The present invention relates to means and methods for modifying the expression of a component in the carotenoid biosynthetic pathway to modify the production of carotenoid towards accumulation of at least one of phytoene, phytofluene, zeta carotene or combinations thereof. The present invention further relates to genetically altered organisms having elevated content of these carotenoids. The present invention further relates to genetically altered organisms having elevated content of these carotenoids, particularly in chromoplast-containing cells.
