Vitamin A (VA) deficiency is a worldwide public health problem. Biofortifying existing sources of beta-carotene (beta C) and increasing dietary beta C could help combat the issue. Two studies were performed to investigate the relative beta C bioavailability of a beta C supplement to purple, high-beta C orange, and typical orange carrots using Mongolian gerbils (Meriones unguiculatus). In study 1, which used a traditional bioavailability design, gerbils (n 32) received a diet containing orange, purple, or white carrot powder, or white carrot powder +a beta C supplement. In study 2, which included beta C-biofortified carrots, gerbils (n 39) received orange, high-beta C orange, purple, or white carrot powder in their diet. Both studies lasted 21 d and the gerbils were killed to determine the effect of carrot type or supplement on serum and liver beta C, alpha-carotene, and VA concentrations. Liver stores of beta C or VA in the gerbils did not differ between orange and purple carrot diets when equal amounts of beta C from each of the diets were consumed (P > 0 center dot 05). Both the orange and purple carrot diet resulted in higher liver VA compared with the supplement (P < 0 center dot 05). High-beta C carrots resulted in more than 2-fold higher beta C and 1 center dot 1 times greater VA liver stores compared with typical orange carrots (P < 0 center dot 05). These results suggest that high-beta C carrots may be an alternative source of VA to typical carrots in areas of VA deficiency. Second, phenolics including anthocyanins and phenolic acids in purple carrot do not interfere with the bioavailability of beta C from purple carrots.