John + Amanda DuffFoundersJohn and Amanda Duff are cofounders of Serō. John leads all analytical and communication activities with an eye toward the bigger picture. Amanda uses creativity and design to organize things behind the scenes with an eye for the details. In addition to leading Serō, John and Amanda are real estate investors specializing in the acquisition and management of prime, predominately irrigated farmland in West Texas. They also own residential rental properties in the area.
John serves on the Texas Tech University Davis College Advisory Board and the Lubbock Chamber of Commerce Agriculture and Natural Resources Committee. He was the youngest person ever named Davis College Outstanding Young Alumnus in 2022 and was named a South Plains College Distinguished Alumnus in 2021. John holds a Bachelor of Science in agribusiness and a Master of Business Administration, both from Texas Tech. Amanda holds a Bachelor of Science in interdisciplinary studies and a Master of Science in special education, both from Lubbock Christian University. In their free time, John and Amanda enjoy spending time with their children, Chloe and Heston, and with their family and friends. They are active members in their church and the New Horizon Emmaus Community. Carlee FrosoniVice President of OperationsCarlee Frosoni grew up in Lubbock, Texas, surrounded by farms and ranches, where she gained an appreciation for the hard work farmers put into feeding communities. This early exposure made her aware of the challenges farmers face, from weather unpredictability to the need for efficient production systems.
After attending Texas Tech University, Carlee moved to DFW, where she experienced food deserts and became inspired by local farmers using markets to address these gaps. Her passion for food and sustainability deepened as she later lived in New York City, experiencing its diverse culture and broadening her perspective on food systems and community connections. Now back in Lubbock, Carlee is excited to bring her diverse experiences to agriculture. As a nature enthusiast and climate advocate, she has been actively involved in environmental efforts and promoting healthy food access. With a decade of experience in operations and strategic project management, she will focus on enhancing Serō Ag Strategies’ operational framework, ensuring customer satisfaction, and supporting growth. |