Gol-gavzaban (Echium amoenum Fisch. & Mey.) is an indigenous herbal plant, related to the Boraginaceae family, cultivated historically in Iran. In this study, the suitability of Echium extract as a raw material for production of fermented juice by four strains of lactic acid bacteria (Lactobacillus paracasei, Lactobacillus acidophilus, Lactobacillus plantarum, and Lactobacillus delbrueckii) was examined. Echium extract was inoculated with these bacteria and incubated at 30 °C for 24 h. Changes in microbial population, pH, acidity, sugars, and organic acids metabolism were measured during the fermentation process. Results showed that all of the selected bacteria were capable to grow well in Echium extract without any supplementation. They all metabolized sugars including glucose, fructose and sucrose simultaneously. L. paracasei showed more affinity to sugar consumption at almost 45.2%, 38%, and 21.6% of initial glucose, fructose, and sucrose concentration, respectively. Lactic acid was produced immediately after the fermentation started. L. plantarum, L. delbrueckii, and L. acidophilus produced 6.8, 6.6, and 6.4 g/l lactic acid, respectively, which were significantly higher than that produced by L. paracasei (5 g/l). On the other hand in the case of acetic acid, L. paracasei produced significantly greater quantities in comparison with other strains (4.48 g/l). It was proved that E. amoenum was a desirable media for the production of some organic acids by all these bacterial strains.