The pollination requirements of West Indian cherry (Malpighia emarginata DC) were investigated in NE Brazil through observations of flower morphology, floral rewards, anthesis, anther dehiscence, stigma receptivity, pollen cross and self-compatibility and proportion of fruit set. Potential insect pollinators and their foraging behaviour were also studied, and the pollination efficiency of the most frequent flower visitor, the bee Centris tarsata Smith (Anthophoridae), was assessed using single visits to flowers. It was shown that the West Indian cherry flower has a short lifespan, thus requiring pollination on the day of anthesis, when both cross- and self-pollen grains set fruit. The flower can potentially be pollinated by an array of insect visitors, but only oil-collecting bees of the genus Centris find it very attractive. Centris tarsata appeared as the main pollinator of West Indian cherry in the area studied, and farmers are advised to encourage its presence in orchards. Despite high levels of natural pollination, only 30% of flowers set fruits. It is suggested that a high proportion of abnormal ovule development may be responsible for low fruit set where pollination is satisfactory, and that West Indian cherry varieties showing a lower percentage of such abnormalities should be selected for.