Target cuts ties with Deen; drugmaker distances itself
NEW YORK — Paula Deen’s multimillion-dollar merchandise and media empire continues to unravel following revelations that she used racial slurs in the past.
Target Corp., Home Depot Inc. and diabetes drugmaker Novo Nordisk on Thursday became the latest companies to distance themselves from the Southern celebrity chef.
Home Depot, which sold Paula Deen-branded cookware and kitchen products only online, said it pulled the merchandise off its website Wednesday. And Target said that it will phase out its Paula Deenbranded cookware and other items in stores and on its website.
“Once the merchandise is sold out, we will not be replenishing inventory,” said Molly Snyder, a Target spokeswoman.
Novo Nordisk said it and Deen have “mutually agreed to suspend our patient education activities for now.” Deen, who specializes in Southern comfort food, had been promoting the company’s drug Victoza since last year when she announced she had Type 2 diabetes.
These are the latest blows dealt to Deen since comments she made in a court deposition became public. Last week, the Food Network said that it would not renew her contract. Monday, pork producer Smithfield Foods dropped her as a spokeswoman. Wednesday, Walmart Stores Inc., the world’s biggest retailer, said it too was cutting ties with Deen following a tearful “Today” show interview in which she said she’s not a racist.
The same day, Caesars Entertainment announced that Paula Deen’s name is being stripped from four buffet restaurants owned by the company.
Fourth on chef ’s list
The stakes are high for Deen, who Forbes magazine ranked as the fourth highest-earning celebrity chef last year, bringing in $17 million. She’s behind Gordon Ramsay, Rachel Ray and Wolfgang Puck, according to Forbes.
Deen’s empire, which spans from TV shows to furniture and cookware, generates total annual revenue of nearly $100 million, estimates Burt Flick- inger III, president of retail consultancy Strategic Resource Group.
Deen, who grew up in Albany, Ga., was grappling with a failed marriage, the death of her parents and a prolonged battle with agoraphobia when she started her home-based catering business called The Bag Lady in June 1989, according to her company website. Then a mother of two teenage boys, Jamie and Bobby, and on the verge of homelessness, she used her last $200 to start the catering business. Five years later, she opened her first restaurant.
Soon after, she had her first TV appearance on QVC. But it was when “Paula’s Home Cooking,” began airing on the Food Network in 2002 that she started to hit stardom, according to her site.
Not every company Deen does business with has severed ties with the celebrity chef. Among other stores that sell her products, Kohl’s Corp. declined to comment, while Macy’s Inc. and Sears Holdings Corp. said they’re evaluating the situation. QVC, meanwhile, said it’s reviewing its deal with Deen.
And book-buyers are so far standing by Deen. As of Thursday afternoon, “Paula Deen’s New Testament: 250 Recipes, All Lightened Up,” remained No. 1 on Amazon.com.