Little is known about the bioaccumulation behavior of polybrominated diphenyl ethers (PBDEs) and other halogenated flame retardants (HFRs) in plants and in herbivores. In the present study, PBDEs and several alternative HFRs (AHFRs) were examined in a small herbivorous food chain (paddy soils-rice plant-apple snails) from an electronic waste recycling site in South China. Mean concentrations of total PBDEs were 40.5, 1.81, and 5.54 ng/g dry weight in the soils, rice plant, and apple snails, respectively. Levels of total AHFRs in the samples were comparable to or even higher than those of PBDEs. The calculated plant to soil concentration ratios for most AHFRs (0.05-3.40) were higher than those for PBDEs (0.02-0.23), indicating the greater bioavailability of the AHFRs in the rice plant. All PBDE congeners and Dechlorane Plus (DP) isomers were biomagnified from the rice plant to apple snails, with mean biomagnification factors (BMFs) of 1.1-5.0.