Abstract: A transgenic higher plant, seed containing the transgene, and methods of providing enhanced carotenoid accumulation are disclosed. The transgenic higher plant has a genomic structural gene that encodes a chimeric polypeptide conjugate and over accumulates a colored native carotenoid in a preselected storage organ relative to the accumulation in a non-transgenic plant of the same type. Expression of the chimeric polypeptide is driven by a promoter operatively linked to that structural gene that provides storage organ-enhanced expression. The chimeric polypeptide has an N-terminal plastid transit peptide portion whose C-terminus is linked to the N-terminus of a non-higher plant phytoene synthase enzyme.