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Bleaching. (a) When applied to flour (q.v.), a treatment with certain oxidizing chemicals that remove the yellow carotenoid (q.v.) pigments, thereby producing a whiter and brighter color in the flour and, in turn, a whiter crumb (q.v.) in the bread (q.v.) made from it. (b) A filtration process for removing color substances naturally present in oils (q.v.). The most common filter agents used for this purpose are diatomaceous earth (q.v.) and activated carbon (q.v.), both of which exhibit high adsorptive (q.v.) capacities.