It is undoubtedly easier to cycle among cows through the Dutch grass fields than jump on a bike in the traffic jam of smoggy Budapest to reach a client meeting in a business suit. Yet, this is exactly what Imard does daily, all year round. Today he doesn’t have a forest next to his apartment but a city park in which he likes to clean the grass from left behind garbage. He is not a complaining type. No proper selective garbage collection in his district? He invested in a composter and found a place for it on his balcony. Every month he brings the compost to Kiskunmajsa, a village in the South of Hungary, where his family has a house, and replaces the compost in the garden to fertilize it. “You can actually see how new roots are growing when you dig it out again, and so that’s really inspiring and helps to continue this habit,” he says. No recycling system for PET bottles, while in the Netherlands you can actually get paid by returning the empty plastics? Imard stopped buying prepackaged mineral water and instead, uses water filter at home. If there’s a will there’s a way. And this is precisely what he decided to show companies in the Central Eastern European region and make ends meet out of a passion for living consciously. “I feel there is a huge possibility now for our company to jump in,” Imard says. “Here in Hungary many of the inventions to protect the environment, like PET-reusing, are not yet in practice to help companies to achieve sustainability goals. Many people in the countryside still heat with wood and coal, sometimes even with oil. I think there's a huge opportunity for alternative ways to gasoline. I don’t talk from a strictly business point of view, because I also identify as a Hungarian, so care about the country. But I can also see the larger picture because when we pollute here, it goes beyond the borders of the country, it affects the world.”