At the moment, the government in the Netherlands spends a relatively large amount of time and money on removing weeds and maintaining planted vegetation. At the same time the use of pesticides is forbidden in the city. Gewildgroei (‘desired weeds’) is an initiative that seeks to increase the appreciation of weeds and plants that grow spontaneously in urban areas. It is initiated by two brothers with the aim at changing the reputation of these weeds by calling them ‘desirable wild vegetation’. Another aim of the project is to create awareness amongst municipalities concerning the value of weeds. The initiators argue that we need to cooperate with, rather than against nature. An increase of vegetation in urban areas has a positive effect on 1, it decreases the flooding risk and heat island effects and will improve air quality, increasing the quality of living in urban areas. The initiators also have a company ‘Living Pavement’ by which they fund their campaigning activities. Living Pavement sells permeable tiles that permit the spontaneous growth of vegetation. Citizens can become ambassadors of Gewildgroei when they buy paving stones. Some municipalities buy large quantities to implement them in public areas. A source of income for the foundation are funds. The foundation has got a broad range of partners, including municipalities, NGO’s, foundations, funds, private companies, researchers and housing corporations.