About

OUR VALUES

WE BELIEVE HIGH QUALITY, NUTRIENT DENSE FOOD GROWN ON HEALTHY SOILS IS BETTER FOR THE FARMER, BETTER FOR THE LAND OWNER, BETTER FOR THE PLANET, AND BETTER FOR PEOPLE WHO EAT.


OUR HISTORY

Both David and Mary Lucero can trace their agricultural histories in New Mexico to the 1500’s. This long presence in the region shapes their determination to help growers achieve the profitable, sustainable, and regenerative production that will ensure prosperity for another five centuries.


Mary Lucero, PhD

Mary’s first home was near Gallup, New Mexico. As a child she lived on both coasts and in between, before returning to New Mexico. As an adult, she obtained a degree in agriculture, before returning to New Mexico State University for her doctorate in molecular biology and environmental toxicology. Mary’s research career provided experience in plant biotechnology, land restoration, and microbial ecology. Barriers between institutional demands and growers needs led her pursue an independent path. She opened End-O-Fite Enterprises LLC in order to provide research and extension services that could be more closely tailored to the changing needs of regional growers.

Dr Mary Lucero

Mary’s extensive biological knowledge helps her support growers in sustainable and/or regenerative production of healthy crops and soils.

She conducts research and testing that evaluates the benefits of alternative production practices, and produces online courses that help new growers and consumers understand the beneficial impact of ecologically sound agricultural practices.


David Lucero, MA

David grew up on a cattle ranch that included a fruit orchard in Lincoln County, NM. He spent his childhood helping the family work cattle, pick apples, fix fences, and care for the land.

photo of David Lucero

David’s degree in Agricultural Business Management from New Mexico State University led him to a career in marketing with the New Mexico Department of Agriculture, where he has built markets in local, regional, and international arenas.

Here at End-O-Fite, David most enjoys connecting with farmers and ranchers, and pruning fruit trees. Always a marketer, David excels at helping growers find new outlets for their products. You can often find him out in the field, collecting soil samples, offering recommendations, and pruning tips. David also manages operations at our sister organization, JAL Farms, so cattle and fruit are an important part of his daily routine.



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