Intralox L.L.C. manufactures Modular Plastic Conveyor Belts used in a variety of industries. These industries range from food processing to heavy industrial applications such as vehicle carriers in automotive assembly plants. The tire and rubber manufacturing industry material conveyance applications are difficult and very different as we move from the Mill Room through the various Extrusion processes to Green and Finished tire. Much of the conveyor geometry is complex, requiring special analysis and products. Intralox recognized early on that to be successful in this industry would require specialized industry expertise. To develop this expertise Intralox committed a commercial and technical team dedicated to this single industry. Over the last ten years that dedicated team has used the resulting industry knowledge to bring innovative products and services to the industry that has significantly changed the tire manufacturing process. In this paper we will review several examples of past innovation by major work area. We will then discuss one current new product that will further optimize conveyor performance in the Mill Room. We will conclude by discussing areas where we see near future product and process innovation happening.