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It’s ride-hailing, farm style. Deere & Co is teaming up with the “Uber of tractors” in Africa and betting on a future where farmers summon machines with the touch of a button.
The world’s leading farm equipment maker is outfitting its tractors with startup Hello Tractor’s technology, which allows farmers to hail the machines via an app, monitors the vehicles’ movements and transmits usage information such as fuel levels.
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