As California’s Department of Pesticide Regulation prepares to reevaluate pesticide use, growers and consultants are urged to step forward and bring field-level insight to the table to ensure science, not sentiment, drives regulatory decisions (photo by Franz Niederholzer, UCCE.)
California’s Department of Pesticide Regulation (DPR) is preparing to launch a new pesticide prioritization process that could determine which crop protection products remain available to growers in the years ahead. According to Western Plant Health Association President and CEO Renee Pinel, this process is beginning to move quickly, and growers and consultants should be paying attention.
“The process is now really starting to ramp up,” Pinel said during an interview at the 2025 Crop Consultant Conference in Visalia. “DPR is outlining with committee members what the goals will be, who can participate and how the committees will function. Their goal is to have these committees standing up either this fall or very early next year.”
Once the committees begin meeting, they’ll start identifying pesticides that may be considered for additional evaluations. That could lead to additional restrictions or, in some cases, product removal.
Two-Year Timeline to Major Decisions
While still in the early stages, the new prioritization framework could have significant implications for agriculture by the middle of the decade. Realistically, she said committees should start to meet at the beginning of 2026.
“By late next year, you could be looking at recommendations, maybe by summer, but more likely by fall or winter, for DPR to start reevaluating certain products,” she said. “That means we could see real impacts on product availability as soon as 2027.”
Pinel noted the committees will focus on identifying products where alternatives exist or where new options are being developed. That review process will inform DPR’s decisions on whether to restrict, modify or discontinue certain uses.
Why Grower and Consultant Voices Matter
Pinel urges grower and consultant participation as a crucial component to ensure the process remains grounded in science and real-world experience.
“Product availability is going to impact farmers directly,” she said. “If groups or individuals who don’t fully understand these products are the only ones at the table, then farmers, PCAs and CCAs need to be able to represent themselves.”
Growers and consultants, she added, have firsthand knowledge of what products work in the field and what realistic alternatives exist, knowledge that’s essential to balanced decision-making.
“Nobody knows better than a PCA, CCA or a farmer about the importance of a product, the alternatives that are out there and the impact restrictions will have,” she said. “Sometimes alternatives are being considered based on philosophical beliefs about what they can do rather than actual field-level realities.”
Who Can Participate
Agricultural professionals can become directly involved in the process by serving on DPR’s new advisory committees, according to Pinel. Growers, consultants and retailers can be nominated, either by others or by themselves, to represent agricultural perspectives.
“Registrants won’t be considered because DPR views that as a conflict of interest,” Pinel explained. “That means I can’t participate, but a grower or a pest control adviser certainly can.”
Pinel encouraged those with field expertise to stay alert for opportunities to serve or provide input once the committees are announced.
As the process unfolds over the next two years, growers and consultants will play an essential role in ensuring decisions about pesticide use remain practical, science-driven and representative of the realities in California fields and orchards. While DPR intends for the process to be science-based, Pinel cautioned that not all participating groups may share that approach.
“We need to be aware that there are groups looking at this through political or emotional lenses,” she said. “That’s why it’s so important for agriculture to be at the table, because if we’re not, it’s hard to push back against emotion. We need to let the science speak for itself.”
John Deere Autonomous 5ML Orchard Tractor - Photo Credit John Deere
WOODLAND, Calif. (AgPR) Oct. 7, 2025 – FIRA USA 2025 puts farmers at the center of agtech innovation. From October 21–23 in Woodland, California, growers get free admission and access to the brand-new VIP Grower Tour, featuring tailored visits, one-on-one meetings with robotics manufacturers, and a curated agenda addressing real farm challenges — from automating harvests and precision weed control to data-driven decision-making. The event also showcases Grower Pitches, where farmers share their experiences with cutting-edge technologies, and includes networking breakfasts and hands-on demos. The highlight: John Deere’s Autonomous 5ML Orchard Tractor — first unveiled at CES 2025 — will make its exclusive debut at an agricultural event during FIRA USA.
A Vision Resolutely Focused on the Needs of Farmers
At the heart of FIRA USA 2025 is a clear mission: to accelerate the adoption of agricultural technologies in North America, ensuring they precisely meet the expectations of producers.
“Ag robotics is booming, but every farm is different,” says Gwendoline Legrand, co-director of FIRA USA. “That’s why FIRA now focuses on direct matchmaking between growers and tech providers, ensuring automation delivers real value in the field and drives business on the spot.”
Exclusive VIP Program Designed for Growers
This year, FIRA USA 2025 launches the VIP Grower Tour, a free and exclusive program designed to welcome farmers with tailored guided tours, one-on-one meetings with ag robotics manufacturers, and a curated agenda to bring the right solutions to their specific needs.
All VIP Growers are invited to the exclusive John Deere’s Autonomous 5ML Orchard Tractor demo on Wednesday, October 22 (8-9 am): first revealed at CES 2025, the autonomous tractor will be demoing for the first time at an ag event at FIRA USA.
They are also kindly invited to the exclusive VIP Breakfast, sponsored by the California Farm Bureau, on Thursday, October 23 (9-10 am), for peer-to-peer networking and open discussion with robotics experts.
“If I’m a grower leaving this event today, I’m going home with a pocket full of business cards and a pocket full of ideas,” says Josh Roberts, VP Global Ag Development, Taylor Farms.
Hands-On Field Demonstrations
A highlight of FIRA USA 2025 is the series of live field demos, where attendees can see ag robotics and automation technologies in real-world farm conditions. The official program is available online, allowing growers to plan their visit and select demos and sessions most relevant to their operations.
Producers Share Innovations and Challenges at FIRA USA
“I’ve attended FIRA the past 2 years and found an invaluable way to stay informed on the latest robotics and automation innovations for California agriculture”, Tim Nuss from Nuss Farm. “Seeing product demonstrations firsthand is a great way to envision real world applications on our farm. We’ve connected with several companies at FIRA as a result and currently evaluating how we adopt their technologies on the farm. The event is a good mix of tangible field ready tech as well as early stage developments. I highly recommend the event and am excited to attend again in 2025!”
