Carotenoids are synthesized de novo by plants, where they play fundamental physiological roles as photosynthetic pigments and precursors for signaling molecules. They are also essential components of a healthy diet, as dietary antioxidants and vitamin A precursors. Vitamin A deficiency is a public health problem in developing countries, which has prompted a series of efforts toward the biofortification of plant-derived foods with provitamin A carotenoids (mainly β-carotene), giving rise to 'golden' crops. Since the 'golden rice' exploit, a number of biofortified crops have been generated, using transgenic approaches as well as conventional breeding. Bioavailability studies have demonstrated the efficacy of several 'golden' crops in maintaining vitamin A status. This review presents the state of the art and the areas that need further experimentation.