CEO Message


It’s a privilege to be writing to you as the President and CEO of TransAlta. I’d like to take this opportunity to briefly outline the company’s direction and our commitment to providing electricity reliably and safely.

I am proud to be leading TransAlta during such an exciting time in our more than 100 year history. We have a strong, experienced senior leadership team, have built a solid foundation for growth and are well positioned to capitalize on opportunities in our key operating areas. Our employees are engaged and ready to shape the future of our company, and I’m excited about what that future holds.

Today, TransAlta is focused on executing strategies that will allow us to grow in the areas we know best. Our plans include expansion in Alberta, Western United States (California, Oregon and Washington), Western Australia and the rest of Canada through smart acquisitions and greenfield opportunities.

We see excellent opportunities in the markets we serve. Alberta is poised to be Canada’s economic growth leader in the next several years. We have a well-established market position and strong relationships in the western U.S. Finally in Western Australia, our customer base is also growing.  In each of these markets, we are well positioned to expand as we look at high-quality, accretive growth opportunities.

Looking ahead, our goals are to be the #1 generator in Alberta and a Top 5 generator in the Pacific Northwest, to maintain our position as one of Canada’s largest publicly traded companies in renewable power, and to be the supplier of choice in Western Australia. Operationally, we will continue to be a top performer, with 89 to 90 per cent availability and a world-class safety performance record.

TransAlta will also maintain our century-old focus on being a valued neighbour, a trusted company with the highest standards of integrity and a key member of the communities where we work and live.

We have an outstanding team in place across the company, at the senior management level and throughout our organization. Our success is a reflection of the quality of our people and their ability to work together. We are positioned well for growth, and will continue to provide more power with less environmental impact.

Dawn Farrell
President and CEO