Building on the momentum of 2024, which saw farmer participation increase by 53%, FIRA USA 2025 will give the floor directly to growers through a series of Growers Pitches. These sessions will highlight the cutting-edge tools already being implemented on farms and open discussions about ongoing technological needs.
Among the key topics:
Automating the Harvest: Cutting-Edge Technologies Revolutionizing America’s Farming (October 21)
About FIRA USA
FIRA USA is the leading North American event dedicated to robotics and automation in agriculture. It brings together farmers, manufacturers, researchers, and investors to accelerate the adoption of innovative technologies in the face of modern agricultural challenges.
Attendees at this year’s Crop Consultant Conference can look forward to another packed agenda that includes expert-led sessions, CEU opportunities, novel research and practical field-ready strategies designed to meet today’s challenges head-on (photo by Kristin Platts.)
The 2025 Crop Consultant Conference returns next week, September 24-25 at the Visalia Convention Center, bringing together California’s leading PCAs, CCAs, researchers and industry professionals for two days of learning, networking and innovation in the heart of Central Valley agriculture.
Hosted by Progressive Crop Consultant and Western Region Certified Crop Advisers, the Crop Consultant Conference is California’s premier event for crop consultants committed to advancing sustainable, profitable farming. Attendees can look forward to a packed agenda that includes expert-led sessions, CEU opportunities, novel research and practical field-ready strategies designed to meet today’s challenges head-on.
Comprehensive, Flexible CEU Opportunities
One of the conference’s greatest strengths is its dual-format CEU education program. Attendees can earn continuing education units (CEUs) for CA DPR, CCA, FREP, NDA and AZDA through both in-person and online sessions, providing the flexibility busy ag professionals need.
Beginning April 1, 2025, a new expert-led online session launched on the first of each month, covering topics like tree nut economics, advanced irrigation management and more. In-person sessions during the conference will offer extensive CE credit opportunities, with online access to additional courses extended through Dec. 31, 2025.
“This flexibility allows PCAs and CCAs to balance their work schedules while advancing their knowledge and skills,” said Jason Scott, CEO/publisher of JCS Marketing, Inc. and Progressive Crop Consultant. “And with registration priced at just $345, it’s an incredible value, translating to pennies per CE credit.”
Practical Insights and Cutting-Edge Innovation
This year’s program emphasizes practical, immediately actionable insights. Attendees can expect sessions focused on pest and disease management across major specialty crops, such as tree nuts, grapes, citrus and vegetables. Topics will include updates on emerging threats like red leaf blotch in almonds and Carpophilus beetle as well as strategies for managing Pierce’s disease, mealybugs and rodent damage. Additional sessions will explore pest dynamics in crops like onions and safflower, providing regionally relevant insights grounded in current research. Beyond pest control, the conference will cover herbicide resistance, preemergent weed management and important regulatory updates, including the latest on California Department of Pesticide Regulation’s “Pesticide Prioritization Process” and fumigant use. Attendees will also gain exposure to advances in ag tech, biofungicide use and integrated pest management tools.
On the CCA side, attendees can expect sessions focused on climate impacts on California ag, regenerative soil management, current crop nutrition insights in grapes, stone fruit and tree nuts, tailored crop input strategies and more.
With a mix of expert-led technical sessions, hands-on recommendations and industry panels, the event offers valuable continuing education opportunities for crop consultants looking to stay current in an evolving production landscape.
Attendees will also have full access to the conference trade show, showcasing the newest products, services and technologies in agriculture. It’s a rare opportunity to see the tools that can enhance consulting practices and client results firsthand.
“This strategic location in Visalia allows participants to connect directly with innovations shaping the future of crop consulting,” Scott said.
A Full Conference Experience
Beyond earning CEUs, participants will enjoy breakfast and lunch both days, a lively networking mixer and ample opportunities to build connections with industry leaders, decision-makers and peers. Additionally, Miss California 2025 and Fresno-county native Rachel Axt will be making an appearance during Day 1 of the conference for an attendee meet-and-greet.
“This event is more than just lectures; it’s a platform for collaboration, innovation and professional growth,” Scott said. “It’s where future-forward crop consulting happens.”
Secure your spot today and join us next week in Visalia for the 2025 Crop Consultant Conference!
MOLINE, Illinois (August 27, 2025) — John Deere (NYSE: DE) announced today the full acquisition of GUSS Automation, LLC, a globally recognized leader in supervised high-value crop autonomy, headquartered in Kingsburg, California. The acquisition builds on an existing joint venture established in 2022 and advances John Deere’s commitment to helping high-value crop growers address their biggest challenges around labor availability, input costs and crop protection.
“Fully integrating GUSS into the John Deere portfolio is a continuation of our dedication to serving high-value crop customers with advanced, scalable technologies to help them do more with less,” said Julien Le Vely, director, Production Systems, High Value & Small Acre Crops, at John Deere. “GUSS brings a proven solution to a fast-growing segment of agriculture, and its team has a deep understanding of customer needs in orchards and vineyards. We’re excited to have them fully part of the John Deere team.”
Founded by Dave Crinklaw in 2018, GUSS manufactures autonomous sprayers that can be remotely supervised by a single operator who can manage up to eight machines at once. Using GPS, LiDAR and proprietary software, GUSS machines navigate vineyards and orchards with precision to help reduce operator error, labor costs and material waste. To date, more than 250 GUSS machines have been deployed globally, accounting for 2.6 million acres sprayed over 500,000 autonomous hours.
GUSS sprayers will continue to be sold and serviced exclusively through John Deere dealers, as they are today. The business will retain its name, brand, employees and manufacturing facility in Kingsburg, California.
