Leadership Team

Jeff Haas: CEO

Jeff joined General Biodiesel as COO in December 2010.  A graduate of California State Univers
ity 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.

Duane Esselstrom: Plant Manager

Duane joined General Biodiesel as the Plant Manager in March 2019. He graduated from Washington State University in 2009 with a B.S. in Chemical Engineering. He brings 10 years of manufacturing and continuous improvement experience to the team.

Duane started his career as a Manufacturing Engineer for an automotive safety company. While at this company he lead the scale up for their next generation main propellant and earned his Six Sigma Black Belt through the American Society of Quality (ASQ). In 2014 he relocated to Seattle, WA and took a position as a Process Engineer working for a company that manufactures drywall. While there he worked on the commissioning of one of their board line eventually being promoted to a Line Improvement Manager.

Roger Coulter:
 Chief Financial Officer     
Roger uses his expertise in strategy, finance, and operations to
provide visibility into the financial and non-financial measures of success for the co
mpany. 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.      

Zach Shelton: VP of 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.