Small Places grows a variety of vegetables at their East End based farm, selling them at a weekly farm stand. Photo courtesy Small Places

Small Places, a Houston-based urban agricultural nonprofit, is looking forward to putting down roots beyond the fresh vegetables they grow in the East End.

After securing a 40-year land agreement with Harris County, the organization, which provides produce to families facing food insecurity in the Second Ward, is expecting to open their new farm in February 2025. Small Places’ founders hope the 1.5 acres of land named Finca Tres Robles, located at 5715 Canal Street, will be the beginning of Houston’s urban farming movement.

Founded in 2014 by brothers Daniel, Mark, and Thomas Garcia-Prats, Small Places was born out of the latter brother’s desire to work on an organic farm in his hometown of Houston. After farming in Maine, Iowa, and Nicaragua, Thomas had hoped to manage an urban farm but was unable to find a place. He then roped his brothers, who had no agricultural background at the time, into creating one.

“I joke that my journey in agriculture started the day we started out there. We didn’t grow up gardening or farming or anything of the sort,” says Daniel, Small Places’ director of operations. “It was a big learning curve, but how we approached it to our benefit was through our diverse set of backgrounds.”

Brothers Mark, Daniel, and Thomas Garcia-Prats are the co-founders of Small Places, a Houston-based urban agricultural nonprofit growing fresh produce for families in the East End. Photo courtesy Small Places

Small Places began their need-based produce distribution programs through a partnership with nearby pre-school, Ninfa Lorenzo Early Childhood Center, providing food insecure families with fresh produce and later cooking lessons in 2017. When COVID-19 hit Houston in 2020, Daniel says Small Places pivoted towards becoming a redistribution center for their farming contacts who needed to offload produce as restaurants shut down, selling their crops through the organization. Their neighborhood produce program was then born, providing free boxes of produce to nearly 200 families in the East End at the pandemic’s peak.

“We found ourselves in the middle of two communities who were in need, one being people in our community who were losing jobs and were in need of food as well as our farming connections who were losing restaurant accounts,” Daniel explains.

Small Places currently assists 65 families living predominantly within two miles of their original location and they recently restarted their programming with Ninfa Lorenzo Early Childhood Center, and accepts Supplemental Nutrition Assistance Program benefits (SNAP) at their farm stand. Daniel says once Finca Tres Robles opens, Small Places plans to bring back cooking classes and educational seminars on healthy eating for which his brother Mark, a former teacher, created the original curriculum. The farm will also have a grocery store stocked with Finca Tres Robles' produce and eventually food staples from local vendors.

“Being social and preparing a meal can be fun, interesting, and delicious. Being able to pull all of that into a program was really important for us,” Daniel explains.

Farming successfully in the middle of Houston for their subsidized programs and produce market requires Small Places’ team to be strategic in their operations. Using his background in engineering and manufacturing, Daniel says they’ve closely monitored trends in which crops perform the best in Houston’s varied, humid climate over the past decade.

They also follow Thomas’s philosophy of allowing nature to work for them, planting crops at times when specific pests are minimal or integrating natural predators into their environment. And lots of composting. Daniel says they accept compostable materials from community members, before burying the raw organic matter in the earth in between their plant beds, allowing it to mature, then later using it to nourish their crops. Daniel says he and his co-founders hope to see more community-focused, sustainable operations like theirs spring up across Houston.

“Small Places is about hopefully more than one farm and really trying to turn urban agriculture and a farm like ours from a novel thing into something that’s just a part of communities and the fabric of Houston for generations to come,” Daniel says.

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This article originally ran on InnovationMap.

Goodwill Houston, in collaboration with Accenture, BlocPower, and Goodwill Industries International hosted a celebration for the Clean Tech Accelerator. Photo courtesy of Accenture

Accenture, Goodwill-backed cleantech job accelerator celebrates Houston launch

up and running

A major nonprofit and a worldwide corporate leader have teamed up to advance cleantech jobs — and the program has officially celebrated its launch in Houston.

Goodwill Houston, in collaboration with Accenture, BlocPower, and Goodwill Industries International hosted a celebration for the Clean Tech Accelerator, an industry-focused full-time free jobs training program that was originally announced last year. The first cohort graduated earlier this year, and the second is ongoing.