John Deere will support GUSS in expanding its global reach and accelerating innovation, including continued integration with other John Deere precision agriculture technologies, such as Smart Apply®, which enables targeted spraying that offers the opportunity for up to 50% savings on chemical and water use.
“Joining John Deere enables us to tap into their unmatched innovative capabilities in precision agriculture technologies to bring our solutions to more growers around the world,” said Gary Thompson, chief operations officer at GUSS. “Our team is passionate about helping high-value crop growers increase their efficiency and productivity in their operations, and together with John Deere, we will have the ability to have an even greater impact.”
GUSS’ manufacturing operations expand John Deere’s U.S. manufacturing footprint to the heart of the country’s high-value crop production market. GUSS sprayers will continue to use John Deere Power Systems engines, first integrated in 2024.
For more information about GUSS solutions, please contact your local John Deere dealer.
ABOUT JOHN DEERE It doesn’t matter if you’ve never driven a tractor, mowed a lawn, or operated a dozer. With John Deere’s role in helping produce food, fiber, fuel, and infrastructure, we work for every single person on the planet. It all started nearly 200 years ago with a steel plow. Today, John Deere drives innovation in agriculture, construction, forestry, turf, power systems, and more.
The Reservoir’s key partners from John Deere, Driscoll’s, Netafim, Nutrien, Taylor Farms, Tanimura & Antle, Hartnell College, Naturipe Berry Growers, Western Growers and the City of Salinas join founder and CEO Danny Bernstein to celebrate the groundbreaking of its first agtech innovation hub in Salinas, California, marking a major milestone in collaborative agricultural technology advancement.
Creating an ‘Olympic Village of AgTech’ in Salinas, CA, to Accelerate Precision Ag and Robotics, led by Driscoll’s, John Deere, Netafim, Nutrien, Taylor Farms, Hartnell College, Naturipe Berry Growers, Tanimura & Antle and Western Growers
Salinas, CA – August 28, 2025 – As a historic milestone for specialty crop production and agricultural technology, the Reservoir today broke ground on its inaugural on-farm innovation hub in Salinas, California. The ribbon-cutting celebration at the new Salinas site—on land leased from Tanimura & Antle—was attended by more than 200 industry leaders, growers, elected officials, community partners, and investors. The launch marks the first step in a global vision: creating an ‘Olympic Village of AgTech’ where world-class technology leaders, growers, and entrepreneurs collaborate to solve urgent challenges facing global agriculture.
Today, Driscoll’s, Netafim, Nutrien, and Taylor Farms join as the newest key partners, reinforcing the commitment to transform agtech adoption across multiple U.S. regions and directly embed innovation within commercial farming environments. These on-the-ground collaborations ensure startups have direct access to grower feedback and commercial realities, accelerating real-world impact and addressing the gap, as only 30% of U.S. farms currently utilize precision agriculture solutions despite billions in recent investment.
“From the beginning, our vision has been far more than technology—it’s about partnerships,” said Danny Bernstein, CEO of the Reservoir. “Success is grounded in becoming an authentic part of each farming community, connecting entrepreneurs, growers and next-generation talent to reimagine the sustainability of U.S. farming. Creating this ‘Olympic Village of Agtech’ is only possible with trusted relationships on the ground and a shared vision for what’s possible.”
Last week, the Reservoir announced its strategic partnership with John Deere, a leader in agricultural technology and equipment. For Reservoir residents, the partnership creates a unique environment where innovation meets real-world application. Residents gain access to Deere’s technology (including APIs), expertise, and equipment, alongside dedicated testing acres, structured pilot opportunities, and curated field days. This collaboration provides startups with a clearer path to validate solutions in high-value crops, engage directly with growers, and explore potential integrations with Deere’s global platform — strengthening the bridge between early-stage ideas and scalable agricultural impact.
Reservoir Farms-Salinas: The Inaugural Home for Next-Generation Farming As the ‘Salad Bowl of the World’ and the epicenter of nearly $5 billion in annual crop value, Salinas produces more than 70% of the nation’s lettuce plus significant shares of strawberries, broccoli, and vegetables, making it a testbed for high-value, specialty crops that shape U.S. produce markets.
Initial residents at Reservoir Farms, including Beagle Technology, BHF Robotics, Cropmind, FarmBlox, High Degree Machinery, and GeoVisual Analytics, chose Reservoir Farms to connect directly with growers and access test facilities, enabling product development with immediate customer feedback. These early-stage companies bought into the vision of connecting leading roboticists, engineers, and agricultural producers to accelerate technology from concept to commercialization.
Salinas Mayor and Executive Director of the Western Growers Center for Innovation and Technology, Dennis Donohue, said: “Salinas has always been at the forefront of feeding the country, so it’s only natural we host the first Reservoir Farms. This hub empowers our growers, attracts top talent, and helps secure our leadership in agriculture for generations to come.”
Scaling Innovation: From California to Arizona and Beyond Looking ahead, the Reservoir announced plans to expand its model to additional sites across California, Arizona, and other major growing regions, with each hub anchored by leading academic and R&D institutions. This winter, the Reservoir will run a pilot at the University of Arizona Experiment Station (the Yuma Agricultural Center) in Yuma. This multi-regional approach derisks and accelerates technology development, enabling on-farm testing in commercial operations and across some of the country’s most important permanent, bedded, and high-value crops—from fresh vegetables on the Central Coast to leafy greens in Arizona and tree nuts in California’s Central Valley.
“By aligning innovation with real-world conditions, advanced technology and a clear path to scale, the Reservoir and its partners help ensure new solutions are built to deliver meaningful impact for growers,” said Jason Brantley, vice president of production systems, small ag & turf at John Deere. “Together, we’re strengthening the resilience, efficiency, and sustainability of high-value crops—with potential to benefit food systems worldwide.”
