Nucleic acid sequence capable of regulating transcription during embryogenesis in plants is provided. This sequence may be used in transgenic plants to promote high levels of expression of foreign and endogenous genes in developing seeds to affect seed lipid metabolism, protein or carbohydrate composition and accumulation, or seed development. In addition, these sequences may be useful for the production of modified seed containing novel recombinant proteins which have pharmaceutical, industrial or nutritional value, or novel products like plastics.