Houston-based Rhythm Energy CEO and founder, PJ Popovic, discusses the landscape of Texas' energy market and how renewables should be incorporated. Photo courtesy of Rhythm

After experiencing the hottest day on record this past Fourth of July, PJ Popovic — CEO and founder of green energy retailer Rhythm Energy — explained what extreme temperatures like these mean for Texas’ energy market and the role renewables will play in addressing increased demand response.

Headquartered in Houston, Rhythm Energy launched two years ago and offers a variety of 100 percent renewable energy backed plans, from wind to solar. Popovic discussed with EnergyCapital where he thinks renewables fit into Texas’ energy consumption and grid reliability issues in an interview.

EnergyCapital: Let’s start with some background on Texas’ electricity and energy market. Can you explain ERCOT and PUC and the roles they play in our current market?

PJ Popovic: ERCOT first of all, it stands for Electric Reliability Council of Texas. So basically, the easiest way to explain it is it’s our transmission organization and it really coordinates movements of wholesale electricity in most of the state of Texas. It really manages the price of power and balances supply and demand. To make sure that we have power when we flip the light switch on, make sure that power is there. Besides ERCOT, we have something called transmission companies, which is if you know, centerpoint, or ENCORE as an example, they really transport the power and they're compensated by a fee on customers bills. So every customer bill, including the ones that we send with Rhythm, includes Centerpoint charge, which is really the cost of automated Centerpoint maintaining those, those transmission and distribution networks.

And then the Public Utility Commission — the best way and easiest way to explain it — is really responsible for regulating the whole electricity market. And besides the electricity market, they also regulate telecommunications and water and sewer utilities in Texas as well. And they are responsible for making sure we have a well functioning market. Lately there’s been a lot of news because of the market design changes, which really have to be okay with them because that really ties in to regulation of the market and they also resolve customer complaints. Maybe that's another function they do.

EC: What are renewables’ roles in Texas’ energy consumption? How do they play a part in the electric grid’s demand response?

PJP: We really talk a lot about the energy transition, and over the years, you're hearing that more and more in the news. One interesting thing about Texas is that we already went through a first phase — a huge phase — of energy transitions in the prior years. So we've kind of been there, done that.

When I think about energy transitioning, it's really a continuation and acceleration of what's already started. Texas has really secured the top spot right now, in being the biggest renewable provider or having the largest generation fleet powered by renewables in the United States, and really, there was a huge decline in coal, which didn't happen just in Texas, it was across the United States. It really was compensated and then some with the growth in wind and solar.

Renewables play an incredibly important role in Texas — with Texas being a very competitive, free market. It's able to attract a lot of investments and get renewables at scale, which ultimately does lower all of our electricity costs. Demand has been growing in Texas tremendously. Texas summer consumption, highest of the days, hit 79 to 80 gigawatts. Every single year Texas adds approximately one more gigawatt of demand. If you look at the grid growth, we're growing in summers, we're growing even more in winters between.

EC: Since the freeze and subsequent power crisis of 2021, have you noticed a shift in public opinion towards renewables?

PJP: Yes, we have as part of Rhythm. So the unfortunate reality is I think that renewables became a very political question and there's always the question like, “What is right thing versus what is left thing,” and that's the sad reality and I will come come back to it because just a long story short, renewables are and will become a major part of how we supply homes and businesses.

But the shift in public opinion was evident after winter storm Uri. We saw a combination of misinformation, lack of knowledge about how renewables work in the electricity kind of grid collapse we had during the winter storm. And there were a lot of questions about whether winds can support anything, whether it's going to be available when it's hot or cold.

There is still a lot of I would say speech that is not necessarily painting renewables correctly. For example, when we talk about dispatchable generation we tend to talk about gas power plants, about how we need gas power plants. One of the things that I think is beautiful about renewables is that really technology is evolving rapidly and it's advancing insanely fast. And when you talk about dispatchable generation, five years ago, yes, it was gas. But if you think about today, there are already batteries being installed in Texas, and if you think about the future, there's probably half a dozen or dozen different technologies that are going to be renewable based technologies that will potentially play the role of dispatchable generation.

EC: So, if solar continues to grow in market share and sizzling summers continue, why isn't solar taking a larger role in supporting Texas' grid?

PJP: Let's talk about the challenges as well of solar and renewables as they stand today. First of all, one thing I want to set clear, none of the situations we're in should be a surprise. It should not be a surprise at all that we question whether we're going to have electricity in, for example, cold winter days. We've been going through this transition for years. And what happened, we kept retiring dispatchable generation such as coal, which is a good thing, because of the pollution and other other impacts it has on our communities. At the same time, we kept building renewables and there is a continued retirement of generation acids today, and there is at the same time significant upward pressure on the low data centers, electrification and so forth. We also have really great incentives to build more renewables through the inflation Reduction Act, so you're gonna see that acceleration.

