Both digitalization and big data are impacting agriculture. Data collection, storage and analysis are becoming a strategic axis for agricultural productivity and the environment. Key players are jockeying for a position, start-ups are in the line-up. For nations, the stakes are global, be they rich emerging or poor…and the prizemoney is worth hundreds of billions of dollars. Production methods will be disrupted. What does the new ecosystem have in store for farmers, breeders, vegetable growers, winegrowers and others?