There is no life without soil to provide food, feed, fibre and wood. Understanding how soils are changing in response to land use management, climate change, and pollution is at the forefront of environmental research to reduce degradation and deliver vital functions such as, food production, transforming and recycling waste, and storing carbon. We have identified an important market failure that results in the loss of high quality strategic soil data for industry and policy. Farmers collect soil samples every year that they have analysed in commercial laboratories, this data lacks basic location information and is generally collected through paper based systems inhibiting data flows that would stimulate new business opportunities. Therefore, we will turn farmer's soil analysis into 'smart soil data' to unlock the secrets of the soil. More than 0.5 million soil samples, collected by the farming industry every year are without location information and digitally undiscoverable. 'smart soil data' is digital, discoverable, with gps positioning and accredited laboratory analysis. By making soil data smart we can begin to address the questions for which we need big data, such as why have we reached a yield plateau, and why does yield decline follow crop rotation, is soil carbon stock declining? In order to unlock these secrets we need 'smart soil data'. MySoil sample will address this, a web and app based digital data capture system built on the tried and tested NERC iRecord platform. We will: i) build a digital data hub for owners to privately store or share industry data, making anonymized data discoverable and interoperable. ii) a web and smartphone soil sample data collection system with GPS, and iii) create anonymous digital data pipelines to interpretive benchmarking portals for industry. This will open up new markets and business opportunities for collecting and using high level anonymized, 'smart soil data'. We call our system 'mySoil-sample', which builds on our success in crowdsourcing soil data using 'mySoil' (4000+ records) and wildlife data using 'iRecord' (50,000+ records). The new data acquisition system will provide a strategic data resource that will add value to data and inform both industry and policy makers. This is now vital, as Brexit may pose a range of new challenges for farmers and agri-business to remain competitive. There has never been more need to understand how our natural resources can respond to this economic and societal challenge. We will use the power of the crowd (farming and conservation communities), combined with tried and tested NERC digital crowdsourcing data acquisition systems, both web and app based to support industry and policy.