Abstract
—: Phytochrome‐mediated proximity perception and induction of shade avoidance responses provide clues towards a novel genetic engineering approach for the improvement of crop plants. In this Commentary Article, I argue that the elimination, or disablement, of proximity perception and the associated shade avoidance syndrome by transgenic manipulation of phytochrome genes should provide a strategy for the creation of new crop plants in which a greater proportion of assimilates is incorporated into harvestable material. Such a programme would enable increases in agricultural productivity without a requirement for the increased application of agrochemicals. Some potential approaches towards realizing these goals are proposed.