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Technologies, from molecular genetics to precision agriculture, are outpacing theory, which is becoming a bottleneck for crop improvement. Here, we outline theoretical insights on the wheat phenotype from the perspective of three evolutionary and ecologically important relations—mother–offspring, plant–insect and plant–plant. The correlation between yield and grain number has been misinterpreted as cause-and-effect; an evolutionary perspective shows a striking similarity between crop and fishes. Both respond to environmental variation through offspring number; seed and egg size are conserved. The offspring of annual plants and semelparous fishes, lacking parental care, are subject to mother–offspring conflict and stabilizing selection. Labile reserve carbohydrates do not fit the current model of wheat yield; they can stabilize grain size, but involve trade-offs with root growth and grain number, and are at best neutral for yield. Shifting the focus from the carbon balance to an ecological role, we suggest that labile carbohydrates may disrupt aphid osmoregulation, and thus contribute to wheat agronomic adaptation. The tight association between high yield and low competitive ability justifies the view of crop yield as a population attribute whereby the behaviour of the plant becomes subordinated within that of the population, with implications for genotyping, phenotyping and plant breeding. [ABSTRACT FROM AUTHOR]