By implementing the HerbVenture project the following objectives were sought to be achieved: promote youth participation and entrepreneurship in rural areas by empowering young people with the knowledge, skills and resources to create green enterprises focused on traditional medical herbs; Improve awareness and increase relevant knowledge about herbal medicine among young people; Promote environmental conservation and fight against climate change by raising awareness on sustainable herb harvesting, herb protection and their overall importance; Create up to date, accessible and relevant educational materials and tools, including a digital encyclopedia of herbs, an online platform with live data on herbs and climate and a handbook on traditional medicine literacy and conservation; Facilitate exchange of best practices as well as practical learning by organising workshops and international training activities. As a result, these objectives and goals aimed not only to improve direct knowledge of the target groups and offer entrepreneurial opportunities for young people, but also to create lasting change and improve local communities and the environment.
The idea of The HerbVenture came to partners during attending the conference in Botevgrad - Path of the Herb. Discussions through the conference around the topic of natural medicine helped them identify common interests. The project idea was finalized after additional partners joined the initiative. The main reason for application was common challenges and needs of the community in all participating countries. Partners identified the increasing reliance and usage of different medications for minor health related concerns, a lot of time without any knowledge or awareness about the negative side effects. Additionally, misinformation and general lack of knowledge towards herbal medicine had contributed to the uncertainty and mistrust among the people. Moreover, consultations with specialists in the rural areas identified a concerning decline in sharing knowledge about herbs and their natural advantages. Most of the specialists expressed concern that their knowledge was getting less recognition and gradually becoming forgotten. Additionally, it was identified that young people showed almost no engagement, because of the lack of opportunities, as well as accessible, up to date and trustworthy educational materials.