Cycads, an ancient group of plants dating from the time of the dinosaurs, are threatened globally by extinction. The plants are also coveted by collectors, especially rarer specimens. In South Africa, a hotspot of cycad diversity, this demand has given rise to a harmful illicit market that has placed dozens of species at risk. Thousands of cycads have been dug up from the wild, with poachers using a legal cycad market to launder their harvests.