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A first for green branding

"Heat your House, Not the Planet" is an advertising slogan that will soon be heard in Nevada. The company behind it, Utility.com, America's first Internet-only utility, is entering the deregulated Nevada market with green-e certified electricity as one of its products. In addition, 5% of its profits will go to green groups, health groups and other charities. "For decades the largest consumers of electricity have been dominant in regulatory matters," says Chris King of Utility.com. "In an open market, companies like Utility.com can better meet the needs and offer lower electricity prices to smaller energy consumers." Utility.com, launched in California in March, says customers can save as much as 15% with its electricity packages.

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