β-Carotene is a strongly-colored red-orange pigment abundant in plants and fruits. Plant carotenoids are the primary dietary source of provitamin A worldwide, with β-Carotene as the most well-known provitamin A carotenoid. Carotene is the substance in carrots, pumpkins and sweet potatoes that colors them orange and is the most common form of carotene in plants. Absorption of β-Carotene is enhanced if eaten with fats, as carotenes are fat soluble.