This week has taken me to far flung Benguerir in central Morocco to attend the inaugural Agri Analytics meeting. This is a forum about digital agriculture, and I was keen to see how other people in the world are grappling with the data and associated analytics and processes which are driving the present revolution in agriculture throughout the world. These sorts of meetings are becoming regular events around the world, with Australia being no stranger to them either where I have attended a few to date. The format for this particular meeting were a number of invited talks by people from mainly universities and the private sector to a diverse audience which included Government officials dealing in agriculture, public institutions, academics and post-grad students, farmer groups, and digital ag service providers. There was an international flavour to this meeting but most people were from either Africa or Europe, with a few from Latin America and the US. I was the only attendee from Australia, and I met a colleague from New Zealand, so we were kind of special perhaps even exotic. I presented some work on digital soil mapping, and what we know we can do with it already for delivery of critical soil information to support decision making at all manner of spatial scales.