This research aimed at finding out if rural development concerning medicinal and aromatic plants (MAP), in Portugal, was sufficiently consolidated to be considered an alternative lifestyle. Secondary data collected from a panel of 12 high-level experts enabled to picture the sector. Operations were the core knowledge area that helped to find out the implementation of the existing social platform into a technological solution to support a virtual collaborative effort among the stakeholders, as the main requirement to consolidate the sector. The required role of State was also defined as holistic, integrative, supportive, despite not-regulative, to implement a broad MAP policy
