Echinacea is one of the most popular herbs in America today. It is a group of flowering plants that is native to the east of the Rocky Mountains and was used in traditional herbal remedies by Native American tribes. Today, people use it to shorten the duration of the common cold and flu, and reduce symptoms, such as sore throat, cough, and fever. Many herbalists also recommend echinacea to help boost the immune system and help the body fight infections.