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Wild at Home

Thousands of consumer products used in Europe and around the world contain ingredients obtained from wild plants. Wild ingredients often come from the most biodiverse ecosystems on earth and are collected by some of the most impoverished communities. However, thousands of harvested species are at risk mainly from a combination of overharvest and habitat loss, with over 20% of species estimated to be threatened with extinction. These declines threaten biodiversity and wider ecosystems also putting at risk harvesting communities, businesses and consumers relying on wild plant ingredients.

Most of wild plants are harvested and traded with little consideration for sustainability or whether local harvesters are fairly paid for the products they produce. This is to a large extent due to a lack of visibility and accountability. In this project, TRAFFIC INTERNATIONAL, will directly contribute to addressing the underlying challenges, aiming to ‘bring to light’ to industry and consumers wild plant ingredients, and support the uptake of good sourcing practices in wild plant trade chains.

The project is supported with 2 980 000 SEK

What the project delivers

Development of a digital platform and a communications strategy that focuses on consumer behavioral change.

Why we support this project

The project contributes to a greener, more biodiverse future.

Project time status


This project started in August 2020 and ended in July 2022

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