CalMTA accepted applications for the seats of the Market Transformation Advisory Board (MTAB) members whose one-year term ends in April 2025 from Feb. 5-21, 2025. The applications are now closed.  

The available seats are for two-year terms in the categories of Workforce and/or Labor and National/Regional Energy Efficiency Policy Professional. While applications are open to the public, CalMTA anticipates that current members for these seats will reapply to continue serving on the board. 

The role of MTAB members 

The MTAB is critical to CalMTA’s operations, bringing their expertise and perspectives to this important and high-profile program to establish a market transformation portfolio for California. In their role, they provide unbiased, non-binding recommendations to CalMTA and the CPUC during the design and implementation of market transformation initiatives (MTIs). This includes reviewing market transformation idea selection and prioritization, providing feedback on research plans (Advancement Plans), and tracking MTI activities and progress.  

MTAB members meet either in-person or virtually at least quarterly for 10-12 hours including review of materials. Our MTAB meetings are open to the public and provide opportunities for public comment. 

Requirements 

MTAB representatives are intended to have diverse backgrounds and possess the following general characteristics: 

• Represent organizations with a long-term background in California and national energy efficiency. 
• Have a broad-based interest in outcomes of California and national energy efficiency proceedings. 
• Have a solid understanding of market transformation principles. 
• Have experience working constructively on advisory (or similar) committees. 

MTAB members are required to comply with the MTAB charter and conflict of interest policies. Travel within the state of California is required for meetings. Members will receive a stipend and expense reimbursement. 

Learn more about the MTAB at our Advisory Board FAQ, or Taqua Ammar with any questions. 

Building on the success of CalMTA’s Induction Cooking Strategy Pilot at community events in fall 2024, CalMTA is continuing to test interventions and messaging that could be used to change public opinion and create awareness of induction cooking’s benefits. CalMTA and the Building Decarbonization Coalition (BDC) are teaming up again this February to host a limited series of Chefluencer events in the greater Los Angeles area, this time in-store at retail locations. 

The Chefluencer program uses experienced chefs to lead engaging, multilingual, culturally relevant cooking demonstrations using induction stovetops at live events. This upcoming series of events will allow featured chefs to showcase their skills on induction cooktops that are in-stock and available for purchase at each store location. 

Event participants and store associates will be encouraged to complete a post-event survey to help CalMTA better understand their opinions on induction cooking, likelihood of purchasing an induction appliance in the future (from consumers), and insights on selling induction products (from sales associates). 

Join us at one of our February events to see a Chefluencer in action! Discover the advantages of induction cooking, check out induction appliances for sale, and taste the chef’s delectable samples at these fun events: 

• Saturday, February 15, 12-2pm
  South Bay Appliance
  1640 W Redondo Beach Blvd, Gardena, CA 90247
• Saturday, February 15,  1-3pm
  The Appliance Outlet
  21880 Van Buren, Riverside, CA 92508
• Saturday, February 22, 1-3pm
  Waadt Appliance
  16919 Sherman Way. Lake Balboa, CA 91406

This article was originally published in the 4th quarter 2024 issue of AESP Energy Intel.

The need to accelerate California’s climate action feels increasingly urgent: the summer of 2024 was the hottest on record and recent reports indicate that the state must nearly triple the current reduction rate for greenhouse gas (GHG) emissions to meet 2030 targets.  At the same time, new goals –  like the call for six million heat pumps to be installed by 2030 – spark the need for innovative solutions that break down long-standing barriers to adopting energy-efficient, emission-reducing technologies and practices.  

Chef Kimberly Ayala showcases induction cooking techniques at a Chefluencer event in October 2024.

Recognizing this urgency, the California Public Utilities Commission (CPUC) announced the state’s new Market Transformation Administrator (CalMTA) in January 2023 to support statewide climate and energy efficiency goals. Market transformation is a proven approach that has successfully changed markets for emerging technologies and business practices, resulting in cost-effective energy efficiency, GHG reductions, and other benefits. 

CalMTA’s work to rapidly develop some of the first market transformation initiatives (MTIs) for California identified two promising technologies to target: room heat pumps (also known as portable, micro, or window heat pumps), a relatively nascent technology, and induction cooking products, which, while commercially available, face critical barriers to widespread adoption. If approved by the CPUC, these MTIs are estimated to deliver roughly $1 billion in total system benefit (TSB) to California over their 20-year lifecycle.  

