ABOUT

Meet the Team!

John + Amanda Duff

Founders

John 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 Frosoni

Vice President of Operations

Carlee 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.

John + Agriculture

A Family History

I.J. Jr. and Maurene Lester Duff settled southeast of Levelland, Texas, in 1949, busting a labor of native sod that was a part of the Spade Ranch, then one of the largest ranches in Texas. This roughly 177-acre Spanish land grant became the cornerstone of the Duff family farming operation when cotton production began and irrigation wells were drilled beginning in the 1950s.

A Legacy Lives On

Today, the Home Place, as the original labor is now known, is the most productive ground in the operation. John and Amanda own this property jointly with John's parents, Don and Paula, along with three other properties in the area. John and Amanda are thrilled that their children, Chloe and Heston, will be the fourth generation to care for the Amarillo fine sandy loam soils of this almost 80-year-old farm.

A Professional Journey

John has served the sorghum industry in various capacities for more than 10 years, beginning his time with National Sorghum Producers as an intern in 2011 before rising to executive vice president in 2020. He is recognized as one of the world's leading experts on sorghum, serving as the primary host for the industry's two podcasts and authoring Sorghum Focus, a monthly Farm Progress column. Since 2014, his primary focus has been sustainability.