FIRA USA
Tim Hammerich
News Reporter
Woodland California played host to FIRA USA last month. Over 2,500 people attended the event which featured ag robots and autonomous solutions in action. Growers and ag technologists in attendance from around the world, including Austria-Based Gottfried Pessl, CEO of Pessl Instruments.
Pessl… “I decided to come here personally just to understand the industry, how our robotics industry is moving.”
Pessl’s company is not in robotics, but in precision agriculture focused on bringing data together from various sensors. He said he sees the next generation of farmers wanting to embrace ag technology.
Pessl… “So farmers in the age of 65, 70, they are slowly retiring and the farms are getting bigger and the younger generation is there. So the smartphone generation is going to be the commanding end of the farm. So they are more data-driven.”
But many growers are still asking if the returns will justify the investment into these new technologies.
Pessl… “And at the end of the day, we have to look to the profitability of the farmer. We have to make sure that what we deliver makes really a good ROI for the farmer.”
The event featured over 80 exhibitors focused on bringing tech solutions to farmers.
