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. Valuable resources are not lost. The Venlo region is an innovative testing ground where business, education and government work together to excel and innovate. This case study describes the developments that took place since Venlo embraced the philosophy of Braungart and McDonough in 2006.