4. Green Power in London

Last year, London Electricity launched a combined green energy fund/tariff scheme with a massive advertising campaign around London, including on the Tubes. It has been so successful that the company may consider developing other renewable energy schemes. "The success has encouraged us to be inventive in this area and put our minds on where else we can meet customers' desires to ‘do their bit’ for the environment". However, Derek Lickorish, managing director of London Electricity, told Reuters that it was too early to speculate on the possible form of future products, saying the new scheme, which will invest in small-scale community renewable power projects, needs time to bed in.

London Electricity, which is controlled by state-owned Electricite de France, which also controls SWE in the West country, launched its green energy tariff and fund last Sept. The fund is aimed at installing renewable energy, such as solar PV, in local communities projects and schools. Lickorish said London Electricity will match pound for pound the 0.4p/kWh premium price that green tariff customers have to pay. "We have had several thousand enquiries already and believe the fund will amount to about £350,000 in the first year". The company was kick-starting the fund with £64,000. He said the scheme’s main purpose was to create new renewable energy capacity. "We have deliberately gone for additionality- we want it to build new plant". So customers will be paying for capacity extra to and outside of that which the company will claim for its Renewable Obligation Certificates under the Renewables Obligation scheme.

London Electricity say that, although fund customers will pay a premium towards the fund, customers are not expected to be worse off financially. "Our product was designed to be financially neutral at worst for customers and we expect it to be positive for many". The extra 25p per week the average customer will pay on the green tariff could, they say, be offset by tailored energy efficiency advice and two energy saving lightbulbs each customer receives on sign-up. The company added that, while the initial response to the green fund was encouraging, this interest had to be translated into firm business. Most of the enquiries had come from existing customers in the company’s core London and west country markets. Source: Reuters