This is pre-print version of: Kalle R, Belichenko O, Kuznetsova N, Kolosova V, Prakofjewa J, Stryamets N, Mattalia G, Šarka P, Simanova A, Pruse B, Mežaka I, Soukand R. 2020. Gaining momentum: popularization of Epilobium angustifolium as food and recreational tea on the Eastern edge of Europe. Appetite, 150: 104638 doi:10.1016/j.appet.2020.104638 Gaining momentum: popularization of Epilobium angustifolium as food and recreational tea on the Eastern edge of Europe Short title: Gaining momentum Raivo Kalle1, 5, Olga Belichenko2*, Natalia Kuznetsova2, 3, Valeria Kolosova2, 3, Julia Prakofjewa2, Nataliya Stryamets2, Giulia Mattalia2, Povilas Šarka2, Andra Simanova4, Baiba Prūse4, Ieva Mezaka4, Renata Sõukand2 1 Kuldvillane OÜ, Umbusi village, Põltsamaa parish, Jõgeva county, 48026 Estonia 2 Ca’ Foscari University of Venice, Via Torino 155, Mestre, Venice, Italy 3 Institute for Linguistic Studies, Russian Academy of Sciences, Tuchkov pereulok 9, Saint Petersburg, Russia 4 Institute for Environmental Solutions, „Lidlauks”, Priekuļu parish, Priekuļu county, Latvia 5 University of Gastronomic Sciences, Piazza Vittorio Emanuele II 9, Pollenzo, Italy *Corresponding author E-mail:
[email protected] Highlights E. angustifolium has long been promoted as a food plant with little success Ghost data dates back to the 1800s, and entered ethnographic books in the 1900s Many promotion attempts have failed, as they have not been culturally adapted Involvement of “mediators” increases the impact potential of the literature The right promotional context plays a crucial role in the acceptance of novel uses Abstract 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.