News Room

New High-Tech, Eco-Friendly ‘Living Wall’ Display Enhances Yokohama Tire Corporation’s Mid-America Trucking Show Booth

March 24, 2010

FULLERTON, CA (March 24, 2010) – Yokohama Tire Corporation, a long-time champion of environmental initiatives, will bring their display to life at the Mid-America Trucking Show in Louisville, Ky., March 25-27, with a “living wall” featuring natural plants.

Using a new, award-winning technology developed by NatureXhibits™, the Fullerton, California-based Yokohama Tire display (Booth #14124) at the Kentucky Exposition Center will feature a “living wall” that is both decorative and leaves virtually zero waste, according to Jim MacMaster, Yokohama executive vice president and COO.

“We have a slogan at Yokohama, ‘excellence by nature,’ and the living wall truly represents that ideal,” MacMaster said. “It’s natural, biodegradable and lends an eye-catching, dynamic element to our booth. I think the public will appreciate its uniqueness and the environmental benefit it delivers.”

Developed by NatureXhibits in Laguna Beach, California, the Vertical Exhibit Garden technology allows exhibitors at trade or consumer shows to use living plant materials instead of printed products. NatureXhibits created a similar Living Wall for Yokohama’s exhibit at the Los Angeles Auto Show in December 2009.

“We provide exhibitors like Yokohama the ability to replicate company logos in 3D using lush, oxygen-producing plants,” said Scott Hutcheon, president of NatureXhibits ( “It’s a perfect way to attract a crowd with something that looks spectacular, is living, recyclable and leaves almost no waste.”

The Living Wall display, consisted of lettuce winter density and lolla rosa, will be recycled at the conclusion of the show.

Celebrating its 40th anniversary in the United States, Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the dB Super E-spec™ - the world’s first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Safety” section at