"Through the CTA, we want to shape the future of sustainable energy in Houston by recruiting underrepresented jobseekers and equipping them with technical proficiency, safety and clean tech certifications, and facilitating placement with local employers," a representative from Accenture states in an email. "Following a quiet initial launch, this event was the official kickoff."

The event also demonstrated the opportunities within the CTA program for job seekers to prepare for the most in-demand clean energy careers in Houston. The accelerator is targeting a specific set of advanced energy jobs — the 40 percent that don't require college degrees and and pay more than the median salary in the United States.

According to Accenture and Goodwill, the plan is to grow the program to 20 cities in the next seven years and train an estimated 7,000 job seekers. The program, which was co-designed by Accenture, will be run by Goodwill. Participants identified as under and unemployed individuals and accepted into the program will be compensated as they undergo the training and career placement services.

"As our labor market transitions, we see important opportunities for people to move into more promising roles with better pay. It is essential that we provide the training and other support needed to ensure people capture these opportunities," Steve Preston, president and CEO of Goodwill Industries International, says in a news release announcing the program. "The Goodwill Clean Tech Accelerator will open doors for people in an expanding industry and provide support to employers who are helping us transition to a more sustainable world."

Members of the first two classes of the program were present at the event. Photo courtesy of Accenture

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This article originally ran on InnovationMap.

Urban Harvest is now using solar energy to bring its produce around Houston — and other top nonprofit stories on EnergyCapital this year. Photo courtesy of Andrew Hemingway/Urban Harvest

Top 5 nonprofit energy transition news stories in 2023

year in review

Editor's note: As the year comes to a close, EnergyCapital is looking back at the year's top stories in Houston energy transition. While the responsibility of moving the needle on sustainability doesn't always fall to the shoulders of nonprofit organizations, five of the sector's top news stories from this year resonated with readers — be sure to click through to read the full story.

Nonprofit harvests solar energy to serve Houston's food deserts

Sustainable nonprofit Urban Harvest has upgraded to use solar energy. Photo courtesy Andrew Hemingway/Urban Harvest

Houston nonprofit Urban Harvest is plugging into the power of solar energy.

The nonprofit’s Mobile Market program has added a custom-designed, solar-equipped trailer to its fleet. The market provides fresh locally sourced food to “food deserts.”

“By harnessing the sun’s energy, the trailer can become a self-sustaining unit, eliminating reliance on conventional power sources for a substantial period of time,” says Urban Harvest.

The trailer consists of a Ford F150 hybrid truck with a custom-designed trailer that’s equipped with solar power capabilities. The unit enables Urban Harvest to store and transport nearly $5,000 worth of fresh produce and goods to support the Mobile Market program, which serves an average of 1,200 customers each month. Click here to continue reading article from September.

Green jobs accelerator to launch to Houston, other cities with corporate and nonprofit partnership

The Goodwill Clean Tech Accelerator is a partnership between Goodwill and Accenture that will equip participants with employability and technical skills for entry-level jobs across the energy transition. Photo via Getty Images

A major nonprofit and a worldwide corporate leader have teamed up to advance clean tech jobs.

The Goodwill Clean Tech Accelerator is a partnership between Goodwill and Accenture that will equip participants with employability and technical skills for entry-level jobs across solar and storage, electric vehicles, heat pumps, and energy efficiency, according to a news release from the organizations.

The program launch next year in Houston, as well as in Atlanta, Nashville, and Detroit, as the two organizations announced in at the U.S. Chamber of Commerce Foundation's Talent Forward event. According to Accenture and Goodwill, the plan is to grow the program to 20 cities in the next seven years and train an estimated 7,000 job seekers. Click here to continue reading article from October.

Houston-based Baker Hughes pledges $175,000 to nonprofits with diversity-focused initiatives

Baker Hughes has made two grants to nonprofits looking to support a diverse workforce. Photo via bakerhughes.com

The nonprofit arm of a Houston-based energy company has made two grants into organizations focused on supplier diversity.

Earlier this week, the Baker Hughes Foundation revealed details on a $75,000 grant to Houston Minority Supplier Development Council, or HMSDC, and a $100,000 grant to Washington, D.C.-based WEConnect International. HMSDC supports economic growth of minority-owned businesses, and WEConnect International is focused on women-owned companies.