Pilot projects testing potential interventions that could break down key market barriers provided insights to CalMTA into how strategic partnerships for these MTIs can clear the path toward market change – and reiterate the importance of hands-on experience when seeking to drive adoption of new technologies.  

Changing Hearts and Minds About Induction Cooking 

For many consumers, stoves aren’t just another appliance: they are the centerpiece of the kitchen and a connection to family, celebration, and tradition. In a market dominated by gas-fueled products (about 70% of the ranges in California are gas), driving households to switch their cooking method presents a significant challenge. Yet the benefits of induction technology warrant attention: from higher efficiency and cooking performance to improved indoor air quality during cooking, these products represent a critical step toward full residential electrification.  

To better understand strategies that could raise consumer awareness about induction as a viable alternative to gas cooking, CalMTA partnered on a series of “Chefluencer” events with the Building Decarbonization Coalition (BDC), community organizations, and Copper, a Berkeley-based company whose “Charlie” range is the first 120-volt, battery-equipped induction electric range on the market. The Charlie mitigates the need for electrical upgrades associated with standard 240V induction products, while the inclusion of battery storage enables high cooking performance and the ability to offset energy use away from costly peak timeframes. 

BDC’s successful Chefluencer program uses experienced chefs to lead multilingual, culturally relevant cooking demonstrations that allow community members to gain first-hand experience with induction cooking. CalMTA built on the existing event structure at 12 events across California by offering incentives for completing a post-event survey designed to gauge opinions on induction cooking and likelihood of purchasing an induction appliance in the future – feedback that will be used to inform future messaging and intervention strategies. Survey results quickly showed that attendees had more positive opinions of induction cooking technology and expressed a higher likelihood of purchasing an induction cooktop after the events as compared to attitudes before the event.

“After a year of doing demos and events, what’s been the biggest surprise to me is how quickly it’s possible to open people’s minds to induction. Some people come to the demo adamant about how they’ll never give up their gas stove,” said Lisa Pinckney, Copper’s chef and culinary events manager. “When people see Charlie in action, they want to know more.”

Optimizing Room Heat Pumps for the California Market

Heating and cooling represent the largest energy consumption end-uses for homes in California, with more than 50% of households still using gas appliances for heating. Mini-splits and other central heat pump systems can provide efficient, climate-friendly space heating with the added benefit of cooling during hot summer months, but these technologies are often out of reach for households with limited income or tenants with little control over building upgrade decisions.

Manufacturers have recently responded to this technology gap by developing self-contained heat pump products as efficient replacements for window air conditioners that also provide space heating for a single room or modest apartment. Categorized as “room heat pumps” by the U.S. Department of Energy but also known as portable, window, or mini heat pumps, these units eliminate the need for expert installation or electrical panel upgrades and therefore offer a lower upfront cost than other space-conditioning electrification options. Manufacturers tout the purported “self-installation” potential and relative portability of the products as key components of the consumer value proposition.

To understand the market response to this value proposition, CalMTA developed a strategy pilot in partnership with three California-based organizations engaged in helping this technology’s target audience access energy efficiency: the U.S. Green Building Council California, the nonprofit El Concilio of San Mateo County, and Redwood Energy, an all-electric and zero net energy specialty firm. Strategy pilot partners co-developed the scope of work with CalMTA and led participant outreach, leveraging their established and trusted connections with environmental and social justice (ESJ) communities to reach the target audience for this technology. Strategy pilot participants – primarily multifamily tenants with some residents of smaller single-family homes – received a room heat pump to self-install and test, providing feedback to CalMTA about their experience. Special engagement with leading manufacturers helped CalMTA secure units of different makes and models for installation, with the cost of the product reduced through bulk purchasing agreements including “saddlebag” units from Gradient and Midea, conventional window units from Midea, and portable products from Whynter.

A resident of a San Pedro, CA apartment building self-installs a Midea window heat pump unit.

Post-installation surveys and real-world learnings yielded critical findings that informed CalMTA’s future implementation plans. For instance, tracking the actual time and effort required for installation ensures manufacturer messaging manages consumer experiences realistically. In this case, strategy pilot participants most frequently completed their installation in two hours or less and required the assistance of one additional person.

The strategy pilot also found that almost no currently available forms for window-mounted heat pump models – the preferred form factor for customers based on CalMTA’s market research – meet the sizing needs of horizontal sliding or casement windows, which represent a significant portion of California’s affordable housing stock. Sharing these findings with manufacturers to convey that many customers will be left behind, coupled with a planned technology challenge once the MTI is approved for implementation, is expected to spark development of new form factors appropriate for these window types.

