Easily grown in average, dry to medium, well-drained soil in full sun to part shade, echinacea grows best in full sun. This North American native is an adaptable plant that is tolerant of drought, heat, humidity and poor soil. Divide clumps when they become overcrowded (about every 4 years). Plants usually rebloom without deadheading; however, prompt removal of spent flowers improves general appearance. Freely self-seeds if at least some of the seed heads are left in place. Excellent cut flower and loved by butterflies.