New Holland Showcases Smart Farming Innovations at FIRA USA 2025

New Holland, a global leader in agricultural machinery and solutions, will return to FIRA USA 2025 with a focus on automation and smart technologies designed for vineyards and specialty crops. The event, Oct. 21–23 in Woodland, California, brings together farmers, researchers and ag tech innovators from across the industry.

New Holland’s participation underscores its commitment to advancing sustainable and precision agriculture, offering tools that enhance productivity while supporting environmental stewardship.

“FIRA is the leading event for agricultural robotics and automation,” the company said in its announcement. “With a focus on automation, precision agriculture and regenerative practices, New Holland’s emphasis is on providing farmers with equipment and technology that boost productivity, efficiency and environmental responsibility.”

A centerpiece of New Holland’s exhibit at booth #53 will be the T4.120F specialty tractor paired with a precision fan sprayer, equipped with a Raven Air Blast Sprayer Kit. Designed for vineyards and specialty crop operations, the system delivers precision spraying to an area of agriculture that has traditionally lacked such technology.

According to New Holland, the precision sprayer eliminates overlaps and skips through advanced coverage sharing, improving daily coverage by up to 20% while reducing crop protection input use by up to 10%. The result is more sustainable applications that lower costs and minimize waste.

New Holland will also present the XPower XPR concept, developed in collaboration with Zasso. This system uses high-voltage electricity to kill weeds down to the root, providing a chemical-free alternative to traditional herbicides.

This approach supports regenerative agriculture by preventing regrowth and helping to reduce erosion and protect soil health. The technology represents a major step toward sustainable weed management in row crop production.

Visitors to FIRA USA can experience New Holland’s precision technologies firsthand at the company’s demo trailer, which features a tabletop rate control display for precision spraying and one-on-one demonstrations from New Holland experts.

The company invites all attendees to visit its team at booth #53 to learn more about its innovative solutions for modern farming.