This paper illustrates the concepts of short synthesis, high selectivity and reduce effluent for industrial processes in the field of vitamin A and E synthesis. We have selected four reactions to demonstrate how organometallic chemistry can improve industrial synthesis : isomerisation of methylbutynol 1 to prenal 2; Carbon - Carbon coupling and new access to geranylacetone ; Hydrogenation of alpha beta-unsaturated aldehydes ; Oxidation and access to trimethylhydroquinone.