Blue, green, gold — what do all the colors of hydrogen even mean? Photo via Getty Images

Repeated association of specific colors in defined contexts deeply reinforces themes in the human brain. It’s why most students and alumni of Texas A&M University scoff at the sight of burnt orange, and you’d be hard-pressed to find the home of a Longhorn adorned in shades of crimson or maroon.

The color-coding of hydrogen energy production exemplifies one such ambiguous classification methodology, as the seemingly innocuous labeling of hydrogen as green (for hydrogen produced from renewable sources) and black (for hydrogen produced from coal) initially helped to quickly discern which sources of hydrogen are environmentally friendly or not.

But the coding system quickly became more complicated, as the realization that hydrogen extracted from natural gas (aka grey hydrogen) or coal (again, black hydrogen, or sometimes, brown hydrogen, depending on the carbon content and energy density of the source coal) could be extracted in a less harmful way, by introducing methods of carbon capture and storage.

These cleaner methods for hydrogen extraction earned the lofty color coding of blue, just one shade away from green in the rainbow spectrum and a safe distance from the less delightful and inspiring colors grey, brown, and black.

Then along came pyrolysis — a method for producing hydrogen through methane cracking, plainly, the decomposition of methane, CH4, into solid carbon and hydrogen gas, without the introduction of oxygen. This method results in significantly less (if any) creation of carbon dioxide as a by-product. Logic would lead one to categorize this process with a color that lies further away from black than exalted cousin, green hydrogen.

However, the solid carbon that remains after pyrolysis retains over one-third of the original energy available from methane and could tip the GHG scales negatively if not utilized in an environmentally responsible manner, so it’s not a clear-cut winner in the game of lower-carbon energy production. Thus, it is nestled between green and blue and often referred to as “turquoise hydrogen” production.

Other hydrogen production methods — pink, purple, and red — defy rainbow logic as they have all proven to result in higher GHG emissions than the original “clean” queen, green hydrogen, despite following a similar electrolysis process to separate hydrogen and oxygen from one another in its original composition as water. The source of electricity used in the electrolysis process determines the color-code here, as pink hydrogen is generated from nuclear power, red hydrogen is generated from nuclear thermal power, and purple hydrogen is generated from a combination of nuclear power and nuclear thermal power.

Yellow hydrogen seems to not yet have found a clear definition. Some argue it refers to green hydrogen produced exclusively from solar-powered electrolysis, while others claim it to be the child of mixed green/gray hydrogen. Artists should probably keep a far distance from this conversation, unless the energy produced from the steam coming out of their ears could perform electrolysis more cleanly than any of the green hydrogen solutions.

Finally, we have white hydrogen, the naturally occurring, zero-carbon emitting, plentiful element found in the earth’s crust – which is also the least understood of all the hydrogen extraction methodologies.

Remember, hydrogen is the first element in the periodic table, meaning it’s density is very low. Hydrogen knows no bounds, and once it escapes from its natural home, it either floats off into outer space or attaches itself to another element to form a more containable compound, like water.

Many believe white hydrogen to be the unquestionable solution to a lower-carbon energy future but there is still much to be understood. Capturing, storing, and transporting white hydrogen remain mostly theoretical, despite recent progress, which includes one recently announced Houston lab dedicated to hydrogen transport. Another Houston company, Syzygy has raised millions with its light-based catalyst for hydrogen production.

For example, Cemvita, a local Houston chemical manufacturing company, predicts a future powered by gold hydrogen: white hydrogen sourced from depleted oil and gas wells. Many wildcatters believe strongly in a new era of exploration for white hydrogen using techniques refined in oil and gas exploration, including reservoir analysis, drilling, and fracking.

Without a doubt, investigating further the various hydrogen extraction theories is surely a craveable new challenge for the sciences. But perhaps the current color-coding nomenclature for hydrogen needs refinement, as well.

Unless used in the scientific context of wavelength, color-based labels represent an ambiguous classification tool, as the psychology of color depends on modern societal norms. The association of colors with the various hydrogen production methodologies does very little to distinguish the climate impact each method produces. Additionally, the existing categorizations do not consider any further distribution or processing of the produced hydrogen — a simple fact that could easily negate any amount of cleanliness implied by the various production methods — and a topic for a future article.

