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RARE is the premier international advocate and opinion leader for rare earth industry suppliers, manufacturers, and retailers dedicated to improving the future through rare earth innovation.

RARE Who We Are


Adam Falkoff
Adam Falkoff - President and CEO – Over 20 years experience in government affairs, international relations, and business. Mr. Falkoff has internally advised Presidents, Prime Ministers, Cabinet Ministers and Ambassadors. He has represented leading companies, associations, non-profit organizations, and foundations including Anglo American, BHP Billiton, United Mines Corporation, the Consumer Electronics Association, Intel Corporation, General Electric Corporation, Hewlett-Packard, Microsoft Corporation, Qualcomm, Sony Corporation, and the Trust for Public Land.

Mr. Falkoff participated in the Postgraduate Programme of the School of Mining Engineering at the University of Witwatersrand, Johannesburg, South Africa known as the world's preeminent institution in the field of international mining and mineral studies. While there, Mr. Falkoff gained hands-on experiences in the area of hard rock mining.

Mr. Falkoff received a B.A. from Duke University and both an M.B.A. and M.I.M. (Master of International Management) from the Thunderbird School of Global Management on an academic scholarship.

Steven Berry
Steven Berry - Senior Vice President - Over 15 years experience in the healthcare, transportation, auto-industry, high-tech, energy, clean energy, natural resources, and trade-policy fields. Mr. Berry's extensive background includes senior policy advisor positions in the Executive branch, for Congressional leadership, and as a Caucus Staff Director in the United States House of Representatives.

Mr. Berry served as a presidential appointee in the office of the U.S. Trade and Development Agency, where he represented the agency on the inter-agency Trade Promotion Coordinating Committee. He is adept at coalition building and management and has worked closely with labor unions and industry to forge successful, bi-partisan successes.

Mr. Berry holds a Bachelor of Arts with honors from the University of Chicago and a Master of Science with Merit in Public Administration and Public Policy from the London School of Economics.


Roger Ballentine

Roger Ballentine – An exceptional leader in environmental policy, government affairs and business. Former senior member of the White House staff, serving President Bill Clinton as Chairman of the White House Climate Change Task Force and Deputy Assistant to the President for Environmental Initiatives. Co-founder of American Council on Renewable Energy (ACORE) and Member of the International Advisory Council of the Department of Energy’s National Renewable Energy Laboratory (NREL).

Roger Ballentine

Carl Biersack assists those seeking policy solutions on environmental, technology, national security, energy and transportation issues. In nearly three decades at the intersection of policy and politics, Carl's reputation for technical knowledge and candor has created a broad range of contacts at all levels of governance who trust his inputs. He is often called upon to work behind the scenes because of his encyclopedic expertise regarding regulatory and legislative procedures. Carl has served as a consultant for a number of state and federal candidate campaigns.

John Howard
Ambassador Stuart Holliday – Diplomat, negotiator and advocate for global cooperation. Ambassador Stuart W. Holliday is President of Meridian International Center, the nation’s premier public diplomacy organization that promotes international understanding through the exchange of people, ideas, and the arts. He has served as Ambassador to the United Nations for Special Political Affairs. At the UN, he served as the US representative on key issues before the Security Council, including peacekeeping, counterterrorism and sanctions. Before his appointment to the UN, he was an Assistant Secretary at the US Department of State, coordinating global information outreach efforts.

John Howard
John L. Howard – Superlative technological, renewable energy and sustainability expertise. Former chairman of the Environmental Protection Agency’s National Advisory Council for Environmental Policy and Technology (2006-08), former United States Federal Environmental Executive (2002-04), and former senior staff member of the White House Council on Environmental Quality (2001-04). Mr. Howard has proven experience in the fields of climate change, environmental technology, vehicle fuel efficiency, environmental indicators, stewardship and sustainability.

Conrad Lautenbacher
Vice Admiral Conrad C. Lautenbacher, Jr., U.S. Navy (Ret). – Unparalleled conservation and national security expertise. Former Undersecretary of Commerce for Oceans and Atmosphere and NOAA Administrator. U.S. Naval Academy graduate and former Commander of United States Third Fleet. A leader in the introduction of cutting edge information technology, Admiral Lautenbacher pioneered the use of information technology using sea based command and control. As NOAA Administrator, Admiral Lautenbacher spearheaded the first ever Earth Observation Summitt and established GEOSS, the Global Earth Observing System of Systems.

Conrad Lautenbacher
Thomas McMillen – Highly respected national security, clean energy, and wellness expert. Rhodes Scholar, Olympian, former United States Congressman and former professional basketball player. Mr. McMillen majored in chemistry at the University of Maryland and is now Chairman of Homeland Security Capital Corporation and an active Advisory Board Member of Clean Energy Systems. In May 2011, former Congressman McMillen was appointed by President Obama to chair the newly formed, congressionally-chartered National Foundation on Fitness, Sports and Nutrition.

John Woodley
John Paul Woodley – A marquee career of defense and conservation leadership. Former Assistant Secretary of the Army for Civil Works, Secretary Woodley is a nationally recognized leader in water resource development issues. As former Assistant Deputy Under Secretary of Defense for Environment, Secretary Woodley oversaw the environmental mission of the Army, Navy, Air Force, and Marines for the United States of America. Prior to his service in the United States Department of Defense, John Paul Woodley served as Secretary of Natural Resources for the Commonwealth of Virginia and in the Judge Advocate General’s Corps of the United States Army.

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