Better known in Latin markets as achiote and atsuwete or achuet in Philipines, the seeds of the shrub are used for both spice and dyestuff. Its bright and exotic appearance is used to color many dishes including : confectionery, butter, smoked fish and cheeses like Cheshire, Leicester, Edam and Muenster.
Its bouquet is slightly peppery with a hint of nugmeg.
The Mayan Indians used the bright dye as war paint and its face paint use continues in the cosmetic manufacturing.