Corporate and Institutional ‘Green Power’ Strategies: Understanding the Growing Market for RECs
Wednesday, October 12, 2011
11:00 AM-12:30 PM PT / 2:00-3:30 PM ET
AltaTerra Online Briefing
Online registration is closed.
Corporate and Institutional ‘Green Power’ Strategies:
Understanding the Growing Market for Renewable
Kathy Loftus, Global Leader
for Sustainable Engineering, Maintenance and Energy Management, Whole Foods
Steve McDougal, Vice
President, Marketing and Business Development, 3 Degrees
Don Bray, President, AltaTerra Research
To meet sustainability goals, appeal to green consumers,
improve employee relations and address investors’ environmental concerns, corporations
and other institutions are increasingly purchasing renewable energy. Often they
are doing so in the form of voluntary renewable energy certificates (RECs),
which represent the generation and delivery of green power to the U.S. grid. In
fact, from 2005 to 2009, commercial and institutional REC purchases increased
more than 350%. And, as stakeholder demands for corporate sustainability grows,
many corporations and institutions customers are trying to better understand how
their organizations can utilize RECs, and participate in the REC market.
In this briefing, leading sustainability and green power
experts will cover the basics of voluntary renewable energy certificates, offer
best practices for purchasing RECs, review best practices for communicating the
impact of renewable energy purchases to stakeholders, and discuss the future of
the REC market. Whole Foods
Market, a national grocery chain, has utilized RECs to offset 100% of their purchased
electricity use. Whole Foods is
the third-largest RECs purchaser in the U.S. purchasing more than 750 million
kWh of green power annually. Whole Foods Market was recognized for their
leadership and impact on the green power market receiving the EPA’s Green Power
Partner of the Year award for the third time in 2010.
RECs are the primary method of acquiring green power for commercial
customers, accounting for more than 80% of their renewable energy
purchases. Key questions among
potential corporate and institutional buyers include:
- How do RECs lead to the development
of new renewable energy projects?
- How can your organization
participate in the REC market?
- What percentage of electricity
should you match with renewable energy purchases?
- How do you effectively
integrate renewable energy purchases into your sustainability strategy?
- What is the relationship
between off-site renewable energy purchases and on-site renewable energy installations?
- How do you effectively communicate
the impact of your renewable energy purchase to stakeholders, and prevent
accusations of "greenwashing”?
Providing a customer perspective, Kathy Loftus from Whole Foods Market will discuss how the company has
incorporated RECs into its corporate sustainability strategy, what factors they
considered when buying RECs, and how the impact of their renewable energy
purchase is communicated to stakeholders.
She will also discuss the benefits their organization has realized from purchasing
RECs, including how RECs are supporting their green building, greenhouse gas
emission reporting and reduction and other sustainability efforts.
McDougal, co-founder of 3Degrees, will present a high-level
discussion on the basics of purchasing RECs and answer large institutional
buyers’ most commonly asked questions:
- How do RECs help organizations realize their sustainability
- What is the difference between the compliance and voluntary
- What are current REC prices? How are REC prices set? How do prices vary by technology and region?
- What other criteria do customers need to consider when
- How do RECs compare to other green power purchasing options
and on-site renewable generation?
Bray, president of AltaTerra Research, will start the briefing by
introducing and providing an overview on renewable energy certificates and
discuss who is purchasing RECs and why.
Renewable energy certificates (RECs), also known as renewable
energy credits or green tags, represent the environmental attributes associated
with clean energy generation unbundled from the commodity electricity. Each REC
represents the generation and delivery of one megawatt-hour of renewable energy
to the power grid. Examples of the resources used to generate renewable energy
include wind, solar, biomass, and low-impact hydro.
Who Should Attend
- Corporate and institutional sustainability staff and managers
- Corporate and institutional facilities and energy managers
- Regulatory and PR staffers
- Sustainable business professionals
- Organizations considering purchasing green power or
installing renewable energy
About the Presenters
Kathy Loftus is
the global leader for sustainable engineering, maintenance and energy
management at Whole Foods Market. Ms. Loftus is an engineer
and coordinates strategic energy procurement, efficiency upgrades, engineering
and maintenance best practices, and green building efforts for the Whole Foods
Market chain. Her work includes coordinating program partnerships and efforts
with the U.S. Environmental Protection Agency (EPA), Department of Energy and the
U.S. Green Building Council (USGBC).
to joining Whole Foods, Ms. Loftus was director of business development for
EnerNOC Inc., where she worked with commercial, industrial and institutional
national accounts to implement improved energy management strategies across
their diverse facility portfolios. She also spent eight years as director of
energy and environmental management for Shaw's Supermarkets Inc., where she was
active in the EPA Energy Star and Green Power Partners Programs, and the USGBC's
Leadership in Energy and Environmental Design (LEED) retail advisory committee.
McDougal is 3Degrees’ co-founder and vice president of marketing
and business development, Steve leads the firm’s Green Power and Carbon Balancing
Services group and supervises its marketing efforts across the
In 2007, Steve led the formation of 3Degrees, a spin-off of
3 Phases Energy. Before this, Steve served from 2003 to 2006 as director of
business development at 3 Phases Energy. During this time, Steve led national
direct sales and marketing efforts to large Fortune 500 corporations,
successfully adding many household name brand companies to the firm’s list of
green power customers.
Steve was honored at the 10th National Green Power
Marketing Conference in 2005, when he accepted the Green Power Beacon Award in
recognition of his team’s ground-breaking work building large-scale corporate
demand for green energy in the U.S.
Don Bray is co-founder and
President of AltaTerra Research. He has led a broad range of market research
and consulting engagements in corporate sustainability, green IT, carbon
management, and renewable energy systems. He is a frequent author, speaker, and
discussion moderator on emerging solutions for energy efficiency and enterprise
sustainability. Prior to AltaTerra, Don was a Managing Partner with Accenture.
Over 22 years with the firm, he led numerous business consulting and systems
integration engagements with leading technology companies, and played an
instrumental role in building Accenture’s Silicon Valley practice. Don earned
his master's in engineering management from Stanford University, and a
bachelor’s degree in civil and environmental engineering from the University of
California at Davis.
After the event, you will receive a full copy of the presentation slides in PDF format and on-demand access to an event recording.
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Event Registration Fees
Registration fees depend on your registration
status, as follows:
|Early-bird (through Oct. 6)||Regular (after Oct. 6)|
|Member*||$ 125||$ 175|
|Non-member||$ 190||$ 240|
|Academic / Government / Nonprofit**||$ 75||$ 110|
|Student***||$ 40||$ 55|
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**You must be a full-time government or nonprofit employee, or a full-time, regular academic faculty member to register at this rate. Proof of status may be requested and AltaTerra reserves the right to revoke registrations that do not qualify.
***You must be a full-time, regular academic student to register at this rate. Proof of status may be requested and AltaTerra reserves the right to revoke registrations that do not qualify.
Wednesday, October 12, 2011
Pacific 11:00 AM-12:30
Eastern 2:00-3:30 PM
Required: Windows® 7, Vista, XP or 2003 Server
Required: Mac OS® X 10.4.11 (Tiger®) or newer
About AltaTerra Research Briefings
AltaTerra Research is a research and consulting firm focused on sustainable business and the enterprise marketplace for clean technology solutions. AltaTerra briefings offer executive-level education in an interactive format, with online slide presentations by qualified experts, followed by an open forum for questions and discussion. They provide a vehicle for communication between attendees, speakers and analysts, cultivate discussion about published research, and provide catalysts for further research.
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