A recent article referred to one of the reasons that growers need access to new strawberry varieties is that there is an inherent loss in vigor through the propagation process. That growers need access to new varieties to remain competitive is absolutely true, but that they need access to new varieties because the existing ones decline in vigor is not.
Plants do not invariably “lose their pep after years of cloning”. Indeed, reputable nurseries avoid a loss of vigor in a variety by periodically going back to meristem culture in order to keep their plant stock strong and productive. It does happen (especially in some formerly popular caneberry varieties - compare Ollalieberry in the field today to what was around in the early nineties) that older varieties of less demand don't have the meristem work done as frequently and subsequently become less vital over time.
What is meristem culture? Meristem culture is the excision of a cluster of actively dividing cells from the meristem (tip) of a newly formed strawberry runner, followed by surface sterilization, placement on a special medium, subsequent rooting, gradual acclimation of the new plant and transfer to a secure greenhouse. While some cases of genetic instability from repeatedly doing meristem culture have been noted in the literature, this cannot be described as a drift towards a loss in vigor of a variety. At any rate, programs for production of true to type (identical) plant stock using meristem culture have been used for a long time at any of the strawberry nurseries in business today.
A good example of how well and long a popular variety can be maintained through meristem culture would be the strawberry variety ‘Chandler'. Chandler continues to be widely planted by direct marketers because consumers just love its flavor and quality. Consider though that this variety was patented in 1984 by the University of California, and has had no apparent loss in vigor in all this time because the nurseries continue to go back to meristem culture to maintain it.
Growers have rumored that the variety ‘Albion' has been losing its vigor, but work at the Pomology Field Station in Watsonville over several years shows that this was not at all true. The Albion grown at this field station has experienced NO loss in yield since it was first released. Rather the rumored "loss in vigor" of the very widely planted Albion is almost certainly because of the industry wide steady drift away from methyl bromide fumigation to less effective alternatives like 1,3-D and chloropicrin.