However, this is not sustainable. There are periods of time where we do need dispatchable generation, solar and renewables are not dispatchable so there is the famous saying, "if the wind is not blowing or the sun is not shining, we're not gonna get any electricity." So the changes in mix where you switch from more dispatchable generation to more just renewable generation is a dangerous one, if you do not have appropriate balance and appropriately view how much generation you need for some really specific hours or specific days with some extreme weather temperatures. So we're quite keen on getting appropriate market design that will incentivize the buildup of dispatchable generation. We love solar, we love wind intermittency, but not being able to turn it on and off is not a bug. It's a feature of that generation. We knew that all along. So the question is really, how do you compliment that with some dispatchable generation that will allow you to secure a well functioning and cost competitive grid?

​EC: What real incentives for consumers should be considered to improve demand response?

PJP: Demand response is one of those components that we really love because we believe that that's definitely again a feature of the grid of the future. I would say maybe before we even go about demand response, first of all, there's a number of solutions that need to be done on the generation side. And those solutions, we are firm believers, should not be locking us into a certain technology. I would say you have to have the right incentives to incentivize the build out to dispatchable generation. However, don't lock us into one technology because technology is rapidly advancing.

We in Texas have to take energy efficiency seriously. If you look at the growth of the load of the demand in Texas, our winters are growing more rapidly than summer peaks. So summer peaks, approximately two and a half gigawatts year over year growth. Winter peaks are growing three and a half gigawatts, and that's not sustainable because at one point you're not going to be able to build out enough generation and enough demand response to be able to supply power to those homes in the cold winter days if we have inefficient electric heating, which is what we're seeing in Texas. Energy efficiency standards have to be raised and that's something that's going to pay dividends in the next several years already.

Demand response is something we're quite keen to see more of. At Rhythm for example, we serve close to 20,000 solar customers with rooftop solar, a lot of them have batteries. So the pulling of those batteries is an example. Being able to dispatch those batteries provides electricity not just for those homes, but also sending the electricity back to the grid is becoming immense. And it's not only a question about what we have today, it's a question about the growth we're seeing in solar and battery installations. The homes are installing solar at a really rapid pace and we're getting to some serious size in terms of what we have behind the meters.

EC: What do you want people to know about how Rhythm addresses grid instability?

PJP: At Rhythm, we really take having a reliable and cost effective grid seriously, so there are a number of solutions we're putting in place and solutions that are coming up that we're going to hopefully be able to announce within the next couple of weeks. We started this 100 percent renewable company, to support energy, movement to renewables and we want to support specific assets that are built in Texas. We are huge believers that renewables are part of the overall solution because every megawatt hour we have from renewable generation is a megawatt hour we do not have to produce from coal or gas. We all know, especially after last year and this year's events, which is the war in Ukraine, how important that is because energy and commodity prices can skyrocket.

Rhythm supports that build up to renewables. At the same time we do advocate for really responsible solutions in the market. So we are actively advocating on behalf of our customers to make sure we have a reliable and well functioning grid. How do we do that? We do that through conversations around performance credit mechanisms, making sure we implement it in a way that benefits Texas consumers. We are the face of Texas customers, we have to explain anything that's not logical that gets implemented. So we take personal responsibility around how those solutions are being really developed and what makes sense for the consumer.

Lastly, we want to look beyond just global energy credits and look at the real products that can make a true difference. So we are investing money now in building new products that are going to incentivize customers to move consumption from those very expensive periods into cheaper periods. Move away from those expensive periods where we pollute a lot, when there is a lot of dirty generation, into periods where we have more renewables. We're going to do that through smart plans that are coming up. We're going to do that to plans where people get a clear financial signal incentive of changes in behavior that will benefit both the grid overall Texas market and their bills. So that's one thing I'm really excited about. We should be launching in a week and a half to two weeks.

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This conversation has been edited for brevity and clarity.

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Houston bio-based materials co. steps into new sustainable consumer products

a cleaner shoe

A more sustainable shoe can’t be built on a single material swap. From the hard plastics hidden inside a heel to the material covering a sneaker’s upper, footwear is a collection of components—and each presents a different challenge for companies trying to move away from conventional, petroleum-based materials.

Houston-based Rheom Materials wants to change that equation. The biomaterials company has launched a sustainable footwear platform featuring two of its bio-based alternatives: Benree, a biodegradable plastic designed for hard internal components, and ShoraiDura, a durable leather alternative for footwear uppers.

