“Aromas del encinar – AROEN”, in Spanish language, literally means “aromas from the holm oak forests” and is a family-run project born with the aim to enhance the sustainable management of this ecosystem, very frequent in the Madrid municipality. In fact, this ecosystem, in the last decades, has been often abandoned due to low profitability. The project is based on strong resource management and biodiversity conservation plan, promoting wild-collected aromatic and medicinal plant goods.