| Damask rose (Rosa damascena) holds significant potential for sustainable production and market expansion in Iran, given its adaptability to environmental stresses and low production costs. Despite Iran being the world’s largest producer of pistachios, its share in global markets remains limited. This study investigates the key factors influencing the sustainable production and market growth of Damask rose in Iran, employing a qualitative methodology with grounded theory. Data was collected through 46 semi-structured interviews (totaling over 3,000 minutes) and extensive field observations conducted from 2022 to 2025 across Damask rose orchards in Iran. The participants included researchers, specialists, practitioners, and policymakers in the medicinal plants sector. Data was analyzed using open, axial, and selective coding methods within MAXQDA12 software. The results highlight that market expansion, improved marketing strategies, effective training and extension services, value addition through processing, and collaboration with research centers are essential for the sustainable growth of Damask rose production. Conversely, challenges such as technological limitations, weak extension systems, and inadequate transportation hinder the sector’s development. Addressing these challenges, along with aligning with international standards, could significantly enhance Iran’s Damask rose production and export potential, contributing to national economic growth. |
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