Urban Rural Gothenburg (URG) is a three-year EU project for sustainable development with the overarching aim to create improved conditions for green innovation and green business development between the city and the countryside. Operating in five testbeds in four local hubs in north-eastern Gothenburg, the project seeks to develop and implement new low-carbon approaches to local development, with particular linkages to food, logistics, tourism, and ecological business models. Using this methodology, but also through cross-border cooperation between the municipality, the business sector, the residents, the civil society and academia ( the penta-helix model), URG wants to contribute to the fulfillment of Gothenburg’s 2017 sustainability goals. This involves combining innovations for social improvement with a reduction of environmental and climate impact to become a sustainable city of globally and locally equitable emissions. URG targets primarily small- and medium-sized enterprises by making use of the local communities and their potential to transition into a more sustainable society. The targeted companies are chiefly to be related to the food value chain "from farm to table", which involves not only food producers, conveyors and logisticians, but also distributors, marketing, communications and IT specialists, stores and local markets, restaurants, hotels and other tourism-related businesses, as well as recycling and knowledge enterprises. In other words, URG is meant to serve as an accelerator for circular economies and green business development with a strong local anchoring.