Rezachek & Associates'
Energy & Environmental Resources

Energy Incentive Programs/Financing Alternatives

Green Pricing/Green Power/Green Marketing

Comparing "Green" Electricity Products in California Environmentally preferable electricity choices are now available to most Californians. The products listed below differ in the particular sources they use to generate electricity and in the rates they charge; but all are more beneficial to the environment than traditional electricity products. While EDF is not making recommendations or endorsements at this time, we hope the following discussion will assist you in choosing the best "green" energy for your needs.

Consumer Choices - Green Pricing People are fed-up with power plants that poison our environment and are tired of losing power due to bad weather. As a result, many are now turning to a "wireless living" lifestyle. They use solar energy to live completely independently in their homes and are not hampered by annoying power outages. In addition, they also have the peace of mind knowing that they are reducing pollution. Competition is coming to one of the last remaining large government-regulated monopolies, the electric power industry. Although the legislative process may take several years, many utilities are beginning to listen to their customers and are trying to meet their true needs. As a result, many customers will soon have the choice of receiving electricity that is produced from a non-polluting power source (such as solar). Over 23 utilities in the US have now implemented or are in the process of implementing "green pricing" programs - where customers voluntarily pay a slightly higher price for clean power. Some utilities have taken this even a step further and are offering to install and maintain solar systems at the customer's own home.

Fundamental Requirements for an Effective Green Market . . . and Some Open Questions So much is happening right now with electric industry restructuring that it is not only difficult to keep up on all fronts, it's virtually impossible for all but the most well- endowed players. With the green market in particular, events are taking place before we even have a chance to contemplate and resolve complex issues and put in place the kind of safeguards that will be needed to ensure that green marketing facilitates the market introduction of renewable energy.

Green Energy Link to survey results about consumer preferences concerning green energy and their effect on the long-term competitiveness of bioenergy.

Green Energy - Justifying Intervention The starting point for the following considerations is that funding of renewable energies can be justified for reasons of market failure. Alternatively, it could be argued that the competitiveness of renewables would be restored if the price of fossil fuels included all its social costs.

Green Power Marketing - Today and Tomorrow Less than 4 years ago the first "green pricing" concepts were realised in the US, and within the last two years, dozens of such projects were started in Europe - primarily in Switzerland, Germany and the Netherlands. About 50 Green Power offerings by utilities exist world-wide, and all trends indicate that the future of Green Power marketing has just started. At the same time this concept is heavily challenged by environmentalists. A deeper analysis of what Green Power marketing really is and where it will go may help to get a clearer understanding of its role and its impact on the future of renewable energies.

Green Power Network - Introduction to Green Power This section gives the user background information on the concept of green power and the context in which green power fits into the electric power industry marketplace.

Green Pricing: Encouraging the Development of Renewables in a Deregulated Environment Short article with descriptions of example programs.

Green Pricing Won't Work Deregulation threatens higher priced, previously subsidized solar, wind, energy efficiency and other renewable technologies. Some argue that "green pricing," the marketing of higher priced "green power" to residents and businesses will suffice to bring renewables into the mainstream. Economist Gene Coyle disagrees.

Introduction to Green Power This section gives the user background information on the concept of green power and the context in which green power fits into the electric power industry marketplace.

POWER TO THE PEOPLE - How Local Governments Can Build Green Electricity Markets By combining the electricity loads of their citizens into one large buying group, municipal governments can purchase reasonably priced power generated from renewable resources, thus capturing a share of restructuring's economic efficiencies, while delivering the environmentally sustainable energy that Americans want.

Principles of Green Marketing AWEA has developed the following principles in an effort to foster a credible market in environmentally-preferable electric services and one that results in meaningful changes in the electric system as a whole. AWEA will periodically revisit these principles, adding and modifying recommendations where appropriate, as the green market evolves and new information is gained. (Note: these guidelines apply to utility "green pricing" programs as well as green marketing that occurs in a competitive retail market.)

SMUD Pioneers Utility Investment in Rooftop Photovoltaics More information about SMUD's pioneering green pricing program.

Summary of the First DOE/EPRI Green Pricing Workshop April 11-12, 1996, Golden, Colorado, Prepared by Blair G. Swezey, National Renewable Energy Laboratory and Terry M. Peterson, Electric Power Research Institute. Green pricing is an evolving utility service that responds to utility customers' preferences for electricity derived from renewable energy sources such as solar, wind, or biomass. Under green pricing, utilities offer customers a voluntary program or service to support electricity generated from renewable energy systems. Customers are asked to pay a rate premium, which is meant to cover the costs that the utility incurs above those paid today for electricity from conventional fuels. Utilities are considering green pricing as a way to build customer loyalty, deploy popular renewable technologies, expand business lines and expertise, and improve understanding of customer response to unbundled pricing and services.

The Green-e Renewable Electricity Branding Program The Center for Resource Solutions recently launched the Green-e Renewable Electricity Branding Program -- the country's first voluntary certification and verification program for environmentally-preferred electricity products. The program is currently being implemented in the state of California and is set for phased implementation as a national effort. The program's centerpiece -- the Green-e logo -- serves a purpose similar to the recycling logo in helping customers identify credible renewable-based electricity products with one important difference: The Green-e Renewable Electricity Branding Program is a non-governmental, voluntary effort. In light of general restructuring of the electricity industry, the Green-e Program is a critical component in a public interest strategy designed to enhance the environment while protecting consumers.

The Role of Renewable Energy and Green Options In this brief, a distinction is made between renewable energy and green options. Renewable energy refers to energy derived from hydro, solar, wind, geothermal, and biomass sources. When such energy is in the form of electricity, it is termed renewable power. In contrast, green options may include renewable energy, conservation and demand-side management, and other options that claim to be environmentally friendly or responsible, or to contribute to improved environmental quality.

Utility Green Pricing Programs: Market Evolution or Devolution As restructuring gains momentum, utilties are developing green pricing programs in response to public preferences for clean, renewable energy resources. A downloadable report in PDF format (238Kb).

Vision Quest Windelectric Vision Quest Windelectric is an Alberta (Canada) based company offering Green EnergyTM products (clean electrical energy, capacity and verified tradable emissions reductions credits) derived from new and existing renewable energy resources (chiefly windelectric and hydroelectric sources). These products are available to customers throughout North America and the World for energy hedging, meeting environmental emissions reductions goals or targets, and personal environmental action.

Where to Buy Green Energy? Vision Quest is setting up marketers in various locations but at this time, you can buy Green Energy direct from us. Please contact them directly via email, telephone or mail. Or, print out the online order form and fax or mail it to them. They will be happy to process your order and accommodate your requirements.

Wisconsin Energy's re.source As part of Wisconsin Electric's continuing commitment to the environment, the company offers several new programs to customers under the name Energy For Tomorrow. These programs provide ways for customers to save energy and extend the life of our natural resources, preserving the environment for future generations.