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Risking a Green-Power Outage

Will eco-power survive the next five years?

Fortnightly Magazine - October 2005

is going to require some changes in the way the product is structured, marketed, and sold. "If you build it they will come" has not proven to be applicable for green-power programs. Utilities have to build their programs in the right way, with the right rewards and incentives—then the customers will come. If utilities do not do this, then the effort to expand renewable energy markets, protect the environment, and break our country's dependence on foreign energy sources will suffer a great setback, one from which it will take many years to recover.


  1. Lori Bird, “ Trends in Utility Green Pricing Programs ,” NREL/DOE, 9th Annual Green Power Marketing Conference, Oct. 4, 2004.
  2. U.S. Department of Energy, Energy Efficiency and Renewable Energy, “ Green Pricing: Top Ten Utility Green Power Programs ,” Dec. 2004.