Vitamin A (VA) deficiency is a worldwide public health problem. Biofortifying existing sources of beta-carotene (betaC) and increasing dietary betaC could help combat the issue. Two studies were performed to investigate the relative betaC bioavailability of a betaC supplement to purple, high-betaC 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 betaC supplement. In study 2, which included betaC-biofortified carrots, gerbils (n 39) received orange, high-betaC 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 betaC, alpha-carotene, and VA concentrations. Liver stores of betaC or VA in the gerbils did not differ between orange and purple carrot diets when equal amounts of betaC from each of the diets were consumed (P>0.05). Both the orange and purple carrot diet resulted in higher liver VA compared with the supplement (P<0.05). High-betaC carrots resulted in more than 2-fold higher betaC and 1.1 times greater VA liver stores compared with typical orange carrots (P<0.05). These results suggest that high-betaC 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 betaC from purple carrots.