The present invention relates generally to an apparatus for and a method of measuring and selecting grain for use in milling, or seed for use in plant breeding. Said method is adapted to optically analyze seeds/grains to qualitatively and quantitatively characterize the seed/grain, and more particularly, to analyze the gradation of color, whiteness, and hard endosperm of the seed/grain. This method and apparatus perform color image analysis of seed/grain sample(s) to characterize multiple quality traits.