Echinacea purpurea
syn. Rudbeckia purpurea

Erect perennial with smooth, sometimes rough-hairy, red-tinted green stems, ovate, toothed, rough-hairy basal leaves, 15cm (6in) long, and ovate-lance-shaped, toothed stem leaves. From mid-summer to early autumn, bears flower heads to 12cm (5in) across, with golden brown, cone-shaped discs and partly reflexed, purplish red ray-florets, 3-8cm (1¼ - 3in) long.

'White Swan'
bears white flower heads, to 11cm (4½in) across, with orange-brown discs.

Source: The Royal Horticultural Society, "A-Z Encyclopaedia of Garden Plants, A-J", page 397

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