For now, hydrogen represents one of the front-running sources for a lower-carbon energy future, but it’s up to you if that’s best represented by a blue ribbon, gold medal, white star, or cold-hard greenbacks.

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Lindsey Ferrell is a contributing writer to EnergyCapitalHTX and founder of Guerrella & Co.

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Houston-based ‘grid in a box’ provider Branch Energy raises $33M

fresh funding

Houston-based startup Branch Energy, which offers a self-contained “grid in a box,” has collected $33 million in a Series B round.

Piva Capital and Clean Energy Ventures led the round, according to a news release. Active Impact Investments, Whitecap Venture Partners, Prelude Ventures, Zero Infinity Partners and Inovia Capital also contributed to the round.

In 2024, Branch raised $10.8 million in an oversubscribed Series A round.

Branch’s business model

Branch, which launched in 2021, says its proprietary Arc “grid in a box” contains everything needed to store and supply electricity. A container about the size of a parking space holds an industrial-grade battery, grid connection equipment, cooling capabilities, autonomous controls and cloud-based management software.

The startup installs Arc systems at warehouses, hotels, factories, stores and other commercial properties. Each system arrives on a flatbed truck and can be online within two days, Branch says.

Under Branch’s business model, a property owner avoids upfront payment for an Arc system.

Aside from equipping a host business with an Arc system, Branch serves as the business’ power provider. The startup says it guarantees savings on the host’s energy bills and delivers backup power during outages.

Branch generates revenue by sending the battery’s stored power to the grid or to customers like hyperscale data centers. It also benefits by shifting energy from low-cost periods at night to high-cost periods during daily power peaks.

The startup handles permitting, installation, insurance and operations for each Arc system. The host provides a parking-lot-sized plot of land for the system.

Alex Ince-Cushman, co-founder and CEO of Branch, says the startup’s “grid in a box” can quickly meet the substantial power requirements of hyperscale data centers.

“We can do it on the timeline of a delivery, not a construction project. Our customers don’t lift a finger, don’t pay a dime and get guaranteed savings,” Ince-Cushman said in the release.

Entering the Illinois market

Branch already operates in Texas and is entering the Illinois market.

PJM, which operates Illinois’ power grid, recently paved the way for major energy users like data centers to connect to the grid sooner when they rely on their own electricity generation. PJM’s territory covers roughly 1.2 million commercial buildings and represents 20 percent of U.S. power demand, according to Branch.

“Grids around the country need the distributed capacity that [the Arc] system can supply, especially in states with fast-growing power demand like Texas and Illinois,” Lee Larson, principal at Piva Capital added in the release.

To keep up with that demand, Branch plans to build tens of thousands of Arc systems in the U.S.

A multibillion-dollar company in the making?

Daniel Goldman, co-founder and managing partner of Clean Energy Ventures, said Branch holds the potential to become a multibillion-dollar competitor in the emerging market for distributed power.

“With utility-scale generation and storage challenged by interconnect and siting constraints, behind-the-meter commercial, and industrial storage sites have become the ultimate market opportunity with ease of interconnect, ability to combine distributed AI data centers, and identifiable savings in rapidly growing markets,” Goldman said.

Rice Alliance, Greentown name winners of Houston Energy and Climate Week pitch competitions

winner winners

Approximately 100 startups from around the world pitched their breakthrough technologies and businesses during Houston Energy and Climate Week, with a select few taking home top prizes and bragging rights.

Each year, investors at the Rice Alliance Energy Technology Venture Forum name the 10 most-promising startups. Greentown's Climatetech Summit also culminates in a pitch event, where member companies can earn cash prizes.

Here's who won at two of the week's anchor events and competitions.

Rice Alliance Energy Tech Venture Forum

The 23nd annual event was held Thursday, Sept. 17, at Rice University’s Jones Graduate School of Business. The most-promising companies were selected by industry experts and participating investors attending the event.

