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Yale Wong
Yale Wong: CEO & Co-Founder    
Yale is a successful entrepreneur who brings expertise, practical knowledge, and seasoned strong business insights to the biofuels industry.  In 2006, Yale and his wife Laura founded General Biodiesel with the vision and mission to “Generate Positive Energy” within the local economy. Through his leadership, the company has successfully attracted sophisticated investors, repeatedly achieved progressive milestones, and executed the evolving mission of a dynamic enterprise in a competitive market.

Previously, Yale was the founder and CEO of Compass Communications Inc., one of the largest broadband Internet service providers in Washington.  Compass was a pioneer in developing and selling suite-to-suite fiber optics, offering HDTV over the Internet, and selling dedicated international transmissions. The company was profitable within its first year and, under Yale’s leadership, grew from a small start-up to a multi-million dollar corporation. 

Yale is active in, and has been recognized by, many business, civic, and environmental organizations and is a recipient of the Mayor’s “Small Business Award” for the City of Seattle.


Jeff Haas
Jeff Haas: CEO, Seattle Operations    
Jeff joined General Biodiesel as COO in December 2010.  In August 2012, he was promoted to CEO of the Seattle Operating Company, General Biodiesel Seattle, LLC.  A graduate of California State University Fullerton, Jeff brings twenty-plus years of experience across the Energy, Technology, and Logistics industries. He’s experienced in bringing innovative products, services, and business models to market by developing supply chain partners, distribution channels, and high-performing sales and marketing teams.  Jeff has managed start-ups, realignments, and turnarounds with success in building them into sustainable business units.

Jeff spent most of his early career in California navigating the high growth, entrepreneurial, and rapid change environment of the tech industry. Next he moved to Texas and joined United Fuel & Energy, a company with an aggressive M & A strategy consolidating and modernizing downstream petroleum distributors in the southwest.  Later he moved to Washington to run Pacific Northwest Energy Company.  PNEC is a leading distributor of BioFuels in the Puget Sound area, along with petroleum-based fuel, lubricants, and heating oil into commercial and retail markets.


Roger Coulter
Roger Coulter: CFO, Seattle Operations    
Roger uses his expertise in strategy, finance, and operations to provide visibility into the financial and non-financial measures of success for the company. He is also helping to scale the internal operations of General Biodiesel to support our rapid expansion. Roger has experience with large international companies, including Goldman Sachs, and Amazon.com, medium organizations, and early-stage startups and mission-driven organizations.  Roger excels at analyzing and diagnosing the root causes of operational inefficiencies and developing solutions to align business processes with the overall mission and strategy of the organization.  Roger earned his B.A. from Brown University and his Masters of Public and Private Management from Yale University. In the summer months, if Roger’s not in our offices, he’s out sailing with his family.

Laura Wong
Laura Wong: Vice President & Co-Founder    
Laura Wong co-founded General Biodiesel with Yale in 2006.  Laura’s expertise includes organizational infrastructure and processes with a focus on detail and exceptional customer experience.  Previously, Laura worked over 10 years in the computer industry in the Seattle area, improving web-based support systems, customer service and training.

Laura graduated with a B.A. in Business Administration, French, and English Writing at Concordia College in Moorhead, MN.


Zach Shelton
Zach Shelton: Vice President, Northwest Recycling Operations    
Zach joined General Biodiesel in 2009, adding the titles of Director of Sales and, in March 2011, Vice President of Recycling Operations.  He comes from 15 years in restaurant operations management.  Zach has extensive experience in significantly growing new and existing businesses, reducing costs, and increasing profit margins.  Most recently, Zach worked for nationally recognized boutique hotelier Kimpton Hotels and Restaurants, where he diversified and revamped their pricing model and implemented a successful process improvement program across all areas of operation.  Before that, he was in management for Consolidated Restaurants, a locally owned group of iconic restaurants in Seattle, and managed daily operations for four-time James Beard Award nominee Chef Kaspar Donier in Seattle.  Additionally, Zach has experience implementing new operational infrastructure, business branding, growing operational revenues, and developing and implementing company-wide training programs.

Zach holds a Master of Science in Finance degree from Seattle University and a Bachelor of Arts degree in Hotel and Restaurant Administration from Washington State University.


Hoby Douglass
Hoby Douglass: Vice President, Sustainable Business Development    
Hoby brings twenty-five years of business development, brand management, and B2B strategic partnership building to the General Biodiesel mission.

A graduate of Colorado College and Bainbridge Graduate Institute’s Sustainable Business Certificate Program, Hoby started his sales career at IBM. He later joined Precor, a manufacturer of high-end consumer and commercial fitness equipment, where he ascended to National Sales Manager, responsible for 40mm of the firm’s 51mm in annual sales. Hoby subsequently took positions at some start-up and early-stage technology concerns including aQuantive, prior to its IPO in 2000 and ultimate acquisition by Microsoft in 2007. Most recently, he was Vice President, Sales and Marketing at Moonstone Mountain Equipment, the technical outdoor equipment division of London Fog Industries.