The common name is a bit misleading since all Eupatorium species are white (now that Joe Pye is classified as Eutrochium). The name is derived from the fact that unlike most Eupatorium species, the bracts of this plant are also white which extends the effective “bloom” time of the plant a few months before and after the actual bloom time. Naturally occurring in dry and sandy coastal plain meadows and piney woods it is adaptable to any dry sunny location. Grows 2-4 feet tall. White bracts begin to develop in July but flowering is usually a month or more later in August and September. Zone 5-9. NJ ecotype.