The identity of chrysanthemaxanthin as a major pigment in avocado pulp has been confirmed by MS and the identity of neoxanthin similarly established. A carbonyl pigment was identified as 3-hydroxy-sintaxanthin. Two new UV fluorescent apocarotenoids were isolated. On the basis of spectrum, behaviour in acid and MS, one of these is assigned the structure 5,8-epoxy-5,8-dihydro-l0'-apo-B-caroten-3,10'-diol. The other has an acid labile pentaene chromophore, and structure (1) has been tentatively assigned on similar evidence. These are the first natural allyic apocarotenols whose structures have been established.