John Deere enters joint venture with GUSS Automation to expand in high-value crops

Deere & Company has formed a joint venture with GUSS Automation, a California-based developer of semi-autonomous orchard and vineyard sprayers, in a move that underscores the rising importance of automation in high-value crops.

The agreement, announced from Deere’s headquarters in Moline, Illinois, gives the farm equipment giant a foothold in a segment where labor shortages and rising costs are accelerating demand for technology-driven solutions. GUSS—short for Global Unmanned Spray System—was founded in 2018 and has gained traction among growers of almonds, citrus, olives, apples, and grapes.

“High-value crops generate significantly more per acre than grains or oilseeds, but they also present growers with unique labor and efficiency challenges,” said Chris Davison, director of small tractor and high-value crop production systems at Deere. “By working with GUSS, we see opportunities to make growers more productive while reducing costs and reliance on skilled labor.”

GUSS sprayers can be remotely monitored by a single operator overseeing multiple machines, enabling faster and more consistent application across orchards and vineyards. The systems adjust spray rates and speeds automatically, even in uneven terrain, helping reduce downtime and operator error.

GUSS, headquartered in Kingsburg, California, employs about 35 people and will keep its staff, brand, and trademark under the joint venture. Deere said daily operations will remain at its current facilities.

For Deere, the tie-up reflects a broader strategy to push into technology-enabled solutions for specialty crops, complementing its development of autonomous tractors and precision spraying equipment. For GUSS, access to Deere’s sales and distribution network could accelerate adoption of its products globally.

Neither company disclosed financial terms of the joint venture.