An isolated nucleic acid sequence comprising a nucleotide sequence which corresponds to a promoter-active region of a DNA sequence is provided herein, wherein the isolated nucleic acid sequence is derived from a cereal seed. The isolated nucleic acid sequences are useful for the control of high levels of gene expression within specific tissues of a cereal seed. Also provided are genetic constructs comprising the isolated nucleic acid sequences (and variants thereof) operably-linked to a transcribable sequence, methods of producing a recombinant protein using said genetic constructs and methods of facilitating target expression to a plant endosperm.
