Echium candicans, the Pride of Madeira, is a species of flowering plant in the family Boraginaceae, and genus Echium, native to the island of Madeira. It is a large herbaceous perennial subshrub, growing to 1.5–2.5 m (4 ft 11 in – 8 ft 2 in).

In the first year after germination, the plant produces a broad rosette of leaves. In the second and subsequent years, more or less woody flowering stalks are produced clothed in rough leaves. The Latin specific epithet candicans means "shining white", referring to one colour form of this species.

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