It reall is as it sounds. The whole orange (minus the seeds) goes in the mix...
I also like the idea of Orange & Poppyseed cake, but with no poppy seeds and wanting to include more chia, so came to be 'Whole Orange & Chia Seed Cake/Muffins'. I did also have a go at doing a friand tin that had an embellished flower thing on it, but this recipe isn't the right one as a more dense mix is called for.
It's a good recipe and turned out really well - though some silly forgot to get the 'finished' photos before everything got eaten! If you have a favourite orange and poppyseed recipe please do share :)