20th
Oct.
9am - 4pm
21st
Oct.
9am - 4pm
22nd
Oct.
9am - 4pm
EVENT
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TUES 20
9:00 AM - 9:30 AM
Press Room
Description
Every morning at FIRA USA, we set the stage for the day ahead. Join us for a dedicated 30-minute session designed exclusively for media: fresh announcements, the day’s agenda, partners’ special highlights, and key insights, all over breakfast.
The essential news you need to hit the ground running and file your best stories. Over three days and three briefings, you’ll have everything you need to cover FIRA USA like never before.
Registration is mandatory — secure your spot and get your free press badge for full access to FIRA USA.
TUES 20
10:00 AM - 11:00 AM
Main Stage
Panel Discussions
Description
Labor shortages, rising costs, climate uncertainty: producers are facing mounting pressure. This opening roundtable brings together leaders from key commodities to share real-world challenges from the field. What are the most urgent pain points today? Where are current practices falling short? And where can AgTech, including robotics, deliver real value in the coming years?Grounded in practical experience, this session sets the stage for three days of discussions by confronting expectations with on-the-ground realities. Join the conversation and help shape the future of farming.
TUES 20
11:00 AM - 12:00 PM
Demo Zone
Description
Get a fast-paced overview of the robots shaping agriculture today. In this dynamic session, each machine takes the stage for a short live presentation. From autonomous platforms to precision tools, discover a wide range of AgTech innovations in one place. Designed to give you the big picture of the robots featured throughout the event, this parade helps you quickly understand who’s doing what and spot the solutions most relevant to your operations.
Supported by
TUES 20
12:00 PM - 4:30 PM
Demo Zone
Description
Throughout the event, robots will be running daily demonstrations. Across vineyards, orchards, vegetable and field crops, discover a wide range of solutions covering key operations, from seeding and mechanical weeding to precision spraying, navigation, and fleet management. Observe how these systems perform, assess their relevance to your farm, and form your own opinion. A unique opportunity to move beyond promises and see what automation can really deliver in practice.
Supported by
TUES 20
2:00 PM - 3:00 PM
Stage 2
Panel Discussions
Description
As Ag Robotics matures, the industry may be entering a new phase, one shaped by consolidation, partnerships, and scale. This session brings together established manufacturers and emerging startups to discuss how the market is evolving. Are we moving from experimentation to integration? What roles will startups play as larger players accelerate their strategies? Through contrasting perspectives, this discussion explores business models, collaboration opportunities, and what it takes to succeed in the next stage of Ag Robotics.
TUES 20
2:00 PM - 3:00 PM
Main Stage 1
Description
This roundtable gives the floor to farmworkers, the people directly working alongside robots in the field. Often met with skepticism or concern at first, automation can be perceived as a threat to jobs. But what happens after a few months of real use? Through firsthand testimonies, speakers share how their perception evolved, how robots fit into daily work, and what it really means to collaborate with these tools. A candid discussion on trust, adaptation, and the human side of farm automation.
TUES 20
3:00 PM - 3:30 PM
Stage 2
Leader Talk
Description
Moving from a working prototype to a scalable, reliable product is one of the toughest challenges in AgTech. This session explores what it really takes to industrialize robotic solutions, across engineering, manufacturing, distribution, and support. Through the perspectives of companies that have begun to scale, we’ll discuss key hurdles, critical decisions, and common pitfalls. A practical look at how to move beyond pilots and into real market deployment, without losing control of costs, quality, or operations.
TUES 20
3:30 PM - 4:15 PM
Main Stage 1
Panel Discussions
Description
Can a robot operate autonomously in your field today and under what conditions? This session brings together regulators, industry representatives, and farmers to clarify the current state of Ag Robotics regulation, with a focus on the Pacific Northwest. What is permitted, what remains restricted, and who is responsible when things go wrong? Speakers will also share how public authorities are working with industry to enable safe deployment, and why regulatory approaches differ across regions. A practical discussion to help navigate today’s rules and anticipate what’s next.
Wed 21
8:00 AM - 9:30 AM
Main Stage 1
Wed 21
10:00 AM - 11:00 AM
Main Stage 1
Panel Discussions
Description
Over the next decade, agricultural innovation will emerge at the intersection of digital technologies, biological advances, and climate-smart practices. Breakthroughs are expected from areas such as precision agriculture, robotics, data-driven decision-making, new crop genetics, and sustainable input solutions. However, unlocking this potential at scale will require stronger public-private partnerships (PPPs) that bridge research, industry, and on-farm adoption.
Successful PPPs already demonstrate the value of collaboration: they combine public research excellence with private sector agility and market access, accelerating the path from lab to field. From co-funded innovation hubs to large-scale demonstration farms, these models enable shared risk, faster validation, and broader dissemination of solutions.
Key factors behind effective R&D collaborations include clear governance, aligned incentives, long-term funding commitments, and open innovation frameworks that encourage knowledge exchange while protecting intellectual property. Access to diverse funding sources—ranging from government grants and EU programs to corporate investment and venture capital—is also critical to sustain innovation pipelines.
Universities play a central role as knowledge engines and talent incubators, contributing cutting-edge research, testing infrastructure, and multidisciplinary expertise. They also act as neutral facilitators within PPPs, fostering collaboration across stakeholders.
To increase startup success, ecosystems must go beyond funding to provide access to real-world testing environments, industry partnerships, mentorship, and early customers. By strengthening connections between public institutions, private companies, and entrepreneurs, PPPs can create the conditions needed to scale impactful agricultural innovations globally.
