John Duff of Lubbock, Texas. He received a bachelor's degree in agribusiness (2012) from Texas Tech. Following graduation, Duff joined the National Sorghum Producers and the United Sorghum Checkoff Program. He remained there for 10 years under multiple titles, including Renewables Program Director, Strategic Business Director, and Executive Vice President. Duff has recently founded Sero Ag Strategies.  Serving as a bridge between farmers and their downstream supply chain partners, Sero offers the expertise and contacts of a multinational corporation with the responsiveness and personal touch of a boutique consulting firm.  They specialize in sustainability and economic analysis and communication.  Duff is a member of the Texas Tech Davis College Advisory Board and serves on the Lubbock Chamber of Commerce Ag and Natural Resources Committee. Recent honors include the South Plains College Distinguished Alumnus Award (2021).