Rometron has expanded its presence in the United States with the launch of WEED-IT USA, a newly established subsidiary headquartered in Wellington, Colorado, as the company seeks to strengthen support for growers adopting precision spraying technology. The move reflects the company’s broader international growth strategy and underscores its commitment to providing localized sales, service, technical expertise, and customer support to agricultural operations across the country.
The new subsidiary will focus on meeting increasing demand for WEED-IT precision spraying and spot-spraying systems, technologies designed to help farmers improve operational efficiency while reducing herbicide use through targeted weed control. By establishing a dedicated U.S. organization, Rometron aims to build closer relationships with growers, dealers, and agricultural partners while expanding the availability of its precision agriculture solutions.
The company said the launch represents an important milestone in its long-term expansion plans, positioning WEED-IT USA to better serve one of the world’s largest agricultural markets through localized operations and customer engagement.
“The United States is one of the world’s most important agricultural markets and presents significant opportunities for precision spraying technology,” said Roel de Jonge, owner of Rometron. “With WEED-IT USA, we are making a long-term investment in the growers, dealers and partners who are helping advance more efficient and sustainable farming practices.”
The formation of WEED-IT USA also builds upon the market presence developed through AgriTech America, which has played a significant role in introducing WEED-IT precision spraying technology to U.S. growers and expanding the customer base for the system. Rometron indicated that the transition to a dedicated American subsidiary is intended to enhance local support while maintaining continuity for existing customers.
AgriTech America will continue working closely with the new subsidiary during the transition period to help ensure uninterrupted service for growers and equipment dealers already using WEED-IT technology.
“We are proud of the work AgriTech America has done to introduce WEED-IT technology to growers in the United States,” said Adam Hutton, owner of AgriTech America. “The formation of WEED-IT USA is a positive next step for customers and for the continued growth of this technology. We look forward to working closely with Rometron and WEED-IT USA to support growers through this transition and into the future.”
WEED-IT technology uses real-time optical weed detection to identify unwanted plants and apply herbicides only where weeds are present rather than treating entire fields. The targeted application approach is designed to reduce chemical usage while maintaining effective weed management. In addition to lowering herbicide consumption, the system can help growers reduce input costs, improve operational efficiency, and support broader sustainability goals by minimizing unnecessary applications.
As precision agriculture technologies continue to gain traction across the farming sector, systems that combine automation with data-driven field management are becoming increasingly important tools for improving productivity while addressing cost and environmental considerations.
Alongside the establishment of WEED-IT USA, Rometron announced the appointment of Doug Daws as general manager of the new subsidiary. Daws brings more than 30 years of experience in agricultural equipment and precision agriculture, having previously held leadership positions with Caterpillar, AGCO, CNH Industrial, and Trimble.
His appointment is expected to provide experienced leadership as the new organization expands its operations and customer support capabilities throughout the United States.
“I am honored to help establish WEED-IT USA and support the next phase of growth for WEED-IT technology in the United States,” said Daws. “Our priority is to build on the strong work already done in the market while expanding local support, technical expertise and long-term customer confidence.”
During the transition, existing WEED-IT customers and dealer partners will continue receiving sales and technical assistance through their current contacts, including AgriTech America. Rometron said additional organizational details and contact information for WEED-IT USA will be announced as operations continue to develop from the company’s Wellington, Colorado, headquarters.
The company stated that the phased transition has been designed to provide uninterrupted support for existing users while laying the foundation for continued expansion of WEED-IT precision spraying technology across the United States. By combining local leadership with established industry relationships, Rometron is positioning its new U.S. subsidiary to support the growing adoption of precision agriculture technologies among American growers.
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