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Discusses the influence of cereal breeding on yield increase. Suggests that future breeding programmes should be based on both financial information and yield. Summarizes the results of a first attempt to include financial and yield data for the National Institute of Agricultural Botany (NIAB) leaflet Recommended Varieties of Cereals. Discusses implications for breeders and farmers. Suggests that evaluation by financial margins will be the criterion of greatest importance in a future agricultural environment dictated by a movement of cereal prices towards world levels under present common agricultural policy.

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