08 Jan 2020 --- Nutrient deficiencies are a matter of global concern. Both obesity and malnutrition are pertinent problems that large parts of the population suffer from and often lead to nutritional deficiencies. The issue is especially pronounced in underprivileged parts of the world. To tackle this, experts employ biofortification, which uses conventional crop breeding to increase micronutrient levels to address preventable deficiencies of key vitamins and minerals. The question remains, however, how useful is this tactic and what role does industry play?