The event also showcases Grower Pitches, where farmers share their experiences with cutting-edge technologies, and includes networking breakfasts and hands-on demos. The highlight: John Deere’s Autonomous 5ML Orchard Tractor — first unveiled at CES 2025 — will make its exclusive debut at an agricultural event during FIRA USA.

Woodland, California - September 25, 2025 - FIRA USA 2025 puts farmers at the center of agtech innovation. From October 21-23 in Woodland, California, growers get free admission and access to the brand-new VIP Grower Tour, featuring tailored visits, one-on-one meetings with robotics manufacturers, and a curated agenda addressing real farm challenges — from automating harvests and precision weed control to data-driven decision-making. The event also showcases Grower Pitches, where farmers share their experiences with cutting-edge technologies, and includes networking breakfasts and hands-on demos. The highlight: John Deere's Autonomous 5ML Orchard Tractor — first unveiled at CES 2025 — will make its exclusive debut at an agricultural event during FIRA USA.

John Deere Autonomous 5ML Orchard Tractor - Credits @John Deere
A Vision Resolutely Focused on the Needs of Farmers

At the heart of FIRA USA 2025 is a clear mission: to accelerate the adoption of agricultural technologies in North America, ensuring they precisely meet the expectations of producers.

"Ag robotics is booming, but every farm is different," says Gwendoline Legrand, co-director of FIRA USA. "That's why FIRA now focuses on direct matchmaking between growers and tech providers, ensuring automation delivers real value in the field and drives business on the spot."

Exclusive VIP Program Designed for Growers
This year, FIRA USA 2025 launches the VIP Grower Tour, a free and exclusive program designed to welcome farmers with tailored guided tours, one-on-one meetings with ag robotics manufacturers, and a curated agenda to bring the right solutions to their specific needs.
All VIP Growers are invited to the exclusive John Deere's Autonomous 5ML Orchard Tractor demo on Wednesday, October 22 (8-9 am): first revealed at CES 2025, the autonomous tractor will be demoing for the first time at an ag event at FIRA USA.

They are also kindly invited to the exclusive VIP Breakfast, sponsored by the California Farm Bureau, on Thursday, October 23 (9-10 am), for peer-to-peer networking and open discussion with robotics experts.

"If I'm a grower leaving this event today, I'm going home with a pocket full of business cards and a pocket full of ideas," says Josh Roberts, VP Global Ag Development, Taylor Farms.
To secure your personalized VIP Growers Experience, please apply at this link.

Hands-On Field Demonstrations
A highlight of FIRA USA 2025 is the series of live field demos, where attendees can see ag robotics and automation technologies in real-world farm conditions. The official program is available online, allowing growers to plan their visit and select demos and sessions most relevant to their operations.

Producers Share Innovations and Challenges at FIRA USA
"I've attended FIRA the past 2 years and found an invaluable way to stay informed on the latest robotics and automation innovations for California agriculture", Tim Nuss from Nuss Farms. "Seeing product demonstrations firsthand is a great way to envision real world applications on our farm. We've connected with several companies at FIRA as a result and currently evaluating how we adopt their technologies on the farm. The event is a good mix of tangible field ready tech as well as early stage developments. I highly recommend the event and am excited to attend again in 2025!"

Building on the momentum of 2024, which saw farmer participation increase by 53%, FIRA USA 2025 will give the floor directly to growers through a series of Growers Pitches. These sessions will highlight the cutting-edge tools already being implemented on farms and open discussions about ongoing technological needs.

Among the key topics:
• Automating the Harvest: Cutting-Edge Technologies Revolutionizing America's Farming (October 21)
• Weed Management Showdown: Lasers, Precision Spraying, or Mechanical Solutions? (October 22)
• From Vineyard to Value - Feedback on Farming Automation (October 22)
• Data-Driven Farming: Transforming Grower Decision-Making (October 23)

Free registration for growers: https://fira-usa.com/

About FIRA USA:
FIRA USA is the leading North American event dedicated to robotics and automation in agriculture. It brings together farmers, manufacturers, researchers, and investors to accelerate the adoption of innovative technologies in the face of modern agricultural challenges.