ABOUT US
Kerry Hughes, Ethnobotanical Explorer & Strategic Advisor
Exploring plant stories, science and markets...together.
Ethnobotanist, Herbalist and Author, Kerry Hughes- works at the intersection of plant intelligence, science and market development. With decades of experience bringing botanicals and plant-based concepts to market, she helps brands and organizations translate real plant, place and people stories into differentiated products, credible narratives and long‑term growth.
Areas of Expertise
- Bringing new plants and plant ingredients to market
- Innovation and formulation of functional, ethnobotanically rooted products
- Product and market development for botanicals and natural ingredients
- Story‑driven branding and botanical education
- Ethnobotanical insight, technical marketing and claims strategy
- Biodiversity‑centered sourcing and ingredient platform development
Plants Can Heal People & the Planet
Kerry Hughes and Ethnopharm are driven by the tenacious fascination with the potential health enhancing role plants can play, and our purpose is ethnobotanical discovery and strategically innovating and expanding the boundaries of new natural product development. We aim to catalyze phyto-product breakthroughs that have been applied to bring to market new, efficacious and profitable products that not only heal people but also protect our threatened global biodiversity.