A EULA on fruit?

Unfortunately yes, IMHO one of the worst examples of IP legislation. Monsanto has successfully sued farmers for drying and planting seeds from their crops grown from Monsanto's seeds.

The even more concerning part of this story might be the possibility of GMO grapes and what this will do to existing vines and orchards that get pollinated with GMO materials.

I believe this all started with flower nurseries patenting their particular strains, but at that time you could still legally grow from the seeds if they produced them.