In chromatography, the binding of a compound is measured by the ratio of the time stuck to the stationary phase versus the time carried along by the mobile phase. It is neither infinite nor zero, but some intermediate value. Each substance has its own ratio that is a function of many different factors. Some factors are under the control of the chromatographer. So if you need to separate a mixture and quantify its components, you manipulate things so that the ratios (called capacity factor or k') are convenient and different enough.
Corn meal contains zeaxanthin which elutes in the same general vicinity as retinol and retinol acetate. How much signal do you get for unfortified corn meal? If it is more than a very small percentage of the expected vitamin A content, you need more column.