Driven by its deep local roots and a powerful network of national leaders, the Reservoir is unlocking a new era of productivity, sustainability, and market opportunity for American agriculture, and ensuring that innovation with the greatest potential impact reaches the fields and communities where it is needed today.
ABOUT THE RESERVOIR: The Reservoir is a startup incubator and venture capital fund focused on helping agtech startups succeed where agriculture happens—in the field. Reservoir Farms is the world’s first on-farm robotics incubator, starting in the Salinas Valley and expanding to other key regions like the Central Valley. Reservoir Ventures backs startups solving real problems in high-value crops. By combining R&D space, hands-on grower input, and early-stage capital, the Reservoir helps turn promising ideas into tools for the growers who feed the world. Learn more at https://reservoir.co.
###
Media Contact: Jennifer Goldston
AgTech PR for The Reservoir
jennifer@AgTechPR.com
Santa Cruz, CA – September 16, 2025 – Farmblox, a farm automation system connecting equipment and in-field sensors to the internet so farmers can see everything from their phone or computer and take action, announced it has relocated its headquarters to Santa Cruz, California. The move reflects Farmblox’s growing commitment to California’s specialty crops producers and the state’s central role in the company’s strategy.
“California is at the heart of the global agriculture market, and doubling down here allows us to stay close to our clients,” said Nathan Rosenberg, CEO and Co-Founder of Farmblox. “Santa Cruz gives us the best of both worlds: proximity to Silicon Valley’s innovation ecosystem while remaining rooted in active farming communities.”
The new headquarters will position Farmblox near the recently launched Reservoir Farms, a farm designed as an AgTech test site where technology leaders, growers, and entrepreneurs collaborate to solve urgent challenges facing global agriculture. This proximity enables the company to test the next breakthrough Agriculture automation solutions in real-world conditions and strengthen partnerships with California growers.
While expanding its presence in California, Farmblox maintains a regional branch in Vermont, where the company works with a vast majority of the maple producer markets. Farmblox’s dual presence in California and Vermont ensures continued innovation and farmer support across diverse agricultural markets, from sugar maples to citrus, almonds, and beyond.
“Our New England roots run deep,” Rosenberg added. “We remain dedicated to supporting maple customers and the broader Northeast market, even as we scale to meet the needs of specialty crops growers across California.”
About Farmblox
Farmblox gives farmers tools to build their own farm automation system, connecting in-field sensors and equipment to a simple app to fix problems and automate tasks. Reliably monitoring remote farmland in all weather conditions, farmers can add a custom array of sensors – from soil moisture to weather to valve pressure – to monitor their specific crops and land. With everything visible in a simple app on a smartphone, tablet, or computer, farmers can quickly identify operational issues like leaks, weather risks, or equipment failure and automatically trigger fixes to save resources and improve productivity.
For further information please contact:
Mira Marcus | PR, Farmblox | mira@farmblox.ag | 713-305-6961
Monitoring and fertigation are key to achieving the right timing of potassium applications.
Potassium is important to tomato vine health, fruit set and color. Recognizing where deficiencies may occur and correcting them is complex.
Deciding if Potassium Fertilization is Necessary The K ion is weathered from soil minerals and is held on negatively charged soil surfaces (the cation exchange capacity, or CEC). The plant’s ability to get the K it needs depends therefore on:
• Soil type and texture: Sandy soils have a low CEC and a limited capacity to supply and hold K, while heavy clay soils can limit water movement and root growth, meaning that while the soil may have sufficient K the tomato roots cannot access it.
• Root growth: Since K isn’t very mobile in most soils, plants with poor root systems will have less access to soil K, even if it’s in an available form.
• Presence of other cations: If other ions are too abundant, they interfere with the plant’s ability to take up soil K. If K makes up less than 2% of the soil’s CEC, plants risk being K-deficient.
Most southern Sacramento Valley tomato soils are not naturally potassium-deficient; however, levels can decrease over time.
Right Rate Tomatoes are heavy K feeders, and most of the K taken up goes to the fruit. A 50-ton crop can remove 200 to 300 pounds K per acre (4 to 6 pounds per ton; Hartz and Hanson 2009). If K fertilization is needed, a recommendation is to replace the K removed with the harvest. The economic rate may be less than this because the additional yield benefit often stagnates as the rate increases (Hartz and Hanson 2009). A general recommendation is 100 pounds K2O per acre (Hartz and Hanson 2009).
Most southern Sacramento Valley tomato soils are not naturally K-deficient; however, levels can decrease over time. In an ongoing project funded by CTRI, I am measuring soil biological, chemical and physical differences between fields which are coming into tomato for the first time in decades (e.g., after walnut) and nearby fields on the same soil type which have been in long-term tomato rotations. Across a range of soil textures (Yolo silt loam, Tehama loam and Brentwood clay loam), all ‘new’ fields contained more available K in the top 12 inches at planting than their ‘old’ counterparts (Fig. 1). The difference was greatest on the two lighter soils. These differences may not relate to crop yield as only one field is at the threshold at which drip-irrigated processing tomatoes are expected to respond to K fertilizer, but they suggest that even in high-K soils, annual rotations which include tomato measurably reduce K over time.
Figure 1. Extractable potassium in the top 12 inches of six drip-irrigated processing tomato fields just after planting. Composite samples were taken from five areas within each field, from within the wetting zone. ‘New’ fields were in their first year of tomato (following walnut) and ‘old’ fields had been in long-term tomato rotations. Local research suggests a yield response to potassium fertilizer is most likely at soil test values <200 mg/kg.
Questions about nutrient management in processing tomatoes? See the California Fertilization Guidelines at geisseler.ucdavis.edu/Guidelines/Tomato.html.
References
Hartz, T.K., Hanson, B., 2009. Drip irrigation and fertigation management of processing tomato . University of California Vegetable Research and Information Center.
