Press Review
Innovando: new strategies to create value in recycling and circular economy
The article introduces Innovando and Rubber Conversion, highlighting their vision for a transition towards an efficient circular economy and their commitment to technological innovation. Innovando operates across several European countries, integrating services, materials, and expertise to make sustainability a competitive advantage, while Rubber Conversion develops a patented rubber devulcanization technology that transforms tires and rubber waste into high-performance materials already validated at an industrial level.
The article also explores the economic and environmental benefits for clients, the business lines, international presence, and participation in European LIFE projects, emphasizing how the growing demand for traceability and recycling makes Rubber Conversion’s technology essential for creating closed-loop systems and new opportunities for collaboration across the entire value chain.
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Innovando confirmed as a “Growth Leader” in Italy
Innovando has been included in the Growth Leaders 2026 ranking compiled by Il Sole 24 Ore and Statista.
According to the report, the company achieved a 50.6% increase in revenue between 2021 and 2024, growing from €7.9 million to €27 million — a performance that secured its place in the ranking.
The article also features comments from Francesco Di Pierro, Head of Business Development, who describes this recognition as a validation of the company’s strategic vision. He also outlines Innovando’s next steps: advancing its international expansion and building an integrated European platform, with a revenue target of over €100 million by 2028.
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Sustainable innovation: the virtuous case of end-of-life tires
LifeGate offers an in-depth look at Innovando's experience through an interview with Francesco Di Pierro, Business Development Manager and co-founder of the company. The discussion focuses on Innovando's journey to transform industrial waste management into a concrete opportunity, starting with the case of end-of-life tires.
Traceability, digitalization, development of alternative fuels, and advanced recycling are the pillars of an integrated and circular approach involving companies and institutions. The article also highlights the role of the subsidiary Rubber Conversion, which operates in rubber recycling with patented technologies.
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Digital platform for ELT traceability presented
Environmental responsibility is no longer a slogan, but a system. And systems need data. In the tire industry, digitalization is no longer an option: it is the basis of sustainability, regulatory compliance and smart decisions. Digital transformation gives us the vision and the tools to close the loop responsibly”, said Cveta Majtanovic, Sustainability Director of Innovando, an innovative company that develops integrated solutions for the circular economy, at the panel “The RFID ecosystem in tires” held within Autopromotec in Bologna.
During her speech, Majtanovic presented an innovative solution for the digital management of the life cycle of end-of-life tires (ELT), in line with the European objectives of circular economy and sustainability.
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Recycling of multi-material helmets
Motorcycle riders' safety in the event of an impact heavily depends on the helmet. Helmets are made of various materials, making their industrial recycling challenging. Innovando contributes to the Life Impacto project by handling logistics management activities and implementing an industrial plant for the selective material separation process.
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The Mase has selected the Life Green Vulcan project by Rubber Conversion on recycled rubber
The LIFE Green Vulcan project, co-financed by the European Commission under the LIFE 2014-2020 Program, thanks to the application of innovative technologies developed by the partners, makes the use of recycled rubber more efficient for industrial applications with high technical content. This result paves the way for the use of high-quality recycled rubber for many industrial applications, enabling significant savings in virgin rubber, particularly natural rubber, fully aligning with the EUDR (The European Union Deforestation Regulation) directive, and a significant reduction in CO2 emissions. The project is coordinated by Innovando Srl, a company committed to end- of-life material recovery, and involves partners such as Stellantis, Bridgestone, the FIAT Research Center, Rubber Conversion, and the University of Trento.
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Project ‘Life Re-Shoes’: Innovando promotes the circular transition in the recovery of end-of-life products
Innovando contributes to the realization of the project through several significant actions: first, it provides a logistics network for collection and treatment, active not only in Italy but also in Austria, Hungary, the Czech Republic, Denmark, Sweden, Turkey, the Netherlands, Slovakia, and Slovenia.
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Innovando participates for the first time at Ecomondo
Innovando, the enabling building block for the circular transition of major industrial supply chains, will showcase at Ecomondo Rimini from November 7 to 10 how it contributes to exponential intersectoral growth in the field of end-of-life material recovery.
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