MAD Corporate Partnership Opportunities

Corporate Partnership Opportunities 2025

About MAD and noma MAD (Danish for "food") is a global nonprofit based in Copenhagen, Denmark, and founded by René Redzepi, chef and owner of the three-Michelin-star restaurant noma. One of the most influential restaurants on the planet, noma is known for popularizing New Nordic Cuisine and inspiring an entire generation of chefs the world over. Noma has been named The World’s Best Restaurant five times since 2010. This year, noma announced that winter 2024 will be its last season in its current form. Instead, noma will pop up in different parts of the world while focusing more time on innovation and product development, sharing its innovations more widely than ever before. The restaurant will transform into a giant lab—a pioneering test kitchen dedicated to the work of food innovation and the development of new flavors. This pivot aligns with the mission of MAD.

About MAD MAD was founded to transform food systems through the people who work in food and hospitality across the globe. Our core belief is that—if given the necessary knowledge, tools, network, and inspiration—everyone working in hospitality can play a crucial role in creating the resilient food systems of the future.

As a nonprofit organization, MAD relies on the generous support of corporations and brands to advance this critical work. We offer numerous options for collaboration and brand alignment, including the opportunity to develop a highly customized multi-year partnership.

Our purpose Can a restaurant be a research lab for social good? Could the people who work in hospitality be crusaders for a better future?

At MAD, we believe the answer is yes. And we have made it our mission to educate and empower the people working in hospitality around the world so that they can build a better food future for us all.

To do this, we need to ensure that hospitality itself is a healthy, profitable, and viable place to work. This is why we're making a profound investment in the social and human capital of our industry.

Your partnership with MAD directly affects positive change within the global hospitality industry and the greater food and environmental system it supports.

Industry leader MAD influences discussion and debate. Meaningful change happening in restaurants across the globe flows from MAD. Issues we've brought to the fore include: Reducing food waste in restaurants In 2019, the UN sought out MAD as a partner in its campaign to decrease food waste Inspiring restaurants to use new sources of protein, including insects Producing global food conferences to elevate issues impacting the industry Elevating discussions around the economic impact of food production, distribution & consumption Championing female chef leadership Recognizing all restaurant staff on menus

Align with an influencial global food organisation Multi-year six- and seven-figure partnerships are your company's best opportunity to advance MAD’s groundbreaking work, while providing strong alignment to your brand. Package elements can be customized to meet your philanthropic, marketing, client engagement, and workforce development goals. Multi-year partnerships are available for MAD’s signature initiatives and include the opportunity for category exclusivity.

Multi-year partnerships are available for MAD’s signature initiatives and include the opportunity for category exclusivity: Presenting Sponsor Official Airline / Travel / Hospitality Partner Official Streaming Partner Official Beverage Partner Online Learning Partner MAD Academy, including branded scholarships MAD Mondays and MAD Mondays at Home MAD Symposium VILD MAD

Ways to partner

I. MAD Academy II. MAD Mondays III. MAD Symposium IV. VILD MAD

Academy "Even though people came from different parts of the world and had many angles on the industry, everyone was working toward the same goal and brought knowledge that was useful to others."

— Emilie Qvist Kjergaard, Chef + Owner, Medvind

MAD Academy | Partnership opportunities MAD Academy in Copenhagen equips students from the global hospitality industry with the knowledge, tools, and inspiration to create sustainable change and spread what they've learned throughout their own workplaces and communities. The Academy is one of our biggest success stories, and we've had more than 700 participants complete the program.

Five-day coursework tracks are focused on Leadership & Business or Environment & Sustainability. The curriculum's unique framework includes hands-on exercises and thought-provoking lectures interspersed with field trips, group work, and independent study. Real-life case studies address the pressing needs of the hospitality industry.

MAD Academy | Partnership opportunities With each of these opportunities, we'll develop a mutually beneficial partnership that reinforces our shared values and respective business goals.

Partnership opportunities: Sponsor a coursework track.

Use the MAD Academy framework to develop a bespoke training program for corporate leadership and staff.

Underwrite branded scholarships for ambitious hospitality professionals.

MAD Academy | Partnership opportunities

A video collaboration with Audi of America featuring MAD Academy's Environment & Sustainability coursework track.

Audi partnered with MAD to create the 2022 LA Scholars Awards, which brought six individuals from the Los Angeles hospitality industry to MAD Academy. Watch the video here.

Mondays "What a great night...I came away with all sorts of ideas, and I loved it."

— Pat Nourse, Managing Editor, Australian Gourmet Traveller

MAD Monday | Partnership opportunities MAD Mondays is an ongoing series of public talks on the issues that matter most in the world of food and hospitality. The events are held in Copenhagen and other major cities around the globe on Mondays, the traditional day of rest for the restaurant industry. Our virtual event format, MAD Mondays at Home, is available for a wide audience to enjoy.

Partnership opportunities: Develop a seasonal or year-round partnership.

Underwrite a bespoke MAD Mondays pop-up in a major city.

Activate your product or brand at live events.

Extend digital promo codes at virtual events.

Symposium "A party with a sense of purpose, a place to learn from big thinkers, a bacchanal pushing worldchanging views. You might say it's become the Davos of food."

— "The Food World's G20," The Wall Street Journal

MAD Symposium | Partnership opportunities In 2011, a group of internationally renowned chefs gathered under a tent in Copenhagen to create a forum for knowledge and inspiration. Since then, the Symposium has become MAD's premium global event, fostering groundbreaking conversations about the hospitality industry's role in the health of the planet and the lives of those working in food.

The bi-annual Symposium was last held in 2018 and will return in 2025.

Partnership opportunities: Engage the most influential leaders in hospitality.

Participate in a panel discussion.

Co-host a reception or dinner with MAD. Underwrite a meal or specific concession opportunity.

Provide product samples, promo codes, and other incentives to attendees.

Vild "The vision of VILD MAD is to make everyone fall in love with nature by training them as foragers."

—Mikkel-Lau Mikkelsen, VILD MAD Director

VILD MAD | Employee engagement opportunities VILD MAD (Danish for "wild food") provides a range of resources—including a best-in-class app, school curricula, and recipes from leading chefs—to promote foraging as a way to understand biodiversity firsthand.

MAD offers foraging trips for teams of corporate executives and staff to explore the beauty and magic of edible nature together. Breakfast and snacks are provided, and MAD arranges transportation to/from the foraging location.

A foraging trip can be organized as a one-off event or incorporated into a larger partnership.

MAD in the Media

Key Marketing Channels madfeed.co/ madacademy.dk/ vildmad.dk/en MAD e-newsletter: 46.8k subscribers Instagram (@themadfeed): 112k followers YouTube (MAD Symposium): 36.6k followers Facebook (@MADSymposium): 24.6k page likes

MAD is a global trendsetter, outsized for its circulation. Virtually every chef, sommelier, and influencer in hospitality follows MAD. By partnering with MAD, companies gain access to this incredible audience—the ideal mix of experts, influencers, and consumers.

Twitter (@TheMADFeed): 24.5k followers LinkedIn: 1.2k followers VILD MAD Instagram (@vildmaddk): 15.9k followers Press releases announcing major organizational updates and events Onsite signage at live events “Thank You” slides in presentations at live and virtual events

Thank you!

Melina Shannon-DiPietro Executive Director msd@madfeed.co +45 31 60 75 70