Fifteen years after the development of 'Golden Rice', which was the first GMO with health benefits, the developers of such transgenic biofortified crops have little reason to celebrate. To date, none of these GMOs are approved for cultivation, unlike GMOs with agronomic traits. Despite this, six major staple crops have been successfully biofortified with one or more vitamins or minerals. Clearly, these GMOs with health benefits have great potential. In a recent study, from Ghent University, not only the impact of GM crops on human health, but also their market potential was convincingly demonstrated.