A chloroplast is a plastid(membrane-bound organelle)that contains chlorophyll, carotene, and xanthophyll pigments and is responsible for preparation of food in plants. chloroplasts are easy to confuse with chromoplasts because they contain carotene and xanthophyll as well but lack chlorophyll and cant make food for plants.chromoplasts do not contain chlorophyll, they don't play any true roll in photosynthesis. Their main job is to "make the plant look pretty." This isn't necessarily for human amusement. Instead, it is to attract insects, such as bees and butterflies, and animals, such as rodents. This attraction is important to the reproductive cycle of the plant, but that is a whole other question. chloroplast are not used for attraction.