Trying to understand the scope of the 2011 Challenge Bibendum – Michelin's multi-day, mindblowingly comprehensive sustainability mobility event held this year in Berlin, Germany – is not easy.

The term "Bib Gourmand" comes from Bibendum (the Michelin Man's official name). Imagine enjoying expertly crafted dishes, full of flavor and innovation, at a price that won't leave your wallet crying.

It’s set in the Michelin tire company’s grand former ... A mosaic on the ground floor reads nunc eat bibendum ("now is the time to drink"), and the wine list’s suitably expansive.

He also has two Michelin stars for both Bibendum, in South Kensington, and Brooklands at The Peninsula, overlooking Hyde Park. The chef said he arrived at a time when the general attitude towards ...