John Deere has been a leader in row crop machinery for decades. Now, the company is focusing on higher-value crops, such as trees, vines, and vegetables.
To achieve this, they recently acquired GUSS, a company founded in 2017 and already recognized as one of the premier builders of automated agricultural machinery, with a focus on autonomous spray technology in particular.
Speaking to some of the motivations behind the acquisition, John Deere representative Sean Sundberg explained that the reputation and staying power of the John Deere brand is expected to lead to greater producer confidence and increased willingness to adopt such cutting-edge technology sooner rather than later:
“The high value crop grower, has a lot of hesitance to adopt it because they don’t know if that startup’s going to be there nine months from now, and it leads to saying, ‘Hey, I’m going to do what I know is going to work to protect my profits, and that may or may not be adopting technology immediately.’”
John Deere representative Kaylene Ballesteros took RanchHer host, Janie Johnson, on a tour of the company’s exciting, new offerings at NCBA CattleCon in Orlando.
February 05, 2024 12:54 PM
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Beekeepers across the nation face a common challenge during winter—helping bee colonies survive the harsh conditions. Now, a new product developed by an innovated apiarist is changing the game. Enter, the Hive Hugger.
December 07, 2023 12:30 PM
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Shaun Haney, host of Rural Radio Channel 147’s Real Ag Radio, joined us Friday on Market Day Report with an update on the important vote involving the use of ag machinery in Canada.
November 03, 2023 02:14 PM
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Author Lee Klancher joined RFD-TV’s Market Day Report to discuss a new, special edition version of his book, “Farmall Century” hitting the shelves in honor of the iconic tractor’s major milestone and impact on the ag industry over the last century.
November 02, 2023 01:35 PM
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In the rolling fields and fertile lands of America’s Heartland, John Deere and Farm Rescue are nurturing a partnership protecting the rural way of life.
October 11, 2023 12:27 PM
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September 29, 2023 11:32 AM
Season 2 Premiers 9/9/2023 – 12 PM ET | 11 AM CT | 10 AM MT | 9 AM PT
