Richard Branson Joins 100+ Louisiana Business Leaders Urging the State to Halt Nitrogen-Gas Execution
It all begins with an idea.
FOR IMMEDIATE RELEASE
Contact: Katlyn Toelle, Director of Communications at the Responsible Business Initiative for Justice
Email: katlyn@rbij.org
(Washington, DC) Sir Richard Branson, Founder of Virgin Group, has become the latest business leader to publicly oppose Louisiana’s plans to resume executions after a 15-year hiatus. Yesterday, a letter signed by 100+ Louisiana business leaders urged Governor Jeff Landry and Attorney General Liz Murrill to reconsider the decision use the controversial method of nitrogen hypoxia on March 18 to execute Jessie Hoffman, warning that “such extreme actions could permanently impact how people view our state.” Hoffman’s execution was put on hold Tuesday by a federal judge, but the attorney general’s office has already appealed the decision.
“I have always loved Louisiana, and Virgin is proud of our presence in New Orleans,” said Branson, whose company operates a hotel in the city’s Warehouse District. “The state should be known for its unmatched hospitality, its vibrant music and arts scene, or its delicious cuisine — not for gassing people to death. Capital punishment does nothing to make Louisiana’s communities safer. I hope Governor Landry and his team reconsider their plans.”
In 2021, Branson launched the global Business Leaders Against the Death Penalty campaign in partnership with the international nonprofit, the Responsible Business Initiative for Justice (RBIJ). Since then, more than 450 executives around the world have joined the campaign.
“In today’s global economy, a state’s execution record directly affects its reputation and, by extension, its business environment,” said Maha Jweied, CEO of RBIJ. “This is certainly true for Louisiana, whose flourishing tourism and energy industries draw in billions of dollars each year in international investment. When a state hastily restarts executions, it sends a message of instability and political short-termism that damages business confidence. It’s encouraging to see so many of Louisiana’s business community speak out, as this is not only a moral issue but a financial one.”
The business leaders’ letter emphasizes Louisiana’s deep ties to tourism, noting that the state’s reputation for “hospitality, culture, and love of life” is a key driver of its economy. The decision to restart executions in the state – especially by such a controversial method as nitrogen hypoxia – would threaten that reputation: “Gassing people to death is not something we want to see associated with state."
“We just experienced the joy of Carnival season, and it’s heartbreaking to think that our state would cap that off with a ghastly and horrific execution,” said Susan Spicer, owner of several popular New Orleans restaurants, including Bayona and Rosedale. "This doesn’t just go against my values and the values of our community, it impacts the way that Louisiana is seen around the world.”
“At Pizza Delicious we feed our local community, but like many restaurants we rely on tourism,” said another local restaurant owner, Michael Friedman. “If Louisiana starts getting attention for something like experimental executions, it has a real impact. This is not who we are, and not how we want the world to see us.”
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The Responsible Business Initiative for Justice (RBIJ) is an award-winning international nonprofit that works with companies to champion solutions that promote public safety, deliver justice, and strengthen communities.
The Business Leaders Against the Death Penalty campaign was launched in 2021 by RBIJ and Sir Richard Branson and its declaration has since been signed by more than 450 key figures from the global business community.