Helenium

A genus of flowering plants in the Daisy family Asteraceae.
Widely found in North, South and Central America.

The alternative name is Sneezeweed. This comes from the fact that the leaves were dried and powdered and used to make Snuff.

Found it this morning at the RSPB Reserve, Leighton Moss.
It was a beautiful Autumn morning and the Reserve was busy with lots of people trying to see the Bearded Tits which were active on their grit trays.
A grand outing marred only by the fact that the cafe was closed. But then that saved me £7 plus.