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.