FIRA USA 2025: Where Growers and Ag Robotics innovators Take Center Stage
Mark your calendars: The agricultural robotics revolution returns! FIRA USA 2025 is powering up for its most dynamic showcase yet, October 21-23 at the Yolo County Fairgrounds in Woodland, California. Building on last year’s record-breaking success, registration is open with free admission for growers—reinforcing FIRA’s mission to turbocharge agricultural technology adoption across North America.
FIRA USA 2025 will showcase a range of autonomous solutions addressing today’s critical labor shortages and profitability challenges—from commercially available equipment already operating in fields to innovative prototypes nearing market readiness. Taking place at the Yolo County Fair Grounds, the event will feature a diverse spectrum of technologies, offering adaptable and varied field conditions for growers to evaluate both current and emerging autonomous agricultural equipment. This major gathering is made possible thanks to the strong support and active involvement of local partners, such as the City of Woodland, whose commitment is instrumental to the overall success of FIRA USA 2025.
Industry Giants and Innovative Startups Confirm Participation
Agricultural machinery leaders John Deere and New Holland stand as premier partners for the 2025 edition, each bringing some of their most impactful precision and digital technologies to the show.
John Deere will showcase its groundbreaking electric tractor first unveiled at CES 2025, alongside its precision See & Spray technology and integrated solutions from partners GUSS and Smart Apply.
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New Holland, which has attended the show since its first edition in 2016, has confirmed its commitment as a major sponsor and partner, and will be at FIRA US with its portfolio of farming technology solutions.
The expanded demonstration area will showcase a wide range of cutting-edge robotics advancing specialty crop production. For field crops, attendees will see Solinftec’s autonomous robots providing real-time data collection and analysis to optimize growing conditions, alongside Ecorobotix’s precision spraying solutions and SwarmFarm’s autonomous farming platforms. In vegetable production, the Stout Industrial Technology robots will demonstrate their precision weeding and cultivating capabilities, working alongside Naïo Technologies’ specialized weeding robots and Verdant Robotics’ multi-action field robots to showcase advanced cultivation techniques. For fruit orchards, Smart Apply’s intelligent spray control systems and GUSS’s autonomous orchard sprayers will be on display. PlanTape’s automated transplanting system will also be featured, showing how it increases crop yield, improves efficiency, and lowers per-acre costs for vegetable and hemp growers. Supporting logistics across all production types, Burro’s autonomous transport robots will be featured. The demonstration area will also include Agtonomy’s autonomous platforms, Farm-ng’s electric equipment, and NIQO Robotics’ innovative vision systems, among many other solutions supporting every stage from planting to harvest.
Top Growers Embrace Autonomous Revolution
Leading agricultural producers from across the country and abroad have confirmed their participation in the 2025 event, emphasizing the growing adoption of robotics and autonomous systems in commercial farming operations.
For Josh Roberts, Vice President Global Ag Development at Taylor Farms, Salinas (Calif.) “FIRA has made a great job opening the doors by combining all the technologies that are available in our space in one key venue. That event drives the synergy and that focus on agtech for a little amount of time”.
“FIRA is a place to do business”, Efraim Albrecht, Operation Manager at AGRICEF, Brazil, mentioned. “FIRA is important not only to see the machines, but also to do business with the companies, but also to put the technology in the fields.”
Enhanced Program for 2025
The 2025 edition will maintain the successful format with three distinct experiences, together with the showcase of the latest innovations of the industry during 3 days:
- The Industry Experience: Open Innovation Day on October 21 featuring startup pitch competitions, followed by two days of deployment strategies, business models, and market integration insights.
- The Growers Experience: Sector-specific roundtables with producer case studies and extensive field demonstrations allowing hands-on testing of robotic solutions for vineyards, orchards, vegetables, and field crops.
- The Manufacturers Experience: prior event California Ag Robotics Discovery Tour through innovative farms visit, plus exclusive VIP networking sessions connecting manufacturers directly with leading growers.
The FIRA USA Awards 2025 will conclude the event, recognizing excellence in agricultural robotics innovation.
“We’re building on the momentum from our previous editions to create an even more impactful event in 2025,” said Gwendoline Legrand, FIRA co-director. “With our expanded demonstration capabilities at the Yolo County Fairgrounds, this year’s FIRA USA will showcase proven autonomous solutions tackling today’s labor and profitability challenges.”
Call for Pitches Now Open
Agricultural robotics start-ups seeking investment opportunities can now submit their applications for the Pitch Competition before June 30th, which will connect them with dozens of venture capital firms and potential M&A partners.
Information and Registration
For more information and to register, visit here.
Free registration is available for growers, students and journalists.
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