This is Energy Conservation Week and, once again, Bullfrog Power has leaped into the spotlight. The purveyor of “green” electricity has in less than three years made itself synonymous with renewable power, despite handling a minuscule fraction of the electricity generated in the province — just three 10-thousandths of a per cent, or 0.0003.

The company’s curious growth strategy relies on getting consumers to pay a 50 per cent premium for electricity, without any promise of paybacks or government rebates. Their only reward is the warm, fuzzy feeling they’ve helped to reduce greenhouse-gas emissions.

A recent high-profile client was the Nelly Furtado Earth Hour concert.

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