The purpose of the article is to investigate and make suggestions as to the need to strengthen the innovative development of crop production through the use of new cultivars and hybrids of agricultural crops.

Research methods. In the course of the research were used dialectical methods of cognition of processes and phenomena, in particular monographic method (for analysis of development and provision of innovations in crop production in Ukraine and the world), empirical method (for concerning the complex assessment of the current state of the research object), comparative analysis (for identifying problems and objectives of innovation support in Ukraine), abstract-logical (for synthesis and formulation of conclusions).

Research results. In the process of studying the issues of the development of innovations in crop production and in some European countries, the current state of innovation support was disclosed and its economic and social aspects were analysed. The main results concerning the innovative support of the crop production industry in Ukraine were revealed.

Elements of scientific novelty. The theoretical positions regarding investment development in agriculture were further developed based on modernisation of the varietal composition of seed production of agricultural enterprises, taking into account the achievements of scientific and technological progress, accelerating the solving of important tasks regarding timely cultivar renewal and cultivar substitution, which will promote the introduction of advanced technologies in plant growing, increase productivity and earnings.

Practical significance. Along with some positive changes in innovation, systemic barriers to their development were identified. Proposals for their elimination by active methods, including at the expense of state regulation, were made.