We want a fair and just world, so long as the price tag isn’t too high. We hope and long for a decent income but purchase goods made with low-cost labour. And more sustainability would be very nice indeed, provided it doesn’t make anything more expensive. These paradoxes are endemic in our world, including within the agricultural sector, something that tyre maker Mitas is well aware of. The brand is tackling such inconsistencies in an effort to increase its presence in the aftermarket, as Elio Bartoli told us when we visited the Mitas tyre plant in Otrokovice, Czechia last week.