Ryanair CEO Michael O’Leary, famous for making headlines, literally takes the cake

Michael O'Leary, the CEO of Ryanair, Europe's largest airline by passenger numbers, was met with an unexpected reception during a press briefing in Brussels. Two environmental protesters chose a peculiar form of protest by smearing cream pies on the airline executive's face and head while he was on his way to meet the president of the European Commission, Ursula Von Der Leyen.

One of the protesters exclaimed, "Welcome to Belgium!" as she hit O'Leary with cream pies. Instead of reacting with anger, O'Leary responded with a touch of irony, saying, "Well done," and even appreciated the cream cakes, describing them as "delicious," after licking some cream off his fingers with a microphone in front of his face.

O'Leary, who later spoke about the incident, jokingly said, "My only complaint was that the cream was artificial and not tasty."

The incident and the following reaction might look unusual to many, but O'Leary isn't a stranger to stunts and controversies, some deliberate.

The sweet protest, why?

• The pie-smearing incident was a protest against Ryanair's carbon emissions, with the protesters urging the airline to address its environmental impact.
• Environmental think tank Transport & Environment (T&E) estimated that Ryanair emitted 13.3 million tonnes of CO2 in 2022, making it one of the most polluting airlines in Europe.

Ryanair has, however, defended its environmental record by boosting its efficiency in packing a 20% higher number of passengers onto its flights and its commitment to using sustainable aviation fuel, Reuters reported.

Mike O'Leary making headlines

Michael O'Leary is no stranger to controversy and headlines. Over the years, he has gained a reputation for his outspoken and sometimes abrasive management style, including personal attacks and blunt words. He has also been known to make provocative comments, which he later contradicted.

• One such instance of controversy was his opposition to long-haul transatlantic services in 2002, where he stated, "The low-cost model only really works for short-haul flights."
• However, in 2013, he expressed interest in offering cheap flights from the U.S. to Europe for as low as 10 euros, showing a shift in opinion.

Spotlight beyond aviation

O'Leary has also faced criticism for his actions beyond aviation. He has been involved in disputes, including a claim about reducing carbon emissions, which he later had to clarify.

• In 2004, he used a taxi license plate for his car to legally use Dublin's bus lanes.
• In 2020, he suggested focusing airport security on single Muslim men and made derogatory comments about obese passengers which were followed by obvious public backlash.
• Last year, O'Leary found himself in the midst of a controversy regarding an Afrikaans language test for South African nationals flying to the UK and Ireland on Ryanair flights. Initially defending the policy, he later withdrew his comments due to criticism.
• Furthermore, his reaction to Hungary's introduction of an 'extra profit tax' on airlines, referring to Hungarian ministers as "Dumb and Dumber" caused a diplomatic uproar.

O'Leary on Climate Change O'Leary's stance on climate change has also evolved over time. Initially dismissing concerns about climate change as "complete nonsense" in 2017, he has since acknowledged the growing importance of environmental issues, citing customer and employee expectations for Ryanair to address them.