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.’”
November 26, 2025 11:34 AM
Richard Gupton of the Agricultural Retailers Association explains a new resource designed to help farmers comply with ESA-related pesticide label requirements.
November 21, 2025 01:56 PM
·
For many farm businesses, property taxes on business assets have become a significant and highly visible expense, threatening liquidity, discouraging investment, and creating a disproportionate burden when compared to other industries.
November 17, 2025 01:34 PM
·
The Dairy Checkoff’s new approach to consumer marketing helps farmers bridge the gap between physical vs. digital touchpoints and deliver more end sales.
November 14, 2025 01:52 PM
·
November 13, 2025 01:28 PM
RealAg Radio host Shaun Haney shares insights from a recent study, discusses EV market access in Canada, and highlights other market opportunities top of mind for Canadian producers.
November 12, 2025 03:19 PM
·
Winter weather will challenge livestock producers working to rebuild their herds despite harsh conditions.
November 12, 2025 01:20 PM
·
Kubota President Alex Woods discusses the “Geared to Give” program, the company’s commitment to those who served, and how the initiative continues to grow and impact veterans.
November 11, 2025 01:52 PM
·
Experts highlight the importance of monitoring insecticide resistance in crops and improving disease traceability at livestock shows through RFID technology.
November 10, 2025 12:22 PM
·
