introduction to green-e marketplace to green-e... · introduction to green-e marketplace september...

Introduction to Green-e Marketplace

September 15th, 2011

Orrin Cook

Green-e Marketplace Manager

Center for Resource Solutions

415-561-2106

orrin@resource-solutions.org

Presentation Roadmap

Importance of Renewable Energy

Brief Overview of Green-e Energy Certification

From Purchase of Renewable Energy to Promotion

Overview of Green-e Marketplace

Benefits of Green-e Marketplace and Green-e logo

Q&A

Commercial Consumption of Electricity =

36% of total U.S. electricity use

Source: U.S. Environmental Protection Agency (EPA),

Inventory of U.S. Greenhouse Gas Emissions and Sinks: 1990-2007, 2009.

National Electricity Mix

Source: U.S. Department of Energy, Energy Information Agency (EIA), 2010 data

How to Buy Renewable Energy

Utility Green Power Programs

Competitive Electricity Providers

Renewable Energy Certificates

On-site Generation

Renewable Energy: REC + electricity

Renewable Energy: REC + electricity

Renewable Energy Certificates are renewable energy. RECs are tracked, traded, sold, and retired. You buy a REC, you’re buying renewable energy.

Consumer Protection and Certificationfor Voluntary Renewable Energy Purchases

• Established in 1997

• Certification of three RE product types:

–Renewable Energy Certificates (RECs)

–Utility green pricing programs

–Competitive Electricity products

• Covers all 50 states and Canada

Governance

•Independent Governance Board

–Natural Resources Defense Council

–Union of Concerned Scientists

–National Renewable Energy Laboratory

–Several other environmental and industry leaders

•Standards and policies developed through open stakeholder consultations

•Associate Member of the International Social and Environmental Accreditation and Labeling (ISEAL) Alliance

Green-e Historic Growth

Top 20 U.S. Green Power Purchasers

1. Intel Corporation

2. Kohl’s Department Stores

3. Whole Foods Market

4. Commonwealth of Pennsylvania

5. City of Houston, TX

6. Starbucks

7. Johnson & Johnson

8. Staples

9. City of Dallas, TX

10. HSBC North America

11. U.S. DOE

12. Lockheed Martin

13. Cisco Systems, Inc.

14. Wal-Mart Stores - CA and TX Facilities

15. U.S. EPA

16. District of Columbia

17. U.S. Air Force

18. TD Bank, N.A.

19. BNY Mellon

20. City of Chicago, IL

Now what?

How should I communicate this purchase?

If I promote my purchase, will I be seen as greenwashing?

If I don’t promote my purchase, will I be seen as greenhushing?

To what level are my customers and stakeholders interested?

50% want companies to be more environmentally friendly

54% prefer to buy from environmentally friendly companies

55% want companies to use renewable energy

80% care about the use of renewable energy

Consumers want companies

to be greener

Green Marketing Basics

*Data from 2009 NMI LOHAS Survey

Tell your story.

Green-e Marketplace is a unique certification program that recognizes organizations using certified renewable energy and enables them to demonstrate their environmental commitment through the use of the nationally recognized Green-e logo

From Renewable Energy Purchase to Stakeholder Impact

What Qualifies?

Green-e certified electricity from utility

Green-e certified RECs

Generating renewable electricity on-site

Jennifer Giles and Orrin Cook

Green-e Marketplace

Center for Resource Solutions

415-561-2100

marketplace@resource-solutions.org

CONTACT

Requirement: 100% Renewable Energy for Headquarters

Headquarters

Jennifer Giles and Orrin Cook

Green-e Marketplace

Center for Resource Solutions

415-561-2100

marketplace@resource-solutions.org

CONTACT

Requirement: 20%–100% Renewable Energy

U.S. Operations

Jennifer Giles and Orrin Cook

Green-e Marketplace

Center for Resource Solutions

415-561-2100

marketplace@resource-solutions.org

CONTACT

Requirement: 100% Headquarters + 100% Product Manufacturing

On Product

Do consumers recognize the Green-e logo?

Communicating Your Purchase

Communication Materials

On Point-of-Sale Materials

Promotional Materials

Company Website

Many others!

Eligible Paper Line Eligible Printer

How it Works

Eligible Usage Types

Green-e Marketplace Benefits

Certification of Claims

New Business Opportunities

Promotional Services

New market research

Policy Support and Updates

Renewable Energy Markets Conference

3rd Party Claims Certification

*2009 NMI LOHAS Survey

New Business Opportunities

Great River Organic

Buywell Coffee

Quarterly Webinars

Video Interviews

Case Studies

Product Advocacy

Standards Advocacy

Consumer Protection

Fee Schedule

Communicate, communicate, communicate.

If you buy renewable energy,

tell your customers about it.

Resources

www.green-e.org/marketplaceFind out how to put the Green-e logo to use for your organization

www.resource-solutions.orgGet the latest research and reports from CRS, including the recently published study, Unlocking the Power of Renewable Energy Certification to Build Credibility with Consumers

www.epa.gov/grnpowerJoin EPA’s Green Power Partners and Climate Leaders

www.epa.gov/grnpower/buygpU.S. EPA’s Guide to Purchasing Green Power

www.ftc.govComply with the Federal Trade Commission’s Green Guides

www.renewableenergymarkets.comRenewable Energy Markets annual conference

Upcoming Webinars

resource-solutions.org/eventsClimate RideOctober 2-6, 2011.

Webinar: Best Practices for Commercial Carbon Offset PurchasingThursday, September 29, at noon PDT

Webinar: Managing Energy: Insights from Silicon ValleyThursday, October 6, at noon PDT. Cost: $35.

Renewable Energy Markets 2011November 15-18, 2011. San Francisco, CAwww.renewableenergymarkets.com

Orrin Cook

Green-e Marketplace Manager

Center for Resource Solutions

415-561-2106

orrin@resource-solutions.org

CONTACT