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.’”
October 23, 2025 12:48 PM
“Farmers for Free Trade” warns that disaster is brewing as President Trump’s trade policy is causing farm input costs to rise even more.
October 22, 2025 12:07 PM
·
While artificial intelligence, or AI, is reshaping both jobs and messaging in agriculture, CoBank data suggests human expertise still matters.
October 21, 2025 02:29 PM
·
After years of battling misinformation online, Potatoes USA is using artificial intelligence to monitor and respond to false claims about the industry.
October 21, 2025 01:29 PM
·
We highlight an Iowa FFA student who is harnessing the power of AI technology to assess stress in agriculture-related careers.
October 21, 2025 12:53 PM
·
Over the past decade, Tractor Supply has expanded its support through sponsorships and youth programs, all part of its broader mission to invest in the future of agriculture.
October 20, 2025 03:53 PM
·
Understanding how these tax provisions interact will be key for farmers planning long-term equipment purchases or transfers within the family.
October 20, 2025 03:45 PM
·
Talks highlight the widening role of agriculture in U.S.–India trade policy, though neither side appears ready for major concessions before tariff issues and oil imports are resolved.
October 20, 2025 11:28 AM
·
Southern farms are deepening online engagement for cost savings and market access, while higher-cost precision technologies face renewed scrutiny amid tight budgets.
October 20, 2025 11:22 AM
·
