This paper proves that the fractional version of Hedetniemi's conjecture is true. Namely, for any graphs G and H, chi(f) (G x H) = min {chi(f)(G), chi(f)(H)}. As a by-product, we obtain a proof of the Burr-Erdos-Lovasz conjecture: For any positive integer n, there exists an n-chromatic graph G whose chromatic Ramsey number equals (n - 1)(2) + 1. (C) 2011 Elsevier Ltd. All rights reserved.