The construction industry world-wide has been seriously challenged to become more sustainable in terms of decreasing its damaging environmental impacts. However, in Tanzania, construction and demolition (C&D) rubble is still considered as waste, which is often dumped in one way or the other. The study objective is to investigate the applicability of the so called “Cradle-to-Cradle”(C2C) concept to achieve sustainable construction. The C2C concept rests on the philosophy that all waste can be useful as resource for another product in the same or in another industry, thereby offering an opportunity to overcome sustainability problems. In this study, C2C is defined as a cyclic system which considers C&D waste as a resource (equals food) for regenerating new building materials from waste rather than throwing it away or using it in low-grade applications in Tanzanian construction industry. The paper discusses the opportunities and obstacles to apply the concept in Construction by analyzing the case of concrete waste from construction and demolishment processes as input in the Tanzanian Concrete Blocks Industry (TCBI). The results are considered to serve well to support Sustainable Urbanization in other countries. The used methodology is based on the innovation theories combined with the production systems approach. The results indicate opportunities through implementation of the C2C concept. The results showed that cradle-to-cradle results to reduce waste, diminish the extraction of raw materials from origin sources, save manufacturers money, and increase benefit to the environment. Further research should be carried out on the C2C concept and the re-use of Construction waste in general. Nevertheless, widening the applicability of the C2C concept to cut back emissions, material, and energy use, to enhance the development of the Construction Industry to become more sustainable.