“Working with CalMTA has given us a valuable opportunity to gather real-world consumer insights, which have been critical in refining our All-Weather 120V window heat pump,” Sam Lamos, Gradient’s public policy manager, said. “[It has] enabled Gradient to navigate the program and policy landscape while gaining a better understanding of the potential barriers to broad adoption, allowing us to begin reaching new markets.”

Strategic partnerships like those formed through the CalMTA pilots can support California’s market transformation goals and make energy efficiency and decarbonization technologies more accessible to more consumers. Transforming markets requires more than a single organization: by bringing interested parties together and leveraging their respective strengths, we can create lasting change that benefits all Californians for years to come.

Authored by Stacey Hobart, Principal of Stakeholder Engagement & Communications, CalMTA. Stacey has spent her career working to communicate progress and accomplishments in energy efficiency with experience spanning areas of public affairs, marketing and communications, and stakeholder engagement. At CalMTA, she oversees stakeholder engagement and communications for this developing program. Previously, she led marketing and communications at New Buildings Institute, worked as corporate marketing manager at the Northwest Energy Efficiency Alliance (NEEA), and oversaw the American Public Power Association’s research and development program (DEED) in Washington, D.C.

We are pleased to announce that the Market Transformation Advisory Board (MTAB) members starting terms in April 2024 will be:  

• Hayley Goodson, TURN | Ratepayer Advocacy/Protection  
• Fred Gordon, independent (formerly Energy Trust of Oregon) | Evaluation Professional ​ 
• Peter Miller​, independent (formerly NRDC) | Environmental Advocacy 
• ​Karina Camacho | Inland Regional Energy Network (I-REN) 

Three of these members are current MTAB members that reapplied for their seats and were chosen among other candidates. The Regional Energy Network (REN) representative, Karina Camacho, was chosen by those organizations to represent them. She will replace Lujuana Medina of the SoCal REN.  

”We are thrilled to continue collaborative efforts with MTAB in developing market transformation initiatives that will yield long-lasting and equitable energy efficiency benefits in California,” said Stacey Hobart, CalMTA principal of stakeholder engagement and communications at Resource Innovations (RI). CalMTA is a program of the California Public Utilities Commission (CPUC) and is administered by RI.  

The MTAB plays a crucial role in CalMTA’s activities, contributing expertise and viewpoints to shape California’s market transformation initiatives. Members offer impartial, non-binding advice to CalMTA and CPUC throughout the planning and execution of market transformation efforts. This includes assessing idea selection, providing input on research plans, and monitoring progress.

Seating members for new board terms 

CalMTA recently accepted applications for seats on MTAB, as the one-year terms of current members are concluding in April. The application period ran from February 6-20, 2024. 

The MTAB application process involved several key steps to ensure the selection of suitable candidates. This process encompassed the development of MTAB scoring criteria, aimed at identifying the most qualified individuals to serve on the board. The formulation of MTAB application questions was guided by the following criteria: 

• Confirmed MTAB category and review of any conflicts of interest 
• Unique qualifications for the MTAB (market transformation and energy efficiency experience)​ 
• Board and committee experience   

Additionally, efforts were made to promote the open application through outreach and promotional activities. 

MTAB application questions & scoring criteria 

The MTAB application will open again in the first quarter of 2025 to fill expiring seats for the following positions:  

• Workforce and/or labor 
• National/Regional Energy Efficiency policy professional 

Stay informed by joining our mailing list to receive timely updates regarding the application process. 

CalMTA accepted applications for the seats of the Market Transformation Advisory Board (MTAB) members whose one-year term ends in April. The application form was publicly available February 6 – 20, 2024.

The available seats were for two-year terms in the categories of Ratepayer Advocacy, Environmental Advocacy, and Evaluation Professional. Applications will be scored by a team and recommendations will be approved by the California Public Utilities Commission (CPUC) Energy Division staff. Successful candidates will start their terms after the next MTAB meeting on April 25, 2024.

While applications were open to the public, CalMTA anticipates that current members for these seats would reapply to continue serving on the board.

The role of MTAB members

The MTAB is critical to CalMTA’s operations, bringing their expertise and perspectives to this important and high-profile program to establish a market transformation portfolio for California. In their role, they provide unbiased, non-binding recommendations to CalMTA and the CPUC during the design and implementation of market transformation initiatives (MTIs). This includes reviewing market transformation idea selection and prioritization, providing feedback on research plans (Advancement Plans), and tracking MTI activities and progress.

