Biofortification is the mechanism of enhancing the nutritional value by breeding the crops. This can be done either by the traditional selective breeding method or through the genetic engineering method. Biofortification involves making the plant foods nutritious while growing them rather than adding nutrients to the food while processing them as done in the ordinary fortification methods and hence is different. It is occasionally difficult to market the biofortified foods along with the unfortified counterparts as their characteristics could be different.

For example: Enhancing Vitamin A in food produce makes it appear dark yellow or orange in colour. This is a concern in Africa where yellow maize is negatively associated with cattle feed and white fleshed potato is preferred over orange-fleshed potatos.