Europe’s medicinal and aromatic plant ingredients sector is experiencing significant growth, driven by an aging population and rising consumer demand for organic and clean label nutritional products. We explore trends, challenges, and opportunities shaping the industry. At the ongoing Biofach trade show (February 11–14) in Nuremberg, Germany, Nutrition Insight meets Andrea Primavera, president of the Italian Federation of Medicinal Plant Producers. Expert in growing, harvesting, and processing medicinal plants for supplements, food, and cosmetics, Primavera represents 140 companies in Italy that grow and supply industries with these plants.
