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.’”
Jack Daniel’s will end its Cow Feeder Program, which served around 100 livestock operations near the distillery, and redirect spent grains to its anaerobic digester.
October 06, 2025 12:33 PM
·
Software developers at John Deere Digital are addressing challenges with their new Operations Center, which helps farmers make decisions on the fly.
October 06, 2025 11:51 AM
·
Dr. Beetham outlined the background of the EU’s decision to modernize seed regulations and where the process stands today, and its impact on global agriculture and food security.
October 02, 2025 01:24 PM
·
Colin Reilly with Connected Nation joined RFD-TV News to explain how the tool works and why it’s an important step in bridging the digital divide.
October 02, 2025 12:32 PM
·
Chris McGovern from Connected Nation joined us Tuesday to break down the findings and discuss their implications for rural America.
September 30, 2025 01:12 PM
·
The campaign is about more than just a digital push; NPB leaders hope it will become a rallying point for the entire industry.
September 30, 2025 11:55 AM
·
