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    Continental Tire uses blockchain for sustainable rubber sourcing

    As part of its sustainability efforts, Continental Tire Japan plans to use the PROJECT TREE blockchain initiative to ensure some of its AllSeasonContact tires use responsibly sourced natural rubber. PROJECT TREE is an initiative of Japanese conglomerate ITOCHU, which owns a rubber processing company in Sumatra, Indonesia and the UK’s Kwik Fit, a major network of tire fitters and car maintenance. ITOCHU officially launched this sustainability initiative in December 2021.