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). Binds to and activates the promoters of at least ODO1, IGS1 and PAL1