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Green pricing variation
1 October 1997
Considerable regional variation in sales of electricity generated from renewable resources, or "green electricity," is revealed in figures recently released by two Dutch utilities. Zeeland energy distribution company Delta Nutsbedrijven had hoped to be selling some five million kWh of green electricity one year after the launch of its scheme, under which customers elect to buy electricity at a premium with the extra revenue being ploughed back into renewables development. Instead its clean power scheme has attracted a mere 540 customers who have purchased only 1.8 million kWh of the possible 55 million green kilowatt hours generated within the region. The poor uptake in the Zeeland region contrasts sharply with that of green electricity from Noord Holland utility ENW, whose accounts show a growing demand from householders, small businesses and, increasingly, large companies. In just one year 4000 households have signed up to ENW's scheme. Last month ENW was to launch a new promotional campaign targeting householders aged between 30 and 40 years with above-average incomes and an interest in environmental issues -- the market segment shown to be the most receptive to green energy initiatives.
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