To provide a coloring accelerator for fruit and vegetable, in particular, for prune fruit.

The coloring accelerator for prune fruit contains 0.05-0.5 wt.% of rumput roman extract obtained from Artemisia capillaris Thunb., and exerts excellent coloring acceleration effect on the prune fruit. Use of the coloring accelerator for the prune fruit harvested before ripened results in improving coloration on fruit skin during a distribution process, particularly during a shelf period from store front to consumers while maintaining freshness in suppleness, luster, and taste so as to increase the commercial value of the prune fruit.