possibly plantago
It is a species of Craspedia; I am not sure whether it has a species or varietal name but it is found on the coast from Westport south to Punakaiki perhaps further. I have addded a photo of the same plant from Charleston.
Hi, yes, I agree with David that this is not a Plantago.
It is a Craspedia. There are two different craspedias (research on them is still in process), one growing at Punakaiki / Seal Is and one at Charleston.
Cool thanks. Interesting.
(JPG format, max 500kB)