Digital agriculture is likely to transform productive processes both on- and off- farm, as well as the broader social and institutional context using digital technologies. It is largely unknown how agricultural knowledge providing organisations, such as advisors and science organisations, understand and respond to digital agriculture. The concept of ‘organisational identity’ is used to describe both initial understandings of, and emerging responses, to digital agriculture, which together show how organisations ‘digi-grasp’, i.e. make sense of and enact digitalisation in their organisations. The understanding is described using aspects of identity change (i.e. the nature, pace, source and context of digital agriculture), while the responses are outlined through the various attributes of organisational identity (i.e. capabilities, practices, services, clients, partners, purpose and values). We explore this question in the context of New Zealand through 29 semi-structured interviews with different types of agricultural knowledge providers, including farm advisors, science organisations, as well as technology providers. The findings show that digitalisation is often understood as farm-centric, despite being considered disruptive both on- and off-farm. These understandings influence an organisation’s digitalisation responses to digital agriculture. The responses were often ad-hoc, starting with adapting organisational capabilities, practices and services as their clients and partners require, rather than a strategic approach allowing for more flexibility of roles and processes and changing business models. The ad-hoc approach appears to be a response to uncertainty as digital agriculture is in early stages of development. This indicates that agricultural knowledge and innovation system should better support agricultural knowledge providers in digi-grasping and developing a digitalisation strategy, by anticipating possible futures and reflecting on the consequences of these for value propositions, business models and organisational identities of agricultural knowledge providers.

数字农业可能会利用数字技术改变农场内外的生产过程，以及更广泛的社会和制度环境。农业知识提供组织（例如顾问和科学组织）如何理解和响应数字农业，这在很大程度上是未知的。“组织身份”的概念既用于描述对数字农业的初步了解，也用于对数字农业的新反应，共同说明组织如何“数字化抓取”，即在组织中理解和实施数字化。使用身份变化的各个方面（例如，数字农业的性质，步伐，来源和背景）描述了这种理解，同时通过组织身份的各种属性（即能力，实践，服务，客户，合作伙伴，目的和价值）。我们通过对不同类型的农业知识提供者（包括农场顾问，科学组织和技术提供者）进行29次半结构化访谈，在新西兰的背景下探讨了这个问题。研究结果表明，数字化通常被认为以农场为中心，尽管数字化被认为对农场内外都具有破坏性。这些理解影响组织对数字农业的数字化反应。响应通常是临时性的，首先是根据客户和合作伙伴的需要调整组织能力，实践和服务，而不是采用战略性方法，以使角色和流程具有更大的灵活性，并可以更改业务模型。由于数字农业正处于发展的早期阶段，因此临时方法似乎是对不确定性的回应。这表明，农业知识和创新系统应通过预测可能的未来并反思这些对农业知识提供者的价值主张，商业模式和组织身份的后果，更好地支持农业知识提供者进行数字化和制定数字化战略。