Agriculture sensors provide data assisting farmers in monitoring and optimising crops by adapting to changes in the environmental conditions. Integrating these data with other data derived from satellites could further enhance regional agricultural monitoring but would require a paradigm shift in the data ownership and governance models. The vision of the EU-funded ScaleAgData project is to gain insight into how integrated data streams should be governed to the benefit of all stakeholders, especially the farmers. By upscaling these data, this wealth of information can be shared with a larger farmer community, thus shrinking the technological inequality in the sector. Specific attention will be paid to innovations in sensor technology, edge computing, data analytics and novel Earth observation products.