Hartz, T.K., Johnstone, P.R., Francis, D.M., Miyao, E.M., 2005. Processing tomato yield and fruit quality improved with potassium fertigation. HortScience 40 (6): 1862-1867.
Widders, I.E., Lorenz, O.A., 1982. Potassium nutrition during tomato plant development. Journal of the American Society of Horticultural Sciences 107 (6): 960-964.
Artificial intelligence tools support agricultural consultants by providing deeper insights into crop performance, soil health and weather variability (photo my Marni Katz.)
The future of agriculture is here, now, and it’s powered by technology, notably artificial intelligence (AI). From large drones that spray crop protectants and monitor crop health to autonomous equipment navigating undulating landscapes with various obstacles, to predictive models forecasting crop and animal production, a new wave of technology is transforming how modern production agriculture operates. For agricultural consultants, this digital revolution presents a complex and perhaps unsettling reality. On one hand, these powerful new tools hold the promise of streamlining tasks, enhancing data analytics and unlocking new levels of efficiency and positive net returns for clients. On the other hand, a quiet anxiety lingers. Could the same technology making ag consultants’ work easier be blindly relied on for ‘black box’ recommendations or perhaps even make their expertise obsolete?
In this article, we will explore this new landscape by asking a fundamental question: Is AI a new tool to be wielded by the modern consultant, a crutch to be wary of leaning on blindly or the ultimate pink slip waiting to happen? We’ll examine how AI is being used in the field today and what it means for the human element of ag consulting.
AI As a Powerful Ally, Not a Threat Preliminary, overarching statement: AI is a powerful tool, enhancing the ag consultant’s role. Far from a replacement, AI is rapidly proving itself to be a powerful tool that enhances, rather than diminishes, the ag consultant’s role. It’s an upgrade to the traditional toolkit, allowing for a level of insight and precision previously unattainable.
AI is transforming data analysis and predictive modeling. Consultants have always dealt with complex variables, including weather patterns, soil composition, variations in feedstuffs and market fluctuations. AI can process these vast data sets at a scale and speed that are simply beyond human capability. This allows consultants to move from reactive advice to proactive, data-based strategies. For example, an AI model can analyze years of yield data alongside weather forecasts to predict optimal planting dates with remarkable accuracy, offering a deeper, more reliable layer of intelligence for grower clients.
This enhanced analysis directly contributes to the continuing rise of precision agriculture. By integrating AI with technologies like drones and ground-based sensors, ag consultants can gain a micro-level view of their clients’ fields. AI-powered systems can identify nutrient deficiencies or pest infestations in specific zones of a field, enabling consultants to recommend highly targeted interventions for planting, fertilizing and irrigation. Smart collars on livestock collect and transmit data to a central system where AI can predict oncoming illness before human eyes detect it. This isn’t about automating the consultant’s job; it’s about giving them the ability to provide more precise and effective advice than ever before, optimizing resource use while enhancing production.
Finally, the most immediate benefit of AI is in efficiency and time savings. Many of the routine, time-consuming tasks that consultants face, such as data entry, basic reporting and compiling reports, can be automated by AI. By offloading these low-value activities, consultants are freed up to focus on what they do best: building strong client relationships, developing sophisticated long-term strategies and providing the nuanced, on-the-ground expertise that technology can’t replicate. In this sense, AI acts as a force multiplier, allowing consultants to scale their expertise and focus on the human element that remains central to their profession.
To discourage an overreliance on artificial intelligence and future-proof their careers, agricultural consultants must keep four uniquely human skills in mind that cannot be replicated: complex problem-solving, critical discretion and intuition, communication and relationship-building, and adaptability and lifelong learning.
Avoiding the AI Crutch Next, let’s caution about using AI as a “crutch,” the perils of overreliance. While the transformative potential of AI in agriculture is undeniable, there’s a growing concern that overreliance on these intelligent systems could turn a powerful tool into a limiting crutch. Ag consultants, with their deep-seated expertise and intuitive understanding of the land, face unique risks if they lean too heavily on AI without maintaining a critical perspective.
One of the primary dangers lies in deskilling and the erosion of critical discretion. If consultants become overly dependent on AI to process data and generate recommendations, they risk losing the nuanced, hands-on knowledge and critical discretion developed over years of practical experience. This ‘tacit knowledge,’ the ability to read subtle cues from the soil, the plants or the livestock that AI might miss, is invaluable. An ag consultant might accept AI’s output without fully understanding the underlying logic or questioning its assumptions, (‘black box syndrome’), potentially leading to suboptimal decisions if the AI encounters conditions outside its training data.
Furthermore, AI models are only as good as the quality and completeness of the data they are fed. In agriculture, data are often messy, inconsistent or biased, reflecting specific regions, farm sizes or conventional practices. If the input data are flawed, incomplete or not representative of a particular agribusiness’s unique conditions, AI’s recommendations can be inaccurate or even detrimental. Ag consultants need to remain vigilant in verifying data sources, understanding the limitations of the models and applying their human judgment to interpret and contextualize AI-generated recommendations. Without this critical oversight, an ag consultant might inadvertently base crucial advice on unreliable or inaccurate information.
Another significant challenge is the potential loss of the “human touch” and degradation of client relationships. Production agriculture remains inherently a relationship-driven industry built on trust, shared experience and personalized advice. While AI can automate tasks, it cannot replicate the empathy, understanding and trust that a human ag consultant provides. Overreliance on remote, data-driven interactions could diminish this personal connection with agricultural producers, who often value face-to-face discussions and the intuitive guidance that comes from an ag consultant who deeply understands their specific farm’s history, personnel, challenges and goals. The unique, localized and qualitative factors of agricultural production often require a level of contextual understanding that current AI struggles to grasp.
Finally, there are practical barriers related to cost and accessibility. Advanced AI tools often come with substantial upfront investments and ongoing operational costs. This can create a technological divide where smaller ag production entities or consultants with limited resources may struggle to adopt these solutions. As AI becomes an indispensable tool for effective ag consulting, those without access to it could be at a significant disadvantage, exacerbating existing inequalities within the ag sector.
