German tyre maker Continental is the latest in a line of tyre makers like Pirelli undertaking sustainability and is undertaking a pilot project in the UK by testing and implementing a range of solutions to enhance the production and trade of responsibly sourced natural rubber.
Through the project the company aims to improve the transparency and sustainability of the natural rubber supply chain, while also ensuring the sale of more sustainable tyres in the UK.
Set up by the Itochu Corporation, the Project TREE (Transparent Rubber Ecosystem for Earth) initiative will involve Continental sourcing traceable and responsibly sourced natural rubber for use within the company’s tyre production processes.
By utilising a mass balance credit mechanism, the tyre maker will subsequently market the equivalent volume of tyres as Project TREE tyres. These tyres will then be available for purchase from Kwik Fit, a company owned by Itochu.
The company adds the project is in line with its goal to increase the use of sustainable materials in the production of tyres, and to reach 100% sustainable materials by 2050.
The project is supported by Itochu’s blockchain-based traceability system which enables the company to track and inspect its entire supply chain, beginning with natural rubber collecting points of sale outside protection areas, all the way to Continental’s manufacturing facility.
Through the sale of Project TREE tyres, partners of the project hope to generate funds that incentivise and promote sustainable farming practices.
“Demand for natural rubber is expected to continue to grow, so we must ensure that this demand can be met in a way which supports ethical and responsible operations throughout the supply chain,” explained Mark Slade, managing director, Kwik Fit. “Project TREE is an exciting program which could provide the model for ensuring the sustainability of rubber production in the long term.”