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Observation - image. Description: Uncertain of the name of this plant, growing on someone's allotment. Clearly planted to attract pollinators, alongside borage and calendulas. Identification please? Also is it a self-seeding annual, or a perennial?

Uncertain of the name of this plant, growing on someone's allotment. Clearly planted to attract pollinators, alongside borage and calendulas.
Identification please? Also is it a self-seeding annual, or a perennial?