No Beef, Big Impact: How IMEX is Redefining Sustainable Events

In this episode of What One Thing, Smart Meetings VP and Content Director JT Long speaks with IMEX Group CEO Carina Bauer about bold sustainability lessons from IMEX Frankfurt 2024. 

Bauer shares how simple changes—like removing beef from menus and reordering vegetarian options—can dramatically influence attendee behavior. She explains how IMEX measures sustainability efforts using external consultants, carbon tracking platforms, and venue partnerships. 

The conversation also dives into green RFPs, regional differences between the U.S. and Europe, responsible sourcing, waste diversion, and meaningful community give-back initiatives. 

Tune in for actionable insights and inspiring first steps to create more sustainable events.

www.smartmeetings.com

Host: JT Long

Producer: Eming Piansay

Transcript

JT Long Welcome back to What One Thing, the Smart Meetings podcast that gives you a shortcut to the top of the events world by asking successful people what made the difference in their careers and lives. I'm JT Long, Vice President and Content Director at Smart Meetings. Today, we’re diving into lessons from IMEX Frankfurt 2024 with IMEX CEO Carina Bauer. Welcome, Carina!

Carina Bauer  Thanks, JT. Great to be here, as always. I always love chatting with you—there's always something new to learn. And that’s what it’s all about, right?

JLAbsolutely. You just released a report about lessons learned from IMEX Frankfurt 2024, and we love that. It helps the whole industry learn together. One topic you highlighted was the need for bold sustainability action. Why is that so important to you?

CB We all know the planet is heating up. Unfortunately, 2024 was the hottest year on record, according to multiple climate science bodies. We've likely already surpassed the 1.5°C warming limit set by the Paris Climate Accords. That means bold action is no longer optional—it’s necessary. We all have a role to play, personally and professionally. The events industry, in particular, has a significant impact but also a powerful role in bringing people together for education, business, and change. If we can reduce the environmental impact while maintaining that positive value, that’s a win for everyone.

JL It can feel daunting, though. So thank you for experimenting and sharing your insights. What’s one sustainability initiative that worked well in Frankfurt?

CB One example: we had completely beef-free menus. We still served meat, but no beef, since beef has the highest carbon footprint of all meats. We also sourced many ingredients locally. Another interesting tweak—we listed vegetarian options first on the menu. That small change resulted in 46% of food court choices being vegetarian, which is much higher than usual. Just reordering a menu can nudge people toward more sustainable choices.

JL That’s a powerful nudge. So after making these changes, how do you measure success?

CB We work with external consultants to keep us honest and measure accurately. We collect data from venues, hotels, ground handlers—really, all our partners. Then we verify it. For example, we have people backstage making sure waste diversion is happening as promised. All this data is fed into the Isla TRACE platform to measure carbon usage and identify where improvements are needed. We're finalizing 2024’s carbon figures now, and the delay shows how complex it is to gather data from every exhibitor and contractor. But we need those benchmarks to improve.

JL You're also tracking what your partners are doing. Sustainability really starts with the RFP, right?

CB Yes. In the RFP and especially in the contracting phase, we ask partners to commit to working with our sustainability consultants. It depends on the supplier, but we want things like recycled signage, reusable carpets, and no single-use plastics. Some hotels in Frankfurt use 100% renewable energy—that matters. We look at everything from energy use to food waste management. Sometimes it’s the little things, like toiletries or food donation programs. Asking those questions upfront can make a big difference.

JL You're in a unique position, running events in both the U.S. and Europe. Is it easier to find sustainable partners in Europe?

CB Not necessarily easier—just different. Germany has had recycling infrastructure for decades, so waste diversion is built into the system. Renewable energy is widely available. But there can still be more physical waste due to how stands are built. In the U.S., there’s often less waste per exhibitor. Las Vegas, for example, has really stepped up. MGM and the Venetian have made major investments in solar, food reuse, and waste diversion. We’ve seen waste diversion rates above 90% in Las Vegas—higher than in Frankfurt. So it’s possible to do well on both continents; it’s about asking the right questions and being persistent.

JL MGM has definitely been a leader. How do you feed 12,000 people sustainably?

CB First, we minimize single-use plastics. In both cities, we install plumbed-in water stations to avoid bottled water. Menus are designed with carbon and water impact in mind. In Las Vegas, we do “Water-Wise Wednesdays,” where chefs create dishes that use less water—like burgers made from a mix of turkey and red meat. And we make sure everything is still delicious, nutritious, and allergy-friendly. Chefs have been incredibly excited to collaborate on this.

JL I noticed you also include carbon credits in your sustainability efforts. How do you choose reliable programs?

CB We work with experts. Last year, we partnered with Cloverly. They vetted the projects we supported and helped us offer a range of carbon credits at different price points. The gold standard is biochar—projects that permanently store carbon for 1,000 years. We supported a local Frankfurt initiative doing exactly that. We also included reforestation, but we made sure every project was credible and measurable.

JL You also measure how you give back. What role does community support play in your sustainability strategy?

CB It’s a core piece. Beyond reducing carbon and waste, we give back to the local community. After Frankfurt, 140 kilos of florals were donated to a local orphanage. Furniture goes to city projects. In Las Vegas, we work with Clean the World to create hygiene kits for charities. It's about finding the right partners and making a plan before the show ends.

JL So, if a meeting professional wants to start making their events more sustainable, what’s the one thing they should do?

CB Pick one area you can control and improve. Just one. Maybe it’s working with the chef on a more sustainable menu. Once you succeed with one thing, you can build from there.

JL Love that. Carina, thank you so much for taking the time to share these insights with the Smart Meetings community. And stay tuned for part two of this conversation, where we’ll look ahead to IMEX Frankfurt 2025.