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By TT News| Oct 21, 2020

Bridgestone introduces sustainability campaign for natural rubber supply chain

Bridgestone launched a new campaign that is inviting its partners to participate in building a stronger rubber grower society.

In the campaign, A Layered Journey, the Japanese tyre maker highlights its ways of incorporating sustainability in its value chain with a focus on its commitment to sustainable procurement of natural rubber.

The campaign covers the forest where rubber trees are tapped for latex, production where recycled materials are incorporated into new tyres, and innovation that can extend product lifecycles and uncover circular uses for materials.  

"At Bridgestone, we believe that sustainability is a journey, and we are continually striving to improve year by year and layer by layer as we advance toward our goal of 100 percent sustainable materials by 2050 and beyond. This journey is one we share with our stakeholders, including employees, suppliers, customers, partners and the communities we serve," said Bridgestone Corporation Global Chief Business Strategic Officer, TJ Higgins.

"This new campaign highlights our approach to sustainable procurement of natural rubber, which includes environmental stewardship practices, respect for human rights, support of fair labour practices, and increased transparency. We are working to implement similar initiatives across our entire global supply chain," Higgins said.

According to Bridgestone,  A Layered Journey offers a window into some of the many ways in which Bridgestone is implementing sustainable and responsible practices across the company's natural rubber value chain spanning procurement, product development, manufacturing and delivery. It is also a call to action for partners to work together with Bridgestone to implement sustainable solutions that have a positive impact for people and nature.

"From providing rubber trees to innovating circular economy solutions, Bridgestone serves society with superior quality each step of the way. We are engaging our partners to join us on the journey toward a sustainable future that delivers long-term environmental, social and economic value for stakeholders," Higgins said.

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