Rubber Recycling 2004 At this year's "New Frontiers in Tire Recycling" conference, one of the largest industrial environment events of the year in Canada, a large audience of tire sellers and recyclers was urged to Be Tire Smart. With some 20 million tires being discarded in Canada annually and with more personal vehicles - and tires - on the road than ever before, the issue of what to do with scrap tires has become paramount. Rubber Association of Canada President Glenn Maidment reminded delegates from the rubber industry that good tire maintenance practices - including proper inflation - can extend tire life by 30 per cent, and he called on all industry members to publicly communicate this important environmental message - correct tire pressure helps to reduce the number of scrap tires in Canada.