Deregulation gives consumers choice - the power of the buyer. A deregulated market allows you to choose your commodity supplier. It also motivates retailers to differentiate their products from the utility and those of competitors by developing innovative features, pricing plans and options that would have otherwise not been available to you.  Green energy products are an example of innovative programs made possible by retailers like Just Energy. In deregulated electricity markets, these products support the generation and injection of renewable energy into your electricity grid, making it greener than it otherwise would have been. In a deregulated natural gas market, these green products support emission reduction projects that prevent polluting gases from entering the atmosphere and help contribute to a cleaner, greener environment.