Hrou Abouchrif Growing up in southeastern Morocco, Hrou Abouchrif learned about the characteristics of pasture plants and their use by village healers while herding sheep and goats with his father along the mountain paths. As a young shepherd he learned about traditional grazing techniques, which favour the natural regeneration of pasture plants. This experience inspired Abouchrif to choose a career as an agro-ecologist. Today, Hrou Abouchrif is the Director of the Association ADRAR, an organization that works to promote social development, protect the environment and fight poverty in the Eastern High Atlas and Ifrane regions of Morocco. In two decades of fieldwork for ADRAR, Abouchrif has contributed to the implementation of projects aiming to conserve—in situ—the diversity of medicinal and aromatic plants, crop plants and birds. These successful projects have involved species mapping, awareness campaigns, and capacity building. Hrou Abouchrif has been involved in implementing a project to promote agrobiodiversity through ecotourism in mountainous Errachidia Province, an area that is particularly rich in local flora and fauna. This innovative project brings farmers and tourist lodge owners together in a campaign whose purpose is to increase the use of local medicinal and aromatic plant species. The project is being implemented in partnership with the Italian NGO UCODEP and the faculty of Science and technology Errachidia. Abouchrif has long served as a symbolic ambassador for the local traditions of this Berber speaking area of Morocco. To ensure the sustainability of his work, Hrou Abouchrif works closely with the Moroccan Ministry of Education to increase environmental awareness and activism among young people.