Plant breeders face a unique appropriation problem - plants are reproducible, genetic information is heritable and seeds can be multiplied. The paper uses indicators of varietal age as a proxy for durability to examine strategies of planned obsolescence. Using wheat breeding in the UK, evidence of strategies of planned obsolescence is confirmed. This is then corroborated with evidence of tendencies towards increased proliferation of varieties on the market and breeding strategies that focus on incremental productivity improvements (i.e. increased efficiency) and narrow and limited disease resistance (i.e. reduced durability).