“A shoe is not one material; it is multiple parts working together as a system. Substituting a single material has never moved the needle,” Rheom founder and CEO Zimri Hinshaw said in a news release. “Rheom wants to make it easier for brands to make a positive impact. By providing an assortment of bio-based materials, brands can change the system, not just a swatch of it.”

Benree is Rheom’s alternative to conventional hard plastics used in footwear construction. The company says it is a 100 percent USDA-certified bio-based, biodegradable material with performance comparable to acrylonitrile butadiene styrene (ABS), a widely used engineering plastic.

The material has passed SATRA testing for high-heel applications with Bared Footwear, an Australian footwear brand.

“At Bared, we're constantly on a journey to remove plastic from our shoes. At the same time, our brand won't compromise on quality for the end customer,” Millie Richards, Bared’s head of sustainability, added in the release. “From samples and testing, Rheom has proven to be solving both of those problems for us. We look forward to seeing how they develop as a company and would love to use them in our shoes.”

Rheom says it is also exploring Benree for additional internal components, including toe puffs and heel counters.

Rheom's Benree material was used for a high-heel prototype. Photo courtesy Rheom Materials

The company’s ShoraiDura material addresses another major part of shoe construction: the upper, which must withstand repeated flexing, friction and wear while maintaining its appearance.

Containing about 80 percent bio-based content, ShoraiDura is engineered as a durable leather alternative for footwear. Rheom says the material’s molecular structure is designed to deliver the strength and durability required for demanding applications.

To demonstrate how the material could be used in finished products, Rheom worked with a Los Angeles-based footwear manufacturer to create two prototypes: an athletic sneaker and a textured skater shoe, both featuring ShoraiDura uppers.

The two offerings reflect the company’s broader strategy. Rather than asking brands to evaluate a single material in isolation, Rheom is positioning its platform as a way to explore alternatives across different parts of footwear construction.

The next step is broader industry adoption. Benree’s testing with Bared Footwear and ShoraiDura’s footwear prototypes offer early examples of how the materials could be applied, while commercial use will depend on manufacturers’ evaluations and product-development decisions.

Rheom Materials is a Houston-based biomaterials company developing bio-based alternatives to petrochemical plastics. Its product portfolio includes Shorai, a leather alternative, and Benree, a hard plastic alternative.

The company debuted Shorai at the Houston Livestock Show and Rodeo in 2025 and showed a bio-based "leather" collection in Milan earlier this year. Read more here.

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This article originally appeared on our sister site, InnovationMap.

Houston solar manufacturer expands facility, production capacity

houston expansion

Solar tracking and manufacturing company PV Hardware USA is increasing its production capacity and expanding its Houston facility in an effort to meet growing demands.

The move marks the company's third expansion in the Houston area in three years. PV Hardware reports a 400 percent surge in national market growth over the past three years, as solar-based projects have been pivotal in energy resilience efforts.

PV Hardware plans to increase the capacity at its Houston facility by 42 percent, according to a news release. With the additional capacity, PV Hardware expects a 35 percent increase in production of pre-assembled parts. The company has not announced whether any additional employees will be hired or the costs of expansion.

In September, the company completed its new dedicated pre-assembly facility, which will help migrate difficult assembly into an easier manufacturing setting. The new pre-assembly area will also assist with streamlined field installation, enhanced schedule predictability and reduction of manual labor.

Citybiz reports that the expansion totals approximately 34,200 square feet.

PV Hardware USA aims to make solar installation more efficient. For large-scale solar projects, PV Hardware USA’s pre-assembly process helps to relieve assembly work done by installation teams. According to PV Hardware USA, it reduces the number of on-site components by 70 percent.

“Traditionally, manufacturers pushed the assembly burden onto the jobsite,” Rodolfo Bitar, vice president of business development for PVH USA, told Renewable Energy Magazine. “We ask a different question: what work can be done more efficiently before the equipment ever leaves the factory? By managing the assembly of 188 loose parts per row in our controlled manufacturing environment, we remove field complexity and make installation highly predictable.”

PV Hardware USA produces single-axis solar trackers made in Texas and has supplied over 52 gigawatts of solar trackers worldwide.

“The expanded presence in Texas underscores a long-term commitment: bringing world-class solar expertise to local American manufacturing, supporting communities, and serving as a reliable partner through the clean energy transition,” the company said in the release.

In July of 2025, the company opened its 95,000-square-foot facility, which was the second Houston location following its initial $30 million U.S. manufacturing facility, which, at 50,000 square feet, is one of America's largest solar tracker manufacturing facilities.

