VP of Operations
Corporate Controller

Adam Hershey

Board Member

Adam Hershey has over 25 years of investing experience in the public and private markets. He is currently the founder, Managing Partner and Portfolio Manager of Hershey Strategic Capital, LP an opportunistic, alternative asset manager focused on active investing in small cap, public companies, since inception in July 2009 to the present. He invests in both public and private companies, covering multiple industries with a typical investment time frame of 3-5 years focused on fundamental, long term absolute returns across the capital structure. He is the founder and Managing Member of Shore Ventures I, LP, Shore Ventures II, LP & Shore Ventures III, LP subsidiaries of Hershey Management.

Mr. Hershey was a Partner and Chief Investment Officer (CIO) at SIAR Capital, LLC. a single-family office specializing in undervalued and emerging growth companies based in New York City from September 2007-December 2016. At SIAR Capital, he invested in public and private companies and worked closely with management in those companies to create economic value. SIAR Capital broadened its investment mandate to include opportunistic investments across asset classes.

Mr. Hershey graduated with a B.S.M from Tulane University’s A.B. Freeman School of Business.

Diane Jones


Prior to her appointment, since 2015 Ms. Jones owned her own consulting firm, where she provided accounting and finance consulting services to numerous public and private companies. While consulting, Ms. Jones was responsible for her clients’ accounting and valuation for business mergers, acquisitions and divestitures, Securities and Exchange Commission (“SEC”) filings, technical accounting and process improvements.  Ms. Jones served as Senior Director of Shared Financial Services of Arrow Electronics, Inc. from 2010 to 2013 and as Worldwide Controller of Arrow Electronics Computing Solutions, a division of Arrow Electronics, Inc., from 2008 to 2009, where she was responsible for back office accounting operations, acquisition integration, and oversight of accounting functions.  Prior to that, Ms. Jones served as Assistant Corporate Controller of Ball Corporation, a public packaging company, where she was responsible for SEC filings, Sarbanes-Oxley compliance, management reporting and oversight of all accounting functions. Ms. Jones also has eight years of experience as an auditor with big four audit firms as a senior manager, serving both public and private companies. She is a licensed certified public accountant in the state of Colorado and holds a BBA degree in marketing from Texas A&M University and an MBA with an emphasis in accounting from the University of Houston.

Rich Cardinal

Managing Director - Next Big Crop Consulting

During his experience in Colorado’s medical marijuana system, Rich oversaw the construction and operations of multiple commercial cultivation facilities. He managed the construction and operations of Boulder Kind Care’s warehouse grows from 2009 – 2012. In the process, he developed cultivation techniques specific for large scale commercial warehouse grows. In 2012, Rich took over the retro-fitting of a 42,000 square foot greenhouse, the largest legal cannabis cultivation facility in the country at the time. Under his control, that greenhouse produced over a ton of high-grade medical marijuana in 2013. He formed Next Big Crop Consulting in 2013 to help clients by lending his expertise in cultivation design, construction and operations.


Jessica Bast

Chief Accounting Officer

A diligent executor of financial management, Jessica brings her extensive and diverse career in accounting to implement new processes that differentiate General Cannabis in the market. Responsible for directing all accounting matters, her exceptional leadership ensures we continue to redefine the cannabis market for businesses and consumers.   


Board of Directors


Branding Strategy
Cannabusiness Development
Capital Solutions



Code of Ethics
Investor Relations
Due Dilligence Services