Enormous progress has been made in understanding the genetics and biochemistry of starch synthesis in crop plants. Furthermore, starch remains at the very epicenter of the world's food and feed chains and has even now become one of the world's most important sources of biorenewable energy (biofuel). Yet, despite this remarkable progress and the obvious economic importance, very little has been achieved in terms of adding value to starch or increasing starch yield, particularly in cereal crops. Here, we review the genetics and biochemistry of starch synthesis in crop plants, particularly maize. With all this know-how in place and a chasm of opportunity ahead, the time is right to see science deliver progress into a new frontier. Thus, in our view the stage is set for a new era of changes in starch synthesis, delivering enhancements in functionality and yield.