Using a narrative approach, we describe the emergence of the “doubly green chemistry” concept more as the product of a collective action in building a new sector, than an innovation breakthrough brought by individual actors. This action is initiated by the agricultural and agroindustrial firms that seek to substitute oil-based products by finding new uses of agricultural products. These actors have built “community productive patrimonies” by assembling knowledge bases and institutional resources. In order to mobilize their communities, they use the “rational myth” of plant cracking, later transformed into biorefinery by integrating the principles of green chemistry, to make the technological changes sustainable.