A startup’s dream to become a clean power retailer


Starting a utility from scratch isn’t an easy thing to do. But startup Ethical Electric is setting out to essentially do just that, minus building out and operating the actual distribution lines.

The company plans to market and sell clean power to consumers who want their electricity to come from wind and solar farms and not fossil fuel power plants. Ethical Electric is hoping to raise $2 million to get the business off and running, said Tom Matzzie, the startup’s founder and CEO who spoke at the Cleantech Forum in San Francisco.

Now, $2 million may seem paltry for anyone who wants to try to sell electricity to consumers. But then, Ethical Electric’s business model will forgo the expensive capital investments needed to, say, build solar projects or a distribution network to pipe the solar power to homes and businesses. Instead, the startup will build a website and marketing campaign…

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