The 10 most-promising companies included:

  • Australia-based Aquafortus, which has developed a non-thermal liquid to liquid desalination technology for resource recovery from wastewater brine
  • Houston-based Focis AI, which converts industrial laser scans into a queryable digital twin of refineries and plants
  • Houston-based ironlattice, a semiconductor manufacturing company
  • Houston-based Licube, which has developed technology to produce ultra-high-purity lithium compounds for the fusion energy, pharmaceuticals, semiconductors and high-performance solid-state battery sectors
  • Houston-based Mars Materials, a clean chemical manufacturing business that is working to convert captured carbon into resources, such as carbon fiber and wastewater treatment chemicals
  • Dallas-based MCatalysis, which has developed a suite of proprietary microwave-driven catalysts to produce high-quality, ready-to-use fuels compatible with existing infrastructure
  • Oslo, Norway-based OTee, an automation machinery manufacturer
  • Houston-based Pike Robotics, which deploys its Wall-Eye robot to inspect hazardous tanks without taking assets offline
  • New Mexico-based Spiritus, a direct-air-capture (DAC) technology company
  • San Francisco-based UptimeAI Inc., which develops AI reasoning agents for industrial operations teams

Stellai won the People's Choice Award. The Norwegian company develops AI products for the waste management industry.

The energy technology ventures selected to participate in the forum were named earlier this year. See the full list here, and read about last year's winners here.

Greentown Lab's Climatetech Summit

The annual summit was held Wednesday, Sept. 16, featured a number of Houston startups in its pitch competition and lighting pitch round. Judges included Dave Dreessen,, Jon Greene, Naval Preet Singh, Philip Llewellyn, Erin Madro, Justin Yeung, Jay Kim, Rawand Rasheed and Moji Karimi.

Pitch winners included:

  • First place: Elementium Materials' CEO Matthew Dawson, winning a $10,000 cash prize sponsored by TotalEnergies plus another $10,000 in legal services sponsored by Foley Hoag. The company develops advanced battery electrolytes. It is a Greentown Boston member; though Dawson is based in Houston.
  • Second place: Houston-based Solidec CEO and co-founder Ryan DuChanois, winning $5,000 in legal services sponsored by Foley Hoag. The company electrolyzes air, water and electricity into onsite hydrogen peroxide.

Lightening pitch winners included:

  • First place: Montana-based MagDrive Technologies, winning a $1,000 cash prize sponsored by Energy Transition Ventures. The company develops magnetically actuated, zero-emission valve systems that eliminate fugitive emissions and improve reliability.
  • Second place: Houston-based HEXASpec, winning a $500 cash prize sponsored by Foley Hoag. The company has created a new material to improve heat management for the semiconductor industry.

Read Greentown's recap of the summit here.

Houston Energy and Climate Week announced that the 2027 event will move to the spring, held April 4-10.

Kanin Energy raises up to $100M for waste-heat-to-power projects

fresh funding

Kanin Energy, a member of the Greentown Labs climatech and energy incubator in Houston, recently raised as much as $100 million in capital to grow its energy-as-a-service platform.

S2G Investments led a round of up to $50 million, and the Canada Growth Fund chipped in an additional $50 million. The money will primarily support Kanin’s development and operation of waste-heat-to-power projects.

Kanin—founded in 2020 in Calgary, Alberta, Canada—builds and runs onsite power assets for large-scale energy users. The startup says its energy-as-a-service offering lowers power costs, boosts power reliability and decreases emissions.

The company operates a waste-heat-to-power project at Ohio’s University of Dayton. The project supplies zero-emission electricity.

Kanin has a pipeline of projects totaling about 50 megawatts of capacity. This includes a waste-heat-to-power plant at the Phillips 66 Mewbourn gas-processing plant near Greeley, Colorado.

“Kanin was built on the belief that industrial facilities already hold the solution to their own energy challenges, they just need the right partner to execute,” Janice Tran, CEO of Kanin, who is based in Houston, said in a release. “At a time when power costs continue to rise, [our] solutions are an important tool for our industrial customers to manage their costs, operations, and emissions.”

Marisa Sweeney, principal at S2G, says waste heat is a largely underused resource for lowering power costs, alleviating grid congestion and improving power reliability.

The waste-heat-to-power process captures thermal energy from industrial activities and converts it to electricity. This happens without using extra fuel or generating more emissions.

Kanin says up to 58 percent of energy consumed by industrial processes is lost as waste heat. This heat winds up in the atmosphere at thousands of facilities in North America, including oil-and-gas operations, cement plants, and steel mills, the startup says.

Kanin was founded in 2020 in Calgary, Alberta, Canada. It opened offices at Greentown Labs Houston in July 2022.