John Duff is founder of Serō Ag Strategies, specializing in sustainability and economic strategy for agribusiness and serving as a bridge between farmers and their downstream supply chain partners. Derived from the Latin verb meaning to produce, to bring forth or to propagate, Serō captures the essence of what U.S. farmers do every day. Whether raising families, crops or cattle, each day brings with it an opportunity to cultivate anew. In official capacity with Serō, John aspires to do the same, empowering U.S. farmers to use their God-given abilities to bring forth a better future. In addition to leading Serō, John and his wife, 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.