In 2004 Tom Heintzman, president of renewable energy company Bullfrog Power, set out to convince Canadians to voluntarily pay more for electrical power, with a guarantee that it would be 100% renewable energy. 

Bullfrog Power commits to providing 100% renewable energy exclusively from hydro and wind power sources for homes and businesses for a $1 per day premium. In turn for increased consumer demand, Bullfrog Power helps grow and invests in renewable energy projects across the country. The company abides by the Canadian government’s EcoLogo environmental standards and ensures it’s power is drawn from low-impact, small-scale hydro projects that don’t require extensive damming or flooding in the extraction of energy.

Modeled after companies like Sterling Planet in the United States, Bullfrog Power differs in that power is sourced regionally, so the electricity grid in which consumers live is directly effected. For cost reasons, the American model has moved to sourcing nationally which means the electricity mix in a consumer area isn’t necessarily green, Heintzman said.

Tom Heintzman started his career attacking energy polluters as an environmental lawyer, then he switched gears, attacking the problem from inside the energy market and went on to create Canada’s first renewable energy company.

As a lawyer, Tom Heintzman was responsible for setting up the Canadian arm of environmental litigation through the Sierra Legal Defence Fund, now known as EarthJustice.  “Being an environmental lawyer you seem like you’re slapping companies on the wrist, but it’s hard to make real change,” he said. He moved over into management consultancy to learn about business for five years and then sought out environmental company Zenon that specializes in water treament. Within the first year, he met his business partner and they decided to start their own venture and his desire to use business to green the world was satisfied in Bullfrog Power.

“Most governments have targets for how much they want to increase the supply of renewable power, and the notion behind Bullfrog is ‘that’s great but there are a lot of individuals out there that want that number to be higher and are prepared to help pay’,” Heintzman said. Unlike Americans who place less trust in their government and rely more on individual action, Canadians aren’t used to the idea they have a role in environmental decision-making. “Consumer engagement in energy decisions is something that is unfamiliar to most Canadians. We’ve had to spend a lot of time educating,” Heintzman said.

“There is definitely a segment of society that is prepared and willing to pay a premium for environmental goods and services. You see that in terms of organic food,” he said, “The idea is just to extend that into energy, which is one of the more important products that we consume on a daily basis from an environmental perspective.” 

Heintzman said this first step toward buying into renewable energy helps people to eventually go off the grid.  “I believe that over the next 10 to 15 years, energy management around homes and businesses will be about whether to become a generator yourself,” he said.  However, for many households, going off the grid is not an economically viable option at the moment.  “Being able to choose 100 per cent renewable electricity from Bullfrog Power is an easier and more feasible solution for many people,” he said.