Red color development is an important factor for consumer acceptance of California "Fuji" apples. Several attempts to improve red color development, including delaying harvest, have been unsuccessful in warm production areas. In California, late harvest has been associated with physiological problems such as skin cracking and internal browning. A study conducted under the warm San Joaquin Valley conditions reveals a new approach to economically enhance "Fuji" red color. The use of reflective materials between tree rows enhanced red color development without reducing fruit quality under poor and good orchard conditions.