Why are all those coneflowers called coneflowers? This is the dried head of a prairie coneflower. The somewhat conical part is the receptacle that holds all those tiny flowers at the center of the flower head. And at this stage holds, then dispenses the seeds. All flowers in the aster family have receptacles, many are flatter or even concave. Some with columnar or conical receptacles, particularly in the genera Echinacea, Ratibida, and Rudbeckia, are named for that feature.