MYB-type transcription factor controlling the production of volatile organic compounds (VOCs), including floral volatile benzenoids and phenylpropanoids (FVBP), in flowers of fragrant cultivars (e.g. cv. Mitchell and cv. V26) by regulating the expression of ODO1, a key regulator of the shikimate pathway, and of several biosynthetic floral scent-related genes (e.g. IGS, EGS, BSMT1, BSMT2, PAL1, PAL2, EPSPS, DAHPS, CS, CM1, ADT1 and PPA-AT) (PubMed:23275577). Binds to and activates the promoters of at least ODO1, IGS1 and PAL1 (PubMed:23275577). Expressed exclusively in flower organs (PubMed:23275577). Accumulates mostly in flower limbs, to a lower extent in pistils and flower tubes, and, at low levels, in stamens (PubMed:23275577). Accumulates progressively in flower limbs during flower development, reaching maximal levels at anthesis. Circadian-regulation with higher levels during the light period in flowers (PubMed:23275577). Activated by EOBII but repressed by ODO1 via the regulation of its promoter (PubMed:23275577). Down-regulation of ODO1 and numerous structural scent-related genes from both the shikimate and phenylpropanoid pathways (e.g. IGS, EGS, BSMT1, BSMT2, PAL1, PAL2, EPSPS, DAHPS, CS, CM1, ADT1 and PPA-AT) leading to reduced volatiles scent production (e.g. phenylpropanoid: benzyl alcohol, benzylbenzoate, methylbenzoate, methylsalicylate, eugenol and isoeugenol).