In remote rural areas Golden Rice could constitute a major contribution towards sustainable vitamin A delivery. To achieve this goal a strong, concerted, and interdisciplinary effort is needed. This effort must include scientists, breeders, farmers, regulators, policy-makers, and extensionists. The latter will play a central role in educating farmers and consumers as to their available options. While the most desirable option woud be a varied and adequate diet, this goal is not always achievable, at least not in the short term. The reasons are manifold, ranging from tradition to geographical and economical limitations. Golden Rice is a step in the right direction in that it does not create new dependencies or displace traditional foodstuff.