HCPD is now Heartland Energy

July 27, 2022

Wholesale power supplier unveils new name and logo at annual Summer Conference

Heartland Consumers Power District unveiled a new company name and logo at their annual Summer Conference on Tuesday. The company will now be known as Heartland Energy.

Heartland Energy logo and tag Power with Purpose

The change came as Heartland Energy looked to update their branding, which led to a desire to simplify their name.

“While we remain a consumers power district in function, the name itself doesn’t resonate with people,” said Heartland Energy CEO Russell Olson. “Energy is an all-encompassing term that better reflects who we are as a company.”

Heartland Energy engaged the services of Lawrence & Schiller to assist with the re-branding process. L&S conducted focus groups with employees, board members and customers to collect input on the new name and brand identity.

Varying name options were presented to the groups with consensus that Heartland Energy was the most forward looking and focused option.

“Energy reflects all the different types of power in our portfolio,” said Olson.

A common theme, particularly from customers, during the focus groups, was that Heartland Energy was more than a power provider. They serve as a partner to customers to help their communities grow and thrive. They go above and beyond to provide the best service possible.

“Providing reliable, affordable electricity is at the core of our operations, but we’re doing that with a greater purpose in mind,” said Heartland Energy Chief Communications Officer Ann Hyland.

The tagline Power with Purpose encompasses all the extra things Heartland Energy does for their communities.

“Re-branding was a necessary step to show as a company we are moving forward,” added Hyland. “The electric utility industry is constantly changing, and we are staying on top of those changes.”

SD Governor Noem and APPA CEO Joy Ditto
Governor Kristi Noem and APPA CEO Joy Ditto

The announcement was made at Heartland Energy’s Summer Conference, an annual event designed to provide tools and resources to help customer communities grow and thrive.

Special guest speakers at this year’s conference included Joy Ditto, CEO of American Public Power Association, the national trade association advocating for the 2,000 locally owned and operated public power utilities across the United States.

South Dakota Governor Kristi Noem also spoke at the conference, touting Heartland Energy’s partnership with the state of South Dakota to promote development.

Brent Christensen of Christensen Communications in Madelia, MN offered advice on marketing rural communities.

With the change, the company’s new website can now be found at www.heartlandenergy.com. Company email addresses will also change to a similar format.

Now that the new name has officially been unveiled, the staff at Heartland Energy looks forward to continuing to offer the same great service to customers with a more modern look.

Heartland Energy provides wholesale power to public power communities across South Dakota, Minnesota, Iowa and Nebraska. Based in Madison, SD, Heartland Energy also provides a suite of customer service programs including economic development, energy efficiency, cybersecurity and more.