The fourth annual FIRA USA, held October 21-23, 2025 in Woodland, California, demonstrated that automation has evolved from experimental technology to practical solutions for the pressing labour, economic, and sustainability challenges facing specialty crop agriculture. With more than 60 exhibitors and 30 robotic solutions demonstrated live, the event united 1,800 leading attendees including top growers, robot manufacturers, OEMs, major AgTech investors, universities, and innovators.
The 2025 edition distinguished itself through qualified participation from farmers across strategic sectors: tomatoes, sugar cane, fresh vegetables, leafy greens, tree fruits, vineyards, row crops and tree nuts. This strong field presence enabled the signing of several commercial agreements between growers and robotic solution manufacturers during the event.
“What I wanted to see this week was growers and robot companies having conversations about one thing: can this product work for grower economics? That's the whole key to making automation work,” explains Walt Duflock, vice-president of innovation at Western Growers.
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