Bullfrog Power to retail “green” natural gas, signs up Kraft Canada as first customer
Tuesday, February 1st, 2011
About five years ago Bullfrog Power of Toronto broke new ground by becoming the first retailer of 100 per cent green electricity. It purchases power from small wind and hydro developers and sells it back to its customers at a green premium. Customers don’t consume the clean power directly but instead purchase it like a direct offset to the electricity they take from the grid. Bullfrog takes a portion of the premium it charges and invests it in new green power to accommodate its customers’ growing needs.
Today, Bullfrog is announcing plans to take the same model to the business of selling natural gas, starting with a pilot project that will see it deliver a “green” natural gas product to Kraft Canada, which is purchasing enough of it — along with green electricity — to cover the baking and packaging of its Dad’s line of oatmeal cookies. Kraft will print a “Bullfrog-powered” logo on the front of 15 million boxes annually to promote the low-carbon content of its cookies to customers.
There are two interesting angles here. One is that Kraft will be one of the first major food brands to promote the fact that the making of a particular product was carbon-neutral or better. This is presumably to boost the appeal to consumers who are concerned about climate change. And why not go in this direction? Food manufacturers and retailers already do well selling products that are “organic” or “free range” or have “zero transfats” or come from local farmers. The kind of energy used to make a product should also be part of the equation, and perhaps we’ll see this trend taking off — which is exactly what Bullfrog is hoping to kickstart.
The other angle is the impact this will have on the natural gas market. Bullfrog is getting its green gas product from a company in Quebec called EBI Energie, which has a landfill-gas facility nearly Montreal that injects into a nearby TransCanada Pipeline. The injection of biogas or landfill gas into natural gas pipelines is done throughout Europe and parts of the United States, but it’s a relatively new thing here in Canada. EBI is one of the few doing it, and that’s because considerable expense must go into extracting and conditioning the gas to the point of being pipeline quality before injection. For projects to be economical, they must be of a certain scale. Bullfrog, as a future reseller of this product, could be a catalyst for more biogas/landfill-gas injection projects emerging across the country, assuming its customers are willing to pay for it. It will also create more awareness of this opportunity, as it did for green electricity.
One barrier in Ontario will be the feed-in-tariff program, which pays a premium to developers who want to turn biogas/landfill gas into electricity. This incentive skews the market in favour of electricity production, which from a greenhouse-gas emissions perspective may not be the best approach. More on that later…





Tyler Hamilton is editor-in-chief of Corporate Knights magazine and a business columnist for the Toronto Star, Canada's largest daily newspaper. In addition to this Clean Break blog, Tyler writes a weekly column of the same name that discusses trends, happenings and innovators in the clean technology and green energy market. This blog is a personal project started in April 2005. It is not an official blog of the newspaper.