Over the past several years there is observed a growing interest in alternative methods of producing vitamins. This is a response to the production of highly processed food often devoid of those essential for the functioning of the body substances; also it is a search of the solutions to the problem of food shortages in the developing countries. This issue refers, in particular, to the vitamin A and its carotenoid precursors, the deficiency of which in the diet may result in visual impairment and even lead to death. The objective of the research study was to present the strategies associated with the microbiological synthesis of carotenoids, which takes place, among other things, in Escherichia coli cells and in some selected species of microalgae and fungi. The application of microbiological methods in the production of those nutraceuticals results in the cost reduction, decrease in the waste quantities and energy expenditure cut; also it makes it possible to use new raw materials, such as atypical sugars derived from the fruit and vegetable processing industry by-products or vegetable oils. In the paper, there were also presented genetic engineering strategies used to modify a carotenoid biosynthesis pathway in plant tissues and targeted at accumulating selected compounds as were the issues related to their bioavailability in the products produced. The discussion on the carotenoid production processes was preceded by the characteristic of the most important properties and nutritional values of vitamin A and its carotenoid precursors. Particular attention was paid to both the issues referring to the selection of strains and the conditions of microalgae cultures as carotenoid overproducers and the plant cell transformation processes intended for obtaining plant varieties rich in provitamin A; the whole was exemplified by the „Golden Rice” project and prospects for its development.