A Message to Our Customers

Dawn Farrell, President and CEO

There are lots of unknowns along the road to a new era in electricity generation in Alberta. My message to our customers, however, is simple: it’s our job to rise to the challenge, not yours.

Wherever we serve you across Canada, the U.S. and Australia; our job is to understand your needs and provide the products that meet them. We’ve invested the time and resources to create solutions that allow you to concentrate on running your business knowing you have competitively priced electricity — and we intend to keep it that way.

We are tackling the new carbon tax here in Alberta head-on, not simply passing it on. Whether we like it or not, some form of carbon tax is here to stay — in Canada and around the world. Our customers can be sure that we’re pushing hard for the most effective form of carbon tax. Until then, we will find ways to get over the hurdle and shield you from the impact so that you can focus on running your company.

We are preparing now to build the next-generation electricity infrastructure for Alberta so that if our customers want a cost-effective, zero-carbon product, we can deliver it.

A year ago, I announced that TransAlta has set 2030 as our deadline to become Canada’s leading clean power company, completing an evolution that began several years ago. We are on track. In fact, we plan to get there sooner.

Today, our Gas and Renewables operations drive more than half of our revenues, we are Canada’s largest wind generator as well as Alberta’s largest hydro operator and we recently added solar to our energy portfolio.

We have operations across Canada, in the U.S. and Australia, so while Alberta’s renewables blueprint is getting the lion’s share of media attention, we’ve maintained our focus on disciplined operations across our fleet, future growth and meeting the needs of our customers.

Our Customer Solutions team, led by Senior Vice-President Jennifer Pierce, has developed a business model based on customized rates and energy solutions for your individual businesses, all of which have different needs at different times. It is flexible and focused on your specific needs — as you’d expect in this highly dynamic environment, now and in the years ahead. You can learn more on our Customer Solutions page.

TransAlta is currently exploring the potential for 2,500 MW of new power generation — gas, hydro, wind and solar. Stay tuned, and if you have questions in the meantime, give us a call and tell us what you need.