The Market Evolution of Medicinal and Aromatic Plants: A Global Supply Chain Analysis and an Application of the Delphi Method in the Mediterranean Area

There is an increasing evidence for the significant value and potential of Medicinal and Aromatic Plants (MAPs) worldwide. Among other non-wood forest products, MAPs are considered a key element of sustainable forest management and economic development. As part of Mediterranean cultural heritage, these plants are a major driver of rural tourism, in many areas representing an important raw material for various bio-based industrial sectors. Besides their economic value, MAPs enhance social integration and maintain gender balance as harvesting and processing MAPs is clearly a female dominated task. Despite the prominent contribution of MAPs to local development, conservation of biodiversity and the development of the traditional Mediterranean food system, many challenges and knowledge gaps could potentially place the sector's development at risk. The aim of this work is to examine the present situation of the MAPs sector in the most productive countries around the Mediterranean and to identify future challenges and priority actions to develop the MAPs sector in the region. To do so, a supply chain analysis was performed to identify the main stakeholders involved. Various experts from Croatia, France, Greece, Spain, and Tunisia participated in the SWOT analysis and the Delphi approach employed in this study. The results highlight the main challenges facing the sector in Mediterranean countries. Five groups of challenges are identified, related mainly to certification and labelling, life quality and wellbeing, market development, research development, and transforming and processing. To overcome these challenges, a set of actions is validated by the interviewed experts with the aim of improving marketing strategies and including various innovations related to political, legal, organisational, and institutional frameworks.