As first region in the world, Venlo fully embraced Cradle to Cradle (C2C) as strategy for innovation and economic growth. Venlo considers C2C as an innovative economic concept, based on new business models and the (re)use of materials continuously. Since 2006, the city of Venlo started implementing these principles into policy. By doing so, Venlo wanted to energize the market for sustainable products and services by taking the lead in adopting sustainable policy practices. This case study will describe why and how Venlo implemented the principles of Cradle to Cradle and circular economy within their policy, what can be learned from these experiences and how other (local) governments can anchor C2C principles within their policy.