The use of a new, inexpensive scanning reflectometer, the Colortron, as a field and laboratory colorimeter is investigated. The results obtained from a series of color swatches and from a variety of fruit samples are compared with those obtained from other commercially available, but more expensive, colorimeters (Hunter and Minolta). The Colortron is shown to be very good for gathering and analyzing data. The results of all three instruments were extremely close when measuring color swatches, but the Colortron gave aberrant results with certain fruit having translucent skin and flesh. Despite this caveat, it still has considerable potential for the measurement of fruit color in the field and laboratory.