MTAB members meet either in-person or virtually at least quarterly for 6-8 hours including review of materials. Our MTAB meetings are open to the public and provide opportunities for public comment.

Requirements

MTAB representatives are intended to have diverse backgrounds and possess the following general characteristics:

• A long-term background in California and national energy efficiency
• A broad-based interest in outcomes of California and national energy efficiency proceeding,
• A solid understanding of market transformation principles
• Experience working constructively on advisory (or similar) committees

MTAB members are required to comply with the MTAB charter and conflict of interest policies. Travel within the state of California is required for meetings. Members will receive a stipend and expense reimbursement.

Learn more about the MTAB at our Advisory Board FAQ, or Taqua Ammar with any questions.

This memo provides an update on select market transformation (MT) ideas submitted during the request for ideas (RFI) process recently conducted by CalMTA. It gives an overview of the ideas that have advanced to Stage 2 scoring and discusses a preliminary review of the ideas proposed as “front runners.” As detailed in this memo, front runners are those ideas that scored well and are more fully viable for near-term MT development than other leading ideas because of product readiness, high leverage, or other defined criteria.

RFI Summary Memo

CalMTA recognizes the historical inequities of efficiency investment and is using an equity lens in our approach to developing a market transformation portfolio for California that delivers benefits to environmental and social justice communities. In addition to California’s energy and climate goals, CalMTA seeks to support statewide priorities on environmental and social justice (ESJ) and ensure market transformation initiative (MTI) outcomes reflect the needs and desires of the communities they benefit.

Learn more about how we work with ESJ communities and our approach to equity.

With the hottest summer on record upon us, innovative climate solutions are needed more than ever. To support this process, CalMTA is seeking ideas that will accelerate market adoption of new or under-used energy efficiency technologies or practices across California. With just two weeks left to submit, this Request for Ideas (RFI) will inform development of a portfolio of market transformation initiatives (MTIs) to help realize the state’s energy and climate goals. MTIs will also help progress workforce development and equity efforts.  

While California has already made significant investments in energy efficiency, the CPUC established CalMTA early this year to introduce a market transformation framework that supplements existing efforts. Market transformation is a proven approach that creates long-lasting, sustainable market-level changes by removing barriers to adoption of energy efficiency and decarbonization technologies and practices. CalMTA is a program of the CPUC and is administered by Resource Innovations.  

Request for Ideas 

To identify the first initiatives, CalMTA will accept RFI submittals through an Idea Portal until August 18. The Idea Portal asks 13 questions to describe technologies or practices with energy-saving potential that face non-financial market barriers (e.g., limited market support, lack of supply, or low awareness) to widespread adoption. RFI submittals will be scored and prioritized based on established selection criteria.  

While the idea must result in energy savings, CalMTA is also interested in its non-energy benefits and ability to support benefits of greenhouse gas (GHG) reduction, demand flexibility, workforce development, and equity. For each idea selected to advance to the next stage, CalMTA will develop a plan for implementing it, and conduct a competitive solicitation of bids for its delivery. 

More information about the RFI process can be found on the CalMTA website  or in the recording of a public briefing held July 26.

What’s next?  

A dedicated CalMTA team will evaluate and score submissions to the Idea Portal for potential inclusion in the initial portfolio of MTIs. Top-ranked ideas will be determined in collaboration with CalMTA’s Market Transformation Advisory Board (MTAB), which advises CalMTA staff on MTI selection criteria, with feedback on ideas submitted, and tracking of market transformation activities.

Starting in 2024, CalMTA will engage with a broad range of stakeholders formed into Work Groups to further develop MTIs to achieve established energy, climate, and equity goals.  To join MTAB meetings, view upcoming events here. 

Stay up to date with CalMTA and join our mailing list.

Market transformation is now launching in California under CalMTA. This on demand session covers the theory of market transformation and why it’s an important part of the state’s energy efficiency and decarbonization portfolio.

