One of Rotterdams ambitions is to promote the circular economy in the city. The 'Roadmap Circular Economy Rotterdam' describes the city's vision for a circular future as well as providing companies and organisations with helpful tips for maximum resource efficiency. Intelligent design and conscious choices, for instance, will help to minimise the use of resources (refuse), optimise product life cycle performance (reuse), and recycle products after their useful life. By applying these principles, companies and NGOs can reduce waste and recycle waste products into new resources. A circular economy will take recycling to a higher level, both in terms of scale and applications, and in every industry imaginable.