Reshaping the Future of Coal Performance Recognition

Executive Summary The future of coal as an important energy source in the 21st century will depend heavily on whether or not our industry is recognized for its performance. We have had a major role in powering our nation through the 20th century ... but many today do not understand that role nor do they know that 56% of our nation's electricity today comes from coal. Corporate communications, marketing, and public relations must be a high priority of our industry if we are to survive in the society of the 21st century as a viable energy option for powering our nation. The time to start is now. The place to start is locally. The way to strengthen local and regional efforts is to network on a regional and national level with associations who have the ability and the will to develop effective communications strategies. Introduction The Minnkota Power Systems is a regional association of 26 electrical suppliers. Serving more than 96,000 customers in a 34,500 square mile service area in Minnesota and North Dakota, the association includes 12 municipal utilities, 12 distribution cooperatives, a municipal power agency, and a generation and transmission cooperative. The Minnkota Power Systems generating capacity totals 613 megawatts, and 83% of it is fired by lignite coal. On an annual basis, 80% of our total energy is derived from coal. We are proud of our long association with the coal industry. Our pride shows in the very visible role that coal plays in our marketing and public relations efforts. In 1993, the Minnkota Power Systems had one of the lowest wholesale rates in the country, at 3.1 cents per kWh. Average residential rates were 5.8 cents per kWh. Minnkota Power Cooperative, One of the Minnkota Power Systems, is a generation and transmission cooperative headquartered in Grand Forks, North Dakota. Minnkota's Strategic Plan - Shaping the Future Minnkota recently completed a strategic planning process which is intended to give direction to our future and allow us to proactively influence the shape of that future. Minnkota's mission is to assist the associated systems in Improving the quality of life of their consumers by continuously improving the value of electric energy to the consumer. Our business focus is creating and keeping satisfied, long-term energy customers.