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The Growers Experience

Where Robotics and AgTech Meet Growers' Needs

A dedicated experience

Whether you grow tree fruits, hops, berries, potatoes, vine or more, FIRA USA is made for you.

From crop-specific challenges to ROI concerns, find the clarity for your challenges.

Get honest feedback from farmers who already use AgTech and AgRobots.

Walk away with a plan with financing options, integration roadmaps, and crop-specific answers in one place.

AgTech & AgRobotics in Action

Get front-row access to 40+ robots and AgTech solutions across multiple on-site demo zones. Watch live demonstrations on simulated plots covering weed control, harvesting, canopy management, irrigation, picking, data management, and more.
And exclusively for growers: private farm visits with live demos in real field conditions, on actual crops.

Panel and Pitches about your challenges

Co-developed with Commodity Boards and growers, these sessions goes beyond the surface. Whether you’re in orchards, vineyards, hops, potatoes, onions, or berries, each session is designed around your sector’s specific needs, covering robot integration, lifecycle management, ongoing support, and financing options.
Leave with practical knowledge you can apply before the next season.

Peer-to-peer Discussions

Some of the most valuable conversations at FIRA happen between growers.
Through dedicated matchmaking sessions and the growers-only Private BarCamp, connect directly with fellow farmers, early adopters, and commodity groups to share real-world experience and honest feedback.

Key topics & Agenda, A 360° View of What Matters to You

The FIRA USA program covers the full spectrum of challenges facing growers in the Pacific Northwest and beyond:

  • Pacific NW production challenges
  • Farmworker transitions and labor solutions
  • Crop-specific automation
  • Irrigation technology
  • Regulation and compliance
  • Financing and ROI for ag robotics
  • Every topic is chosen with one question in mind: what does a grower actually need to know?

Growers, Register for free

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Agenda

Cultivating Innovation: Technology Needs and Opportunities in Agriculture  

TUES 20

10:00 AM - 11:00 AM

Main Stage

Cultivating Innovation: Technology Needs and Opportunities in Agriculture  

The Growers Experience

This dynamic and interactive panel will bring together key voices from across the agricultural ecosystem to explore the realities and future of AgTech adoption. The discussion will begin by highlighting the most pressing challenges facing major agricultural commodities today, from labor shortages and input costs to climate variability and sustainability pressures. Building on this foundation, panelists will share candid insights into recent AgTech innovations—examining both successes and failures—to uncover what truly drives impact in the field. Finally, the conversation will look ahead, identifying the critical tools, technologies, processes, and collaborations needed to accelerate innovation and enable scalable adoption. By connecting perspectives from growers, technology providers, and industry stakeholders, this session aims to spark practical ideas and foster meaningful dialogue on the path forward for agriculture.

Speakers

Matthew Whiting Professor, scientist, Extension Specialist Washington State University

Ines Hanrahan Executive Director WA Tree Fruit Research Commission (WTFRC)

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Meet the Robots: Live Parade of AgTech Innovation

TUES 20

11:00 AM - 12:00 PM

Demo Zone

Meet the Robots: Live Parade of AgTech Innovation

The Growers Experience

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.

Speakers

Lucie Cahierre Program Manager UCANR

Supported by

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Your Crop, Your Challenges: What Can Automation & AgTech Deliver?

TUES 20

12:00 PM - 1:00 PM

Main Stage 1

Your Crop, Your Challenges: What Can Automation & AgTech Deliver?

The Growers Experience

ON REGISTRATION – Growers only – lunch provided This Barcamp session is dedicated exclusively to growers, providing a unique opportunity to meet and connect with fellow growers who are users of agricultural technologies. Participants will be grouped by crop type, with each table focusing on a specific crop to facilitate in-depth, peer-to-peer discussions. The format encourages open sharing of real-world experiences, challenges, and solutions, allowing growers to exchange practical insights and best practices directly with one another. This collaborative environment is designed to foster meaningful connections and actionable takeaways tailored to each crop’s unique needs.
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See It in Action: Robot Demonstrations Across Crops

TUES 20

12:00 PM - 4:30 PM

Demo Zone

See It in Action: Robot Demonstrations Across Crops

Demos

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.

