Medicinal herbs can be sold for therapeutic use if they are included in the Australian Register of Therapeutic Goods (ARTG) of the TGA. Herbs can be listed on ARTG if they have a history of traditional use without significant side-effects or contraindications. Currently there are over 2000 medicinal herbs approved for use, but only a few are endemic species. Analytical evaluation could enable selected endemic medicinal herbs to be submitted for listing by the CRC, creating the opportunity for viable indigenous industries in plant propagation, extraction and novel medicinal products. A case study and IP considerations will be presented.