iTTU Mentor

John Duff

Functional Expertise

• Business Development

• Social Impact and Sustainability

• Policy and political strategy

Industry Expertise

• Energy

• Government

• Agriculture/AgTech

John Duff is the founder and CEO of Sero Ag Strategies, an agricultural consulting firm focused on market development, public policy, sustainability, and commercialization. He works with producer organizations, companies, investors, and government agencies to advance new opportunities across agriculture, renewable fuels, food systems, and natural resources.

Duff currently serves as a consultant to the National Sorghum Producers and the United Sorghum Checkoff Program, where he leads efforts related to market development, federal policy, sustainability programs, renewable fuels, and strategic initiatives. Throughout his career, he has worked extensively on issues involving international trade, biofuels, conservation, water resources, and agricultural innovation. His efforts have helped support major market development initiatives, including the reopening of a more than $1 billion export market for U.S. sorghum and the advancement of large-scale public-private partnerships focused on agricultural sustainability.

In addition to his policy and market development work, Duff is actively involved in agricultural entrepreneurship and commercialization. He serves as the lead consultant for cSmart, a nonprofit commercialization platform that works with entrepreneurs, researchers, investors, and industry partners to identify and advance new market opportunities in agriculture. Through cSmart, he has helped evaluate and support ventures spanning food, logistics, renewable fuels, agricultural technology, and value-added processing.

Duff is a frequent speaker and moderator at agricultural conferences and industry events, where he addresses topics including agricultural policy, sustainability, renewable fuels, water management, and rural economic development. He is also a regular columnist for Farm Progress, writing on issues affecting farmers, rural communities, and agricultural markets.

A native of West Texas, Duff remains deeply committed to strengthening rural economies, expanding opportunities for farmers and ranchers, and helping agriculture adapt to emerging challenges while creating new pathways for growth and innovation.