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The local use of wild food plants represents a reservoir for the biocultural diversity of human diet and is therefore being extensively studied; yet the effects of the introduction of novel uses into specific biocultural conditions have been little researched. Rosebay willowherb Epilobium angustifolium L. has been intensively promoted in Europe since the mid-18th century. The expert recommendations did not provide any links to local uses thus raising the question of the legitimacy and diffusion of its food use in modern times. To understand if and to what extent those recommendations have influenced local uses, we compared them with the results of our ethnobotanical field study and the ethnographic literature in Russia, Finland, Estonia, Latvia, Lithuania, Belarus and Ukraine. Of the 599 people interviewed, nine used E. angustifolium as a food and 59 as a recreational tea. Thirty-four of those who claimed to use E. angustifolium lived in two regions of Russia. The majority of the recorded tea uses were of recent origin, following a popular trend. Few food uses of E. angustifolium were recorded in Finland, where a trend towards culinary experimentation coincides with a general trend toward the consumption of healthy wild food; yet these uses are difficult to maintain due to the problems in recognizing the plant during its early stages of growth. The popularization of E. angustifolium as a food had more effect in times of hardship, when it was seen as a means of survival and its promotion was advocated. The translation error repeatedly appeared in botanical and later popular literature, whose authors did not clearly differentiate at that time between local uses and suggestions.

ethnopharmacological information on many plants, yet the sources of that information, as well as the information itself, are often not clear, potentially resulting in the erroneous use of plants among lay people or even in official medicine. Our field studies in seven countries on the Eastern edge of Europe have revealed an unusual increase in the medicinal use of Epilobium angustifolium L., especially in Estonia, where the majority of uses were specifically related to “men's problems”. The aim of the current work is: to understand the recent and sudden increase in the interest in the use of E. angustifolium in Estonia; to evaluate the extent of documented traditional use of E. angustifolium among sources of knowledge considered traditional; to track different sources describing (or attributed as describing) the benefits of E. angustifolium; and to detect direct and indirect influences of the written sources on the currently documented local uses of E. angustifolium on the Eastern edge of Europe. Materials and methods: In this study we used a variety of methods: semi-structured interviews with 599 people in 7 countries, historical data analysis and historical ethnopharmacological source analysis. We researched historical and archival sources, and academic and popular literature published on the medicinal use of E. angustifolium in the regions of our field sites as well as internationally, paying close attention to the literature that might have directly or indirectly contributed to the popularity of E. angustifolium at different times in history. Results: Our results show that the sudden and recent popularity in the medical use of E. angustifolium in Estonia has been caused by local popular authors with academic medical backgrounds, relying simultaneously on “western” and Russian sources. While Russian sources have propagated (partially unpublished) results from the 1930s, “western” sources are scientific insights derived from the popularization of other Epilobium s