The Founders

Founder

Joey Villanueva, known as Joe, is the Owner, Operator, and General Manager of Operations at CF Sod. With over a decade of experience in the sod and construction industries, Joe brings hands-on expertise and a deep understanding of field operations to every project.

His journey began in 2012, starting independently with nothing more than a truck, a trailer, and a strong work ethic. He later expanded his skill set into general contracting, gaining experience in home remodeling before returning to the sod industry in 2017. By 2019, he officially launched and began building what would become CF Sod.

Joe is known for his calm leadership, reliability, and commitment to doing things the right way. As a natural problem-solver and “quiet builder,” he leads the production team with precision and efficiency, ensuring every job is completed to the highest standard.

His priority has always remained the same: deliver quality work, operate with integrity, and make sure every client is taken care of. Through consistency and dedication, Joe has built a reputation for dependable service and results that speak for themselves.

Co-Founder and Operator

Karina Ascencio, known as Kay, is the Co-Founder and Operator of CF Sod, where she leads business development, client relations, and operational systems. With a strong foundation in the healthcare field, Kay spent seven years building discipline, structure, and a deep commitment to service before making a bold transition into entrepreneurship.

Driven by the desire to break beyond income limitations and create long-term freedom, she stepped into the sod industry with vision and determination. Today, she plays a key role in scaling the company through strategic deal-making, strong client relationships, and the implementation of efficient systems that support growth across multiple operations.

As a proud first-generation Mexican American, Kay brings resilience, humility, and purpose into everything she builds. She is not only a business owner, but a mother and leader who is passionate about creating opportunities, setting new standards, and inspiring others to turn their skills into something greater.

Her approach is simple: build with intention, lead with integrity, and never limit your potential.