The bees and butterflies like its nectar, and the seeds are easy to collect. I once saw it in a flower bed at a place in Brandon that I drive by every week, a rare sight, possibly because it’s not for sale at the big chain garden centers. It's supposed to grow well near the beach as it tolerates salt somewhat, so it may be more popular out on the coast.
Another nice feature about this flower is that it changes color as it matures, from bright yellow and red to the rusty red seen above.
The bed always shows various shades of yellow and red. Easy to care for, colorful, and food for the bees - it's a keeper.
I'm linking with Blooming Tuesday, where you can see what flowers people are growing all over the world.