ttk.Treeview set cell background color based on cell value

I would like to customize a ttk.Treeview such that the cell background color is set according to the value in of a cell. Here is my MWE with a Treeview as a table:

try:
    import Tkinter as Tk
    from Tkinter import ttk
except ModuleNotFoundError:
    import tkinter as Tk
    from tkinter import ttk

if __name__ == '__main__':
    root = Tk.Tk()
    frame = Tk.Frame(root)

    tree = ttk.Treeview(frame.master, columns=("Name", "Hex Code"), show="headings")
    tree.heading('Name', text="Name")
    tree.heading('Hex Code', text="Hex Code")

    tree.pack()

    tree.insert('', 'end', values=("red","#ff0000"))
    tree.insert('', 'end', values=("green","#00ff00"))
    tree.insert('', 'end', values=("pink","#ff1493"))
    tree.insert('', 'end', values=("teal","#00cece"))

    root.mainloop()

In the end it should look like this (without the white background behind the text):

Thanks in advance!