The operational launch of the Tyrewise product stewardship scheme was officially announced by Environment Minister Penny Simmonds in September 2024.

It means tire ‘generators’, like tire shops, can have their end-of-life tires collected for free, and members of the public can also dispose of up to five worn out tires for free at collection sites around the country.

Tyrewise officially launched in New Zealand on 1 March when a ‘tire stewardship fee’ came into effect for newly imported tires – whether they were sold loose or on a vehicle or piece of machinery. “The fee covers the collection and management of the tires when they reach their end of life so they can be recycled or used in a new product,” says Adele Rose, of Tyrewise Scheme Managers 3R Group.

The start of free collections in September means consumers can rest assured their tires will be properly managed at their end of life, rather than go to landfill, be stockpiled, or illegally dumped, Adele says.

“New Zealand doesn’t have a great record on recovering and recycling tires. Of the 6.5 million which reach the end of their life each year, only about 40% are being recycled – that will change with Tyrewise,” she says.

The scheme has a target of 80% of tires recovered, for recycling or use in a new product, by its fourth year, and over 90% by its sixth year, Adele says.

Auckland Council General Manager Waste Solutions Justine Haves says Tyrewise will take the burden off local councils and ratepayers, which often foot the bill for dealing with illegally dumped tires or tire stockpiles which catch fire.

“Over the past two years, over 32,000 tires have been dumped on public land across the Auckland region, costing the council and ratepayers more than $136,000 for responsible disposal. This doesn’t include the cost of specialist retrieval or the costs to the environment when tires are dumped in waterways or reserves,” Justine says.

“Throwing old tires into landfill is also a waste of a valuable resource, which can be put to much better use.”

Cambridge-based company Treadlite processes end-of-life tires so they can be used in new products. Director Brad Pierce says their business is based on the idea that a waste product can be turned into something of value.

“Having Tyrewise operational is great news. We believe it represents a significant step forward in managing the collection and recycling of tires throughout New Zealand as well as a move towards a more circular economy,” Brad says. “We think it will foster the innovation needed so that we can build New Zealand’s capacity to deal with its end-of-life tires onshore.”

Matt Lowther from tire specialist Tyretracks Goodyear Autocare in Hamilton says that like him, his customers care about the environment. “It’s great that as a Tyrewise registered partner, I can assure them that their end-of-life tires are being managed responsibly and can go on to have a second life” he says.

Press release by Tyrewise.