What can Oregon’s electric cooperatives learn from McDonald’s introduction of the Egg McMuffin in the 1970s?
The fascinating answer to this question was just 1 of the many revelations at the first-ever Oregon Electrification Leadership Summit, held last month in Salem. The Oregon Rural Electric Cooperative Association cohosted this event sponsored by the Beneficial Electrification League, an organization started by electric co-ops to help their members save money while also benefiting the environment and strengthening the grid.
A diverse coalition of organizations attended the summit and heard speakers discuss a range of topics, from data centers to heat pumps. I moderated a panel of industry experts who spoke about opportunities with beneficial electrification, including electric vehicles, smart appliances, and agriculture.
But they also spoke about the hard truth that should make us all concerned: Our supply of electricity is not growing fast enough to keep up with demand growth. Unless we prioritize reliability and move decisively within the next decade, we risk becoming a region where brownouts and blackouts are the norm. Beneficial electrification will certainly suffer.
The conference wrapped up on a high note with a forward-looking panel on economic development, featuring Lane Electric Cooperative’s Scott Coe and Salem Electric Cooperative’s Tony Schacher.
Coe drew a vivid analogy, comparing Lane Electric’s historically limited growth to a famous fast-food restaurant that realized it was missing a huge business opportunity by only opening long after the morning commuter rush. McDonald’s created the Egg McMuffin to fill that gap. Similarly, Coe argued, electric vehicles represent a major, untapped opportunity for utilities to create new revenue and meet evolving customer needs.
This type of innovative thinking was a hallmark of the day.
ORECA thanks the Beneficial Electrification League and all who attended and participated in this outstanding conference.
Executive Director Ted Case
