Crossword Genius

Firm originally cultivating a South American shrub (4)

Ross

I believe the answer is:

coca

'south american shrub' is the definition.

'firm originally cultivating a' is the wordplay.
'firm' becomes 'co' (a firm is a company).
'originally' indicates taking the first letters.
The initial letter of 'cultivating' is 'c'.
'co'+'c'+'a'='COCA'

(Other definitions for coca that I've seen before include "Leaves for snow" , "S. American drug crop" , "Drug-yielding shrub" , "Source of drug" , "Drug-producing plant" .)

I've seen this clue in The Times.
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