Michelin Tyre will sponsor the inaugural Responsible Recycler Scheme (RRS) Member of the Year Award in 2021. The National Tyre Distributors Association has added the accolade to its suite of Tyre Industry Awards, recognising its closer ties with the Tyre Recovery Association. The TRA’s Responsible Recycler Scheme has promoted best practice in tyre recycling for many years, while the sector has been generating increased interest with several key investments announced over the past 18 months. The award reflects the rising profile of tyre recycling in the UK, with the associations recognising the need to promote the best performing companies in this vital industry. Michelin’s sponsorship of the award joins the manufacturer’s commitment to switch to 100 per cent renewable, recycled and bio-based materials for its tyres by 2050, restated recently as part of the manufacturer’s strategic framework.