Sustainable Rubber Sourcing: Michelin
By WBCSD , , February 8, 2008
At the end of 2001, Michelin was confronted with a combination of crucial issues surrounding its hevea tree plantation in the state of Bahia, on the northeastern coast of Brazil: poor productivity due to structural factors, the decreasing price of natural rubber, playing a key local role as an employer in a low economically developed region, and holding unique ecological wealth in the presence of endangered primary Atlantic forest. In grappling with how it could cope with these issues in a positive manner, Michelin decided to stay and implement a new business model and organizational structure. By creating a program that generates strategic social, environmental and economic results for the local community, Michelin guarantees a source of rubber supplies for its operations, enhances its reputation with consumers and environmental stakeholders, and keeps the competition at bay.
>> View Article | created on: 02/14/2008
