Sustainability Driven


PART OF PATHWAY 1 Accelerate and scale activities

Michelin and Continental – RubberWay

RubberWay is a joint venture between Continental, Michelin and software developer SMAG that specializes in developing technological solutions to the problem of mapping sustainability practices in the value chain for natural rubber. The joint venture was established in 2019 on the basis of a mapping tool which was launched by Michelin in 2017. 

The objective of RubberWay is to identify potential risks in the supply chain at an early stage. An app gathers and then evaluates data on potential environmental impacts as well as on social and human rights risks. The findings form the basis for minimizing social, human rights, environmental and economic risks along the supply chain. 

With RubberWay, the joint venture partners are supporting wider use of responsible business practices in the natural rubber industry. The joint venture and its concept are in line with the goals of the Global Platform for Sustainable Natural Rubber (GPSNR). As a founding member of the GPSNR, Continental and Michelin work with other partners to further increase traceability in the value chain for natural rubber. 

In 2022, Michelin met its goal of mapping 80% of the natural rubber volumes sourced from direct suppliers. Continental uses Rubberway in combination with several other tools and initiatives to ensure 100% responsibly sourced natural rubber by 2030.  



Pirelli issued its Policy on Sustainable Management of Natural Rubber in 2017. The Policy is the result of a long drafting process based on consultations with key stakeholders within the value chain, and knowledge sharing activities with corporations that have a history of experience in the sustainable sourcing of natural raw materials. The draft version of the Policy was submitted to stakeholders in a consultation session held in September 2017, attended by international NGOs, major Pirelli natural rubber suppliers, traders and farmers within the supply chain, automotive clients, and multilateral international organizations.

The Policy was updated in 2021 in line with the new Policy Framework issued by the Global Platform for Sustainable Natural Rubber.

In line with the Sustainable Natural Rubber Policy, Pirelli established multi-year roadmaps (the first one for the years 2019-2021, the current one for 2022-2025), with measurable action plans and performance indicators, whose results are reported on Pirelli’s webpage and in their Annual Report.

At the end of 2022, 73% of Pirelli-purchased natural rubber volumes came from suppliers who are members of the GPSNR, and 99% of the volumes came from suppliers audited on-site by a third party on the implementation of the Pirelli Policy.


Related business examples