For George Grote, a typical day doesn’t involve a steering wheel or a dusty cab; instead, it looks like he’s glued to his phone or tablet. From the climate-controlled comfort of a pickup or while strolling between the crop rows, Grote monitors a fleet of autonomous tractors as they navigate with precision. It’s a scene that Agtonomy CEO Tim Bucher calls “Farmville for real,” where gripping the steering wheel is being replaced by the quick-twitch reflexes of the gaming generation.
As the agricultural industry grapples with a deepening labor crisis and an aging workforce, companies such as Agtonomy are betting that high-tech autonomy is the key to recruiting Gen Z. By rebranding traditional tractor driving as “digital operation,” the California-based startup is leveraging app-based interfaces to transform farming into a tech career.
Raised on a dairy farm, Bucher coupled his love of agriculture and machinery with a career in the tech field to create the prototype that would become the company’s first autonomous tractor. Today, as a farm owner and father of three, Bucher says it’s not likely his children will return to the farm. With this technology, he hopes to attract the next generation to his farm and the industry.
“The younger generation doesn’t want to be in the dirt and the dust because there are other opportunities for them,” he says.
The Gaming Advantage: Why “Fast Hands” Matter in the Field
Grote, a 30-year-old field engineer with Agtonomy, does not have a farming background, but he always knew he wanted to work outdoors. He graduated from California Polytechnic State University with a degree in crop and fruit science and now works alongside Agtonomy customers. He says being able to process information on a screen while being fast with his hands is something he picked up from gaming.
“I can tell you [gaming] 100% helped me, being able to toggle between different features in the app and being quick with technology,” Grote says. “If you can play a video game, then you’re more than capable of running five, six, seven or eight tractors at once while sitting in your truck and watching them run autonomously.”
Marc Di Pietra, regional service maintenance manager for Treasury Wine Estates, says the cutting-edge technology can help bridge the labor gap, provide upskilling opportunities and reduce physical demands.
“New technologies are making it incredibly dynamic and attractive for younger generations,” Di Pietra says. “With a younger workforce, I expect that evolution to accelerate. There’s a natural comfort with technology, and a willingness to challenge legacy processes, which is critical.”
Adding this technology has been game changing in the wine business, De Pietra says, and it can shape the rest of the agricultural industry as well.
“These technologies allow us to be more precise with our farming, winemaking techniques and sustainability efforts, effectively creating safer environments for our employees, reducing our emissions and producing better quality wines,” he explains.
How Agtonomy Works
At this point, Agtonomy is being used on fruit and nut tree, grapevine, avocado and citrus operations. The company works with Bobcat, specifically the Doosan Bobcat CT 4045, for more versatile utility and maintenance tasks, and Kubota to automate narrow-track diesel tractors, such as the Kubota M5N series.
Agtonomy’s software is embedded into a tractor’s OEM control system at the factory. Outfitted with the technology, the machine can autonomously handle repetitive tasks, such as mowing, spraying and seeding. Using cameras and sensors, tractors can “see” their surroundings, allowing them to navigate rows and avoid obstacles. Sensors and data links also ensure that sprayers or mowers are working at the correct intensity and height. When an issue occurs, a notification is sent to a smartphone and/or tablet, complete with details to help the tractor decide what to do when it deviates from the original instructions.
