Mineral deficiencies, such as a lack of iron and zinc, are a global concern and especially in the developing world. Health issues associated with sub-optimal levels of these and other minerals can manifest as mild anemia, or impaired wound healing and immunity, but can also become serious conditions leading to death, abnormal development, and impaired cognition. These health effects become chronic and then begin to translate into widespread societal and economic problems. All minerals, whether ingested directly from crops or as meat via livestock, are derived from agricultural products. Therefore, while we have succeeded in feeding the world, ensuring that the agricultural products being provided is of high nutritional value is the next challenge. Dr Hiroshi Masuda, a plant nutritionist currently based at Akita Prefectural University in Japan, is working alongside Dr May Sann Aung, also a plant nutritionist, to address the iron and zinc biofortification in rice.