Summary This research analyzes the Green City project in the town of Três Coroas, Brazil. We describe its management system, evaluating the change process and the economic, social, and environmental benefits since the recycling center has been in service. We demonstrate a successful case of operational and cultural change in the disposal of industrial waste, describing the key points that helped the adoption of a new set of procedures, and illustrating the role of the champion in the implementation of a symbiotic cluster.