viridian_370x259We had the opportunity to ask the Founder and CEO of Viridian Energy a few questions about his company and the importance of  green energy.

CHARMED | When and why was Viridian Energy founded? Where is Viridian based?
Viridian was founded in March 2009. Viridian was founded with the mission to provide retail customers an affordable green energy option. The business started in New York but soon planted its roots in Connecticut where the market was attractive to begin business. We knew we could offer renewable energy at a discount, which no one else was doing at the time.

CHARMED | How many employees do you have, and what are your short-term and long-term growth goals you’re your company?
We have around 40 employees now, and more than 13,000 independent sales associates, which is hard to believe. We have grown from 250 customers in September of 2009 to more than 140,000 today. We have several short-term goals for the year, including opening for service in additional markets, promoting our sustainability initiatives and our 100% Pure Green product, as well as launching new products like natural gas. Long-term, the goal is to expand our service from an energy provider to an energy partner. I want people to come to Viridian for answers on how their personal energy consumption works, how it impacts the environment and what they can do to lower their energy usage, costs and, consequently, their negative environmental impact. Ultimately, if we can raise consumer awareness and demand for renewable energy, we can help drive the development of the technology and infrastructure necessary to establish a permanent energy source shift in our country.

CHARMED | In which states does Viridian Energy currently operate?
Viridian offers service to customers in Connecticut, Pennsylvania, Maryland, New Jersey and New York.

CHARMED | What has been Viridian’s biggest challenges pertaining to its growth?
The biggest challenges have simply been growing pains related to our accelerated growth. From hiring and training new staff, to implementing more robust IT solutions, to giving our sales force great tools to use in the field, to finding new space big enough for our growing team, we are constantly working feverishly to stay ahead of our growth curve. It’s a challenge, but it’s exciting. One reason we have been able to grow and support our growth is that we understand the importance of properly educating all of our independent sales associates. We help our associates to become experts on renewable energy and deregulation to make sure they are running a compliant and successful business.

CHARMED | You worked and lived in Australia.  How was it different from working and living here in the US?
Although the geography and climate between the two places are very different, the work culture is very similar. Australians like to enjoy themselves, but also take their work very seriously. The company I worked for was very innovative and forward-thinking so I have been able to apply that experience to Viridian.  I consider myself fortunate to have spent time there, especially in the energy and infrastructure sector.

CHARMED | What are the benefits for customers to enroll in Viridian Energy Service?
Wow. That’s an easy question—there are many! Put simply, customers have a choice and Viridian gives them the ability to save money over time while being a part of a significant collective impact on the environment with Viridian’s commitment to green energy. It comes down to being a more informed consumer and exercising your right to choose. Electricity has been deregulated to benefit customers. It’s up to each of us, as consumers, to take advantage of the savings and innovation available now through deregulation. What really makes Viridian different is the positive impact customers can have on the environment. Our customers are part of a collective impact that has made a measurable difference they can be proud of.

CHARMED | Many states, including Maryland, have adopted Renewable Portfolio Standards (RPS). What is this and how does Viridian’s compare to other suppliers?
A Renewable Portfolio Standard is a policy that requires suppliers and utilities to source a minimum amount of their energy from renewable sources. In Maryland, for example, the 2011 RPS is 7.5%. Viridian’s Everyday Green plan comes from 20% renewable resources, which means we voluntarily source an extra 12.5% from renewable resources in Maryland. The Everyday Green plan is our minimum green plan. We also offer a 100% Green-e Energy certified plan, which is an additional 100% on top of the state’s renewable portfolio standard. Comparable plans at the utility and offered by other suppliers meet the state minimum of 7.5%.

CHARMED | What impact can a residential customer have on their carbon footprint, just by switching to Viridian Energy from their current provider?
If an average Maryland residential customer using 1,000 kwh per month switches to Viridian Everyday Green for just one year, they avoid up to 588 pounds in their carbon emission, which is the equivalent of planting 35 trees or not driving 647 miles. If that same customer enrolled for our 100% renewable plan, they would be avoiding 11,760 pounds of carbon, which is the equivalent of planting an astonishing 698 trees or not driving close to 13,000 miles. These figures spell out the Viridian mission: it’s easy to make an impact just by switching to a greener plan. I love that Viridian makes it easy for the average person to make a difference in the environment without making major changes in their lifestyle, like deciding to switch to public transportation or biking to work. It’s an easy and powerful beginning.

CHARMED | How is Viridian able to reduce customer’s energy expenses?
Viridian offers a variable rate, which means our rate is closely aligned with the wholesale price of electricity. We are able to purchase electricity at a low rate and pass the savings along to our customers. In Maryland, this has allowed us to consistently set our rate lower than the utility’s. While we are most proud of the environmental impact our customers have, it’s wonderful to be able to offer greener energy along with an average annual savings.

CHARMED | What is the difference with a monthly variable rate vs. a fixed rate?
A variable rate means that the rate is not going to stay the same for any guaranteed period of time. The rate may change month to month and is typically based on the current price of electricity in a particular region. A fixed rate means that the rate will stay the same for a certain period of time, typically 6 months or a year even when the price of wholesale electricity fluctuates due to seasonal demand. Viridian’s variable rates allow customers to save money over time.

CHARMED | How is Viridian “Green”?
First of all, we offer renewable energy rate plans. Our energy comes from more renewable resources than the required standard in every market we operate in. But more than that, “green” is at the core of our identity: it’s in our name, it’s in our product, it defines our culture.

CHARMED | Why is important for your company to remain and improve on being “Green”?
Being “green” is our mission—it’s why we are here. We are confident that consumer choice can and will help drive the demand for renewable energy development, and ultimately drive down the cost of renewable energy. We’re constantly raising our standards to make sure that we are setting the best example possible in the industry. There can be consumer skepticism about being “green” and we want to make sure that our customers understand how and why we say we are green. This is why we produce things like our annual sustainability report, to help others understand what being green means for us. This awareness is important to attracting and retaining our customers. It’s important to us to keep telling our story because the more people who know about and switch to, the bigger our impact on the environment will be.

CHARMED | What other ways do you personally practice being “Green”?
I’m a big believer in the small acts. Just like switching suppliers, you can make small, everyday choices to be green. For example, I drive a hybrid car, I try to avoid disposable products, and try to cut waste in every area of my life. I’m also an active outdoorsman and simply love being outside. I’m from Seattle and grew up in the eco culture of the Pacific Northwest. It’s part of my roots—it’s who I am.

CHARMED | What is your 7 continents in 7 years program?
Just as it sounds, the program is our commitment to sponsoring a sustainability project in a new continent each year. There are really two objectives for the program: First, to raise awareness of a specific issue in a different country each year and second, to actually host a group to go to the country and take action. Our first journey is to Brazil where deforestation in the Amazon is rampant and devastating. We hope to raise awareness of the issue. Additionally, our group will plant trees in some of the most impacted areas. We know it’s next to impossible to reverse the affects of what has been done, but we hope that these trips will spread awareness and eventually make a real difference.

CHARMED | What events does Viridian currently participate in to promote green practices and initiatives?

Almost everything we do is participating in and promoting green initiatives. But in terms of specific events, we host a quarterly sustainability initiative project. These events have been beach clean ups in warm weather and this winter we are doing a clothing drive across all of our markets. We also highlight and support members of our community who are out there supporting sustainability on their own initiative.

www.viridian.com