In all, 3,138 companies from around the world were considered, and that list was whittled down to just over 200 before the rest were thrown to an expert panel who picked the Top 100. Part of the criteria was performance and the ability to raise capital, but certainly a lot of it was just a popularity contest. On both fronts Canadian cleantech startups are at a disadvantage, because we have a more difficult time attracting capital and we do a horrible job of making ourselves known to the world.

Here’s what Nicholas Parker, executive chairman of the Cleantech Group, said when I asked him about Canada’s representation on the list. “There’s no question that U.S. companies attract more attention than those in other countries, but the fact is that while we innovate well in Canada, we’re less good at growing global companies and part of the reason for this is capital scarcity.”

I asked the same thing of Dwayne Matthews, managing director of Canada’s Clean 15 competition and consultancy. Here’s what he had to say:

I think just having two companies on this list is a direct result of not enough promotion of Canadian cleantech. In my experience many global companies that would potentially be interested in partnering with or licensing Canadian techs are not aware of the level of technology that is here. I also think that extends to end users and investors as well. Many cleantech companies here do not spend dollars on strategic marketing and instead opt for classic big trade shows to showcase their technologies. This makes it very difficult to stand out in a crowd if there are 1,500 people, a lot of distractions and no decision makers present. Lots of wasted airfare and card exchange that works if you have deep pockets and an already established brand, however if you have a small war chest you can run out of cash before you get a chance at some of the big deals.

I have also found that many Canadian companies are focused on first developing in the local space and have a very difficult time establishing strong international partner relationships to move into other markets. This may be problematic as much of the demand for cleantech here is not nearly as high as it is in the U.S. and international markets. The two firms that have made the list both have strong relationships outside of Canada.

With the exception of “Clean Break” most cleantech news here does not promote Canadian cleantech or potential opportunities. They promote large investments and Cleantech superstars like the Shai’s and Elon’s of the world. These guys are great, however we need to do better to raise our own superstars to bring eyes to our neck of the woods.

There’s no reason companies such as Morgan Solar, LED Roadway Lighting, Cavet, and Saltworks couldn’t have made the list, and who knows, maybe they were given serious consideration. But clearly, Canadian cleantech companies have to do a better job of getting themselves known. Coming up with great technologies doesn’t do anyone much good if it’s done in isolation.

That said, the choice of Enerkem and Ostara — both companies dealing with municipal solid and liquid waste — shows that one of Canada’s strengths is in the areas of waste management, waste treatment and turning waste streams into revenue-generating products.

But seriously, this year’s Green Living Show in Toronto between April 24 and 26 will be more geared this year to the cleantech crowd, specifically on Day 1 . Beginning with some opening comments from Ontario Premier Dalton McGuinty and Toronto mayor David Miller (and a provincial announcement of some sort), the panel will kick off at around 10 a.m. and will explore what businesses can do to benefit from cleantech and green energy. About 30 or so CEOs from Canada’s cleantech sector will be in the audience as well.

Panelists will include:

1) Nick Parker, co-founder and executive chairman and overall excellent guy of the Cleantech Group.

2) Dr. Hermann Scheer, author, German legislator and president of EUROSOLAR.

3) David O’Brien, president and CEO of Toronto Hydro Corp.

4) Someone from PriceWaterhouseCoopers will also be on the panel to talk about the tax benefits/implications for businesses that purchase/deploy green technologies.

The morning session will be followed by a keynote speech from Joel Makower, executive editor of GreenBiz.com, co-founder of Clean Edge Inc., author of blog Two Steps Forward, and author of the new business book Strategies for the Green Economy.

It should be an interesting and informative morning… and show.

China was up 22 per cent on the year. Germany was up a staggering 217 per cent. Israel, not to be outdone, was up 224 per cent.

And Canada? Shamefully, cleantech companies from my home and native land only managed to raise $159 million from 14 disclosed financing rounds, down 58 per cent from 2007. Of the countries mentioned by the Cleantech Group that saw a fall in 2008 investments, Canada performed the worst — the others were the U.K., which fell by 11 per cent, and India with a 20-per-cent decline.

I’m bummed. I know there’s huge talent in this country, smart entrepreneurs, game-changing ideas and a solid stable of cleantech ventures — just look at the list of companies that have been funded by Sustainable Development Technology Canada over the years, and more seem to emerge by the day. Where are the champions from the financial community? Academia? Government? The high-profile talking heads ready to promote the best and brightest that Canadian, Ontario, or Toronto cleantech has to offer? Where’s the branding? The chest-thumping?

I need a glass of wine.

Maybe I’m going on a tangent here, but I can’t help but see this as an early sign of Dutch Disease, which happens when there is a reallocation of resources from high-tech service and manufacturing industries to the exploitation of natural resources, particularly as the prices of those resources rise. The Canadian government’s obsession with rapid oil sands development, the run-up last year in the price of oil, and the lack of serious attention to high-tech innovation, including cleantech, does fit that bill. It seems like the rest of the country is being gutted to support a one-trick pony, which is a blessing or a curse depending on whether you’re riding the pony or not.

I recall a speech by Mike Lazaridis, founder and co-chief executive of Research In Motion, back in March 2006 in Toronto. “Our oil resources can only carry us so far. What are we going to do after they run out?” asked Lazaridis. “What happens if there’s a major breakthrough and we’re no longer as dependent on oil as we have been in the past? What will we do? Will we have made the wise research investments, industrial investments, infrastructure investments to prepare Canada for a world without oil?”

In a word, no. These latest cleantech investment figures, IMO, are but one example of this neglect.