WK Palmerton Associates LLC’s principle consultant W. Kent Palmerton founded Power Choice LLC in the Summer of 2009 to respond to the Marin County CCA request for services.  Power Choice offered Marin what is now known as a CCA 2.0 model.  Ultimately, Marin elected to pursue a CCA 1.0 model for its program.

In December 2009 Power Choice LLC responded to the City and County of San Francisco’s RFP for CCA Services.  Power Choice LLC won the solicitation and was awarded the right to negotiate with the SFPUC to provide all CCA services to serve the expected 760 Mw peak load for 15 years with options to extend.

Power Choice Inc. (PCI) was formed shortly thereafter to pursue capital funding and FERC Market Based Rate Authority (MBR) needed to satisfy SFPUC requirements.  PCI received its MBR May 7, 2010.