The significant increase in demand for medicinal and aromatic plants during the past 25 years highlights the interest in using these plants for flavoring foods and drink and for pharmaceutical applications. The interest is fueled by changing demographics in Western countries, accented by expanding population levels of minorities and elderly. To meet the increased demand for quality medicinal and aromatic plant products during the next 25 years, growers and processors will need to focus on various aspects of production, plant protection/conservation, crop domestication, genetic transformation, and product standardization. DEMAND An informal survey at a local, natural products market in the USA, (Bread and Circus, Hadley, MA) in the spring of 2001, suggested that consumer interest in medicinal and aromatic plants relates primarily to health concerns (Table 3). Food processors supplying natural and regular food stores have noted this consumer interest and begun