Lubbock, TX — November 20, 2024 — Serō Ag Strategies, a boutique consultancy specializing in sustainability and economic strategy for agribusiness, is thrilled to announce the appointment of Carlee Frosoni as Vice President of Operations. 

Frosoni joins with a decade of experience in operations and strategic project management, most recently serving as a Senior Product Manager in the marketing technology sector. In her previous roles, she led initiatives that bridged the gap between product development and operational execution, driving efficiencies and helping the organization adapt to a rapidly changing market.
"Carlee’s expertise in operations and strategic project management makes her the ideal choice to help us scale our operations and streamline processes for long-term success," said John Duff, Founder of Serō Ag Strategies. "Her experience in product management and her ability to manage complex projects will be invaluable as we continue to scale our operations to meet the demands of our customers."
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In her new role, Carlee Frosoni will be responsible for enhancing the company’s operational framework, ensuring that its customers’ needs are met with excellence and providing a foundation to scale for future growth.

​Lubbock, Texas - U.S. agricultural leader John Duff today announced the launch of Serō Ag Strategies, a boutique consultancy that will bridge the gap between farmers and their supply chain partners by specializing in sustainability and economic strategy for agribusiness.

"Given the unprecedented challenges that will come with clothing, feeding and fueling the world over the next 20 years, sustainable strategies that work for the entire agricultural supply chain are more important than ever," Duff said. "Serō offers the expertise and contacts of a multinational corporation with the responsiveness and personal touch of a boutique consultancy, and I look forward to deploying these assets to help address challenges and bring forth opportunity for farmers and agribusinesses."

For the past 11 years, Duff has been an integral part of the sorghum industry's analytical and strategy efforts, first overseeing ethanol programming before adding economic and policy analysis and ultimately carbon and sustainability leadership to his responsibilities with National Sorghum Producers (NSP) and the United Sorghum Checkoff Program (USCP). For the past two years, he served as executive vice president for both organizations. Duff will continue to support both organizations in various capacities under the Serō brand and throughout implementation and execution of NSP's recent $65 million award under the new USDA program, Partnerships for Climate-Smart Commodities.

"The past 11 years have been some of the most fulfilling of my life," Duff said of his time at NSP and USCP. "The team that sorghum farmers and their supply chain partners have working on their behalf is second to none, and I could not be more excited for the future and what this new relationship between Serō and sorghum farmers holds. I would especially like to thank NSP and USCP CEO Tim Lust for his unwavering servant leadership in building this team and for the unparalleled mentorship he has graciously provided me personally these past 11 years."

In addition to sustainability and economic strategy, Serō will provide business, corporate and industry strategy leadership, as well. While sorghum will be a primary focal crop, helping bring forth opportunity for farmers and agribusinesses of all kinds will be the consultancy's goal.

"Derived from the Latin verb meaning to produce, to bring forth or to propagate, Serō captures the essence of what farmers do every day," Duff said. "Whether raising families, crops or livestock, each day brings with it opportunities to cultivate anew. Serō Ag Strategies aspires to equip farmers and their partners across the supply chain to take full advantage of these opportunities in a sustainable manner."

More information is available at SeroAg.com. Duff can be reached at [email protected] or 806.638.5334 and on Facebook, Instagram, LinkedIn or Twitter.