Gulf of Mexico marine life dramatically declined after BP spill, study says

Gulf Life

In a deep, dark part of the Gulf of Mexico, the number of marine animals plummeted by about 60% in the years following the 2010 Deepwater Horizon explosion, a new study found.

In a crucial part of the Gulf between the light surface and the darkest depths, where the BP-operated well failed and dumped 134 million gallons of oil, the number of fish found dropped by 63.5% from the year after the spill to 2015. Crustaceans, including shrimp and krill, a key food for whales, went down 62%, and larger animals like squid and octopuses fell 59.7%, according to a study published Monday in the journal PNAS.

And those populations haven't come close to recovering, the study found.

Researchers focused on the ocean's “twilight zone,” a vast area above the seafloor, where much of the surface marine life, including dolphins and whales, feast on creatures. Yet little is known about this gigantic ecosystem, and this region of the Gulf had not been studied before the 2010 spill, said study lead author Tracey Sutton, a biological oceanographer at Nova Southeastern University.

A 2011 post-spill exploration cited in the research, which used six sets of nets at different depths and acoustic sonar, gave scientists a good sense of how much sea life was in the area between the surface and 5,000 feet deep (1,500 meters). They returned to the same place with the same equipment three-and-a-half years later and found sea life was between one-third and one-quarter of what it was in 2011.

“We saw this big decline,” Sutton said. “The question was then why? So we looked at all of the natural variables we thought could account for it, namely temperature, oxygen supply and food. None of those vary with the decline. The event that did was the oil spill. So we think that’s the most likely cause of the decline.”

Researchers kept on sampling since 2015 and the low populations remained, with a slight rise in 2022 and 2023 that did not prove statistically significant or lasting, Sutton said.

Documenting the decline

Sutton's team documented the population declines with three different lines of evidence: what they caught in the nets, what their acoustic sonar found and genetic studies showing the species losing genetic diversity because of inbreeding.

A lot of marine life died instantly after the explosion, which killed 11 workers, and from nearly five months of leaking oil and gas. Those pollutants got stored in the eggs of survivors and subsequent generations of critters got more compromised and weaker, Sutton said.

BP spokesperson Paul Takahashi said the accident “forever changed” the company: “We have made many changes intended to help prevent an event like this from ever happening again.”

Both the oil and the dispersants used to clean the spill hurt fish, but in different ways, said study co-author Isabel Romero, a chemical oceanographer at the University of South Carolina. Oil is more toxic and an overall threat, but the dispersant breaks the oil into smaller droplets, increasing the exposure of animals that live in the deeper water column, she said.

Dispersants caused many problems, and new studies show that in future accidents, it would be better to avoid those chemicals and instead add agents that increase oil-munching microbes, said former National Science Foundation Director Rita Colwell, a University of Maryland environmental microbiologist who headed a 10-year, $500 million BP-funded program to study spill effects.

Sutton said his team couldn’t prove an exact causal link to the BP oil spill, but by eliminating the other possibilities and looking at the timing, it’s logically clear that the spill caused the problem.

The krill population dropped 72%. Lanternfish — odd fish with blue-green lights embedded over their bodies — are a third of what they used to be, Sutton said. The stunning but scary dragonfish — with sharp teeth, light organs and a lure attached to its head — also had big losses, he said.

“These are foundational species,” Sutton said. “They're the things most things eat. So it's no wonder that we had wholesale changes across the community.”

The inner ocean is more unknown than outer space

Scientists learned much about this unexplored area of the Gulf.

“One of our biggest findings from the whole thing is how connected the whole oceanic Gulf is from top to bottom because the animals move up and down,” Sutton said. “There are predators at the top that dive deep. Lots of things that are deep that come up at night. So the system is one very large pulsing system, rather than just a layered system like people might have thought beforehand.”

Outside scientists were especially bothered by where the spill damaged.

“We know more about space in some ways than we do about the inner ocean. Because we can’t see these regions, there is a tendency to assume everything is fine, but here we have a clear result showing that something went very wrong," Scripps Institution of Oceanography marine scientist Kaitlin Frasier said in an email.

Frasier, who wasn't part of the study released Monday, published a post-spill study in 2024 looking at Gulf of Mexico whales and dolphins, finding population drops as high as 83%.

“It’s shocking how a single failure in a drilling rig can have this vast and sustained impact over thousands of square kilometers, with little visible recovery over 13 years after the spill,” said Dalhousie University marine scientist Boris Worm, who wasn't part of the study. “It is important that we see this, because for the longest time these consequences were completely out of sight and out of mind.”

Worm and Colwell said this damage should be kept in mind as the world talks about deep-sea mining and increased oil drilling in deep waters.