"Almost 100 percent of all farmed salmon is artificially colored with either canthaxanthin or astaxanthin, a process sometimes euphemistically called 'color finishing.' Responding to an ever-increasing demand for salmon--which must, however, be pink -- several major chemical companies produce canthaxanthin and astaxanthin for color finishing. Swiss chemical giant Hoffman La Roche synthetically produces canthaxanthin and an astaxanthin called Carophyll Pink from petrochemicals and provides customers with its SalmoFan -- much like an artist's color wheel but in various shades of pink--to help salmon farmers and buyers create and/or order a color that sells well."