The fourth annual FIRA USA took place from October 21 to 23, 2025, in Woodland, California, highlighting the rapid progress of automation technologies for specialty crop agriculture. The event drew more than 1,800 participants, including growers, equipment manufacturers, researchers, and investors.
More than 60 exhibitors presented innovations in agricultural robotics, with 30 robotic systems demonstrated live. Discussions centered on automation's role in addressing labor shortages, economic pressures, and sustainability targets.
© FIRA USA
Focus on grower engagement
This year's edition emphasized collaboration between growers and technology developers across sectors, including tomatoes, sugarcane, fresh vegetables, leafy greens, vineyards, and tree nuts. Organizers reported several commercial agreements signed during the event.
"What I wanted to see this week was growers and robot companies having conversations about one thing: can this product work for grower economics? That's the whole key to making automation work," said Walt Duflock, Vice President of Innovation at Western Growers.
Product launches and collaborations
The event featured new product launches and demonstrations from international equipment manufacturers. John Deere showcased its autonomous 5ML tractor, while New Holland presented precision automation tools for specialty crop growers. Ecorobotix and Niqo Robotics also introduced new systems during press conferences.
California's state government recently invested around US$30 million to support a statewide agricultural technology network known as the California AgTech Alliance. "That includes startups, universities, investors, and growers; everyone needed to bring real solutions to scale," said Gabriel Youtsey, Chief Innovation Officer at UC Agriculture and Natural Resources.
FIRA USA also hosted the Farm Robotics Challenge, which included university, community college, and high school teams. The University of Georgia team received the top award for its integrated spraying system that improves chemical application efficiency.
Industry outlook
According to Western Growers Association data, specialty crop automation generated an estimated US$250 million in 2024 and is projected to reach US$1 billion by 2030. Related services, including data analytics and integration, are expected to create further opportunities.
Organizers also announced plans to expand the event nationally and internationally, with future editions under consideration in Washington State, Pennsylvania, and Florida, as well as in Spain, France, the Netherlands, Italy, and Belgium.
"FIRA USA's format brings together live field demonstrations, grower input, and startup-investor connections," said Co-Director Gwendoline Legrand. "Automation remains essential for ensuring the long-term competitiveness of specialty crop agriculture."
© FIRA USAFor more information:
Gwendoline Legrand
FIRA USA
Tel: +33 688 87 17 11
Email: [email protected]
www.fira-usa.com
