NEW LIFE Partner Genan is consistently aligning its corporate strategy with Europe. Following the sale of its tyre recycling plant in Houston (USA), the company will in future focus entirely on expanding its European operations. The aim is to channel management resources and investment specifically into the further development of its European sites and markets.
Europe takes centre stage
This strategic realignment comes just a few weeks after the announcement of the acquisition of a tyre recycling site in Weiden (Bavaria). With this investment, Genan is strengthening its presence in Germany whilst also expanding its access to markets in Central and Eastern Europe. Both decisions underscore the company’s long-term focus on the European market for the recovery of high-quality secondary raw materials from end-of-life tyres.
This sends an important signal for the tyre circular economy and, in particular, for mechanical tyre recycling. The rising demand for secondary raw materials, shorter supply chains and the growing importance of a resilient supply of raw materials mean that efficient recycling capacities in Europe are becoming increasingly vital. This is precisely where companies such as Genan come in, utilising modern methods of mechanical tyre recycling.
As a NEW LIFE partner, Genan brings its many years of experience in the processing of used tyres and the production of high-quality rubber granules, rubber powder, steel and textile fractions to the joint development of the tyre circular economy.
The growing importance of the European market
Genan’s decision highlights Europe’s growing importance as a hub for innovation and economic activity within the circular economy. Investment in modern recycling technologies not only boosts the availability of high-quality secondary raw materials, but also helps to expand value creation, know-how and industrial expertise in Europe.