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 clean energy events announce keynote speakers from Fervo, Phillips 66

where to be

Two Houston energy institutions will host their signature events this September and have named industry leaders as their keynote speakers.

The Rice Alliance Energy Tech Venture Forum and Greentown Lab's Climatetech Summit kick off Sept. 16. The events are part of Houston Energy and Climate Startup Week and Houston Energy and Climate Week.

The two-day Energy Tech Venture Forum will bring together climatech startups and professionals from around the world to hear pitches, participate in one-on-one office hours and connect with energy innovators.

Sean Maher, chief economist at Phillips 66, will open the forum with a keynote address on the macroeconomic forces shaping the energy industry. Maher also serves as vice president of investor relations at Phillips 66. He previously launched Third Gear Investments, a Houston-based energy investment firm.

Ira Ehrenpreis, founder and managing partner of DBL Partner, which manages more than $1 billion of capital and invests in companies driving social change, will present the keynote on the second day of the forum, Sept. 17. Ehrenpreis is a board member of Tesla and an investor of SpaceX. He will share insights on commercializing breakthrough technologies and what investors are looking for in today's energy innovations.

Applications for the Energy Tech Venture Forum close July 17. Register for the event here.

Fresh off a landmark IPO, Tim Latimer, co-founder and CEO of Houston-based Fervo Energy, will present the keynote at Greentown's Climatetech Summit. Latimer was recently named one of Fast Company's 2026 Visionaries of the Year.

He will be joined by Houston-based SCF Partners' David Baldwin, who will moderate the discussion. The conversation will focus on the timing of Fervo's IPO, what Latimer would have done differently at the early stages of the business, and why the company chose Houston as its headquarters.

The Climatetech Summit will bring together philanthropists, executives and innovators in the energy transition space. Greentown member startups will also present their pitches at the event. Learn more and secure tickets here.

13 Houston energy sector companies make U.S. News' best places to work

where to work

A new U.S. News & World Report ranking of the best employers has named two dozen Houston-based companies among the best companies to work in the South, and more than half are part of the region's booming energy sector.

U.S. News' prestigious "2026-2027 Best Companies to Work For" ratings examine 3,900 public and privately owned companies across 14 industries to help employees and job seekers make decisions about workplaces that may be a good fit.

Each company is rated on a scale of 1-5 across six metrics: quality of pay and benefits; work-life balance and flexibility; job and company stability; physical and psychological comfort; belongingness and esteem; and career opportunities and professional development.

"Job seekers' definitions of 'best' evolve with their needs," said Carly Chase, vice president of Careers at U.S. News. "From new grads in the AI era and seasoned pros seeking a career change, to HR leaders researching organizational trends, the ratings are a central hub that highlights businesses that U.S. News found effectively support their staff."

The number of employers headquartered in the Houston area that made the cut for 2026-2027 has skyrocketed over previous years. A total of 24 local public and private companies made the list this year, up from 16 companies in 2024 and 11 in 2025.

The highest concentration of top employers is located in Houston proper (20), followed by two companies in The Woodlands and one each in Kingwood and Spring.

Several leading Houston energy powerhouses on the list include petroleum corporation Occidental (Oxy) and oil and gas giants Chevron and Phillips 66.

Other energy sector companies on the list are:

  • EOG Resources, Houston
  • Targa Resources, Houston
  • TechnipFMC, Houston
  • Cheniere, Houston
  • Baker Hughes, Houston
  • KBR, Houston
  • CenterPoint Energy, Houston
  • Powell Industries
  • S&B, Houston
  • DXP, Houston
Here are the remaining best Houston-based companies to work for:
  • David Weekley Homes
  • Comfort Systems USA, Houston
  • Corebridge, Houston
  • Cornerstone Home Lending, Houston
  • Farouk, Houston
  • Hines, Houston
  • Insperity, Kingwood
  • HPE, Spring
  • Sterling Infrastructure, The Woodlands
  • LGI Homes, The Woodlands
  • PROS, Houston
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A version of this article originally appeared on CultureMap.com.

Texas City ammonia plant acquired by Yara in $1.3 billion deal

Ammonia Acquisition

Yara North America, a subsidiary of Norwegian fertilizer and ammonia producer Yara International, has agreed to buy an ammonia production plant in Texas City for $1.3 billion.

The seller is GCA Holdings, an affiliate of Texas City-based chemical manufacturer Gulf Coast Ammonia, which is owned by private equity firms Lotus Infrastructure Partners and MB Energy.

The Texas City plant, with an eventual annual capacity of 1.3 million metric tons, is expected to start full production by the end of this year. Yara says the ammonia produced by the plant will serve its own fertilizer production system and its key customers.

During a recent call with analysts and investors, Magnus Ankarstrand, executive vice president and CFO of Yara International, said the plant holds the potential to become one of the company’s most profitable plants. The $1.3 billion purchase price, he added, “is a very attractive entry ticket to ammonia production in the U.S. at a very attractive cost.”

The Texas City plant will add to Yara’s holdings in the Lone Star State, as Yara is the majority owner of an ammonia, hydrogen and nitrogen production plant in Freeport.

Construction of the ammonia plant began in 2020, but technical and infrastructure issues delayed the project. On its website, Gulf Coast Ammonia says the plant represented a $600 million investment.

“Gulf Coast Ammonia is a world-class asset that required disciplined execution across development, financing, construction, and commercial structuring,” Philipp Pletka, managing director of Lotus Infrastructure Partners, says in a news release.

Trexlertown, Pennsylvania-based Air Products, which owns and operates the country’s largest hydrogen pipeline network, will continue to supply hydrogen and nitrogen for the plant under a long-term deal with Yara, according to the release.

However, the news comes two days after Yara International announced that it would no longer be purchasing ammonia assets in the Louisiana Clean Energy Complex (LCEC) from Air Products. In a separate release, Yara said it planned to reallocate funds toward "alternative mature U.S. ammonia investment opportunities with more competitive returns."