“Brands that don’t have a higher mission will become irrelevant”
“Only in the last two years have I found myself as a chef.”
“With Noma 2.0, we dare again to fail.”
He’s “the perfect example of a contemporary chef,” says Massimo Bottura; he’s “generous, creative, thoughtful and warm,” according to Juan Mari Arzak.
“A chef in 2017 is much more than the sum of his recipes. We have a big responsibility to show the young generation the right approach for the future.”
Eighteen years old and desperate for cash to fund a summer of partying in Ibiza, the future world’s greatest chef did what any teenager might do – he took a job washing pots.