Pride of Madeira is a vigorous evergreen shrub native to the rocky cliffs of Madeira, an island off the coast of Portugal where it thrives in harsh, windswept conditions. This fast-growing subshrub reaches 5 to 6 feet tall and spreads 6 to 10 feet wide, producing showy flowers from May through August that attract hummingbirds, butterflies, and songbirds. Hardy in zones 9 through 11 and tolerant of drought and poor soils, it's a low-maintenance plant that has naturalized across Mediterranean-climate regions worldwide and thrives in full sun with moderate water.
Full Sun
Moderate
9-11
72in H x 120in W
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Moderate
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This is a shrub that thrives on neglect once established, requiring neither frequent watering nor fussy feeding to perform spectacularly. Its mounding form and rapid growth habit mean it fills space quickly, while its showy flowers and irresistible appeal to pollinators make it a wildlife magnet from late spring into late summer. Deer leave it alone, and it handles rocky, infertile soils that would defeat many ornamental plants.
Pride of Madeira serves primarily as an ornamental shrub for naturalized landscapes and drought-tolerant gardens. Its showy flowers and ability to attract birds, butterflies, and hummingbirds make it a centerpiece for wildlife habitat plantings. In regions where it grows well, it thrives as a specimen plant or in mixed borders where its spreading form and long bloom season provide structure and color.
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“Pride of Madeira is endemic to the Central Mountain Massif of Madeira, where it evolved on rocky cliffs and terraces at elevations between 2,500 and 4,600 feet. The plant has escaped cultivation and naturalized in numerous regions around the world where Mediterranean and semi-arid climates provide conditions similar to its island homeland. Its journey from a regional curiosity to a globally distributed ornamental reflects both its resilience and the appeal of its showy blooms to gardeners seeking low-maintenance color.”