Per Wikipedia:

> Golden rice is a variety of rice (Oryza sativa) produced through genetic engineering to biosynthesize beta-carotene, a precursor of vitamin A, in the edible parts of rice.[1] It is intended to produce a fortified food to be grown and consumed in areas with a shortage of dietary vitamin A,[2] a deficiency which is estimated to kill 670,000 children under the age of 5 each year.

So, yes, genetically-modified to produce more beta carotene.