I was never in it for the money: Media narratives of celebrity chefs and the gastro-capitalist social entrepreneur

This article critically interrogates media coverage of Claus Meyer, Danish gastro-entrepreneur, founder New Nordic Cuisine, and co-founder the restaurant noma. The analyzes how press has constructed Meyer as an exemplary social entrepreneur on a mission to take established agro-industrial interests change ways we produce consume food. We argue that uncritical narratives, positioned little man who successfully took establishment, in fact helped brand value for his company part by glossing over close ties state corporate well Meyer’s quite conventional business practices. media’s portrayal constitutes celebration marketization society.