January 26, 2023

Future of Agribusiness: How Humans Will Tackle the Age of Food War Following the Energy War?

Is John Deere the Tesla of Farming? According to Barron’s, a leading source of financial news, providing in-depth analysis and commentary on stocks and investments, the answer to this question is yes. Barron’s told investors to buy Deere stocks, naming John Deere as the Tesla of Farming in February 2022, soon after John Deere unveiled the first autonomous tractor at CES 2022.

This nickname seems to have been solidified in peoples’ mind in 2023, as John Deere made history taking the mainstage and delivering the company’s first keynote address at CES 2023 on January 5 in Las Vegas.

CES, short for Consumer Electronics Show, is the world’s largest and most influential technology events and serves as the global stage for tech innovations. The theme this year was human security and the CTA(Consumer Technology Association, the owner and producer of CES) invited John Deere to the mainstage for a keynote to shine a spotlight on how technology helps people tackle one of the world’s most pressing challenges – feeding a growing global population.

This was the first time in CES history that an agriculture technology company gave a keynote speech at CES. The significance of this historical CES keynote address got in the spotlight in Asia too. Syukaworld, Korea’s famous and influential YouTube channel for economic and current affairs with 2.55 million subscribers introduced the story in its post on ‘The Age of Food War Following The Energy War.’ Citing energy and food as the most indispensable resources to humans’ survival, Syuka, the host introduced John Deere as one of the leaders in addressing the food challenge.

[Syukaworld’s post on ‘The Age of Food War Following The Energy War’]

At the keynote, Chairman and CEO John May along with other John Deere executives presented on how technology helps feed the growing world and how John Deere is delivering real tech with purpose and impact. The moment demonstrated how Deere’s multi-year strategic approach to telling a compelling story about the importance, purpose, and impact of precision technology has solidified Deere as a leader in the tech industry.

“Technology is core to Deere’s DNA, but we don’t create tech for tech’s sake,” May said in a LinkedIn post following the keynote announcement. “There’s purpose behind everything we do, so that our customers have the tools they need to tackle some of the world’s greatest challenges.” 

During the keynote address, the company revealed two new innovative technologies, ExactShot™ and an electric excavator.

ExactShot allows farmers to reduce the amount of starter fertilizer needed during planting by more than 60%. The technology uses sensors and robotics to place starter fertilizer precisely onto seeds as they are planted in the soil, rather than applying a continuous flow of fertilizer to the entire row of seeds.

The electric excavator, powered by a Kreisel battery, will provide construction workers and road builders with lower daily operating costs, reduced jobsite noise, enhanced machine reliability, and zero emissions, without sacrificing the power and performance they need in a machine.

Additional resources: