The ground seeds are widely used in traditional dishes inSouth and Central America, the Caribbean, and Mexico; such as cochinita pibil, chicken in achiote and caldo de olla. Annatto and its extracts are also used as an industrial food coloring to add yellow or orange color to many products such as butter, cheese,sausages, cakes, and popcorn.
http://en.wikipedia.org/wiki/Bixa_orellana