Mexican rice is also referred to as "arroz rojo," which means "red rice." The main reason that it gets a red/orange color is from the diced tomatoes although some swear by tomato bouillon cubes if you can find them. The tomatoes, along with the tomato juice, are added to the skillet and simmer with the rice for about 20 to 25 minutes. The color is really infused during this cooking time. The chicken bouillon cubes and cumin also add to the vibrant orange tone.