Richland Electric Cooperative

What Richland Electric Cooperative does

Richland Electric Cooperative is a member-owned, not-for-profit electric distribution cooperative serving Richland County, Wisconsin and portions of Crawford, Sauk, and Vernon counties. The cooperative delivers electricity to over 3,250 member-owners through 88 miles of owned power lines and over 900 miles of managed distribution line rights-of-way, with approximately 15 employees. Each member holds an ownership stake and democratic voting rights, and excess margins are returned to members as Capital Credits reflecting patronage. The cooperative operates under a regulated monopoly franchise within its defined service territory and cannot be bypassed by alternative providers.

The cooperative's core technology stack includes advanced metering infrastructure with bidirectional real-time metering for distributed generation, radio-controlled load management receivers for cycling water heaters, HVAC, and electric heat during peak demand, and the SmartHub online and mobile platform for member account management, bill payment, and outage reporting. Renewable energy offerings include the Transition Energy community solar program at the Ash Ridge Substation (396 panels, approximately 188,000 kWh annual production) and the voluntary Evergreen green power subscription program sourced from wind, solar, hydro, and biogas. Wholesale power is purchased from Dairyland Power Cooperative, and the cooperative participates in the Touchstone Energy Cooperatives national network for shared resources and brand identity.

Revenue is generated through tiered monthly billing across residential ($0.155-$0.161/kWh), agricultural, small commercial, large commercial/industrial, public authority, and dual fuel rate classes, supplemented by subscription revenue from renewable programs, load management credits, and rebates delivered in partnership with Focus on Energy. Member distribution and outage services are accessed through SmartHub, phone, SMS outage reporting, and walk-in office. Community engagement and economic development are central to the cooperative model, supported through scholarship programs exceeding $80,000 over 20 years, youth leadership initiatives, school partnerships, and economic development services including a revolving loan fund.

Name

Richland Electric Cooperative

Legal name

Richland Electric Cooperative

Website

https://rec.coop

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

Richland Electric Cooperative is a member-owned, not-for-profit electric distribution cooperative serving over 3,250 member-owners in Richland County, Wisconsin, operating 88 miles of power lines and offering electricity distribution, community solar, green power, and energy efficiency programs.

Ownership category

akta.pro rank

Product category

Electric Cooperative Distribution Services

NAICS

Electric Power Distribution (221122)

SIC

Electric Services (4911)

akta.pro primary industry

Electric Cooperatives (Rural/Member-Owned Utilities) (EUADABAC)

akta.pro secondary industries

Demand Response & Load Flexibility Services (EUAMAJAF), Distributed Generation (DG) Solar & Small Wind (EUAMAJAD), Interconnection, Permitting & Grid Services for DERs (EUAMAJAH)

Keywords

• Electric distribution services
• Cooperative utility
• Community solar
• Renewable energy programs
• Energy efficiency rebates

Headquarters

HQ city

Richland Center

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Supply Chain, Marketing or Sales

Revenue model

1. Electric Service Revenue: Member electricity sales providing reliable electric service. Operated on not-for-profit basis where excess margins (revenues minus expenses) are allocated to members as Capital Credits reflecting each member's ownership stake. Capital credits are used to build and maintain the electric system and refunded when finances permit.
2. Capital Credits (Patronage Capital): Members share in excess margins annually. Allocated capital credits reflect ownership and are paid out as percentage each year, typically during Co-op Month (October), determined by Board of Directors based on cooperative's financial condition.
3. Focus on Energy Program: Partnership with Focus on Energy delivering energy efficiency programs. Since 2011, Focus on Energy has delivered over $1 billion in net economic benefits to Wisconsin.
4. Evergreen Renewable Energy Program: Voluntary green power program where members pay additional monthly charge to support renewable energy. Blocks start at $1 per 100 kWh per month. Energy sourced from wind and waste-to-energy including landfill gas and livestock manure.
5. Transition Energy Solar Program: Community solar program where members own solar generated power at shared array location. 396 panels available to subscribers, approximately 188,000 kWh production annually. Energy offsets member usage at home or business.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Richland Electric Cooperative is a member-owned, not-for-profit electric distribution cooperative that delivers electricity service to over 3,250 residential, agricultural, commercial, industrial, and public-authority members across Richland County, Wisconsin and parts of Crawford, Sauk, and Vernon counties through 88 miles of owned power lines. Members purchase electric service from the cooperative at tariffed rates, may subscribe to community solar (Transition Energy) or voluntary green power (Evergreen), interconnect their own distributed generation, participate in load management programs, and access account services through the SmartHub portal.

