All hands on deck: An innovative approach to sustained and sustainable conservation funding for endangered plants and ecosystems

The Red List Project (TRLP) was founded in 2018 as an NGO [501(c)(3)], dedicated to preventing the extinction of the world's most endangered plant species and to protecting biodiversity hotspots. This approach is highlighted by an ongoing partner ship between TRLP, independent fragrance house Baruti Perfumes and the University of Palermo, to prevent the extinction of the Viola ucriana Erben and Raimondo, critically endangered. This violet is restricted to the slopes of Mt Pizzuta in the Serre della Pizzuta Nature Reserve in Sicily (Italy), between 950 and 1300 m s.l.m., where it grows in xeric prairies and is threatened by factors partly related to human disturbance (e.g., fires, grazing, e…