Southern California's World Trade Week observance is the most extensive and unique program of its kind in the country. The breakfast is designed to promote the importance of international trade, and more than 800 executives and members of the diplomatic corps attend each year. The World Trade Week Committee holds the annual breakfast to launch the 40-plus trade events in May. Past keynote speakers at the Kickoff Breakfast include Dr. Steven B. Sample, president of the University of Southern California (USC); Andy Bird, president, Walt Disney International; and Howard Shatz, economist, RAND Corporation. The annual kickoff event is held the first week of May.