New Holland, a global leader in agricultural machinery and solutions, is once again partnering with FIRA USA, the premier agricultural robotics and automation event and a meeting point for farmers, industrialists, start-ups, scientists and investors to design the future of agriculture. This year's edition will take place from October 22-24, 2024 in Woodland, California.

At FIRA USA 2024, New Holland will showcase its latest advancements in precision farming and autonomous technology, designed to improve farmer productivity and sustainability. Attendees will have the opportunity to experience first-hand the cutting-edge innovations that are shaping the future of agriculture.

At FIRA USA, New Holland will showcase its robotics and automatic guidance offerings, enhanced through partnerships and collaborations with companies such as Bluewhite and Stout. This culmination of innovation makes New Holland a technology hub with a complete offering for farmers.

On its exhibition floor, New Holland will focus on precision farming and guidance solutions. A demonstration trailer with all the technological offering will welcome visitors and provide the opportunity for individual demonstrations.

In the dedicated robot area, New Holland will be displaying advanced precision farming tools that enable farmers to optimise their crop yields while minimising their environmental impact.

The precision fan sprayer for the T4.120F specialist tractor enables farmers to reduce crop protection inputs by up to 10% through automatic rate control and section closures. This means farmers can use less product and avoid over-fertilisation. Automation technology offers productivity benefits, allowing farmers to cover up to 20% more hectares per day and eliminate application errors, including overlaps and omissions, thanks to shared coverage.

XPower XPR concept developed by New Holland with its partner Zasso, is an innovative electro-herbicide solution designed for row crops. This technology uses high tension to control weeds without chemicals, making it both effective and environmentally friendly. It attacks weeds right down to the root, preventing regrowth while minimising erosion and maximising soil conservation.

With the introduction of the Precision Sprayer for Specialty Tractors at FIRA, New Holland will unveil an innovative solution recently made available to customers. This advancement leverages our expertise in row crop sprayers, combined with Raven’s industry-leading precision technology, and applies it to vineyards and specialty applications. This achievement is the result of our deep understanding of vineyard customer needs, derived from our leadership in the segment, and our application of this knowledge to a market where precision spraying had not previously been considered.

During the first day of FIRA USA, on 22 October, New Holland will host a panel discussion as part of the official programme, featuring representatives from the company’s precision technology teams as well as farmers. The panel “Automation is the buzzword – how do you make it happen in the field?” will cover how autonomy is progressing in real time as it transforms nearly every element of farming. This panel discussion will take place from 9:30 a.m. to 10:00 a.m. PST in The Plaza’s private meeting room.

Additionally, a fleet of New Holland tractors will be working in the field test area. They will demonstrate innovations such as the Stout Smart Cultivator, a software-controlled cultivator that uses cameras, AI and proprietary vision technology to distinguish crops from weeds.

“FIRA USA 2024 is an opportunity for us to share our vision for the future of agriculture and demonstrate what we are doing today to elevate the industry,” said Carlo Lambro, Brand President, New Holland. “Our participation underscores our dedication to providing farmers with the tools they need to meet the challenges of modern agriculture and promote sustainable farming practices.”