Oakland (Special to ZennieReport.com) – Richard Lupio, considered to be a dangerous former employee of Matt Horn’s Horn Barbecue aka Horn Hospitality Group, has controversially leveraged a feature by Food Editor Elena Kadvany in the San Francisco Chronicle to undermine his previous employer.
Mr. Lupio did that while promoting his new fundraising page for a barbecue project. This move has drawn significant community backlash, especially from those aware of his problematic history at the establishment.
Family members and former colleagues express dismay that Richard Lupio’s only noteworthy achievement—his stint at Horn Barbecue— sadly ended due to his notorious drug use and erratic behavior. Yet, Elena Kadvany’s article in the San Francisco Chronicle has not only unjustly boosted his public image but has also cast baseless aspersions on Horn Barbecue, a respected Black-owned business.
Richard Lupio And Brandishing A Loaded Gun At Horn Barbecue
Richard Lupio, known for a troubled past that includes episodes of drug use and brandishing a firearm at work, has ignited significant controversy with his latest venture. After launching a GoFundMe page to fund his barbecue business, his efforts gained undue media attention, sparking outcry among those familiar with his background.
With all of that, on Richard Lupio’s Facebook profile page, while he reports he’s “Former Barbecue pitmaster at Horn Barbecue“, even while he was at Horn Barbecue, he only used his page to obviously promote the firm on August 16th 2022. That was part of a trip to Los Angeles for a cooking event.
By contrast, he’s openly promoted only his work on many occasions on his Facebook profile page.
Richard Lupio And Criminal Allegations
This situation was further complicated by revelations of a violent incident at a local bar where Lupio allegedly sexually assaulted a woman. To make matters worse, there are accusations that he had instructed former coworkers to assist in stealing meats from Horn Barbecue.
A former dishwasher disclosed, “Lupio directed me to leave meats outside to steal from the restaurant,” highlighting multiple sightings of Lupio’s vehicle near the premises long after his departure.
These accusations are supported by Richard Lupio’s own promotion of his work as a BBQ chef last year and this year for a Super Bowl Party in Visalia, CA, according to his own Facebook profile page. The level of presentation is not matched by any attempt to market his work with Horn Barbecue at any time. That comes after an extensive read of his Facebook profile in preparation for this article.
Additionally, there’s no mention of any concern or sadness regarding the Horn Barbecue Fire just before Thanksgiving of 2023. Moreover, Food Editor Elena Kadvany did not bother to record Richard Lupio’s account of where he was when the fire happened, nor his opinion about it.
San Francisco Chronicle Continues To Try And Harm Horn Barbecue Reputation
The San Francisco Chronicle’s promotion of Richard Lupio’s fundraising initiative is particularly egregious given his past offenses and the newspaper’s failure to conduct a thorough vetting. The article appears to rehabilitate Lupio’s tarnished image while ignoring the serious allegations against him, including sexual assault, infuriating local advocates for women’s safety and community ethics.
Moreover, the timing of the article suspiciously coincides with the resurgence of Horn Barbecue, following an arson attack believed to be incited by previous negative coverage from the San Francisco Chronicle.
Many told Zennie62Media, Inc. that this pattern suggests a deliberate effort to stifle the success of Chef Matt Horn, who continues to positively impact the Oakland community, notably by organizing charitable events such as a free turkey giveaway, which he and his family attended despite being visibly emotionally drained.
Critics, some noted journalists, have argued on social media, that the San Francisco Chronicle’s decision to feature Lupio exploits journalism as a tool for personal vendettas against successful Black entrepreneurs.
This incident reflects a broader pattern wherein the SF Chronicle appears to selectively target minority-owned businesses, potentially destabilizing their operations and tarnishing their reputations.
As backlash grows, there are increasing calls for the San Francisco Chronicle, and other Hearst Corporation publications like SFGate.com, to address its collective role in this controversy.
Additionally, many demand a reassessment of its editorial standards and an end to practices that unfairly target Black business owners. “Supporting dubious characters like Lupio at the expense of genuine community pillars is not just unethical—it’s outright destructive,” remarked a former colleague of Lupio.
And, from the first presentation of this matter, it appears Hearst Corporation may have been paid to attack Horn Barbecue. Research reveals that three Hearst Corporation-owned companies engage in reputation management and digital marketing. One of them, Invue Digital, openly brags about its use of the Hearst Corporation’s 70 newspapers as part of its work for a client.
This unfolding saga underscores the critical need for media outlets to maintain higher standards of integrity, ensuring their reporting uplifts rather than undermines community values and businesses, particularly in minority communities often misrepresented in mainstream media.
Post Script: Richard Lupio’s Go Fund Me Pitch In The Context Of The Real Story
Richard Lupio clearly tried to take advantage of Horn Barbecue just because Horn Barbecue Founder Matt Horn was trying to maintain high standards of operation, and asked him to help do so. Now consider Richard Lupio’s story originally posted for public view on his GoFundMe Page in the context of the real story in this post.
Hello everyone,
My name is Richard Lupio, and I have a dream: to bring the finest Texas barbecue to the Bay Area. Barbecue isn’t just food for me; it’s a way of life, a passion ignited by my Texan grandfather and nurtured through years of dedication and hard work.
After years of working tirelessly in various jobs, including construction and night shifts as a custodian, I discovered my true calling in barbecue. It started with cooking for my coworkers, who praised my ribs and brisket, and eventually led to selling my creations at local farmers’ markets. I invested every ounce of effort into perfecting the craft, always striving to give my customers the best experience possible.
However, my journey took an unexpected turn when I moved my family to Oakland, California, right before the global pandemic. I partnered with a well-known celebrity chef and friend, helping him transition from cooking in his garage to starting a brick-and-mortar establishment. Unfortunately, this friendship ended in us parting ways, leaving me without a job and without the savings needed to start my own business.
The financial and emotional toll on my family has been immense. Living in the Bay Area is costly, and the struggle to save for a business while managing everyday expenses has been unimaginably tough. Despite these challenges, my passion for barbecue has not wavered.
Today, I am reaching out for your help to raise $100,000 to start my own small business. The funds will be used to purchase essential barbecue equipment, including a Texas pit smoker, a vehicle to pull it, a food trailer, and other necessary catering supplies. With your support, I aim to bring authentic Texas barbecue to the Bay Area, serving delicious meals to our community and making my dream a reality.
My dedication to barbecue was recently recognized in an article by the San Francisco Chronicle. I encourage you to read it to understand my journey and the passion that drives me. Your contribution will not only help us start this business but also allow me to work alongside my sons, instilling in them the same values of hard work and dedication.
Every donation, no matter the size, brings us one step closer to our goal. Your support means the world to me and my family, and it will enable us to share the best possible barbecue with the Bay Area. You can reach out to me if you have any questions or would like more information about our plans.
Thank you for believing in us and helping us turn this dream into reality.
Richard
Sincerely,
Horn Barbecue supporters say that it’s clear Richard Lupio is trying to tear down Horn Barbecue and build his own business. That, even though Mr. Lupio told Elena Kadvany that the reason went to work with Matt Horn was that his own efforts to build a barbecue business were not working in the first place. A read of his Facebook profile shows he had little interest in promoting Horn Barbecue while he was pitmaster, but every desire to promote himself as an individual chef. (Please take time to support Zennie62Media’s work.)