From large drones that spray crop protectants and monitor crop health to autonomous equipment navigating undulating landscapes with various obstacles, to predictive models forecasting crop and animal production, a new wave of technology is transforming how modern production agriculture operates (photo courtesy GUSS Automation.)
The Fear of Replacement Lastly, let’s address the anxiety of replacement. Is AI coming for ag consultants’ jobs? The whispers of job displacement are perhaps the most unsettling aspect of the AI revolution for ag consultants. The fear of the pink slip is not entirely unfounded, as the landscape of basic ag consulting services is indeed changing.
We are already witnessing the rise of automated services and AI-driven platforms that can offer basic agricultural advice at a fraction of the cost. These platforms leverage vast data sets to provide generalized recommendations on planting schedules, fertilizer applications, pest identification or even total mixed ration formulations. For routine queries or farms with simpler needs, these automated solutions may present a competitive alternative to traditional human-led ag consulting, potentially capturing a segment of the market and putting pressure on ag consultants who primarily focus on data gathering or analysis.
However, this perceived threat is also a powerful catalyst for the ag consultant’s evolving role. Instead of viewing AI as a direct competitor, consultants should recognize it as an opportunity to elevate their value proposition. The future of ag consulting isn’t about being the data gatherer; it’s about becoming the master interpreter of that data. Ag consultants should shift from simply collecting information to synthesizing AI-generated insights with their unique understanding of local conditions, grower relationships and complex, multifaceted problems that AI cannot solve on its own. They must become strategists who translate complex AI outputs into actionable, human-centric advice and problem solvers who navigate unpredictable challenges that no algorithm can fully anticipate, what I have termed “management-actionable intel.”
Future-Proofing the Ag Consultant To truly future-proof their careers, ag consultants must embrace AI as a powerful accomplice, not a replacement. This requires actively engaging with AI tools, understanding their capabilities and limitations and integrating them seamlessly into their workflows. More importantly, it requires a focus on cultivating uniquely human skills that AI cannot replicate:
• Complex problem-solving: Addressing unforeseen challenges, integrating diverse variables that extend beyond typical data points and developing innovative solutions for nuanced, agribusiness-specific issues
• Critical discretion and intuition: Evaluating AI outputs with healthy skepticism, an experienced eye, understanding context and relying on years of accumulated knowledge and gut feeling
• Communication and relationship-building: Fostering deep trust with clients, actively listening to their concerns, articulating complex strategies in an accessible manner and providing empathetic support, qualities essential for genuine partnerships
• Adaptability and lifelong learning: Staying abreast of rapidly evolving AI technologies and agricultural practices, continuously expanding their skill set to remain relevant in a dynamic environment (e.g., joining a professional ag consultant organization)
By strategically leveraging AI for efficiency and insight while doubling down on their irreplaceable human attributes, ag consultants can not only survive but thrive in this new era, proving that the value of human expertise remains paramount.
The journey through the evolving role of AI in agricultural consulting reveals a clear path forward. Rather than an inherent threat or a weak crutch, artificial intelligence stands as a transformative force with the power to redefine the profession. We’ve seen how AI can vastly enhance data analysis and predictive modeling, enabling ag consultants to provide more precise and proactive advice. It automates mundane tasks, freeing up valuable time for high-value activities like strategic planning and client engagement.
The future of agricultural consulting undoubtedly belongs to those who embrace this technological shift and learn to effectively leverage AI. The future successful ag consultant will wield AI as a sophisticated tool to augment their existing skills, not allowing it to replace the fundamental human elements of their expertise. Ag consultants who view AI as a collaborative assistant, rather than a looming replacement, will be best positioned to thrive.
Ultimately, the true and enduring value of an ag consultant in the AI age will be found in their innate ability to synthesize cutting edge technology with their uniquely human expertise. This synergy, combining AI’s analytical power with human critical discretion, intuition, communication and complex problem-solving, will be the driving force behind resilient and profitable outcomes for their clients, ushering in a new and dynamic era for the profession.
Attractive prices may draw many producers to the same crop, leading to oversupply and depressed prices. Taking a balanced approach that accounts for expected costs, yields and market conditions will help make more informed decisions (photo by Vicky Boyd.)
One of the common requests I have received from growers and other agricultural stakeholders in the Sacramento Valley is for insights into alternative crop options that are drought- and disease-resistant and have the potential to command higher prices. With high production costs squeezing profits for major crops like walnuts, almonds and prunes, and yields becoming increasingly uncertain due to weather and disease, it is no surprise that growers are showing increased interest in exploring new crop enterprises they can diversify into. A crop enterprise is a farm activity focused on producing a single crop commodity, like prunes, almonds or walnuts. A grower’s overall farm business operation includes all the enterprises they manage. Helping growers choose the right crop enterprise for their farm is key to that success.
This article draws on the PRIMER method designed by professors Tim Woods and Steve Isaacs of University of Kentucky Cooperative Extension. In no order of importance, PRIMER stands for: profitability, resources, information, marketing, enthusiasm and risk. Each factor comes with guiding questions to help growers assess whether a new farm enterprise is a good fit. The full PRIMER article provides detailed worksheets and factor-specific questions to support deeper evaluation when selecting a new farm enterprise (see resources). This article highlights some of the basic, yet essential questions that are often overlooked. If a grower answers more “yes” than “no” or “maybe,” they are a good candidate to pursue options further in a detailed analysis.
