Michelin digitizing NR sustainability efforts

MONTPELLIER, France (Jan. 20, 2017) — Group Michelin has chosen agricultural industry software company SMAG to help it accelerate and digitize its corporate social responsibility (CSR) policy with regard to the natural rubber supply-chain.

The Montpellier-based company will develop a web platform for Michelin to collect CSR indicators directly linked to the production of natural rubber.

In a Jan. 10 statement, the French tire maker said it is investing more in digital technology to develop "new sustainable development strategy and social responsibility."

"With nearly 6 million small-scale growers in the natural rubber world, the impact of an ambitious CSR policy can positively influence sustainable development and improve conditions of work," Michelin said.

Michelin launched consultation with SMAG, which specializes in information systems for the agriculture industry, in 2016, and has now selected the company to develop a collaborative tool for mapping its natural rubber value chain.

In addition to the web platform, a mobile phone application also will collect CSR information for Michelin's suppliers, including small and large planters, intermediaries and direct suppliers.

Tests are under way and the company hopes to deploy the application to future users in 2017.

In the mean time, the project aims to address technical and economic issues in large farms and parcel management of rubber crops, such as optimization of cultivation practices, precision agriculture, and fertilization.

Last summer Michelin earned praise from the World Wildlife Fund (WWF) and others for adopting a “zero deforestation sustainability” policy regarding natural rubber. The WWF in turn is urging other tire makers and users of NR to consider similar positions.

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Shahrzad Pourriahi is a reporter with European Rubber Journal, a London-based sister publication of Tire Business.