This presentation covers genetic, genomic, and breeding research on provitaminA and other carotenoid compounds in maize grain. The carotenoid biosynthetic pathway is well characterized and many genes in the maize pathway have been cloned. These genes facilitate research on understanding genetic control of quantitative variation for carotenoids, and enable allele specific marker assisted selection. Results reveal QTL that map to locations of maize genes in the carotenoid pathway. This includes phytoene synthase, zeta carotene desaturase, lycopene epsilon cyclase, and a hydroxylase. A major QTL maps to same location as white cap mutant gene, homologous to Arabidopsis CCD1 cleavage enzyme. This cleavage enzyme provides another potential selection avenue, complementary to selection for altering flux into and within the carotenoid pathway, that of reducing degradation. Association analysis strongly supports the lycopene epsilon cyclase gene as basis of the QTL that influences flux into the alpha versus beta branch of pathway, and thus increases levels of provitamin A compounds beta-carotene and beta-cryptoxanthin. Association analysis results for other genes will be presented, along with ongoing allele specific selection strategies to increase levels of provitamin A compounds in germplasm adapted to US and throughout developing world.