Solar By and For Treehuggers

At its core, Solar Forward is driven by environmentalist principles.  Yes, we love to save our clients money and keep ourselves afloat, but the company was founded out of a desire to preserve and better the world around us.

Before establishing Solar Forward in 2005, Mark Smith was educated by one of the first environmentalists to warn of global warming, Barry Commoner.  Commoner was essential to the environmentalist vanguard of the 1950’s and beyond, advocating for now common ideas like recycling, bans on nuclear atmospheric testing, organic farming, and renewable energy.

Today, American electricity consumption has climbed steadily since the 1960’s.  Since the majority of this energy comes from greenhouse gas emitting fuels like coal and natural gas, this upward trajectory is undeniably dangerous.

With iPhone 5 sales surpassing 5 million in 3 days, curtailing energy consumption seems like a losing proposition.  While energy conserving efforts are important, they alone won’t keep our planet from melting.  What we must shift are the sources that keep us powered.

Each solar system we install moves us one step further away from damaging fossil fuels, which is why we like to say we're, "Saving the planet, one solar system at a time!”

Many of our clients are also environmentalists.  Others are not.  Either way, we are grateful to you all for making the decision to power with the sun.  Forward!

Meaningless Mandates?

From Obama, to Brown, to Villaraigosa, everyone has a plan to wean us off fossil fuels.  Elections are near, but are we any closer to the renewable energy goals mandated by our political leaders?

We’re talking the green talk, but are we walking the green walk?

Unfortunately, not yet.  Well, maybe a little.

First, let’s take a look at the goals.

In Los Angeles, we’ve been tasked with generating 30% of energy from renewables by 2020.  According to LADWP, 39% of the utility’s power comes from coal, while less than 1% comes from solar. 

On a macro level, CA is expected to be 33% renewable by 2020.  As of 2010, only 14.6% of generated electricity in the state was renewable.   Governor Brown will earn himself a name upgrade to Governor Green should he succeed in meeting this goal, but it’s looking unlikely. 

Just 10 years away from our deadline, it’s obscene that a tiny fraction of our roofs are carpeted in solar in the “Golden State”.  There is enormous untapped potential in CA.  To unleash solar, drastic policy changes must occur, including inside the utilities where officials are slow to adapt. 

The highly anticipated Feed-in Tariff program is a great start.  However, for a state using more than 59,000 MW at peak demand, the program’s pilot 10 MW is a drop in the bucket. 

What good are mandates when policymakers are dragging in compliance?  We’ve elected these leaders expecting results.  It’s time to move.  The clock is ticking. 

Out with Oil & Coal, in with Jobs & Clean Energy

Oil as a fuel source is dirty.  Coal, even dirtier.  Both are leading contributors to global warming, and pose major public health risks from asthma to mercury poisoning.  Nonetheless, oil and coal dominate our energy mix, with about half of all electricity consumed coming from coal-powered plants.  Like lead-based paint and driving without seatbelts, it’s time we add dirty energy to the laundry list of American bad habits of the past.

Today, an ideological battle plays out on the campaign trail as “drill, baby, drill” Republican hopefuls claim forward looking energy policy kill jobs and raise fuel prices.  Though politically convenient, it’s a lie.  In a New York Times Op-Ed, Krugman highlights a simple yet key point: domestic oil production has little to no impact on the price of oil, an international commodity subject to worldly influences such as the explosive demand for crude in China.

Meanwhile, the EPA released proposed legislation that would effectively eliminate development of new coal plants by placing unreachable emission requirements on power plants.  Implementing the policy would mean demand for electricity would have to be powered by low emitting sources, such a solar and wind, leading to new jobs as these industries grow.

The fight over America’s energy future is this: business as usual vs. innovation, job creation, and safe, clean energy sources.  We must move away from policies destructive to public health and the environment (i.e. policies fostering oil, coal, and now fracking).  Alternatives are available in solar and wind.  Let’s not drag our feet in adopting these as our energy mainstays.            

Where is the Sun?

The sun is not in the ground. It may not be obvious, but Solar energy requires no invasive surgery on our planet. Every day we look below the Earth's surface for energy. Why are we drilling and fracking when we know there are huge environmental costs?

BP has spent over $10 Billion on Deep Water Horizon and the checks are still being written.

These are long term liabilities that cause us more then just financial harm. Pollution is preventable disease.

The adolescent failures of the solar industry have zero environmental impact. When Solyndra imploded it didn't leave a pile of goo and almost kill off an entire ecosystem.

The sun is a clean billion year energy source. Unlike companies, the sun is not susceptible to failure. Solar companies may come and go, but they will not prevent the sun from shining or create an environmental tragedy.

Look up, the sun is shining in the sky.

Thank you LA City Council!

LADWP has been given the go ahead to start the solar program on Sept 1, 2011.

We think this was the right decision. The council made several points that Solar Forward and the Los Angeles solar community will follow up on. We have mutual goals.

It is shocking to me that large solar lease companies were asking for larger amounts of free money. "Install less solar in Los Angeles and put more money in my pocket," was their business plan.

I hope these companies have a nice flight home. Don't mess with the Los Angeles based solar community. Did they learn their lesson or will they be back?

We have a Sunpower lease product that works with the reduced rebate. We have a great customer base.

Give us a call and get solar on your roof. The money will run out and the program will shut down again. But at least we are going to start installing and prevent more coal from being burned. We will find more funding and do our best to bring the price down.

July 4 th solar and car MPG

WASHINGTON — The Obama administration and the auto industry are locked in negotiations over new vehicle mileage and emissions standards that will have a profound effect on the cars Americans drive and the health of the auto industry over the next decade and beyond. NYT 7/4

So, what does this mean solar fans? More solar electric for sure. Who needs a drop of gas if the sun is charging your car, your motorcycle and your electric bike? Less oil to buy from overseas and less pollution here at home AND all the $$$ that went overseas now stays here making our economy stronger. So buy more solar so Solar Forward can be the first solar company with an all electric fleet of cars and trucks!

http://www.facebook.com/solarforward new pictures!