diff --git a/plugins/flashrom/README.md b/plugins/flashrom/README.md
index b08eb9d10..14f580f16 100644
--- a/plugins/flashrom/README.md
+++ b/plugins/flashrom/README.md
@@ -2,7 +2,10 @@
 
 ## Introduction
 
-This plugin uses `flashrom` to update the system firmware.
+This plugin uses `libflashrom` to update the system firmware.  It can be used
+to update BIOS or ME regions of the flash.  Device for ME region is created
+only if "Intel SPI" plugin indicates that such a region exists, which makes
+"Intel SPI" a dependency of this plugin for doing ME updates.
 
 ## Firmware Format
 
@@ -45,6 +48,16 @@ Internal device uses hardware ID values which are derived from SMBIOS.
 They should match the values provided by `fwupdtool hwids` or the
 `ComputerHardwareIds.exe` Windows utility.
 
+One more GUID has the following form:
+
+* `FLASHROM\VENDOR_{manufacturer}&PRODUCT_{product}&REGION_{ifd_region_name}`
+
+Its purpose is to target specific regions of the flash as defined by IFD (Intel
+SPI Flash Descriptor), examples:
+
+* `FLASHROM\VENDOR_Notebook&PRODUCT_NS50MU&REGION_BIOS`
+* `FLASHROM\VENDOR_Notebook&PRODUCT_NS50MU&REGION_ME`
+
 ## Update Behavior
 
 The firmware is deployed to the SPI chip when the machine is in normal runtime
diff --git a/plugins/flashrom/fu-plugin-flashrom.c b/plugins/flashrom/fu-plugin-flashrom.c
index 386847c07..fcd0f4472 100644
--- a/plugins/flashrom/fu-plugin-flashrom.c
+++ b/plugins/flashrom/fu-plugin-flashrom.c
@@ -142,15 +142,31 @@ fu_plugin_flashrom_device_set_hwids(FuPlugin *plugin, FuDevice *device)
 	}
 }
 
-static gboolean
-fu_plugin_flashrom_coldplug(FuPlugin *plugin, GError **error)
+static FuDevice *
+fu_plugin_flashrom_add_device(FuPlugin *plugin, FuIfdRegion region, GError **error)
 {
 	FuContext *ctx = fu_plugin_get_context(plugin);
 	const gchar *dmi_vendor;
-	g_autoptr(FuDevice) device = fu_flashrom_device_new(ctx, FU_IFD_REGION_BIOS);
+	const gchar *product = fu_context_get_hwid_value(ctx, FU_HWIDS_KEY_PRODUCT_NAME);
+	const gchar *vendor = fu_context_get_hwid_value(ctx, FU_HWIDS_KEY_MANUFACTURER);
+	const gchar *region_str = fu_ifd_region_to_string(region);
+	g_autofree gchar *name = g_strdup_printf("%s (%s)", product, region_str);
+	g_autoptr(FuDevice) device = fu_flashrom_device_new(ctx, region);
 
-	fu_device_set_name(device, fu_context_get_hwid_value(ctx, FU_HWIDS_KEY_PRODUCT_NAME));
-	fu_device_set_vendor(device, fu_context_get_hwid_value(ctx, FU_HWIDS_KEY_MANUFACTURER));
+	fu_device_set_name(device, name);
+	fu_device_set_vendor(device, vendor);
+
+	fu_device_add_instance_str(device, "VENDOR", vendor);
+	fu_device_add_instance_str(device, "PRODUCT", product);
+	fu_device_add_instance_strup(device, "REGION", region_str);
+	if (!fu_device_build_instance_id(device,
+					 error,
+					 "FLASHROM",
+					 "VENDOR",
+					 "PRODUCT",
+					 "REGION",
+					 NULL))
+		return NULL;
 
 	/* use same VendorID logic as with UEFI */
 	dmi_vendor = fu_context_get_hwid_value(ctx, FU_HWIDS_KEY_BIOS_VENDOR);
@@ -162,17 +178,19 @@ fu_plugin_flashrom_coldplug(FuPlugin *plugin, GError **error)
 	fu_plugin_flashrom_device_set_hwids(plugin, device);
 	fu_plugin_flashrom_device_set_bios_info(plugin, device);
 	if (!fu_device_setup(device, error))
-		return FALSE;
+		return NULL;
 
 	/* success */
 	fu_plugin_device_add(plugin, device);
-	return TRUE;
+
+	g_object_ref(device);
+	return device;
 }
 
 static void
 fu_plugin_flashrom_device_registered(FuPlugin *plugin, FuDevice *device)
 {
-	GPtrArray *our_devices;
+	g_autoptr(FuDevice) me_device = NULL;
 	const gchar *me_region_str = fu_ifd_region_to_string(FU_IFD_REGION_ME);
 
 	/* we're only interested in a device from intel-spi plugin that corresponds to ME
@@ -182,16 +200,21 @@ fu_plugin_flashrom_device_registered(FuPlugin *plugin, FuDevice *device)
 	if (g_strcmp0(fu_device_get_logical_id(device), me_region_str) != 0)
 		return;
 
-	our_devices = fu_plugin_get_devices(plugin);
-	for (guint i = 0; i < our_devices->len; i++) {
-		FuFlashromDevice *our_device =
-		    FU_FLASHROM_DEVICE(g_ptr_array_index(our_devices, i));
-		if (fu_flashrom_device_get_region(our_device) == FU_IFD_REGION_ME) {
-			/* unlock operation requires device to be locked */
-			if (fu_device_has_flag(device, FWUPD_DEVICE_FLAG_LOCKED))
-				fu_device_add_flag(FU_DEVICE(our_device), FWUPD_DEVICE_FLAG_LOCKED);
-		}
-	}
+	me_device = fu_plugin_flashrom_add_device(plugin, FU_IFD_REGION_ME, NULL);
+	if (me_device == NULL)
+		return;
+
+	/* unlock operation requires device to be locked */
+	if (fu_device_has_flag(device, FWUPD_DEVICE_FLAG_LOCKED))
+		fu_device_add_flag(me_device, FWUPD_DEVICE_FLAG_LOCKED);
+}
+
+static gboolean
+fu_plugin_flashrom_coldplug(FuPlugin *plugin, GError **error)
+{
+	g_autoptr(FuDevice) device =
+	    fu_plugin_flashrom_add_device(plugin, FU_IFD_REGION_BIOS, error);
+	return (device != NULL);
 }
 
 static gboolean