Asclepias tuberosa, Butterfly Milkweed  a species of milkweed native to eastern and southwestern North America. It is commonly known as butterfly weed because of the butterflies that are attracted to the plant by its orange/yellow/red flowers that provide copious amounts of nectar from June - August. It is attractive to a range of other pollinators as well. 
 
Easily grown in average, dry to medium, well-drained soils in full sun, and typically grows in a clump to 1-2.5'. Drought tolerant. Does well in poor, dry soils. New growth tends to emerge late in the spring. Plants are easily grown from seed, but are somewhat slow to establish and may take 2-3 years to produce flowers.
 
Common throughout NC except in the coastal plain. Click to see it's range in North Carolina
 
More info here