Jennifer Michaels is CEO and Co-Founder of NorCal Seeds & Genetics (NSG), a private cannabis genetic resource and research organization built around an extensive genetics repository. A legacy cannabis entrepreneur with nearly three decades in the industry, Jennifer brings extensive experience building and leading cannabis ventures and cultivating strategic industry relationships.

Her work focuses on the intersection of cannabis genetics, genetic diversity, preservation, scientific validation, data and the long-term value of genetic resources. As Co-Founder of NSG, Jennifer has helped build and steward a repository encompassing a diverse body of genetic accessions, including rare, legacy and proprietary genetics, breeding lines and preserved seed collections, supported by decades of provenance, breeding intelligence and institutional knowledge.

Jennifer leads NSG's strategy, partnerships and industry engagement as the organization systematically connects its physical genetic resources with accession-level documentation, scientific characterization, genomic and chemical data, and modern technology.

She believes the future of cannabis depends not only on developing what comes next, but on understanding, validating and preserving the genetic diversity that generations of breeders and cultivators worked to create.