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.’”
Todd Janzen with Janzen Schroeder Ag Law explains the updated ag data use agreement model and what it means for farmers and companies alike.
January 29, 2026 01:25 PM
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STRAUSS CEO Henning Strauss joined us with a preview of “Meet Strauss: The Tool You Wear,” premiering live tonight at 7:30 ET — only on RFD Network and RFD+
January 28, 2026 05:01 PM
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Greater transparency into USDA-backed lending can help rural lenders and producers better assess credit availability and investment trends.
January 28, 2026 07:00 AM
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The West Carroll Parish Ag Expo represents more than farming — it is about the future of agriculture, where tradition meets innovation, and where the backbone of Northeast Louisiana continues to thrive.
January 27, 2026 12:31 PM
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CLAAS Senior Vice President for the Americas Region Eric Raby joined us to preview the new docuseries “CLAAS: Made for More,” premiering tonight at 9 PM ET only on RFD-TV.
January 21, 2026 12:57 PM
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From meatpacking settlements to landmark NEPA rulings, Roger McEowen outlines the top legal developments in 2025 that will shape agriculture in the years ahead.
January 20, 2026 03:39 PM
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