HANOVER, Germany—Continental A.G. will supply tires made from "responsibly sourced" natural rubber as part of the Project TREE (Transparent Rubber Ecosystem for Earth) initiative.
Centered on the United Kingdom, 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 traceable and responsible sourcing in the natural rubber, Continental said in a March 11 news release.
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 Gorgun, managing director at U.K.-based Continental Tyre Group.
"This will also give us an opportunity to learn more about how motivated drivers are by sustainability," Gorgun said.