This paper presents the development of an eco-efficient product/process, which has improved mechanical properties from the introduction of natural fibres in the EPDM (Ethylene-Propylene-Diene-Terpolymer) rubber formulation. The optimisation analysis is made by a fractional factorial design 211-7. Different formulations were evaluated using a multi-response desirability function, with the aim of finding efficient levels for the manufacturing time-cycle, improving the mechanical properties of the product, and reducing the raw material costs. The development of an eco-efficient product/process generates a sustainable alternative to conventional manufacturing.