The campaign website initiative-new-life.de was launched at the start of the campaign
Willich, 13.01.2020 Eight members of the Secondary Raw Materials Working Group of the German Rubber Industry Association (wdk) founded the NEW LIFE initiative at the end of 2019. Their declared aim is to demonstrate the benefits of recycled products made from end-of-life tyres (ELT) to the media, politicians and the general public and to motivate them to act sustainably. Today saw the launch of the initiative-new-life.de website, which provides comprehensive information on recycled products, from background information on the circular economy to approaches for sustainable action and the presentation of products made from recycled materials. These include, for example, floor coverings for sport and play, edging and borders and playground accessories as well as lamps, vases and much more. Other planned measures include the publication of a magazine, participation in trade fairs and events and the creation and distribution of film material. The NEW LIFE initiative is also introducing the "Recycled Product" label for products with at least 20 per cent recycled content from ELT and the "Top Recycled Product" label for products with at least 80 per cent recycled content from ELT, which commercial buyers and consumers can use as a guide.
From the throwaway economy to the circular economy with NEW LIFE
In Germany alone, around 584,000 tonnes of used tyres are produced every year - tyres are an innovative product with valuable ingredients, but usually have a service life of between one and six years, depending on the mileage. This creates a huge mountain of used tyres every year. In around a third of cases, used tyres are simply sent for incineration - but this does not comply with the principle of a perfect circular economy, the aim of which is to use and process raw materials in a way that conserves resources. Accordingly, used tyres are ideally shredded and broken down into their individual components in order to produce very high-quality products that can often be used for much longer than a tyre. Think of safety surfaces on playgrounds or artificial turf pitches for professional football. This means that the original product is returned to the material cycle and also has outstanding properties that are superior to other products when used in this way.
About NEW LIFE:
NEW LIFE's partners are Conradi + Kaiser living industries, Estato Umweltservice, Genan, Kraiburg Relastec, Melos, MRH and REGUPOL BSW. In Germany alone, around 584,000 tonnes of used tyres are generated each year that need to be recycled. The resulting recycled products, in particular rubber granules and flour, are ideal for the resource-saving development of innovative products in a wide range of applications. These partner companies of the NEW LIFE campaign have set themselves the goal of promoting sustainable products made from ELT and sensitising people to conscious consumption.
Downloads for the press release
Press release as PDF:
NEW LIFE initiative launched for greater sustainability (PDF)
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