Greenlane Appoints Jason Hitchcock as Chief Executive Officer to Advance Digital Asset Treasury Strategy

Core Viewpoint - Greenlane Holdings, Inc. has appointed Jason Hitchcock as its new Chief Executive Officer, effective immediately, to lead the company's strategic initiatives in digital assets and decentralized finance [1][2]. Company Overview - Greenlane is a global platform focused on the development and distribution of premium lifestyle accessories and consumer products through various retail channels and direct-to-consumer sales [9]. - The company initiated a Berachain-focused digital asset treasury strategy in October 2025, aimed at acquiring BERA and enhancing BERA-per-share through effective treasury management [9]. Leadership Background - Jason Hitchcock brings over 15 years of experience in technology and revenue growth, having previously served as Head of Business Development at thirdweb, where he developed enterprise strategies across over 150 blockchain networks [2][3]. - He has held senior roles at Twitch and Bebo, contributing to significant platform growth and was part of the founding team at Bebo [4]. Digital Asset Strategy - As CEO, Hitchcock will oversee corporate strategy, capital allocation, and operational execution, with a focus on deepening Greenlane's involvement in the Berachain ecosystem through validator operations, staking, and liquidity provisioning [7]. - Hitchcock aims to position Greenlane as the largest public holder of BERA, leveraging its treasury within Berachain's Proof of Liquidity ecosystem to maximize yield opportunities [8]. Berachain Overview - Berachain operates on a Proof of Liquidity mechanism, which incentivizes users to provide liquidity rather than locking tokens, thus creating a market-driven environment that rewards validators, liquidity providers, and stakers [10]. - The network has raised $150 million from prominent digital asset investors, indicating strong market interest and support for its innovative approach [10].