Supported by
Wed 21
10:00 AM - 11:00 AM
Stage 2
Panel Discussions
Description
AI is everywhere, but what does it actually mean for your farm today? This session is designed for growers who want to understand where AI can deliver real, practical value. From decision-support tools and automation to data use and integration with existing equipment, we’ll explore practical entry points based on real farming operations. What should you invest in first? What data do you need? What are the risks and limitations? A grounded discussion to help you build a clear, realistic first AI strategy for your business.
Wed 21
10:00 AM - 4:30 PM
Demo Zone
Description
Throughout the event, robots will be running daily demonstrations from 10:00 to 16:00. Across vineyards, orchards, vegetable and field crops, discover a wide range of solutions covering key operations—from seeding and mechanical weeding to precision spraying, navigation, and fleet management. Observe how these systems perform, assess their relevance to your farm, and form your own opinion. A unique opportunity to move beyond promises and see what automation can really deliver in practice.
Supported by
Wed 21
12:00 PM - 12:30 PM
Stage 2
Smart tech Pitch
Supported by
Wed 21
1:30 PM - 2:00 PM
Stage 2
Growers Pitch
Description
Bringing a robot onto a farm is not just a plug-and-play decision. This workshop focuses on what actually happens once the machine arrives: setup, field adaptation, team onboarding, and day-to-day use. What changes in the workflow? How much time does it take to get fully operational? What are the common pitfalls during the first season? Through real-world end users feedback, this session will help farmers to anticipate the practical steps and adjustments required to successfully integrate robotics into your farm operations.
Wed 21
2:00 PM - 2:30 PM
Stage 2
Growers Pitch
Description
A robot is not a one-time purchase, it’s a system that needs to be maintained, updated, and supported over time. This workshop explores what happens after deployment: maintenance routines, software updates, breakdowns, spare parts, and the level of support you can realistically expect. Who do you call when something goes wrong? How fast can issues be resolved? And what skills do you need in-house? A practical look at the full lifecycle of a farm robot to help you avoid costly surprises.
Wed 21
2:30 PM - 3:00 PM
Stage 2
Leader Talk
Description
Investing in a farm robot raises key financial and risk management questions. This workshop breaks down how to approach the purchase: comparing offers, understanding total cost of ownership, and identifying the right financing options. What business models exist (purchase, lease, service-based)? How do you evaluate return on investment? What about insurance and liability? With concrete insights, this session will give the tools to make informed, secure decisions when investing in robotics.
Wed 21
3:00 PM - 3:30 PM
Stage 2
Smart tech Pitch
Supported by
Wed 21
3:30 PM - 4:00 PM
Stage 2
Smart tech Pitch
Supported by
Wed 21
4:30 PM - 6:00 PM
Private Event
Description
By invitation only
Supported by
THURS 22
9:00 AM - 10:00 AM
Stage 2
Panel Discussions
Description
Water management is becoming a critical challenge across many farming systems, requiring more precise, efficient, and resilient irrigation practices. This roundtable will explore how AgTech and automation are reshaping irrigation, from monitoring and decision-support tools to automated systems in the field. What solutions are already delivering value? What are the limits in real farm conditions? And how can technology better support growers facing increasing constraints on water use? Bringing together different perspectives, this session will provide a broad view of current innovations and practical pathways forward.
Supported by
THURS 22
9:00 AM - 10:00 AM
Main Stage 1
Panel Discussions
Supported by
THURS 22
9:00 AM - 9:30 AM
Press Room
Description
Every morning at FIRA USA, we set the stage for the day ahead. Join us for a dedicated 30-minute session designed exclusively for media: fresh announcements, the day’s agenda, partners’ special highlights, and key insights, all over breakfast.
The essential news you need to hit the ground running and file your best stories. Over three days and three briefings, you’ll have everything you need to cover FIRA USA like never before.
Registration is mandatory — secure your spot and get your free press badge for full access to FIRA USA.
THURS 22
10:00 AM - 2:00 PM
Demo Zone
Supported by
THURS 22
10:00 AM - 11:00 AM
Main Stage 1
Panel Discussions
Description
The adoption of AI and automation in agriculture is accelerating, yet significant barriers remain—from high upfront costs and regulatory uncertainty to infrastructure gaps and limited access to data and skills. Public authorities at the federal, state, and regional levels have a critical role to play in addressing these challenges and creating an enabling environment for innovation.
This panel will explore how governments can effectively support the deployment of AI and automation on farms through targeted policies, funding mechanisms, infrastructure investment, and regulatory frameworks. What are the most impactful levers—subsidies, tax incentives, public procurement, or pilot programs? How can policies be better aligned across regions to avoid fragmentation? And how can governments work with industry and farmers to ensure that solutions are practical, scalable, and economically viable?
Bringing together policymakers, industry leaders, and growers, this discussion will highlight successful initiatives and actionable strategies to accelerate adoption, reduce risk for farmers, and ensure that the benefits of agricultural automation are widely shared.
THURS 22
10:00 AM - 11:00 AM
Demo Zone
THURS 22
11:00 AM - 12:00 PM
Main Stage 1
Description
While much of the AgTech conversation focuses on on-farm ROI, the long-term economic vitality of agricultural economies will depend on how well regions capture the broader \"AgTech multiplier.\" This session will focus on early attempts to understand regional economic impact analysis and explore how investments in autonomous systems may be able to seed a new economy for Washington and agriculture broadly - from specialized robotics maintenance hubs to localized data-processing centers. The goal is to move the discussion from \"cost-savings for growers\" to \"wealth-building for the region,\" featuring a roundtable with VCs, regional development officers, local bankers, and industrial site developers as well as industry leaders.
