Pulicaria purpuraria (Pulicaria canariensis)

Small subshrub, biennial or perennial, woody at the base, up to 20 cm. Rounded, leaves oblanceolate or spathulate, densely woolly, up to 6 cm long, borders entire or sinuate-dentate. Striking large (3-5 cm in diameter) golden yellow heads. Native to the eastern Canary Islands (Lanzarote and Fuerteventura), where it mainly grows in coastal areas, preferably in rocky terrain, and also in several spots at 400-500 m altitude. Two subspecies have been described: P. canariensis, cited for both islands, and P. lanata, exclusive to Lanzarote. Considered an endangered species, owing to its fragile habitat and few existing populations. Total estimated number of specimens amount to around 550 (in five populations) and over 3000 (in five populations) in Fuerteventura and Lanzarote, respectively. Because this species is a popular ornamental plant in Lanzarote, it now grows wild in several locations.