Beta carotene is a red-orange pigment that is found in plants and fruits, especially carrots and colourful vegetables. The name beta carotene comes from the Greek “beta” and Latin “carota” (carrot). It is the yellow/orange pigment that gives vegetables and fruits their rich colours. The more intense the colour of the vegetable the greater the source of Beta Carotene. The body converts Beta Carotene into vitamin A (retinol), which is critical for vision, and plays an important role in the normal maintenance and formation of lungs, heart, kidneys, and other organs.