‘I have lost millions of dollars!’: Disgraced food firm boss Des Hague hits back at cancel culture in new book after viral video showing him kicking a PUPPY in a hotel elevator

The boss of a multi-millionaire food company in The Hague was fired from his high-profile job in 2014 after a video of him repeatedly kicking a puppy in a hotel elevator went viral.

In his new book, “Fifteen Minutes of Shame: How a Twitter Mob Runed My Life,” Haag implores people to ask themselves: How much punishment does one person deserve when a scathing video captures the public’s disgust?

“My 17-year-old son was physically attacked by rabid people outside Walgreens. My wife had just had a double mastectomy and she was getting hate mail,” Haag told DailyMail.com.

During some of The Hague’s darkest moments, when he was forced to step down as CEO of the $6 billion food company Centerplate, he said, “There were times when I wanted to kill myself.”

After the video appeared nine years ago, Den Haag, who had been CEO of the company since 2009, said the dog belonged to a friend and apologized for his actions.

“This incident is completely out of my character, and I am deeply ashamed and deeply ashamed,” he said in a statement.

“Unfortunately I acted inappropriately, I am deeply sorry and very grateful that the animal was not harmed.”

Speaking to DailyMail.com last week, the Colorado-based father-of-two explained the devastating consequences of his actions: “Obviously it cost me, it cost several million dollars on an annual basis.

‘The sad thing that really touches me and my wife is that we spent decades helping people in the community, from the homeless to battered, sheltered women; millions of dollars that we have raised in each of these companies.”

After the incident, the British Columbia Society for the Prevention of Cruelty to Animals removed the dog and Hague was fined $5,000 and banned from keeping animals for three years.

Before the dog abuse, Haag was at the helm of food company Centerplate for five years. A veteran of the food service industry, he has held executive positions at IHOP, Safeway, and Taco Bell.

But for The Hague, the punishment of a fine and a ban on keeping animals did not end.

Centerplate, the $6 billion company he ran, initially promised to support him, but they let him go after a sustained campaign by “hysterical colleagues.”

“Basically I was told you have 24 hours: you can resign or you’re fired and, you know, to me that was dereliction of duty on the part of the board,” Haag told DailyMail.com, adding that he was getting harsh hit his wallet because of the incident.

Joe McDonnell, CEO of Centerplate, said in a statement at the time: “We want to reiterate that we do not condone and will never overlook the abuse of animals.

‘Following a comprehensive review of the incident involving Mr Haag, I would like to apologize for the distress this situation has caused to so many; but also thank our employees, customers and guests who expressed their feelings about this incident.’

“Their voices helped us frame our deliberations during this most unusual and unfortunate turn of events.”

The disturbing video shows Haag kicking the dog as it cowers in the elevator before Haag is seen yanking on the leash and swinging around, in scenes that some may find shocking.

“It’s not my finest moment, it wasn’t intentional,” Haag told DailyMail.com.

“The reality of the situation was that I was walking my friend’s dog. It must have been startled or seen something, it jumped behind me, dislocating two of my fingers on my right hand – in a flash of rage I over-disciplined the dog.

“Obviously I didn’t harm the dog. The dog was actually on a harness. So I was just trying to keep control… it was a situation that went horribly wrong.

“I’m not making excuses for it. I own it.’

Haag said he is trying to find out if it is possible for the public to forgive his actions as he has been punished with the loss of his job, reputation, loss of friendships and future earning potential.

“It took me years to process it. Normal people don’t go through these experiences and cancellation cycles,” he added.

“Your friends just run into the mountains and don’t protect you.”

Of his lost friendships, Haag said, “Nobody said, ‘Hey, that was a great move, Des, good job.'”

Since his departure from his previous position, The Hague has now worked as CEO of frozen food company Foozer, but this position is not of the same level as his previous position.

“I’ve run several companies and made great deals, but none of the scale I’ve had before. I had to shrink into a position. I’m not sure I’ll ever run a billion-dollar company or ever run a publicly traded company again.”

The Hague referenced a recent interview by Jennifer Aniston in which the Friends actress told the Wall Street Journal, “I’m so about cancellation culture. Is there no redemption? I’m not putting everyone in Harvey Weinstein’s basket.’

The interview came after Aniston disabled her Instagram comments after an account under her name hit the like button on a controversial Jamie Foxx post that contained allusions to anti-Semitism.

The Morning Show star, caught up in the controversy, was quick to denounce it and denied any connection to it in her Instagram Stories, saying, “This is really making me sick.”

The Hague agreed with Aniston’s view on cancellation culture: “I like the article that Jennifer came up with saying, “Enough cancel culture.”

In his book, Den Haag describes the abusive household he grew up in after his widowed father began a relationship with his alcoholic stepmother and a harrowing sexual assault in later years.

“There is no connection with being physically assaulted, stabbed, beaten up and thrown down, with a hot frying pan nearly falling on me and stitches in my knee from assault,” he told DailyMail.com.

“I’m not saying that anything from my childhood or anything like that was the trigger for this dog incident.

“I wanted this story to be known, and for me to tell my story. I wanted this book to be real, raw and unfiltered. Did I want to talk about rape? Absolutely not.’

When asked if he begs the public to forgive him for his abusive childhood, Haag stated: “No, it certainly wasn’t about sympathy, because I don’t believe in it. I believe I made the mistake.’

As for his numerous punishments, The Hague wants to know at what point the public can forgive him.

‘I doubt the consequences of that action. We forget that we all live under this glass roof and that we all do things the way we want on a daily basis. I will never stop learning,” he says.

“I know my personal brand has been compromised, but it hasn’t been destroyed. To be canceled like this is an incredible experience, and I wouldn’t wish that on even my worst enemy.’