Cveta Majtanovic, Chief Sustainability Officer of Rubber Conversion Srl, a Verona-based circular economy innovator transforming end-of-life rubber into new sustainable compounds, has been selected as one of the 2025 Meaningful Business 100 (MB100) – the global award programme championing leaders combining profit and purpose to tackle complex social and environmental issues
A panel of expert judges from esteemed organisations such as Google, Mastercard, Unilever, SAP, Temasek, and the World Economic Forum evaluated nominees from a pool of more than 900 submissions spanning 86 countries. Winners included distinguished social entrepreneurs, sustainability leaders, corporate CEOs, and impact investors, who were assessed on five key criteria: equity, impact, innovation, leadership, and scalability.
As part of the ongoing MB100 programme, now in its seventh year, winners will receive access to investment opportunities, capacity-building resources, and pro-bono services provided by a selection of leading organisations, including EY, Hogan Lovells, Forster Communications, Green Frontier Capital, Kenya Climate Ventures, and The Portman Estate. In addition, recipients are welcomed into the Meaningful Business community—a global network comprising social entrepreneurs, impact investors, and corporate sustainability executives.
Regarding the 2025 MB100, Tom Lytton-Dickie, Founder & CEO of Meaningful Business, stated, “Firstly, congratulations to Cveta Majtanovic. Her work at Rubber Conversion exemplifies how the integration of profit and purpose can address complex social and environmental challenges. This year’s applications demonstrated exceptional quality, and we are privileged to have Cveta join our international membership. We look forward to supporting her continued progress as she expands her reach and influence.”
Upon receiving the recognition, Cveta responded, “I am proud of our achievements since establishing Rubber Conversion. The receipt of this year’s EcoVadis Gold Medal and subsequent MB100 acknowledgement mark 2025 as a pivotal year for our organisation. These honours affirm that Italian circular innovation delivers global impact and inspire the industry to advance sustainability as a driver of competitiveness and growth rather than mere compliance.
At a time when collaboration and visibility are increasingly important, we welcome engagement with footwear manufacturers, tyre producers, and automotive companies interested in trialing our next-generation devulcanised rubber compounds. Throughout this month, we are offering special rates to encourage new partners to experience our materials and participate in our circular innovation journey.”
Commenting as an MB100 judge, Stasia Mitchell, EY Global Entrepreneurship Leader, noted, “Congratulations to the MB100 Class of 2025. These outstanding leaders in social entrepreneurship, sustainability, corporate innovation, and impact investing demonstrate the transformative power of entrepreneurial thinking. Selected from over 900 nominations across 86 countries, they offer scalable solutions to global issues by aligning purpose with profit. It was an honour to serve as a judge and witness the ways in which they are helping to shape a more inclusive and sustainable future.”