“At Baker Hughes, supplier diversity is integral to our success, and it is our duty to support organizations that fuel building a more inclusive supply base and take the steps necessary to ensure business practices mirror our diverse landscape,” Lynn Buckley, Supplier Diversity and Business Development Sourcing leader, says in a news release. Click here to continue reading article from September.

Houston-area teen wins prestigious award for sustainable gardening initiative

A Pearland student's hydroponic gardening nonprofit is increasing sustainability efforts at local schools. Photo via Getty Images

At only 16 years old, Pearland student Rahul Vijayan has been named a winner of a prestigious award.

The 2023 Gloria Barron Prize for Young Heroes recognizes 25 young leaders "who have made a significant positive impact on people, their communities, and the environment," reads the news release. Additionally, 15 of the top winners each receive $10,000 toward their education or service work.

Vijayan created Farm to Tray, a nonprofit that equips schools with hydroponic gardening systems, which can grow fresh produce for school lunch programs. Since he started his initiative, he has distributed over 150 hydroponic grow kits to 23 schools across five districts.

“I want to influence and improve children’s day-to-day lives,” says Rahul. “Farm to Tray is allowing me to do that and make a tangible impact for thousands of students.” Click here to continue reading article from September.


Houston utility provider gifts $100,000 for energy-efficient upgrades in Galveston

Galveston residents spend 14 percent more a month on electricity, and CenterPoint stepped in to help shrink that gap. Photo courtesy of Vision Galveston

As Texas bakes in scorching summertime heat, a new program has been rolled out in Galveston to provide free energy-efficiency upgrades of homes.

The program, a collaboration between the nonprofit Vision Galveston and Houston-based CenterPoint Energy, is designed to reduce energy consumption and cut utility bills through projects like HVAC tune-ups, as well as installation of ceiling insulation, LED light bulbs, solar screens, and low-flow showerheads.

The program launched July 13 with three CenterPoint customers, all residents of Galveston’s Old Central Carver Park neighborhood, receiving energy-efficiency upgrades. Click here to continue reading article from July.

CenterPoint Energy and the Gulf Coast Community Services Association are now accepting applications for the new program. Photo via centerpointenergy.com

CenterPoint Energy, Mayor Turner join forces for $1M energy assistance for Houston residents

giving support

In the season of giving, a Houston energy company has played Santa Claus with a special deliver for underserved Houstonians.

CenterPoint Energy announced a $1 million contribution in Houston Mayor Sylvester Turner’s name towards energy bill assistance that assists low-income residents. The donation will go to a local nonprofit organization Gulf Coast Community Services Association, or GCCSA, which will manage and distribute the funds.

“Given Mayor Turner’s selfless commitment and outstanding service to our city for the past eight years, this felt like a fitting way to celebrate him and build upon his legacy of helping others across our communities,” CenterPoint Energy CEO Dave Lesar says in a news release. “Throughout his entire career in elected office, Mayor Turner always recognized the importance of supporting underserved neighborhoods and neighbors, and this contribution in his name will make a positive lasting impact.”

Today, December 4, GCCSA will begin accepting applications for energy assistance for low-income residents or families living in CenterPoint Energy’s service areas. Applicants can apply online.

“It has been an incredible honor to serve our great city for my eight years in office, “Turner says in a news release. “It also has been a privilege to collaborate with corporate leaders like CenterPoint Energy and impactful nonprofits like GCCSA to help the community members who need it most.

“I am deeply grateful for the countless partnerships and initiatives benefiting Houston during my incredible journey as mayor. Together, we were able to do great things.”

Earlier this summer, CenterPoint also donated $100,000 to Galveston residents by way of nonprofit Vision Galveston. The program was designed to reduce energy consumption and cut utility bills through projects like HVAC tune-ups, as well as installation of ceiling insulation, LED light bulbs, solar screens, and low-flow showerheads.

The Goodwill Clean Tech Accelerator is a partnership between Goodwill and Accenture that will equip participants with employability and technical skills for entry-level jobs across the energy transition. Photo via Getty Images

Green jobs accelerator to launch to Houston, other cities with corporate and nonprofit partnership

growing the workforce

A major nonprofit and a worldwide corporate leader have teamed up to advance clean tech jobs.

The Goodwill Clean Tech Accelerator is a partnership between Goodwill and Accenture that will equip participants with employability and technical skills for entry-level jobs across solar and storage, electric vehicles, heat pumps, and energy efficiency, according to a news release from the organizations.

