects require mobility, precision, and the ability to recreate our standards in completely different settings.

At the same time, we work extensively within Los Angeles across a wide range of formats, from corporate receptions and luxury private events to large-scale productions and diplomatic programs for consulates and governmental organizations.
Looking ahead, our focus is on scaling this model, expanding our full-service production capabilities, strengthening partnerships, and continuing to refine our standards.

Crateful today reflects ten years of consistent work, but more importantly, it represents the beginning of a much larger trajectory.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, there are three things that had the most impact on my journey: discipline, adaptability, and attention to detail.

Discipline came from my background in professional soccer. Before entering hospitality, I spent years in a highly competitive environment where structure, consistency, and mental resilience were essential. That experience shaped how I approach business today. In both sports and entrepreneurship, results are built over time, through repetition, commitment, and the ability to stay focused under pressure.

Adaptability became critical when I moved to the United States and started from zero. New country, new language, new industry. There was no clear roadmap – everything had to be learned through experience. That process taught me how to stay flexible, make decisions quickly, and adjust without losing direction. In hospitality, every event is different, and the ability to respond in real time is what allows you to maintain a high standard.

The third is attention to detail. In our field, details define the entire experience. From timing and service to presentation and atmosphere, everything has to work seamlessly. Guests may not always identify specific elements, but they always feel the result.

For those early in their journey, my advice would be this:

First, build discipline before anything else. Talent can open doors, but consistency is what keeps them open. Show up, do the work, and commit to the process even when it’s not easy.

Second, put yourself in unfamiliar environments. Growth happens when you challenge yourself, whether that means moving to a new country, taking on new responsibilities, or stepping into situations where you have to learn quickly.

And finally, focus on the details. Whatever you do, do it well. The standards you set early on will define how far you can go.

If you build these three qualities over time, you create a foundation that allows you to grow with confidence and handle opportunities at a much higher level.

How would you describe your ideal client?

Our ideal client is someone who understands that hospitality is not just a service – it’s an experience.
We work best with clients who value quality, attention to detail, and a thoughtful approach to how their event is created and delivered. These are typically brands, organizations, or individuals who are intentional about their vision and want to create something refined, seamless, and memorable.

We often collaborate with global brands, luxury companies, event planners, and cultural institutions that operate at a high level and require precision, discretion, and strong execution. At the same time, we value clients who trust the creative process and allow us to bring our expertise into the project.

Because of the scale and nature of our work, communication and alignment are essential. The most successful collaborations happen when there is clarity, trust, and a shared standard of excellence.
Ultimately, an ideal client for us is someone who is not just looking for catering, but for a long-term partner, someone who understands the value of consistency, quality, and experience.

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Crateful Catering

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