Rubberway: Michelin & Continental team up for rubber supply chain JV

The natural rubber supply chain is very complex. It includes around six million farmers, 100,000 intermediaries and over 500 processing plants. To bring greater transparency to the supply chain, two ‘top-five’ tyre makers are now cooperating with a third party in a joint venture: Michelin and Continental, together with IT agricultural specialist Smag, have formed a company to further develop and deploy a technological solution for mapping sustainability practices. The client-facing portion of this technology is a smartphone app called Rubberway.

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