Le 04/03/2026
John Deere Parla Innovation Center Facilitates Collaborative Ag-Tech Development
Madrid-Based Center Accelerates Innovations for High-Value Crops
Throughout the world, innovation is often fueled by competition. But at John Deere’s Parla Innovation Center, startups and established companies work together instead of developing projects behind closed doors.
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The Parla Innovation Center, located in Parla (southern Madrid), is a flagship innovation hub with a large coworking space and test fields for prototypes. Public and private organizations can access technical and agronomic expertise and receive feedback on production systems.
Partners include:
- Companies with long tradition in agriculture and HVC production system, such as AGQ Labs, Agromillora, Azud, BASF, ID David, Metos, Teyme Group and Yara.
- Ag-tech start-ups such as Abastores, Agrae, Auravant, Biome Makers, EdenCore, FarmLabs, Graniot and SpherAG, Smart Apply and GUSS, among others.
- The Universidad Politécnica de Madrid (UPM)
- Parla’s City Council
“Our vision at the John Deere Parla Innovation Center is to drive profitability and sustainability for high-value crop farms by accelerating technological innovation and its adoption,” said Javier Fernández, head of the Parla Innovation Center. “Our approach brings the energy and creativity of a start-up together with the experience and know-how of multinational companies to deliver measurable value to growers and the broader agricultural ecosystem.”
Parla Provides Fertile Ground for Innovation and Partnerships
John Deere’s Parla Innovation Center is surrounded by four hectares of high-value crops (HVCs), including vineyards, almond, olive, apple and pistachio trees. These real-world farming environments allow innovators to shorten the journey from initial concept to field-ready solutions.
Partners focus on solving challenges for HVC growers, such as:
- Labour availability and efficiency
- Optimizing the use of inputs
- Water use efficiency
- Farm management
Shared resources also provide fertile ground for innovation. Graniot, a Parla-based startup, developed an algorithm for estimating tree canopy volume and vigor using satellites. An Innovation Center partner, Yara, utilised Graniot’s infrastructure to develop a tree-by-tree precision fertilization map for olive groves. Teyme and John Deere developed the technology to make a precision tree-by-tree fertilization possible.
Additionally, the Innovation Center incubates a wide range of precision agriculture projects, including: automation, connectivity, electrification, AI and integrated farming systems. John Deere also provides support for Abastores, an online platform where growers can buy and sell grains and view up-to-the-minute grain prices.
Engage with Innovators 15 April 2026 in Parla, Madrid
On Wednesday, 15 April 2026, growers, investors and innovators will convene at the John Deere Parla Innovation Center for GOFAR’s Field Day Spain. The all-day event includes:
- Field demos with live commentary from robot users
- A panel discussion with Spanish farmers about their experience and ROI
- An interactive session about regulations
- Insights from distributors.
GOFAR’s Field Day Spain is a unique opportunity to see new technology firsthand and have frank conversations with users and developers. In the words of Javier Fernández, head of the Parla Innovation Center, “To achieve our goal of remaining a leader in agro-technological innovation, we need to surround ourselves with the best professionals in the world.”
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