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The FIRA USA conference is an annual event focused on agricultural robotics and automation, bringing together experts, growers, and tech innovators to explore the latest advancements in ag tech. Held this year at the Yolo County Fairgrounds near Sacramento, California, the event highlights solutions designed to improve efficiency and sustainability, particularly for specialty crop production.
Paul Welbig, Director of Precision Technology for New Holland North America, highlighted the growing role of automation and autonomy in agriculture. Welbig moderated a panel focused on how these technologies can support orchard and vineyard growers by streamlining operations.
In an interview after, he explained that automation extends beyond driverless tractors, with applications in spraying, mowing, weeding, and harvesting. “Maybe not so obvious is automation of the different applications that might go on in a farming operation, such as spraying, mowing weeding, harvesting, those types of things. And so, a lot of the machinery that’s being utilized for that can be fairly sophisticated and have a high degree of capabilities as well. The skilled labor necessary to make all that work properly is becoming more challenging,” he explained. “So therefore, trying to automate as much of that functionality as possible because you may be able to put a less experienced operator into the seat of that tractor and then along the way potentially remove the necessity for somebody in the seat of that tractor.”
Addressing concerns that automation could eliminate jobs, Welbig emphasized that it fills existing labor gaps rather than creating them. He noted that the shift toward automation allows workers to take on higher-paying roles with more responsibility, reshaping the agricultural workforce rather than reducing it.
Sabrina Halvorson
National Correspondent / AgNet Media, Inc.
Sabrina Halvorson is an award-winning journalist, broadcaster, and public speaker who specializes in agriculture. She primarily reports on legislative issues and hosts The AgNet Weekly podcast. Sabrina is a native of California’s agriculture-rich Central Valley.