Speakers

Lucie Cahierre Program Manager UCANR

Supported by

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Agtonomy Private demo

TUES 20

4:00 PM - 6:30 PM

Agtonomy Private demo

The Growers Experience

Under invitations - Limited access Sponsotred by Agtonomy.

Supported by

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Del campo a la tecnología: Cómo los trabajadores agrícolas pueden adaptarse a la granja automatizada

Wed 21

9:30 AM - 10:30 AM

Stage 3

Del campo a la tecnología: Cómo los trabajadores agrícolas pueden adaptarse a la granja automatizada

The Growers Experience

Session only in Spanish Esta mesa redonda le da voz a los trabajadores agrícolas, las personas que laboran codo con codo junto a los robots en el campo. Aunque al principio suelen recibirla con escepticismo o preocupación, la automatización puede verse como una amenaza para el empleo. Pero, ¿qué pasa después de unos meses de uso real? A través de testimonios en primera persona, los participantes comparten cómo cambió su percepción, cómo los robots se integran al trabajo diario y qué significa, en la práctica, colaborar con estas herramientas. Una conversación sincera sobre confianza, adaptación y el lado humano de la automatización agrícola. “From Fields to Tech: How Farmworkers Can Transition to the Automated Farm” 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.

Speakers

Ignacio Marquez Regional Assistant to the Director Washington State Department of Agriculture

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Cultivating a first AI strategy in my farming business

Wed 21

9:30 AM - 10:30 AM

Stage 2

Cultivating a first AI strategy in my farming business

The Growers Experience

Putting AI to work on your farm during the season starts with a clear, long-term strategy. This panel explores how farmers and agribusiness leaders can move beyond experimentation to build an AI approach that delivers real value in day-to-day operations. From understanding ROI, managing risks, and staying competitive, to deciding whether to build, buy, or partner, experts will share practical frameworks for decision-making. The discussion will also address the foundations of a successful AI journey: data ownership and interoperability, infrastructure choices, and the human side of transformation—skills, teams, and adoption. Finally, panelists will outline how to prioritize investments over a 3–5 year horizon to turn AI into a scalable, operational tool throughout the growing season.
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See It in Action: Robot Demonstrations Across Crops

Wed 21

10:00 AM - 4:30 PM

Demo Zone

See It in Action: Robot Demonstrations Across Crops

Demos

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.

Speakers

Lucie Cahierre Program Manager UCANR

Supported by

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Enabling Adoption: The Strategic Role of dealers in Deploying Agricultural Robotics

Wed 21

11:30 AM - 12:00 PM

Stage 2

Enabling Adoption: The Strategic Role of dealers in Deploying Agricultural Robotics

The Growers Experience

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.
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Growers & Builders: Co-Designing Solutions for Your Crop

Wed 21

3:00 PM - 4:30 PM

1st floor stage

Growers & Builders: Co-Designing Solutions for Your Crop

The Growers Experience

This open barcamp is designed as a hands-on working space where growers, solution builders, equipment manufacturers, and AgTech startups come together to actively shape the next generation of agricultural tools. Moving beyond traditional feedback sessions, participants will collaborate on real-world use cases, challenge current approaches, refine existing concepts, and explore new directions grounded in field realities. Each discussion table will focus on a key stage of the crop cycle, enabling targeted exchanges and practical problem-solving: Land Preparation & Soil Management (incl. tillage) Planting / Seeding / Establishment Irrigation & Water Management Nutrient Management (incl. fertigation) Crop Protection (pest, disease & weed management) Canopy & Crop Management (pruning, thinning, training, crop load management) Scouting, Monitoring & Sensing Yield Management & Forecasting Harvest Post-Harvest (handling, sorting, storage) By fostering direct dialogue between end-users and innovators, this session aims to accelerate the development of solutions that are not only technologically advanced, but also practical, scalable, and aligned with growers’ needs. Participants will leave with actionable insights, new connections, and a clearer vision of where innovation should focus next.
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See It in Action: Robot Demonstrations Across Crops

THURS 22

10:00 AM - 2:00 PM

Demo Zone

See It in Action: Robot Demonstrations Across Crops

Demos

Speakers

Lucie Cahierre Program Manager UCANR

Supported by

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