Peter Rosegg Honolulu December 29, 2006


I am looking for information on best practices and pitfalls to avoid in instituting and marketing a green pricing program to promote renewable energy sources through an electric utility. Our experience is limited to a SunPower for Schools program in which customers voluntarily make single or regular contributions to a fund that helps put small demonstration photo-voltaic panel on the roof of a school. Though barely powerful enough to energize a light bulb, the program does offer awareness and hands on experience for students. Admittedly, despite a limited advertising and marketing campaign, participation in SunPower is very small. Our surveys all indicate that about a third of our customers express a willingness to pay more for renewable energy. Whether that willingness can be converted to eagerness and then actual participation is the challenge before us. Respond to listserv and/or

Peter Rosegg

Corporate Communications
Hawaiian Electric Company, Inc.
808-543-7780 808-543-7790
fax P.O. Box 2750
Honolulu, Hawaii 96840-0001