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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

Front-row access to 40+ robots and AgTech solutions across multiple on-site demo zones

Live demonstrations on simulated plots: weed control, harvesting, canopy management, irrigation, picking, data management, and more

Exclusively for growers: private farm visits with live demos in real field conditions, on actual crops

Sessions & Discussions Built Around Your Challenges

Panels and pitches co-developed with Commodity Boards and growers, tailored to your sector: orchards, vineyards, hops, potatoes, onions, berries, and more

Covering robot integration, lifecycle management, and financing options

Peer-to-peer discussions and matchmaking with fellow farmers, early adopters, and commodity groups, plus the growers-only Private BarCamp for honest feedback

Leave with practical knowledge you can apply before the next season

WSU Smart Orchard Tour

Walk the rows of WSU’s Smart Orchard and vineyard testbeds and see precision agriculture research in action

Live demos of precision irrigation, crop load/yield mapping, and orchard autonomy (autonomous tractors, spray retrofits, robotic harvesters)

Bilingual demonstrations so all participants can engage directly with the technology

Sponsored networking social at the Smart Farm Testbed following the tour
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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

Andrew Nelson CEO/CIO Nelson Farms, Inc., AgAnswers

Raj Khosla International Society of Precision Agriculture Washington State University/CAHNRS

Matthew Whiting Professor, scientist, Extension Specialist Washington State University

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

Supported by

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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

Ben Palone Sr. Director of Automation & Commercialization Western Growers

Supported by

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AgriTech Meetup: Field challenges, shared insights, and solutions

TUES 20

12:00 PM - 1:00 PM

Main Stage 1

AgriTech Meetup: Field challenges, shared insights, and solutions

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.

Supported by

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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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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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