Pride of Madeira

Scientific Name: Echium candicans

Fact Box:

  • Order: Boraginales
  • Family: Boraginaceae
  • Genus: Echium
  • Species: E. candicans


Native to the island of Madeira, this flowering shrub is topped with hairy, purple cone-shaped flowers. Thick stems hold up layers of pointy leaves, and the entire plant can reach up to several feet tall. As a fast-growing plant, Pride of Madeira flourishes when given capacious area to grow. The flower is often seen near the seaside or on rocky cliffs.


Despite its distinct flowers and dramatic look, the pride of Madeira is toxic when eaten and can cause liver disease, stomach pains, and other abdominal harm. Furthermore, the hairy flowers and leaves will cause skin irritation. However, these defenses make the plant deer-resistant.