LAS VEGAS — Russell Maichel reflects on his farming journey that began in the 1980s, a time devoid of mobile phones. Fast forward to today, and he utilizes a fully autonomous tractor in his extensive orchard, diligently spraying pesticides and fertilizers to nurture the trees that have long been a source of pride for him.
Maichel, a first-generation farmer, attended CES 2025, where John Deere showcased a lineup of fully autonomous agricultural machinery, including the tractor he tests on his northern California farm. “The sustainability of doing things perfectly the first time makes a lot of sense,” he shared, emphasizing the importance of precision in modern farming practices.
Sustainability has emerged as a primary focus at this year’s tech trade show in Las Vegas. With Volvo’s CEO Martin Lundstedt announcing their net-zero emissions commitment by 2040 and Wisconsin-based OshKosh Corporation unveiling its electric fire engines and refuse trucks, numerous companies are demonstrating their dedication to eco-friendly innovations.
Jacqueline Heard, CEO and co-founder of Enko Chem, advocates for enhanced climate-smart technologies, noting the agricultural sector faces significant challenges. “We absolutely need more climate-smart technologies,” she stated, addressing the pressing issues stemming from climate change and worker shortages affecting farmers today.
The CES show floor vividly illustrates the integration of farming technology, with company leaders discussing the repercussions of these environmental factors. Near John Deere’s expansive booth, Kubota is exhibiting its AI technology capable of recognizing crop diseases and targeting pest control precisely where needed.
According to Todd Stucke, president of Kubota Tractor Corporation, AI represents the future of agriculture, particularly in light of intensifying weather patterns. Stucke grew up on a potato farm in Ohio, recalling how he and his father would meticulously check fields for pests, inevitably applying insecticides across entire areas even when they may have only been needed for specific plants.
“We sprayed the whole field, but we might’ve only needed to spray a part of the field or a plant,” he explained. By applying the principle of “precision agriculture,” Stucke suggests farmers can optimize their land use more efficiently.
Heard echoed this sentiment, stating that the approach enables farmers to extend the life and enhance the quality of their crops while minimizing chemical usage. “It’s good for the environment. It’s good for farmers,” she affirmed, highlighting the benefits of such practices.
Heard expressed her belief that AI technology could eventually assist farmers in mapping their land, identifying varying soil types, and determining the most suitable crops for cultivation. “It could be that with climate change, they should move to a crop that’s much more adapted to this new world,” she suggested.
Returning to John Deere’s exhibit, Maichel, who now relies on advancements in AI, is optimistic about managing the inherent unpredictability of farming. Each new growing season presents its own set of challenges. “There’s no sliding scale, per se, that we have to deal with as far as climate change goes,” he remarked. Instead, farmers must adapt to the specific climate conditions they face each year.
Reflecting on the technological transformations, Maichel admitted he would have found it hard to believe a decade ago that a tractor could operate autonomously in his orchard. Yet, he now acknowledges how these innovations equip him to navigate the evolving agricultural landscape and respond to climatic shifts.
“At the end of the day, we all need something to eat,” Maichel concluded. “A farmer’s job is one that we all need.”