The program launch next year in Houston, as well as in Atlanta, Nashville, and Detroit, as the two organizations announced in at the U.S. Chamber of Commerce Foundation's Talent Forward event. According to Accenture and Goodwill, the plan is to grow the program to 20 cities in the next seven years and train an estimated 7,000 job seekers.

"As our labor market transitions, we see important opportunities for people to move into more promising roles with better pay. It is essential that we provide the training and other support needed to ensure people capture these opportunities," Steve Preston, president and CEO of Goodwill Industries International, says in the release. "The Goodwill Clean Tech Accelerator will open doors for people in an expanding industry and provide support to employers who are helping us transition to a more sustainable world."

The accelerator is targeting a specific set of advanced energy jobs — the 40 percent that don't require college degrees and and pay more than the median salary in the United States.

"The clean energy transition is demanding new sources of talent who understand clean tech and can apply that knowledge to achieve decarbonization," Manish Sharma, CEO of Accenture North America, shares in the statement. "Through the Goodwill Clean Tech Accelerator, we're proud to unlock skilling opportunities that are accessible to everyone, benefitting workers, industry and our local communities."

The program, which was co-designed by Accenture, will be run by Goodwill. Participants identified as under and unemployed individuals and accepted into the program will be compensated as they undergo the training and career placement services.

Beginning through an Accenture Corporate Citizenship investment, the accelerator is based on experience from Skills to Succeed. GRID Alternatives, ChargerHelp! and BlocPower are additional training partners for the program, with more to be announced as the initiative is scaled.

With its blend of biotechnology, conservation, and education, RioRaiz seeks to inspire a new generation of conservationists. Photo via RioRaiz/Instagram

Houston nonprofit commits to sustainable biodiversity efforts

impact-driven

For centuries, humans have been negatively impacting the natural world around them. A Houston organization is looking to leave an impact on the environment — but this time for the better.

Based in Houston, RioRaiz is a 501c3 nonprofit organization charting a unique course in the world of conservation and education. Founded in March of 2021, RioRaiz – meaning "root of the river" in Spanish, a nod to its deep-rooted connection with South American culture – seeks to preserve biodiversity through biotechnology and offer transformative learning experiences to contribute to a healthier planet.

Led by Jeff Carlson, the president and CEO, RioRaiz's mission is driven by three core pillars: conservation, scientific discovery, and education.

Currently, the nonprofit's efforts are focused on regions on the edge of ecological disruption, specifically the East Texas area and the Tropical Andes. In Texas, the organization aims to expand the biome of the Big Thicket National Preserve in Kountze as well as engaging locals by hosting clean-up drives. In the Andes, RioRaiz aspires to establish biological corridors between national parks and natural reserves, diminishing potential disruptions to animal migration patterns.

The timeline for these critical initiatives, Carlson said, hinges on donations.

"We have a list of priorities that is cataloged from input from our scientific collaborators, as well as our ability to deliver on our promises to our donors and supporters,” Carlson said.

Partnerships form a critical role in RioRaiz's work, notably those with academic institutions in the United States and Colombia. One of these collaborations saw Carlson spend three months in Colombia, working with the local Páez tribe, also known as the Nasa, to explore the potential of their traditional medicines for modern treatments.

"We're really excited to learn and to share our techniques and our knowledge," Carlson said, underlining the organization's commitment to partnering with traditional and indigenous knowledge sources.

With its blend of biotechnology, conservation, and education, RioRaiz seeks to inspire a new generation of conservationists. By offering an intimate virtual glimpse into the world's biomes, the nonprofit aims to instill a deep-rooted respect for nature and encourage sustainable action.

"If you expose students to these different kinds of environments at an early age, that might inspire somebody to go into conservation," Carlson said.

With a progressive effort, RioRaiz is harnessing the power of virtual reality to redefine education. The organization uses specialized filming equipment during its expeditions, capturing moments like the discovery of new species or conducting bio surveys. RioRaiz's visually compelling stories will surpass language barriers, transporting students virtually to different biomes. In time, Carlson hopes to distribute pre-loaded systems to communities with limited internet access, taking the classroom to every corner of the world. These virtual reality experiences are expected to launch within the next year.

"We want to bring the rainforest into the classroom," Carlson said.

