The innovative work of Professor Costas Tzoganakis, educator and researcher in Chemical Engineering, University of Waterloo, on rubber devulcanization has resulted in the commercialization of a technology which offers a sustainable, financially viable, environmentally friendly and socially responsible solution to the end-of-life tires (ELT) problem. It also enables tire manufacturers to reduce carbon footprint while promoting a truly circular economy in rubber tire manufacturing. Research and innovation have been very successful thus far and the efforts are continuing to meet future challenges, as improving the technology of devulcanization of EPDM rubber (used in door seals and other automotive parts).