Iochroma is a genus of about 34 species of shrubs and small trees found in the forests of South America. They range from Colombia to Argentina or when certain species are excluded (see below) from Colombia to Peru. Their hummingbird pollinated flowers are tubular or trumpet-shaped, and may be blue, purple, red, yellow, or white, becoming pulpy berries. The cupular calyx is inflated in some species. The leaves are alternate, simple, and entire.