“The shift from a linear value chain to a circular one presents a crucial challenge necessitating a shift in mindset and increased adaptability. The partnership between Bridgestone and Michelin serves as a prime illustration of this transition, aimed at fostering the development of a novel value chain for reclaimed carbon black. The conversion of End-of-Life Tires into cutting-edge materials that can be reused in our tires marks a significant initial stride towards achieving our goal of 40% recycled and renewable sustainable materials by 2030”, said Fabien Gaboriaud, Senior Vice President of Sustainable Materials & Circularity, Michelin.