In Petunia, the expression of the 5‐enolpyruvylshikimate‐3‐phosphate synthase gene (EPSPS) is tissue‐specific and developmentally regulated. Nuclear extracts from Petunia petal contain a factor that interacts with the 5′ upstream region of EPSPS. DNase I footprinting experiments revealed four strong binding sites (EP1‐EP4) and several weaker sites that appear to bind the same factor. We have isolated a cDNA clone (EPF1) encoding a DNA‐binding protein that has similar binding activity to that of the nuclear factor. The deduced amino acid sequence shows that the encoded protein, EPF1, contains two repeats of a Cys2/His2 zinc finger motif. EPF1 and the factor detected in nuclear extracts appear to differ in their molecular weight and Zn2+ requirements. Nevertheless, Northern blot analyses showed that the expression pattern of EPF1 is remarkably similar to that of EPSPS. In addition, as determined by translational fusion of the EPF1 upstream region to the beta‐glucuronidase reporter gene, the cell specific expression pattern of EPF1 in flower and seedling is nearly identical to that of EPSPS. Taken together with the results of cis‐element analyses, these observations suggest that EPF1 may be one of the factors involved in the activation of EPSPS.