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Pyrum Innovations AG has introduced a new corporate identity intended to reflect its development from a tire recycling company into a broader technology provider for circular raw materials. The rebranding includes a new logo, revised corporate design, a redesigned website and the new claim “Rethink Resources,” which the company says expresses its focus on recovering valuable raw materials from waste and returning them to industrial production cycles. Pyrum positions its proprietary thermolysis technology at the center of this strategy, using it to process end-of-life tires and certain plastics into products including tire-derived oil and recovered carbon black. The new identity is also intended to support Pyrum’s international expansion and the scaling of its technology as the company develops additional recycling projects and partnerships in Europe.

introduces Dramix® Loop™, its most sustainable steel fiber to date and a major milestone in circular construction. With this launch, Bekaert becomes the first in the industry to produce steel fibers from end-of-life tires at an industrial scale, significantly reducing the carbon footprint of concrete reinforcement. Dramix® Loop™ builds on 50 years of leadership and long-standing performance of Bekaert’s Dramix® brand. While existing Dramix® steel fibers for concrete reinforcement already enable up to 20% less concrete, 50% less steel, and up to 35% lower CO₂ emissions compared to traditional reinforcement solutions, Dramix® Loop™ sets a new sustainability benchmark for the portfolio.

Continental has developed a concept tire containing around 43% recycled materials as part of the EU-funded ZEvRA project, which focuses on circularity in electric vehicles. ZEvRA stands for “Zero Emission Electric Vehicles Enabled by Harmonized Circularity” and brings together 28 partners, with Continental participating as the only tire manufacturer in the consortium. The concept tire includes recycled tall oil, steel, rubber from end-of-life tires and polyester fibers made from recycled PET bottles. Continental said the development highlights what is technically possible today while also showing that industrial-scale use of recycled materials requires reliable regulatory frameworks, sufficient supply of high-quality recycled raw materials and scalable recycling technologies. The tire also achieved the highest rating for the EU rolling resistance label, demonstrating the company’s aim to combine sustainability with performance.

The project is being implemented through SUAS reTire s.r.o., the joint venture responsible for the development, construction and operation of the Czech tire recycling plant. Pyrum previously formed the joint venture with SUAS Ecology s.r.o. and holds a 49% stake in the company.

The agreements give Pyrum long-term access to end-of-life tires from Pirelli’s defined German sources and provide Pirelli with ThermoTireBlack® for European tire production. Pyrum said the arrangement covers both sides of its business model: procurement of end-of-life tires and commercialization of the secondary raw materials produced from them.

TRAC said each Member Spotlight will be published monthly through the association’s communications channels, including its website, e-newsletter and social media platforms. Each profile will provide a deeper look at a member organization by covering its products, strategic priorities, recent milestones, innovation activities, sustainability initiatives and other areas relevant to Canada’s tire and rubber industry.

Eco Infinic has reached key construction milestones in the expansion of its tire recycling facility in Sriracha, Chonburi. The project, supported by a THB 1.375 billion Board of Investment (BOI) approval, remains on track as civil works progress toward commissioning in 2027. Once completed, the expansion will double the company's processing capacity, with the integrated operation expected to process up to 20 million end-of-life tires (ELTs) per year and produce 60,000 MT of recovered carbon black (rCB), 70,000 MT of tire pyrolysis oil (TPO), and 36,000 MT of recycled steel annually

The Tyre & Rubber Recyclers Association of India (TRRAI) has announced RE-GO – TRRAI’s 3rd Annual Conclave 2026, a two-day tire recycling industry event scheduled for September 10–11, 2026, at Novotel Goa Dona Sylvia in South Goa. Organized under the theme “Recycling On-the-Go in Goa,” the conclave is expected to bring together 250–300 delegates from across India’s tire recycling value chain, including tire recyclers, end-of-life tire processors, tire pyrolysis companies, machinery manufacturers, automation providers, consultants, investors, policymakers, environmental specialists and regulatory authorities. TRRAI said the event is designed as a major platform for discussion on Extended Producer Responsibility, regulatory alignment, sustainable growth, technology development, recycled material markets and circular economy opportunities in India’s expanding tire recycling sector.

The process draws on end‑of‑life tyres collected across Germany, from some Driver retail outlets and motorsport activities, as well as scrap tyres collected from Pirelli's Breuberg plant. They are processed through an industrial chain designed to maximize their inner value, converting them into secondary raw materials – including synthetic rubber – certified under the ISCC PLUS scheme. This ensures traceability along the value chain and enables the circular materials’ reintroduction into the manufacturing of new Pirelli tyres, maintaining their highest standards of quality and performance.