John Deere is strategically positioning itself to capitalize on Brazil’s agricultural potential through cutting-edge technology and a keen eye on the current challenges in agtech adoption. During the recent Brazil Investor Day held on June 10, executives highlighted the importance of technological advancements, especially in connectivity, which remain critical for many Brazilian farmers.
In a comprehensive presentation lasting nearly 90 minutes at its facility in Indaiatuba, Brazil, John Deere outlined a focused strategy comprising three vital areas: boosting yield and crop efficiency, enhancing operational productivity, and fostering farmer connectivity. Executives emphasized that the adoption of advanced technologies will unlock growth not only for John Deere but also for the entire agricultural sector.
Central to John Deere’s precision agriculture strategy is the company’s Operations Center—an innovative, web-based portal for managing farming equipment and services launched in 2012. According to Antonio Carrere, VP of Marketing and Sales for Latin America, this platform serves as a critical element in enhancing efficiency across agricultural operations.
“A key aspect of our transformation is the implementation of the John Deere Operations Center, which integrates production systems with machine optimization, logistics management, and agronomic insights,” Carrere elaborated.
Boosting Connectivity Across Brazil’s Agricultural Landscape
Despite the promising advancements, **Brazilian farmers continue to grapple with significant challenges related to cellular and internet connectivity**. According to a report by the ConectarAGRO Association, only about one-third (33.9%) of Brazilian farmlands are covered by 4G or 5G networks.
In response to these connectivity hurdles, John Deere unveiled its satellite connectivity solution, JDLink Boost, in collaboration with Elon Musk’s Starlink. This initiative is designed to bridge the gap for farmers in areas with “little to no cellular coverage.” As of the recent presentation, John Deere successfully sold over 4,000 of these services.
Learn More About Brazilian Agriculture at World Agri-Tech
The agriculture ecosystem will unite on June 24-25 for the 2025 World Agri-Tech South America Summit at the Hotel Unique in São Paulo, Brazil.
Industry leaders from the Latin American agri-food supply chain, including Bayer, BASF, Cargill, Danone, Ingredion, Nestle, and PepsiCo, will discuss strategies for creating a more sustainable agriculture industry.
For more details and to register, visit the event website here.
Progress in connectivity is palpable as John Deere has connected approximately 73,000 machines in Brazil in 2024, reflecting a remarkable growth rate of 41% over the past four years. Plans are in place to increase this number, as Cristiano Correia, VP of Production Systems for Latin America, stated, aiming to achieve “2.5 times the number of currently connected machines in Brazil by 2030.”
“As more pieces of equipment connect, our customers are enhancing the value per acre from precision technology,” Correia remarked. “The advancements we’re making will directly influence Deere’s global Leap Ambitions.”
Brazil: An Agricultural Powerhouse Fueled by Technology
The Indaiatuba facility signifies John Deere’s deep-rooted dedication to the Brazilian market, having inaugurated its first research and development center in the Southern Hemisphere late last year.
For over 45 years, John Deere has been tailoring its innovations to the unique challenges of Brazil, notably developing equipment that thrives in its tropical climate. According to Isabela Aranovich, Production System Manager for Strategy and Innovation at John Deere, Brazil’s agriculture is significantly boosted by the practice of double cropping—the ability to cultivate two crops within a single year.
The country’s proximity to the equator allows for conducive year-round growing conditions, a stark contrast to the seasonal limitations faced by farmers in the US and Canada.
“As more pieces of equipment get connected, our customers are expanding and enhancing the value per acre benefit they receive from precision technology. The progress that we are making in this area … will continue to have a direct impact on Deere’s global Leap Ambitions.”
Cristiano Correia, VP of Production Systems for Latin America
In practical terms, that means after harvesting soybeans in January, farmers can immediately follow up with planting seeds, maximizing their output and efficiency, as Aranovich described.
Brazil has rapidly ascended to become a global agricultural leader, now the top producer of soybeans and sugar cane, thanks to a) technological advancements, b) supportive governmental policies, c) improved infrastructure, and d) rising global demand for agricultural products. As Correia explains, “Brazil is truly an incredible and diverse country that has solidified its role as a key player in agriculture.”
“We are filled with excitement about the prospects ahead, and we’re emboldened by our achievements alongside customers and dealers over the last 25 years. Importantly, we are confident in our ability to deliver differentiated value and sustainable growth,” Josh Jepsen, SVP and CFO at John Deere, concluded.
