John Deere


Iconic equipment manufacturer and agricultural leader John Deere is also a tech company and, by exhibiting at CES 2019 and CES 2020, it's spreading the word about how ag tech can better feed the world.

impressions on social media

Deere & Company provides high-tech products and services to its customers who feed the world.

“CES is undoubtedly the world’s premier technology showcase, and Deere is a technology company,” said John Stone, senior vice president at the John Deere Intelligent Solutions Group, a division of Deere that has been innovating advanced technologies ranging from automation to the IoT to AI for the last 25 years.

Following its debut at CES 2019 as the first company to bring a giant piece of high-tech farm equipment to the world’s largest technology show (an AI-deploying corn harvester and self-driving tractor), John Deere returned to the show in 2020 with a completely different machine and narrative, this time focusing on AI-enabled spraying and sustainability with its R4038 Sprayer — which GadgetMatch called “sexy” when honoring it with their sustainability award.

CES gives us a chance to talk technology first, and how it is a hand-in-glove fit with agriculture.

John Stone
Senior VP at the John Deere Intelligent Solutions Group

Deere was also named a 2020 CES Innovation Awards Honoree for its 8RX tractor.

By exhibiting at CES, John Deere raised awareness to challenges faced by farmers around the world and how these challenges can be addressed by technology.

“CES gives us a chance to talk technology first, and how it is a hand-in-glove fit with agriculture,” Stone said.

John Deere’s CES 2020 presence elicited an unprecedented social media response from the agriculture community, most prominently from farmers themselves who were inspired and motivated bythe company’s presence at the world’s most influential tech event. John Deere social media channels ended up garnering over 25 million impressions, including over 2 million Deere CES video views with nearly 2 million Instagram story views.

John Deere also earned significant and extensive coverage with the world’s leading technology and business media, allowing them to further their story’s reach to key audiences from within and well beyond the technology and agriculture communities.

The team intends to continue spreading the story of ag tech and how it is changing the way we live.

“There’s going to be another 2 billion people in the next 20 years,” Stone said. “We will have more people to feed and less land to do it on, and we need to do it in a more sustainable fashion. That’s what CES is bringing together — all these different technologies are here and getting stories out.”

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