Why are some foods added achuete extract?

Achuete extract, derived from the seeds of the annatto tree, is commonly added to foods for its vibrant orange-red color and subtle earthy flavor. It serves as a natural coloring agent in a variety of products, including cheeses, butter, and processed meats, enhancing their visual appeal. Additionally, achuete is often used in traditional dishes to impart a distinctive hue and flavor profile, contributing to the overall sensory experience of the food.