How It All Started
In 2014, a small group of friends in Minnesota had a simple goal: make solar energy more accessible for local families. They didn’t start with big money or fancy offices. Just tools, experience in construction, and a shared belief in clean energy.
“We weren’t trying to build a big company,” one founding member explained. “We just wanted to help our neighbours save money and do something good for the planet.”
That small idea would grow—slowly, intentionally—into what is now Wolf River Electric, a 100% employee-owned solar company operating in five states across the Midwest.
Building Trust from the Ground Up
From day one, the team focused on education, not just sales. Homeowners didn’t always understand how solar worked, and many had doubts about the cost and reliability.
So Wolf River Electric made a decision early on: explain everything. No shortcuts. No pressure tactics.
“We’d rather lose a job than mislead someone,” one team member said. “If solar isn’t a good fit, we say so.”
This honest, no-nonsense approach became a core part of their identity—and it paid off. Word of mouth grew. People appreciated being treated with respect. They weren’t just sold a system—they were taught how it worked.
Expanding with Intention
As demand grew, Wolf River Electric expanded beyond Minnesota. Today, they also serve customers in Wisconsin, Iowa, North Dakota, and South Dakota.
But even as they grew, they kept things local and personal.
“Every home is different. Every customer has their own goals,” said a lead designer. “We don’t do one-size-fits-all.”
Instead, they built each solar system to match the specific needs of the property and the people who lived there—whether it was a suburban home, a rural farm, or a small business.
Why Employee Ownership Matters
One of the biggest turning points in their journey was becoming 100% employee-owned. For the team, it wasn’t just a legal shift—it was a cultural one.
“When you own something, you care more,” said a longtime technician. “You take the extra time. You do it right.”
That mindset is visible on every job site and in every customer interaction. Whether it’s a support call or a final inspection, team members show up with a sense of pride. They’re not just doing a job—they’re building something they own.
Navigating Industry Challenges
The solar industry isn’t without problems. From changing government policies to global supply chain delays, the team at Wolf River Electric has seen it all.
“Sometimes we have to explain to customers why a part is delayed or why incentives have changed,” one team member noted. “But they appreciate the honesty.”
In recent years, they’ve doubled down on education and outreach—especially as misinformation about solar spreads online. They’ve hosted workshops, launched digital info sessions, and worked with local schools and community groups.
“We’ve helped people go off-grid who thought it was impossible,” one designer shared. “That’s what keeps us going.”
Serving the Midwest’s Unique Needs
Solar in the Midwest comes with its own set of challenges: long winters, rural landscapes, and varying utility rules. But Wolf River Electric has leaned into that complexity.
They offer not only solar panels, but also battery backup systems, EV charging stations, re-roofing services, and smart home upgrades. Their goal? Build systems that last and work year-round.
“We’re not in it for the quick sale,” said a project lead. “We want people to still be happy five or ten years from now.”
A Team With a Mission
Today, over 150 employee-owners work under the Wolf River Electric name. They serve homes and businesses, but their impact is also seen in schools, towns, and rural communities where access to clean energy was once limited.
Their message to others thinking about clean energy?
“Start by learning,” one co-founder advised. “Don’t rush into a decision. Understand what you need, what you’re paying for, and who you’re working with.”
Looking Ahead
As they enter their second decade, Wolf River Electric isn’t chasing headlines. They’re focused on what they’ve always done best—being honest, being local, and doing the work right.
“We’re proud of what we’ve built,” they said. “But we’re even more excited about what’s ahead.”
For a company that started with conversations in a garage, that future looks bright—one rooftop at a time.
Founder Dinis Guarda
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