Meet the Team

Get to know Alternate Source Inc.

Fred Holliday


Mr. Holliday is the CEO and founder of Alternative Source, Inc. Under his leadership, Alternative Sourcehas grown to become one of the most successful and established African-American owned, full service construction companies in the Gulf Coast Region.As both an entrepreneur and investor, Mr. Holliday has committed the last (20) years of his life to the business of engineering, design, construction, and real estate. His personal experience include, but is not limited to engineering design, architectural design, construction management, project management, estimating, real estate development, real estate entitlements, and building construction. He is well versed in various project delivery methods and has design-built housing, office space, multi-family, industrial warehouses, and retail facilities. Furthermore, Mr. Holliday is extremely experienced in select specialty trades such as structural concrete, masonry, waterproofing, coatings, and civil site construction. Some of his projects include Hangar 10 at the Louis Armstrong New Orleans International Airport,Natalbany Gardens Apartments (120 Unit Apartment Complex), Renovation of the Iberville Housing Projects in New Orleans, and Marriott Hotel Restorations in Louisiana and Texas.  Mr. Holliday obtained his B.S. in Industrial Technology from Southeastern Louisiana University. Additionally, he possesses a minor in business management, holds several construction licenses, and is certified in construction law and risk management.Nevertheless, despite all he has accomplished over his career, Mr. Holliday’s extraordinary ability to assemble the best talents and brightest minds under a single brand for a common mission is his most valuable asset.

TJ Kennedy

Vice President

TJ Kennedy In his capacity as Vice President of ASI, TJ provides leadership and day-to-day management of Alternative Source Inc. and its operating lines of business. TJ is responsible for the successful and profitable completion ASI contracts, as well as for the success of other senior executives and employees. In addition he is responsible for the company’s strategic goals and direction, and promotes and maintains its vision and values. Prior to his work with ASI, TJ Kennedy was a successful entrepreneur, businessman, and founder of several real-estate and construction companies. He holds a Bachelor of Science degree in Finance from the University of New Orleans.

Heidi Toledano

Project Manager

Heidi Toledano has over 20 years of management experience. She obtained her bachelor degree in Business Management from the University of New Orleans (UNO). She is an OSHA 500 certified professional committed to ensuring a safe working environment. Heidi has held positions with construction and project management companies that provide their services to the global markets. During her tenure at Jacobs Engineering, Heidi was the project manager overseeing a 500 million dollar budget to execute numerous projects at the Jackson Barracks Military Facility in New Orleans, following the 2005 aftermath of Hurricane Katrina. Heidi worked for the Shaw Group, on the 2010 multi-billion dollar Gulf Coast Oil Spill disaster, where about she played the role of Community Liaison between St. Bernard Parish and British Petroleum (BP). Also during her tenure at Shaw Group, Heidi worked with the multi-hundred million dollar Hazardous Mitigation Program, put in place by the State of Louisiana, during hurricane recovery efforts. Today, she heads up the project management division of ASI South where about she ensures projects are delivered on time and in budget.

Carlos Romero


Carlos Romero has over 12 years in construction estimating, design engineering, and project management in the commercial and industrial arenas. He has worked for various engineering firms across Latin America as a Professional Licensed Engineer, specializing in high voltage and power generation applications. He moved to the United States in 2008 expanding on his experience by working as head of estimating for several reputable construction companies. Carlos obtained his engineering degree from the National Autonomous University of Honduras and currently is working towards his master’s degree at the University of Texas at Dallas.

Jeron Rogers

Vice President of Engineering

Jeron Rogers brings over 30 years of public and private sector management and consulting experience in Civil Engineering, Construction, Public Works, Solid Waste, Strategic Planning, and Project Management for municipalities, counties/parishes, and professional engineering firms.  Jeron has worked internationally, as well as nationally. Within the State of Louisiana, and Shreveport/Caddo Parish, he developed strong professional relationships, earned the respect and trust of officials, clients, and contractors, and gained valuable expertise in construction techniques and procedures.  As Senior Project Manager for Morganti in Abu Dhabi, he was responsible foroverseeing major aspects of the master planning New Taif City, “The Gateway to Mecca,” and a critical path between Riyadh and Jeddah.  Jeron’s management of the project was critical to the city’s ability to take advantage of market opportunities that would be created by its new found accessibility.