Agriculture is faced with contrasting requirements from the broader society. On the one hand, agriculture needs to expand production to be able to feed a growing global population. Furthermore, the developing bio-economy requires agriculture to produce for a range of non-food objectives such as bio-fuel, textile fibres, etc. On the other hand, concerns over the environment, climate, biodiversity and other ecosystem services place restrictions on conventional agricultural production. Precision agriculture can be part of the response to these often conflicting issues by employing technologies that in a precise and targeted approach reduce resource use and increase yield. Furthermore, the growing demand for higher value food products in terms of health and quality require traceability and information about production processes and resource use, which also correspond with the possibilities offered by precision agriculture technology. The general movement towards higher integration in food supply chains is a natural extension of the requirements for traceability and product information, which are integral parts of precision agriculture.