The market place today: From botanical water to natural capital

Sometimes research and fashion crisscross each other in interesting ways. Last summer it was obvious when looking at the windows of high-end department stores in Switzerland and Austria that the objects of the 18th century collector were absolutely en vogue. The trend trickled down to widely circulated interior magazines, and curiosities became popular at German and Belgian flea markets. From mounted animals to midcentury plant illustrations to Scottish gin named „the Botanist“ – why that interest in the natural world? One answer could simply be: fashion, and the way it revives and recycles aesthetics from another era, what was rare once now becoming a unique selling point. On the other hand, the tangible quality of a curiosity collection provides a sense of grounding in elite culture, as digitalisation changes the humanities and books seem to be on a trajectory to re-turn into scarce expensive objects.

This spring, there were arguments made at the conference „Materia medica on the move“ to again understand food as medicine in early modern terms, while a Dutch supermarket offers „cold pressed power shots“, for example with curcuma and lime, and a British herb and tea company „organic clean greens“ in powder form, including ginger. In the health and food sector, producers and consumers alike profit once again from the bioprospecting of the 17th and 18th centuries. Different than before, there is an ambivalence about the circulation of neophytes – bad when it changes established ecosystems in Europe, for example, still good to shuffle those cocoa and coffee trees around to match demand.

This re-capitalisation of nature and its objects now ties in with the concept of sustainability on a global scale. To quote from the Guardian:
„Natural capital is everything nature provides us for free. It is what our economy is built on. […] Natural capital should, therefore, be at the heart of economics and economic policy. […] The natural assets that really matter are the renewables […] For the economy as a whole, national accounts need to provide for this capital maintenance as a first call on its revenue.“ (, viewed 16 June 2015)
In this context, the historical objects of botany, especially the surviving herbaria, become re-valued as well. What does that imply for the research agenda in the history of botany?