Through its work, RioRaiz aims to demonstrate that the route to a sustainable future lies not just in face-to-face interactions, but in a global, interconnected approach to education and conservation. Its vision is clear — to grow far beyond traditional reaches, preserving biodiversity and fostering a healthier world.

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This article originally ran on InnovationMap.

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Houston's PowerBridge partners on 2GW Texas AI data center campus

data center venture

Houston-based PowerBridge has formed a joint venture with Denver-based Liberty Energy to develop large-scale data center campuses.

The joint venture’s initial focus will be PowerBridge’s Alpha Digital Campus, a 2-gigawatt data center operation planned for West Texas. PowerBridge sets up data center campuses to support AI and cloud computing. Liberty is an energy company whose Liberty Power Innovations subsidiary offers distributed power and energy storage services.

Houston-based investment firm Five Point Infrastructure LLC established PowerBridge last year, committing up to $1 billion in equity. Earlier this month, The Wall Street Journal reported Five Point is trying to raise $2.5 billion for a new fund targeting water management projects, natural gas treatment systems and data center sites.

Through Five Point subsidiary LandBridge, PowerBridge enjoys access to more than 275,000 acres for infrastructure development as well as low-cost natural gas.

The first phase of PowerBridge’s West Texas campus is expected to offer more than 300 megawatts of generation capacity, with the potential to add more capacity over time. The campus is scheduled to start delivering power in the fourth quarter of 2027.

“By aligning our powered-campus development assets with Liberty’s comprehensive power services and operational expertise, we are creating a model that can be scaled across future gigawatt-scale powered data center campuses in West Texas,” Alex Hernandez, founder and CEO of PowerBridge, said in a release.

Before joining PowerBridge in 2025, Hernandez led Cumulus Data and Talen Energy Corp., a provider of power and energy infrastructure. Amazon Web Services bought Cumulus Data, a subsidiary of Houston-based Talen, in 2024 for $650 million. Cumulus develops nuclear-powered data centers.

Hernandez sits on the board of the Electric Reliability Council of Texas (ERCOT), which manages about 90 percent of the state’s electrical load.

Liberty recently announced a partnership with Houston-based energy technology company SLB to support the expansion of data center capacity.

Energy AI startup chooses Houston for first U.S. office after $20M raise

welcome to houston

London-based AI firm Applied Computing has announced a $20 million Series A round and a new office in Houston.

The new Bayou City office is Applied Computing’s first in the United States and part of its North American expansion. The company is known for its Orbital AI platform, which is tailored for energy operations.

The funding round was led by Houston-based KBR Inc., with participation from San Francisco-based Databricks Ventures. KBR’s investment was first announced in March.

KBR and Applied Computing have also entered into a multi-year agreement to deliver exclusive AI products for the energy sector. KBR already has integrated Orbital into its INSITE 3.0 platform for energy projects, and is also using the product for ammonia production.

Applied Computing’s Orbital platform combines physics-grounded intelligence with models across chemical engineering, time-series forecasting and language, according to the company. The system analyzes sensor readings and can recognize a facility’s equipment constraints and operator activity. The platform can also allow technicians to run simulations of how a change to a facility could affect the rest of its operations.

According to TechCrunch, Applied Computing will use the $20 million to further explore projects and deployments with the energy sector, hire engineering and research positions, and continue to expand internationally, potentially into the Middle East.

The company is also working on deals with a major U.S. stream operator, TechCrunch reports. And Applied Computing shared on LinkedIn that it plans to announce its first partnership with a major European oil company in the coming weeks.

“Yesterday we showed Orbital live in deployments at our demo day at the Energy Institute in London,” Callum Adamson, CEO and co-founder of Applied Computing, posted on LinkedIn on July 16. “Today, we're announcing the capital to scale it globally as well as the launch of our new offices in Houston and Bangalore. In the weeks following, there will be more announcements on our progress, partnerships and deployments.”

The company opened its Bangalore offices in December.

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This article originally appeared on our sister site, InnovationMap.com.

Automakers enter the energy space with vehicles offering backup power

Power Boost

Winter Storm Uri, the multiday freeze that slammed Texas in February 2021 and pummeled the state's power grid, has been on Kenneth Kovar's mind ever since. Though the resident of New Braunfels didn't lose power at the time, he wasn't able to run his septic tank — it is independent from local systems. He had to fill his toilets with water from his backyard pool.

