Continental to sell Project TREE tires in UK

Hanover, Germany – Continental is to supply tires made from “responsibly sourced” natural rubber as part of the Project TREE (Transparent Rubber Ecosystem for Earth) initiative, the tire maker announced 11 March.

Centred on the UK, the pilot scheme is intended to promote the sale of more sustainable tires via the Project TREE initiative, which was set up by Itochu Corp., to ensure more the traceable and responsible sourcing in the natural rubber.

Using a mass balance credit mechanism, Continental said it “will market the equivalent volume of tires as Project TREE’ tires, which will be available for consumers to purchase from Itochu-owned Kwik Fit, online and in-store.”

“The ‘Project TREE tires will provide consumers with a sustainable option, which will allow them to make an informed decision when the time comes to purchase tires, ,” said Tarik Görgün, MD at UK-based Continental Tyre Group:.  

“This will also give us an opportunity to learn more about how motivated drivers are by sustainability,” Görgün further pointed out.

Project TREE is based on Itochu’s blockchain-based traceability system covering all areas from the natural rubber collecting points of sale outside protection areas - and later this year from the smallholders’ farms – to the tire manufacturing plant.

According to the partners, sales of Project TREE tires will generate funds to 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,” added Mark Slade, MD of Kwik Fit:

Project TREE “could provide the model for ensuring the large -scale sustainability of rubber production in the long term,” said the Kwik Fit leader. 

“We are passionate about the project and are working hard to expand its impact through partnerships with like-minded leading premium tire brands such as Continental,” concluded Slade.