Noma Loses Major Sponsors as Fallout From Reports of Abuse Continues


The fallout from this weekend’s New York Times story about the alleged abuse at Copenhagen’s Noma continues as two major sponsors have officially pulled out of the restaurant’s upcoming residency in Los Angeles.

American Express and hospitality start-up Blackbird both announced that they would no longer be part of the 16-week, $1,500-per-person pop-up that begins this month.

“René’s past practices, by his own admission, were unacceptable and abhorrent,” Blackbird founder Ben Leventhal told Eater. “We cannot lean on time elapsed and rehabilitation claims when these things resurface. Regardless of context, this is highly problematic behavior.”

Blackbird, a restaurant loyalty and rewards platform, had bought $100,000 worth of tickets to offer to its members, according to The Times. “All proceeds from all of Blackbird’s ticket sales will be donated to organizations that are advocating for hourly wage workers and hospitality industry professionals,” Leventhal says. “In addition, we’ve cancelled all of our events at Noma L.A. We will continue to engage with the community and do our best to do what’s right.”

Last night, the restaurant industry newsletter Expedite reported that Resy, which is owned by American Express, had pulled its support of the residency. The brand had bought out six nights of Noma L.A. to offer to U.S. Platinum cardholders. The company was also planning an event at the pop-up with invitees from within the restaurant industry, but then an executive from Resy sent an email to those attendees yesterday that it would not go forward. A source who had been invited to the event confirmed to Robb Report they had received the cancelation notice.

“In light of the disturbing information that has come to our attention, American Express, Resy, and Tock have made the decision to step away from our involvement in Noma’s L.A. residency,” a Resy executive wrote in the email. “As a result, we are no longer hosting the dinner.”

Cadillac was also previously listed as a sponsor on the Noma L.A. page, but is no longer named on the site. Robb Report has reached out to both Cadillac and Noma for comment but did not immediately receive a response.

The sponsor exodus for Noma L.A. comes in the wake of Julia Moskin’s article, “Punching, Slamming, Screaming: A Chef’s Past Abuse Haunts Noma, the World’s Top-Rated Restaurant,” where she interviewed more than 35 former employees of the restaurant about the alleged psychological and physical trauma they had experienced while working for Redzepi. Redzepi is a revolutionary figure in the food world, whose restaurant has been considered among the greatest of its generation, but the article portrays a dark side to how Noma achieved its lofty perch in the dining pantheon.

The accounts include one young woman who reportedly was punched so hard by Redzepi in the ribs she fell into a counter and cut her hip. No one offered to help her after she was injured, and a coworker only inquired about her well-being to see if she could finish her shift. Other employees shared stories of allegedly being punched or stabbed with a barbecue fork, and those who considered leaving before their internship had concluded were warned that they were going to be blacklisted in the industry.

What ignited this wave of former employees coming forward was Noma alum Jason Ignacio White, who recently took to his Instagram to give firsthand accounts of abuse he witnessed at the renowned restaurant. He then gathered testimonials of other previous workers who experienced mistreatment Noma. White’s stories had been swirling around social media for weeks in the lead up to The Times report, gaining traction among the restaurant industry.

Around an hour before The New York Times story dropped on Saturday, Redzepi released a statement on his Instagram where he did not deny the allegations in the story, but apologized and said he had changed as a person over the past decade, going through therapy to manage his anger.

In the comments of Redzepi’s post, numerous important figures in the restaurant world offered their support of the chef. However, in the days following the exposé, sponsors have decided to not stand by Noma and have headed for the exits.





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