You are cordially invited to join Sasin Research Seminar.

Driving Sustainable Transformation: Michelin’s Road to Natural Rubber Sustainability and Meeting the EU Deforestation Regulation

By Rozanne Henzen Former Sasin Researcher and Case Writer Friday June 7, 2024, 12:00 -13:00 pm Venue: Room 201, Sasin School of Management. Please register here to reserve your seat. The EU’s new Deforestation Regulation (EUDR) demands that Michelin trace the origins of its natural rubber to specific farms, providing geolocation coordinates and proof of land legality from which the rubber was harvested. This is particularly challenging given that over 85% of the global natural rubber supply is provided by approximately 6 million smallholder farmers. Many lack proper land titles, access to geolocation coordinates, or the resources needed to meet EUDR rules. With enforcement beginning in December 2024, Michelin faces a tight timeline. James Chang, Project Lead at the Natural Rubber Sustainability department, stands at the center of this challenge. His recent encounters with an environmental expert, a smallholder farmer, and Michelin’s Human Rights and Environmental Governance Committee underscore the complexities of the EUDR requirements. Michelin’s transition from commitment to compliance, balancing smallholder livelihoods and environmental impact, is the central theme of this case. It raises questions about accountability, influence, and the future of sustainability. The case has won in the categories of Corporate Social Responsibility and Responsible Business in the EFMD Case Competition. More details can be found HERE.   For more information please contact Nanthapak Pinyo at 091 479 4551, 02 218 4036 or researchseminar@sasin.edu.