About - eTracks Tire Management Systems

Our vision is to be known across North America as the trusted leader in tire recycling and resource recovery services; consistently delivering innovative, sound business solutions that support a more sustainable, circular economy for all.

eTracks was incorporated under the Canada Not-For-Profit Corporations Act in 2017 and is governed by an independent Board of Directors. The company was originally created by the Tire and Rubber Association of Canada (TRAC) to meet the needs of its members and other obligated tire producers under the RRCEA in Ontario. Since then, eTracks has remained a trusted service provider for small, medium and large producer customers. Unlike other Canadian provinces, Ontario tire recycling operates in a competitive market – this means we compete with often much larger vertically integrated companies as the only Not-for-Profit tire Producer Responsibility Organization (PRO). Our purpose as a PRO, and one we are proud of, is to do the right things, for the right reasons – while ensuring the responsible and ethical recovery of used tires, supporting a cleaner, more sustainable Ontario.

A trusted partner

Our depth of knowledge is strengthened by our team of diverse and knowledgeable staff.

We believe that sharing different opinions and experiences leads to new and innovative solutions. As an industry leader, we collaborate with various organizations to ensure that extended and individual producer responsibility (IPR) frameworks are developed across Canada and the United States. Our efficiency in managing the tire recycling supply chain is demonstrated by the fact that we have maintained price stability and are still within the average tire recycling fee range when compared to similar agencies across Canada.

The implementation of the Resource Recovery and Circular Economy Act (RRCEA) ushered in Individual Producer Responsibility (IPR) in 2019. As the only not-for-profit tire PRO, we value the trust our customers place in us to make decisions that support the integrity of their brand while managing their tire recycling obligations.

It takes a strong network of service providers to reduce waste and support a more circular economy. To this end, we are committed to maintaining and forging partnerships with collection sites, haulers and processors to ensure every available used tire in the province is recycled.

Steve Meldrum

Chief Executive Officer

Adam Bourke

Chief Operating Officer

Kate Hayer

Chief Financial Officer

Jeff Niehaus

Chief Officer, People & Executive Vice President, Compliance

Melissa Carlaw

Vice-President, Communications & Sustainability

Tracey Goldberg

Director, Operations & Programs

Lyle Clarke

Chair

Lyle has extensive experience in Ontario’s producer responsibility sector, serving on the Board of Waste Diversion Ontario and Stewardship Ontario in their formative years.

Carol Hochu

Director

Carol has been successfully leading and managing trade associations and not-for-profit organizations for over 30 years.

Glen Maidment

Director

Glenn is a 35-year veteran of the rubber industry, having started his career in Kitchener, Ontario, working for a major tire company.

Don Gaultier

Director

Don has held numerous sales, marketing and senior management positions within the automotive and tire industry since 1984.

Melissa Coulson

Director

Melissa is a Chartered Professional Accountant, a Chartered Accountant and a Licensed Public Accountant with a practice in Milton.

Ian Morton

Director

Ian is an award-winning entrepreneur, experienced in building, scaling and guiding businesses through various stages of inception, growth, and maturation.

Frank Denton

Director

Frank brings decades of experience and leadership in public service, including regulatory policy and delivery, public private partnerships and crown governance.

Our vision is to be known across North America as the trusted leader in tire recycling and resource recovery services; consistently delivering innovative, sound business solutions that support a more sustainable, circular economy for all.

A trusted partner

Some of our partners