So when Kovar, 64, bought a Ford F-150 last fall, his hope was to be better prepared for any new crisis.

“I was interested in trying to find some sort of power backup situation,” he said.

Now, Kovar has a setup from Ford that allows drivers of certain F-150 models to plug their vehicle directly into their electric meter to power parts of their home during an outage.

It is the latest example of automakers broadly adapting their electrification technologies to the home energy business, especially as demand on the grid increases and sales of electric vehicles slow. Car companies are looking to leverage their multibillion dollar EV investments to tap into a promising market in vehicle, home and grid technology, both for backup power and for supporting electrical grid resiliency.

“They’re trying to look for other businesses that they might sell into,” said Parth Vaishnav, assistant professor of sustainable systems at the University of Michigan.

Ford's latest connects F-150 drivers to their meter

Drivers of the F-150 PowerBoost hybrid and F-150 Lightning electric pickup trucks can now plug in a one-foot long adapter to a 240-volt outlet onboard. That adapter — which Ford made with company Global Power Products — makes the vehicle compatible to plug into a longer, separate cable. That cable connects to a transfer switch installed directly on one's electric meter.

Through the adapter and cable series, homeowners can connect their vehicle essentially right to their home’s breaker box. The homeowner simply turns on and off which breaker switches they want for which devices they want powered.

“The way we think about it, especially for customers who already have a compatible vehicle is, you already own the power source, it’s in your driveway,” said Amanda Roraff, Ford's grid and energy services business acceleration lead.

The Lightning might provide power for two to three days, depending on what home devices are being used, and the PowerBoost Hybrid, up to five days on a single tank of gas.

The automaker says its solution is a less expensive way to supply backup power. Conventional, diesel-powered portable generators and full-home standby setups require expensive installation, costing several thousands of dollars. This solution, which also requires professional installation at the meter, starts around $1,100.

The setup only applies to about 200,000 vehicles so far, and it is also exclusively for outages. Ford also offers its Home Integration System for bidirectionality, sending power both from the vehicle to the home and from the home to the vehicle, while also being able to feed the grid.

Other automakers are boosting their energy solutions

Over 630,000 U.S. vehicles already have this functionality, estimates say, and automakers are rapidly expanding their available options with the goal of full vehicle-to-grid support in the long run.

South Korean auto brand Kia and Wallbox, an EV charging company, have teamed up so that drivers of eligible compatible vehicles can have home power backup during outages or during periods of high demand, to cut their utility use. They can send power back to the grid.

Tesla’s technology is similar — allowing drivers of equipped vehicles to connect to their home using additional Tesla hardware. The Cybertruck provides full vehicle-to-home capability, where other Tesla models can only connect to and power specific devices or appliances.

General Motors is also in the energy space.

A recent partnership with WeaveGrid, for instance, allows homeowners who drive certain GM EVs — and have the automaker’s home system and a proper grid interconnection — to enroll in some grid reliability utility programs. Once an outage is detected, GM’s vehicle-to-home tech has the capability to disconnect one's home from the grid and start supplying power from their GM EV.

“If you can imagine the future as we go forward, it's having the ability — now that we have this single platform — that allows our customer to experience our system,” said Wade Sheffer, vice president of GM energy, “but also can have the full control of the energy.”

The capability is an important lifeline amid EV sales slowdown

Not only is this business critical amid growing grid demand and increasing power outages, experts say automakers need to pivot with the EV market less active under current U.S. federal policy. Pure EV sales in the U.S. year-over-year are down 23.8%, according to a July Cox Automotive report on the first half of 2026. This demonstrates what an asset that EV and hybrid ownership can be.

The tech is not without challenges.

On the industry side, these systems have to undergo third-party testing to ensure they meet safety standards, and the vehicle and the charger need to be programmed to communicate. It also requires the approval of the utility where the capability is being used. It could take years to get an interconnect agreement.

On the customer side, homeowners need to understand their vehicles' abilities and how to self-manage their system. It also just brings another generator of power into the home mix.

Still, experts see opportunity, especially with interest in EV sales high outside of the U.S.

“We already know during an outage, its impact, providing electricity to the home,” said Scott Samuelsen, engineering professor emeritus at the University of California, Irvine. “This is going to become very, very popular.”