Traditional use of wild-growing and naturalized plants as a potential for innovation in the development of the Croatian rural areas

Sa？etak This paper explores the possibilities for innovative commercialization of wild-growing and naturalized plants based on the ethnobotanical research at the locations of Drenov Bok and Vela Luka. The research also contributes to the preservation of traditional local knowledge related to the knowing and use of plants. A total of 114 species and subspecies have been inventoried of which 33 species on both locations, 80 only in Vela Luka and 67 in Drenov Bok. Most species are used as edible, to prepare meals (99 species), then as medicine (53), to prepare soft drinks and beverages (40) and spirits (31 taxa??? sorts). A smaller number of plants are used for cosmetic products, for decoration, for construction, and in various traditional customs or ceremonies. The most commonly mentioned species for the preparation of food and drinks are rosemary (Rosmarinus officinalis) and elderberry (Sambucus nigra), and for medicinal preparations chamomile (Chamomilla recutita) and dog rose (Rosa canina). For the alleviation of symptoms of pulmonary diseases mentioned are mint (Mentha pulegium), marshmallow (Althaea officinalis), plantain (Plantago lanceolata) and spruce (Picea abies); for ear houseleek (Sempervivum tectorum), of cutaneous diseases comfrey (Symphytum officinale), insomnia lemon balm (Melissa officinalis), for stomach ailments wormwood (Artemisia absinthium), and against skin warts celandine (Chelidonium majus) and fig (Ficus carica). Many uses and ways of preparing wild-growing plants have remained in the memory of the local community and are a broad base for innovation and development of new products and services. In doing so, we can distinguish three major development directions, namely: (1) socially beneficial innovations designed to educate and disseminate knowledge, (2) commercial innovations in the food, cosmetic or pharmaceutical sectors, and (3) commercial innovations in the field of tourism and catering