Product overview

Richland Electric Cooperative is a member-owned electric utility providing electric service to over 3,250 members across Richland County, Wisconsin and parts of Crawford, Sauk, and Vernon counties. The cooperative operates 88 miles of power lines organized as a not-for-profit entity where members share ownership through capital credits. The core product portfolio centers on electricity distribution combined with renewable energy options including the Transition Energy community solar program, Evergreen green power subscription program, and member Distributed Energy Resources support. Member-facing digital services include SmartHub for account management and outage texting for outage reporting. The cooperative also offers energy efficiency through a comprehensive rebates and incentives program covering appliances, HVAC, lighting, and agricultural equipment, as well as load management programs including Dual Fuel and off-peak water heater rates. Community engagement services encompass economic development assistance with revolving loan funds, youth leadership programs, and educational scholarships.

Differentiator

Problem solved

Functional benefit

Brands

• Transition Energy: Community solar program offering 396 panels for member subscription to offset usage with solar generated energy.
• Evergreen

Products and services

• Electric Distribution Service Core electric distribution service delivered to residential, agricultural, small commercial, large commercial/industrial, and public authority members through 88 miles of owned power lines in Richland County, Wisconsin and parts of Crawford, Sauk, and Vernon counties. Service is billed monthly under tiered rate classes including Residential, Ag-Residential, Small Commercial, Small Commercial Demand, Large Commercial/Industrial, Large Agricultural, Public Authority, and Rental Security Lighting.
• Transition Energy (Community Solar) Community solar subscription program allowing members to subscribe to a portion of 396 solar panels at the Ash Ridge Substation and offset their home or business electricity usage with locally generated solar power, without installing panels on their own property. Produces approximately 188,000 kWh annually and offsets member usage on a subscription basis.
• Evergreen (Green Power Program) Voluntary green power subscription program offering four participation options (Evergreen Everyone, Evergreen Everyday, Evergreen Everywhere, Evergreen Everything) enabling members to support renewable energy generation from wind, solar, hydro, and biogas sources (including landfill gas and livestock manure) for an additional monthly charge. Blocks start at $1 per 100 kWh per month.
• Load Management Program Demand response program using radio-controlled receivers connected to water heaters, heat loads, and central air conditioners/heat pumps that can be cycled during peak demand periods to reduce wholesale power costs. Members receive monthly credits (e.g., $3.00 for water heater load control) and access Dual Fuel (10.3 cents/kWh winter, 11.7 cents/kWh summer, ~30% savings) and off-peak water heater rates.
• Rebates and Incentives Program Energy efficiency rebate program covering agriculture/commercial/industrial equipment, appliances, HVAC systems, lighting, water heaters, EV charging stations, and new home construction through the Touchstone Energy Home Program. Custom commercial/industrial incentives can total up to $12,000 per account per year.
• Member Distributed Energy Resources (DER) Interconnection Program supporting member-owned solar, wind, biomass, or battery storage systems that allow members to produce and consume their own electricity with grid interconnection. Backed by bidirectional advanced metering to record distributed generation exports.

