Tech2Market AgVisory brings together experience across production agriculture, strategy, and commercialization to support teams moving innovation into the field.
Grounded in agriculture. Focused on execution.
Meet the Team
John is an agribusiness leader with more than 14 years of experience building market pathways for agricultural innovation. As founder and CEO of Serō Ag Strategies and founder of Tech2Market AgVisory, John works at the intersection of production agriculture, commercialization strategy, and market development, helping research teams, startups, and agricultural organizations translate technical innovation into adoption-ready, scalable solutions. His work is grounded in agricultural economics, private-sector partnerships, and policy engagement, with particular focus on biofuels, sustainability, and emerging ag technologies.
John Duff
Carlee is a strategic advisor specializing in commercialization planning, market analysis, and partner development for agricultural innovation. Her work centers on helping organizations define product-market fit, validate adoption pathways, and construct credible tech-to-market strategies that withstand real-world economic and operational constraints. With experience supporting early-stage ventures, research teams, and cross-sector initiatives, Carlee brings analytical rigor and execution focus to every engagement, ensuring that promising technologies are positioned for successful deployment in agricultural markets.
Carlee Frosoni
Don is a second generation farmer entering his 50th year in production, bringing unmatched on-the-ground perspective to Tech2Market AgVisory’s work. His role is centered on one critical question: does this product, technology, or service truly fit the realities of the farm and deliver value to farmers? Don’s real-world experience provides essential early validation for emerging innovations, helping teams avoid the common pitfall of under-engaging farmers during development, an oversight that often undermines adoption and weakens otherwise promising technologies. His practical insight ensures that tech-to-market strategies remain grounded in operational reality, economic viability, and farmer priorities.
Don Duff
Our Values
Mission:
To help agricultural innovation move from research to real-world adoption by building practical, credible tech-to-market strategies grounded in production agriculture and market reality.
Vision:
A future where public and private investments lead to durable, scalable outcomes because adoption, incentives, and risks are considered from the start.