When Hooksett resident Ted Donohue founded True Choice Energy more than 15 years ago, he had one goal in mind: to help people pay less for the electricity they already need.
“It’s like buying gas,” Donohue explains. “If you can get it cheaper, why wouldn’t you? My job is to find the supplier with the best rate for you.”
What started as an energy brokerage, helping homeowners and businesses buy electricity through third-party providers at lower rates than the utility, has grown into something much larger. Today, True Choice Energy not only brokers power but also helps customers transition into solar energy, offering innovative programs that can protect consumers from unpredictable utility rate increases.
A Smarter Way
to Pay for Power
Every home and business needs electricity—but most people don’t realize they have a choice in how they buy it. True Choice Energy works through Eversource, New Hampshire’s largest utility, giving customers the option to either buy from Eversource directly or from third-party vendors at lower rates.
More recently, Donohue has built partnerships that allow him to bring solar energy solutions to both residential and commercial customers. His preferred approach is the Power Purchase Agreement (PPA) model.
Under a PPA, a solar company installs panels at no cost to the property owner. The homeowner or business then pays a fixed monthly rate for the electricity the panels produce—often far lower than traditional utility bills. If the panels generate more power than needed, that excess is sold back to the utility as a credit.
“The sun will always rise and set,” Donohue says. “That’s clean, renewable energy with no waste. Traditional power plants lose up to 60% of electricity before it even reaches your home. With solar, you eliminate those losses and gain price protection.”
From Homes to Schools
to Town Projects
Donohue isn’t just helping individual families save money—he’s working to bring these benefits to the broader Hooksett community. He has been in discussions with Hooksett’s school district and town leaders about installing solar systems on municipal buildings, including the three schools that have large rooftop spaces.
Early projections estimate that solar on the schools could generate nearly $47,000 annually, with a 1% escalation each year. The investment companies behind these projects would cover not only the solar installations but also roof replacements or repairs if needed.
“This makes economic sense for towns working with tight budgets and rising taxes,” Donohue says. “It’s an opportunity to reduce costs without taxpayers footing the bill.”
While the town has already approved a solar farm at the landfill to supply electricity to municipal buildings, Donohue stresses that time is of the essence. Federal solar tax credits—currently covering 30% of project costs—are scheduled to phase out. For residential customers, that credit could disappear within the next 120 days.
“The longer you wait, the harder it is to make these things happen,” Donohue cautions. “The incentives won’t be around forever.”
How to Get Started
True Choice Energy makes the process simple. Interested homeowners or business owners only need to provide a recent electric bill. From there, Donohue’s team determines if the property qualifies for solar—based on factors like sunlight exposure and energy consumption.
The evaluation, system design, and consultation are free. There’s no obligation and customers can cancel anytime before signing into a PPA.
“We want people to understand that they have options,” Donohue emphasizes. “You don’t have to just accept whatever rate the utility gives you. Whether it’s through a third-party supplier or solar, we can help you save.”
Looking Ahead
Although Donohue has never worked with municipalities before, his personal connection to Hooksett drives his passion.
“I live here. I want to see our town benefit from this,” he says. “We can build systems that offset most, if not all, of the electricity costs for our schools and public buildings. That’s money back into the community.”
With large investment companies eager to fund solar projects, local leaders will ultimately decide how to move forward. But Donohue believes the choice is clear:
“Solar is reliable, sustainable, and financially smart. The sun isn’t going away—and neither are rising electric costs. This is the time to act.”