Profitability Unless the operation is intended as a hobby, assessing profitability is a necessary step before adopting any new crop enterprise. Profitability is not just about high market prices; it also depends on yield potential and production costs. For commodities like orchard crops that take over a year to generate revenue, an investment analysis may be necessary to determine if they can realistically generate enough returns to cover the expected initial and ongoing production costs. Upfront or initial investments, such as planting, land acquisition or irrigation systems, are expenses needed to get started. Measures like net present value, which considers the time value of money and the size of the stream of returns over time, can help evaluate whether the long-term returns will be worth the investment. Some high-value crops may appear attractive due to strong market prices but come with significant costs that can quickly erode margins. Market conditions may play a role. Attractive prices may draw many producers to the same crop, leading to oversupply and depressed prices. Taking a balanced approach that accounts for expected costs, yields and market conditions will help make more informed decisions.
Resources A new crop enterprise may require a different set of resources, such as land, labor, equipment and buildings. When current resources can be leveraged, the risk of entering a new venture is significantly reduced. Growers should be realistic about what they already have and what they are willing or able to invest in to avoid costly surprises. Additionally, lenders may be hesitant to provide financial support for large capital investments for untried alternatives.
Information Access to relevant information is essential when considering a new crop enterprise. While the internet has expanded access to agricultural knowledge, the abundance of information requires careful filtering to identify trustworthy sources and details relevant to your specific situation. Without accurate and applicable information, even the most promising crop enterprise can lead to costly missteps. Research-based insights shared through workshops, field days and newsletters from Cooperative Extension services have long been a trusted resource for helping California growers make informed decisions. Additionally, talking to other growers with firsthand experience can provide valuable real-world perspective.
Marketing Successfully growing a new crop is only the first step; growers also need to sell it profitably. Thus, marketing must be integrated into decision-making from the start, not addressed only after harvest.
A good marketing plan is just as important as a good production plan. Building relationships with potential buyers and understanding their preferences is critical to meeting market demands. Researching buyer preferences can help identify unique product features that enhance market appeal. Growers should also evaluate which available marketing channels, be it direct sales, contracts, wholesale, retail or cooperative marketing, best align with their business goals as prices can vary significantly across channels. For crops that must be sold to processors or handlers, growers should understand their requirements, including contract terms, and whether they are accepting new growers.
Enthusiasm Enthusiasm can fuel the determination needed to overcome challenges, pursue new knowledge and push a new enterprise toward success. However, it is important to balance passion with objectivity. While strong emotional ties may drive commitment, they can also cloud judgment and lead to decisions that overlook practical or financial realities, even for experienced managers. That is why it is essential to clearly identify both the reasons for pursuing a new crop enterprise and the reasons for choosing not to during the evaluation stage. Pairing these reflections with a list of specific, measurable and attainable goals can help clarify your motivations and answer the key question: Why do I want to do this? That said, many growers today are asking about new crop options not out of excitement but out of necessity because current options don’t seem profitable due to high production costs and low prices. This shift in motivation is entirely understandable and important to acknowledge. Even if enthusiasm is not a main driver, taking the time to reflect on goals and expectations remains a valuable part of the grower’s decision-making process.
Risk Agriculture involves many sources of risk and uncertainty, whether from production, markets, finances, legal or personal factors. When evaluating a new crop enterprise, it is important for growers to ask: What are the key risks involved, and how am I prepared to manage them? A sound decision-making process identifies the major risks and considers how they can be mitigated. Some examples of risk management strategies are diversification, insurance, marketing contracts and credit reserves. Keep in mind that the more unusual or unfamiliar a crop enterprise is to a grower’s region, the greater the potential risk.
Exploring new crop enterprises can be a good strategy for growers looking to adapt to rising costs, market shifts and environmental challenges. However, choosing the right enterprise involves more than identifying a high-value crop price; it requires careful evaluation of goals, resources and risk tolerance. The PRIMER method offers a practical starting point, guiding growers through key considerations: profitability, resources, information, marketing, enthusiasm and risk. Taking time to ask the right questions about these factors upfront can help growers avoid mistakes and build a stronger foundation for long-term success.
Resources
Woods, T., & Isaacs, S. PRIMER for Selecting New Enterprises for Your Farm. University of Kentucky Cooperative Extension Service. Agricultural Economics Extension No. 00-13 August 2000 Link: https://agecon.ca.uky.edu/files/ext2000-13.pdf
A soil moisture sensor (not visible) and its datalogger installed in a grapevine with grassed alley. Soil moisture sensors are also helpful for managing regulated deficit irrigation or partial rootzone drying, which are irrigation techniques that have been shown to improve grape quality and improve water use efficiency in grapevine production (all photos by T. Oker.)
Grapevines are thought to be a relatively drought-tolerant species. However, in commercial production, they are usually irrigated to increase yield and profitability. The crop water requirements for grapevine varies by region. Through years of research, grapevine crop water requirements for different climatic regions have been determined and are generally well understood. In the San Joaquin Valley, for example, grapevines require between 24 to 36 inches of water each season. Knowledge of how much water grapevines need at each growth stage during the season is key to efficient irrigation management. This is called irrigation scheduling in irrigation parlance. There are various approaches to irrigation scheduling. A common method is to track the soil water budget by accounting for precipitation, irrigation and evapotranspiration.
Soil moisture sensors offer a more direct way to estimate the amount of water in the soil at a given time, an attribute that makes them helpful for irrigation management. At the most basic, they are used to continuously track soil moisture status such that when the moisture level drops below a certain value (known as management allowable depletion), the irrigation system is turned on to replenish the soil profile.
Besides wide usage by growers in the United States, soil moisture sensors are also extensively used in irrigation research, and many studies have shown that they can help with water savings. For example, a recent study in southern Italy showed water savings between 10% to 17% by utilizing a soil moisture sensor-supported irrigation decision support system. Soil moisture sensors are also helpful for managing regulated deficit irrigation or partial rootzone drying, which are irrigation techniques that have been shown to improve grape quality and improve water use efficiency in grapevine production. In places like California’s Central Valley, where spring rain usually replenishes the soil with moisture, some water savings could be realized by delaying the onset of irrigation. However, to know how much water has been retained in the soil, one would need a device like a moisture sensor.
