The mutualism between plants and pollinators is built upon the trophic ecology of flowers and florivores. Yet the ecology of flowers‐as‐food is left implicit in most studies of plant–pollinator ecology, and it has been largely neglected in mainstream trophic ecology. This deficit is especially evident in an emerging issue of basic and applied significance: competition between pollinators for floral resources. In this synthesis, we start by exploring the notion of floral resource limitation upon which most studies concerning competition between pollinators are tacitly predicated. Both theoretical and empirical lines of evidence indicate that floral resource limitation must be understood as a complex ecological contingency; the question is not simply whether but when, where and in what regions of floral trait space resources are limiting. Based on this premise, we propose a framework for understanding floral resource availability in terms of temporal, spatial and functional structure. While this framework is conceptually intuitive, it is empirically and analytically demanding. We review existing methods for measuring and summarizing the multi‐dimensional structure of floral resources, highlight their strengths and weaknesses, and identify opportunities for future methods development. We then discuss the causal relationships linking floral resource structure to species coexistence, plant–pollinator community dynamics, and exogenous drivers like climate, land use, and episodic disturbances. In its role as both cause and effect, floral resource structure mediates the relationship between behavioral ecology, landscape ecology, and coexistence theory with respect to flowers and florivores. Establishing floral resource structure as an object of study and application will both shed light on basic questions of coexistence and guide management decisions concerning contentious issues such as the compatibility of apiculture with wild pollinator conservation and the appropriate use of floral enhancements in agri‐environment schemes.