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.’”
The National Farm Machinery Show is underway in Louisville, Kentucky, bringing together the latest in agricultural equipment, technology, and innovation. Here are some highlights from the trade show floor so far!
February 13, 2026 05:15 PM
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RealAg Radio host Shaun Haney discusses how AI integration in grocery retail could impact farmers and the broader food supply chain.
February 13, 2026 02:47 PM
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Alliant Chairman of Agriculture and former U.S. Ag Secretary Mike Johanns explains the R&D Tax Credit, the recent Tax Court ruling, and ways livestock producers and agribusinesses can qualify.
February 13, 2026 01:51 PM
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AFBF Economist Samantha Ayoub discusses the latest data on Chapter 12 farm bankruptcy filings and what the troubling trend signals for the farm economy. At the same time, bigger loans and higher rates are squeezing working capital and increasing financial risk.
February 12, 2026 04:26 PM
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Farm legal expert Roger McEowen discusses the EPA’s rescission of the 2009 endangerment finding on greenhouse gases and what it could mean for agriculture and rural America.
February 12, 2026 02:48 PM
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Dr. Kelly Bruns from the Nebraska College of Technical Agriculture discusses how the college prepares students for careers in agriculture.
February 10, 2026 02:27 PM
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