Drilling of a hole for installing a soil moisture sensor using a power drill. In circumstances where drilling a precise hole is challenging, an installer should make a slurry using soil drilled out of the hole and then pour the slurry back into the hole before (or while) installing the probe.
Soil Moisture Sensor Technology This article discusses the main soil moisture sensing technologies available to growers. In the market, there are several brands of soil moisture sensors that are suitable. Disregarding brand, most of these moisture sensors are based on the measurement of either soil moisture tension or the dielectric constant of the soil.
Soil moisture tension is basically a measure of the force with which water is held within the soil. Tensiometers, which measure soil moisture tension and are well known in the irrigation community, are one of the oldest soil moisture sensing technologies. Another common moisture sensor that is based on measurement of soil tension is the resistance block (sometimes called gypsum blocks), which measures the electrical current through the soil, which is then translated into soil tension. Tensiometers and resistance-block devices typically report soil moisture status in units of centibars, or bars, or megapascals, which are not readily translatable to soil water amounts. However, vendors of such devices often provide further information to translate the tension readings to estimates of the amount of water in the soil. Compared to other common soil moisture sensors, basic tensiometers have a narrow measurement range (0 to 100 centibars) and therefore should be cautiously used, especially in light-textured soils like sands. At a soil water tension of about 85 centibars or above, there is a high risk of a tensiometer malfunctioning. This limitation has been overcome in more recently developed advanced tensiometers, which have wider measurement ranges.
There are two common types of devices based on the measurement of soil dielectric constants. These are TDRs (time domain reflectometry) and FDRs (frequency domain reflectometry). Basically, the dielectric constant is the measure of a nonconducting material to conduct an electromagnetic wave. The dielectric constant of a soil is dependent on the amount of water it contains. TDRs and FDRs typically report soil moisture in terms of volumetric water content (VWC) percentage, which, compared to tension devices, is a more direct measurement, considering that the goal in irrigation management is to know how much water is in the soil. VWC is basically the amount of water in a unit volume of undisturbed soil at any given time.
These days, many soil moisture sensor vendors offer cloud-data services as an optional addition to the hardware. Typically, these services involve processing and uploading the soil moisture data on user-friendly online platforms, where a client can access their soil moisture data through smartphones, tablets or computers, making real-time data available any time it is needed.
‘It is very important that moisture sensors are installed such that they make good contact with the surrounding soil.’
Soil Moisture Installation in Grapevines Installing soil moisture sensors in grapevines is not markedly different from how it is done for other crops. It is important to install the soil moisture sensor close to the plant to get data that is representative of plant water use. For grapevines, it is reasonable to install the moisture sensor within 1 to 2 feet from the base of the trunk of the vine. This is because the highest root density is close to the base of the trunk of the plant.
Although mature grapevines are known to be able to extract moisture from depths of 5 feet or even more, as reported by a recent study conducted in Lodi, Calif., for irrigation management purposes, monitoring soil moisture to a depth of at least 4 feet is reasonable. For vineyards with cover crops, moisture sensors could also be installed between rows to monitor water use of the cover crop so that it can be accounted for in irrigation application amounts. This is especially important in vineyards that maintain cover crops during the period of grapevine peak water demand.
Generally, it is advisable to install more than one soil moisture sensor in a vineyard. A grower can use a soil map to guide their decision on where to install sensors. Field-scale soil maps are available for much of the continental United States. An additional factor to consider is to ensure sensors are installed at locations where there are healthy grapevines (i.e., grapevines expected to reflect the true water use across the orchard).
It is very important that moisture sensors are installed such that they make good contact with the surrounding soil. This is especially important for sensors that have an oblong architecture and thus must be installed into drilled holes. In circumstances where drilling a precise hole is challenging, an installer should make a slurry using soil drilled out of the hole and then pour the slurry back into the hole before (or while) installing the probe.
It is important to note that most commercially available soil moisture sensors estimate water in a small volume of soil that immediately surrounds the probe. Considering that soil texture naturally varies greatly in the field, both horizontally and vertically, the way water redistributes itself within the soil following irrigation is not homogeneous. It is therefore important to evaluate the reported soil moisture data after installation to ensure the data reported is related to wetting and drying periods and patterns.
Soil moisture sensors are an integral part of the suite of options that growers can draw from as they seek to improve their water use efficiency. Also, with advancements in digital agriculture, soil moisture sensors will remain key for gathering data that is used for ground-truthing and optimizing water use across various agricultural production systems.
Resources
Garofalo, S. Pietro, Intrigliolo, D. S., Camposeo, S., Alhajj Ali, S., Tedone, L., Lopriore, G., De Mastro, G., & Vivaldi, G. A. (2023). Agronomic Responses of Grapevines to an Irrigation Scheduling Approach Based on Continuous Monitoring of Soil Water Content. Agronomy, 13(11), 2821. https://doi.org/10.3390/agronomy13112821
McCarthy, M.G., Loveys, B.R., Dry, P.R. and Stoll, M. (2000). Regulated deficit irrigation and partial rootzone drying as irrigation management techniques for grapevines. Water Reports, 22. https://www.fao.org/4/y3655e/y3655e00.htm#TopOfPage
Peacock, B. (). Water Management for Grapevines. University of California, Tulare County. Pub. IG1-95. https://ucanr.edu/sites/default/files/2011-03/82035.pdf
Wilson, T. G., Kustas, W. P., Alfieri, J. G., Anderson, M. C., Gao, F., Prueger, J. H., McKee, L. G., Alsina, M. M., Sanchez, L. A., & Alstad, K. P. (2020). Relationships between soil water content, evapotranspiration, and irrigation measurements in a California drip-irrigated Pinot noir vineyard. Agricultural Water Management, 237, 106186. https://doi.org/10.1016/J.AGWAT.2020.106186