Resource Innovations, on behalf of CalMTA, filed an advice letter to the CPUC today to form a Market Transformation Advisory Board (MTAB). The advice letter includes names of recommended members as well as alternates from various backgrounds including:

• Ratepayer advocacy/protection
• Workforce and/or labor
• Environmental advocacy
• Evaluation professional
• National/Regional EE policy professional
• Utility EE representative (to rotate among the IOUs, on the schedule and in the order on which they mutually agree)
• CCA or REN energy efficiency professional
• Up to two CPUC staff

The MTAB is a core component of California’s market transformation framework and has an important role in contributing to the review and prioritization of the market transformation initiatives to be adopted by the CalMTA.

Read the advice letter including the MTAB Charter and proposed Conflict of Interest policies.

Learn more about the MTAB

The nexus of energy efficiency and climate has never been more dynamic than at this moment.

We know that reducing energy use has a direct relationship to lowering carbon and other greenhouse gas (GHG) emissions fueling climate change. Recently, federal- and state-level investments in efficiency and clean energy technologies offer significant opportunities to supercharge energy-saving programs and market interventions that will reduce expenses for consumers and businesses and provide health and comfort benefits. But how do we make those changes last?

Market transformation is the strategic process of intervening in a market to create lasting change. Instead of achieving quick energy savings by incentivizing customers or procuring and delivering products directly, the goal of market transformation programs is to work within the market ecosystem to create sustained change—making energy-efficient products and practices the norm.

As a company, Resource Innovation’s market transformation efforts started in 2018, but our team has been engaged in this work for decades, including the earliest days of these programs. Over the years we’ve designed, implemented, administered, and evaluated market transformation initiatives for clients in the U.S. and Canada. Along the way, we’ve encountered successes, learned lessons, and gained unique insights. The programs have varied and evolved, but the goal has always remained the same—to increase the share of energy-efficient products and services in a given market and secure deep and lasting change.

Synergistic Efforts

Market transformation initiatives work well as part of a comprehensive portfolio for energy efficiency programs. A great example of this is energy-efficient lighting. From our work, we know first-hand that LED lighting upgrades can make a huge difference in decreasing energy consumption and energy bills. The simple act of changing light bulbs on a large scale affects air pollution and public health, as well as electricity bills and the transition to a clean energy economy. However, this information alone is not always enough to motivate end users.

To help break down barriers such as limited supply of products, high cost, lack of knowledge or training, and consumer awareness, a coordinated effort is needed. The most successful lighting programs involve all the market actors – manufacturers, distributors, retailers, utilities, and other energy efficiency program administrators:

• Manufacturers need to focus on quality and design, as well as cost and energy savings so that products meet customers’ expectations.
• Manufacturers and distributors need to have products readily available for retailers to stock on their shelves.
• Utilities and other energy efficiency administrators must provide education on the products, as well as point-of-sale rebates and/or instant incentives to help buy down the cost so that LEDs become more affordable for end-users. In many cases, upstream incentives can be provided to manufacturers, distributors, and retailers to encourage participation.

Working together synergistically, these initiatives lead to broad-scale adoption and a decrease in product costs. LED lighting has now grown to the point where it has become standard practice across the country, phasing out more energy-intensive alternatives.

Evolving Priorities

Market transformation can help accelerate the rate of innovation adoption. Therefore, market transformation practices and initiatives should not be limited to just energy efficiency programs. The increased adoption of electric vehicles, the growing interest in carbon reduction, and the developing focus on bringing equitable outcomes to our customers are just some of the programs that we can execute to help increase adoption and create lasting change.

Keys to Success

Overall success of market transformation initiatives requires quality in design and implementation. Over the years we have learned a few keys to success, including:

• Acquiring a deep understanding of the market actors and structure
• Identifying barriers and opportunities for the products and services
• Establishing activities to remove or reduce barriers that limit desired outcomes
• Ensuring strategies are transparent and accessible to all stakeholders at all stages of development
• Actively leveraging opportunities as they develop in real-time

It is important that programs are flexible and able to adjust to local market dynamics and various utility needs. Removing or reducing market barriers can take time and investment. It is also important to recognize that the desired outcomes may not be fully realized for 5-10 years, or longer in some cases.

California on Our Minds

California has set a bold path for energy efficiency innovation with a decision to fund market transformation initiatives that will bring lasting market changes in favor of equitable and cost-effective energy efficiency. Recently, Resource Innovations was awarded the contract as the state’s first-ever Market Transformation Administrator (CalMTA) and will partner with a team of experts in program development, evaluation, and equity.  Read more about this effort here.

Learn more about our MT capabilities at: resource-innovations.com/utility-services/market-transformation

by Margie Gardner, VP Market Transformation, CalMTA