The present invention relates to the production of red pericarp and seed coat in rice, and in particular, compositions comprising a basic helix-turn-helix red anthocyanin transcription factor, Rc, and methods using Rc for identifying rice germplasm comprising Rc including but not limited to grain quality grading and seed certification analysis. In a preferred embodiment, the present invention further relates to promoter sequences Rc binding elements including but not limited to regulatory elements of genes associated with anthocyanidin/proanthocyanidin pathways and the use of these elements for controlling weedy red rice plants and controlling the spread of transgenes into weedy red rice plants.