A new Midlands-based firm is the first in Europe to recycle tyre wire for resmelting.
Enviromise specialises in separating the steel found in tyres from the rubber surrounding it to such a high standard that the metal can be used for resmelting.
Up to 20 per cent of a tyre is usually landfilled because recycling tyre wire is such a difficult and expensive process to undertake.
Enviromise business development manager Angus Carnie said: Being able to separate the steel is a huge benefit to the steel industry and tyre reprocessors, as the whole tyre can be recycled.
This means that 300 tonnes of waste will be diverted from landfill per week, so it is a very green alternative. We have had a huge amount of interest from people in the industry so far.
At the 25,000 sq ft plant the machinery can process seven tonnes of wire each hour. It strips the rubber from the wire in a process that effectively granulates the rubber down, removing rubber and rust contamination to produce clean steel. The rubber waste is then used to produce childrens playground products, so the plant produces zero waste.
Tyre Recovery Association secretary general Peter Taylor said: If its a viable process, the plant will be a very welcome addition to the tyre recycling process. There are a lot of high value components in a tyre and wire is one of them so were delighted.