Rubber Conversion executive honored in Europe

Cveta Majtanovic, chief sustainability officer of Italian company Rubber Conversion Srl, which makes recycled rubber compounds, has been selected as one of the 2025 Meaningful Business 100 (MB100) list honorees, a global program that recognizes leaders combining profit and purpose to tackle complex social and environmental issues.

MB100 nominees are evaluated by a panel of judges representing several multinational companies and organizations. For the 2025 list, winners were selected from more than 900 nominations submitted from 86 different countries.

“I’m truly proud of what we’ve built since founding Rubber Conversion,” Majtanovic says. “This year’s EcoVadis Gold Medal, followed by the MB100 recognition, make 2025 a milestone year for us. They prove that Italian circular innovation can have global impact and will drive the entire industry to shift into a higher gear, where sustainability becomes not an obligation, but a source of competitiveness and growth.

“At a time when visibility and collaboration are more crucial than ever, we are eager to connect with shoe manufacturers, tire producers and automotive companies interested in testing our next-generation devulcanized rubber compounds.”

As part of the MB100 program, now in its seventh year, winners join an existing global network of honorees and gain access to investment opportunities, capacity-building resources, and pro bono services from companies and organizations, including EY, Hogan Lovells, Forster Communications, Green Frontier Capital, Kenya Climate Ventures and The Portman Estate.

“A big congratulations to Cveta Majtanovic, whose inspiring work at Rubber Conversion demonstrates how combining profit and purpose can tackle complex social and environmental issues,” says Tom Lytton-Dickie, founder and CEO of London-based Meaningful Business. “The caliber of this year’s applications was exceptionally high, and we’re honored to have Cveta join our global community."