Precision agriculture concerns the continuous and pervasive monitoring of crops and the surrounding environment, which in turn allows fast and targeted interventions. Reducing the need for undifferentiated or late interventions has the potential of reducing the cost of treatments. A detailed knowledge of the health state, nutritional and irrigation conditions of crops need to be built at suitable time and space scales. Current agro-environmental monitoring systems are not easily up-scalable at territorial scale and down-scalable at small farm scale. Furthermore, they lack integration between monitoring/interaction systems, and do not consider farm-to-farm communication and the knowledge of communities of practice. We will introduce these topics and discuss related research challenges and commercial opportunities.