FULLERTON, CA (March 17, 2010) — To tout its environmental initiatives, Yokohama Tire Corp. is once again bringing its “living wall” display to the Mid-America Trucking Show, March 25-27 in Louisville, Ky., as it did for last year's LA Auto Show.
The wall, which features natural plants arranged in the shape of Yokohama's logo, will be at the Fullerton-based tire maker's display (Booth #14124) at the Kentucky Exposition Center.
The new, award-winning technology, developed by NatureXhibits in Laguna Beach, Calif., is both decorative and leaves virtually zero waste, according to Jim MacMaster, Yokohama's executive vice president and COO. “We have a slogan at Yokohama, 'excellence by nature,' and the living wall truly represents that ideal,” he said. “It's natural, biodegradable and lends an eye-catching, dynamic element to our booth. I think the public will appreciate its uniqueness and the environmental benefit it delivers.”
The Vertical Exhibit Garden technology—which consists of lettuce winter density and lolla rosa that will be recycled at the conclusion of the trucking show—allows exhibitors at trade or consumer shows to use living plant materials instead of printed products, Yokohama said.
Yokohama Tire, which is celebrating its 40th anniversary in the U.S., is the North American manufacturing and marketing arm of Tokyo-based Yokohama Rubber Co. Ltd.