Corporate Partnership Opportunities 2024
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 ou shared values and respective business goals.
Partnership opportunities: Sponsor a coursework track. Use the MAD Academy framework to develop bespoke training program for corporate leadership and staff.
Underwrite branded scholarships for ambitiou 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
Twitter (@TheMADFeed): 24.5k followers
LinkedIn: 1.2k followers
VILD MAD Instagram (@vildmaddk): 15.9k followers
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.
Press releases announcing major organizational updates and events
Onsite signage at live events “Thank You” slides in presentations at live and virtual events