Quantifiable outcome

• Since 2011, Focus on Energy has delivered over $1 billion in net economic benefits to Wisconsin
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Touchstone Energy CooperativescoreStrategic or Co-development PartnerNational network of electric cooperatives across 46 states providing resources and partnerships. Touchstone Energy is the national brand identity for the cooperative network. Richland Electric Cooperative uses the Touchstone Energy logo and brand, gaining access to national resources and best practices for member engagement and service improvement.
• Dairyland Power CooperativecoreTechnology or IntegrationWholesale power provider headquartered in La Crosse, WI. REC purchases electricity from Dairyland Power and participates in load management programs coordinated through DPC. Dairyland operates within MISO (Midcontinent Independent System Operator) territory extending from Manitoba to Louisiana. REC is a member-cooperative of Dairyland Power.
• Focus on EnergycoreGTM or Marketing PartnerWisconsin state energy efficiency program partner. Since 2011, Focus on Energy has delivered more than $1 billion in net economic benefits to Wisconsin residents and businesses. REC partners to deliver energy saving programs including rebates, home assessments, and smart thermostats to members.
• Diggers HotlineminorOthers811/800-242-8511 service for underground facility locating. Wisconsin law requires excavators to contact Diggers Hotline at least three working days before digging. REC coordinates with Diggers Hotline to mark underground power lines for member safety and damage prevention.
• Local Schools (Richland Center, Riverdale, Kickapoo, Ithaca, Weston High Schools)minorGTM or Marketing PartnerSchools purchase branded bottled water from REC. Proceeds from water sales fund club activities and scholarships. Over 20 years, the program has contributed over $80,000 in scholarships to local students. Schools include Richland Center High School, Riverdale, Kickapoo, Ithaca, and Weston.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Dairyland Power Cooperative: Generation-and-transmission (G&T) cooperative that supplies REC's wholesale power and operates within MISO. Comparable as a Touchstone Energy / Dairyland-affiliated cooperative, but broader scope and significantly larger scale than REC's distribution-only operation.
• Touchstone Energy Cooperatives: National brand and alliance network for 700+ local electric cooperatives across 46 states. REC is an explicit member, making Touchstone the closest strategic peer for cooperative identity, marketing leverage, and shared service benchmarking.

Direct peers

• Adams-Columbia Electric Cooperative: Wisconsin distribution cooperative with similar rural, agricultural-heavy service territory, comparable line mileage, and a parallel community solar / load management program portfolio. Closely analogous in size and member mix.
• Price Electric Cooperative: Wisconsin rural electric distribution cooperative comparable in size, service territory profile, and cooperative member programs. Operates similar Touchstone Energy-affiliated member services.
• Oakdale Electric Cooperative: Small Wisconsin member-owned distribution cooperative with comparable agricultural member base, capital credits program, and community solar / load management offerings.
• Clark Electric Cooperative: Wisconsin member-owned electric distribution cooperative serving rural members with comparable scale, agricultural focus, community solar offerings, and Touchstone Energy branding. Directly comparable cooperative business model and member programs.
• Vernon Electric Cooperative: Adjacent member-owned electric distribution cooperative serving Vernon and neighboring counties in southwestern Wisconsin. Highly comparable in scale, rural service profile, agricultural member mix, and Touchstone Energy / Dairyland Power affiliation.
• Central Wisconsin Electric Cooperative: Wisconsin distribution cooperative serving rural members with comparable cooperative structure, capital credits, load management, and renewable programs. Analogous scale and operating profile.
• Eau Claire Energy Cooperative: Wisconsin distribution electric cooperative with similar rural/small-city service territory, member-owned structure, and community programs. Highly comparable on scale, business model, and product offerings (rebates, capital credits, renewables).

Others

• Focus on Energy: Wisconsin statewide energy-efficiency program that REC partners with to deliver rebates, assessments, and incentives. Closely related as an enabling/partner entity rather than a direct distribution competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/richlandelectriccooperative
• Xx.com/ruralelectric
• LinkedInlinkedin.com/company/richland-electric-cooperative

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Richland Electric Cooperative