European industry is committed to combining sustainability with competitiveness, which represent two critical factors that will determine the continent's industrial future.

As industries strive to meet decarbonization objectives and transition toward more sustainable production models, the adoption of bio-based and recycled materials represents a key factor in reducing emissions and enhancing industrial resilience. However, scaling up these solutions requires coordinated efforts among policymakers, businesses, and investors to address regulatory challenges and market incentives.

This topic is particularly timely given the important discussions within the European Commission on strengthening the competitiveness of sustainable value chains and creating a market for new products.
As recognized by the Clean Industrial Deal, the uptake of decarbonized products requires stronger market demand and supply-side adjustments. Establishing lead markets can drive economies of scale, making sustainable alternatives more accessible and accelerating the industrial transition with both environmental and economic benefits.

In this context, TEHA Group, in partnership with Pirelli, is organizing a high-level Roundtable, scheduled for April 10th in Brussels, from 14:00 to 16:00, to foster strategic dialogue on the challenges and opportunities for bio-based and recycled material supply chains in advancing decarbonization efforts. As a major player in the tire industry, Pirelli is working to build a robust and competitive supply chain around its operations, reinforcing the industrial ecosystem needed to scale up sustainable material solutions.

The discussion will bring together European institutions, industry leaders, and investors to explore critical pathways that align with the objectives of the Clean Industrial Deal—ensuring and combining sustainability, circularity, and competitiveness.

Moderator: Alessandro Viviani, Associate Partner & Head of GreenTech Hub, TEHA Group