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Real "immortelle mania" has engulfed Herzegovina and there is almost no farmer who is not harvesting this plant. In Herzegovina, almost everyone is talking about "IMMORTELLE" and municipalities are announcing a contest for the award of concession land.

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The price of 5 KM (about 307 dinars) per kilo to purchase immortelle, and that of 1,500 euros per liter of distilled essential oils are a more than an alluring reason for growing these fragrant plants. Although there are rumors that one plant gives a kilo of flowers, experts say it is only about 300 grams - in the "best case scenario". The high cost of purchase and world demand for the essential oil of Immortelle are a magnet for growers.

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Dr Marko Santic, President of the Chamber of Commerce of the Federation of BiH (FBiH GK), says that in the last 2-3 years planting immortelle is a top issue in Herzegovina, and that the breeders of the plant, not only lease municipal land, but return and process private, recently weedy and neglected land.

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- Production of immortelle means a large number of self-employment, both able-bodied and less able, population, since it is a process that requires light and heavy work - says Santic DW stressing that all will benefit.

The story of "Immortelle"  has long been around and, in addition to its healing properties, its economic value has long be perceived by residents who picked them on the rocky Herzegovinian hills in order to earn a living. The benefits and value of immortelle has been recognized in recent times, and this wild plant now becomes a real, cultivated, industrial culture.

Engineers Stipe Jukic Nikola Rozic, were the first to recognize the economic potential of medicinal plants in Herzegovina nearly two decades ago, especially in rare form. They went into plantation and processing of medicinal, aromatic and spice plants, distillation of essential oils, and the cultivation of seedlings and collecting and purchasing of wild herbs.

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Today, they are business owners, growing Herzegovinian immortelle and from Herzegovinian karst and underbrush they "kidnapped" and recultivated the land, and they have planted 30 hectares. In addition, they purchase distils, and export the entire production to the US market.

Foto: Profimedia/BSIP

- Immortelle dislikes fields, and prefers  ragged terrain, which is its natural habitat, so it is a mistake to plant it on the ground where the fruit or vegetables thrive because they will not have the quality as that which grows in its natural habitat, away from roads - explains Nikola Rozic. They both emphasize the need for greater consultation of science in this "immortelle mania".

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While the GK FBiH believe that mass planting of immortelle should not lower the purchase price due to high demand, the two manufacturers have already succeeded in this regard with a more cautious approach.

- There is a great demand for immortelle, but let's not forget that Dalmatia started with mass production. Foreigners are already taking vast amounts of land in concession for planting and are not suffering with raised prices. The question is how this will affect the production in Herzegovina - comments Jukic.

Foto: Foter/Flickr/european flo

Expert advice to future immortelle growers is worth gold as confirmed by the first failures.

- Helichrisum italicum or Helichrysum Mediterranean seaside, has a very limited distribution, but it contains very valuable components. We had a case where a man, not knowing the whole plantation, planted other Helichrisum arenarium or sandy immortelle, which has no particular pharmaceutical or medicinal value, and could just throw it away, as it was not worth much - says Prof. Ahmed Džubur with the Agro-Mediterranean Faculty of the University "Dzemal Bijedic" in Mostar.

It seems that stingy rocky Herzegovina diligently offers Herzegovenians new hope for life. How will the Herzegovenian story of healing grass that blooms in the hot sun and grows almost out of stone end, in which many see earnings and finally stops emigration?

- I will plant them, and withstand the consequences. It requires less work than vegetables or tobacco, and the price is right - says Ivan from Siroki Brijeg who is preparing for autumn planting with his family. "I thought of going to Zagreb or Germany where I have family, but I decided to stay here and plant Helichrysum and see what happens," says Ivan.

(Telegraf.co.uk/ DW)