CEBA Summit, Minneapolis, MN — After 18 years of powering transparency and trust in clean energy markets, Midwest Renewable Energy Tracking System (M‑RETS) Inc. today announced its rebrand to CleanCounts, marking a new era of innovation, growth, and expanded impact across North America.
The new name reflects the organization’s evolution into the continent’s most expansive, tech-forward registry for clean energy attributes and gateway to environmental markets. CleanCounts honors M‑RETS’ legacy of customer-centric service, market-leading technology, and nonprofit governance—while boldly signaling its future: empowering the energy transition with rigorous, reliable, and user-friendly solutions for tracking clean energy generation and environmental attributes.
“As CleanCounts, we are building on nearly two decades of leadership while meeting the urgency of today’s energy transition,” said Ben Gerber, President and CEO of CleanCounts. “Backed by a unanimous vote from our board, our new brand embodies what our customers, partners, and the market at large have always valued about us: a commitment to accuracy, innovation, and an unrelenting focus on ensuring our stakeholders trust clean counts for their energy.”
Since its founding in 2007, M‑RETS has grown from a regional platform into a nationally recognized registry, trusted by utilities, corporations, and policymakers to issue, track, and retire Renewable Energy Certificates (RECs) and Renewable Thermal Certificates (RTCs), while also provide expert counsel on how nonprofit registries can build trust among all market participants. CleanCounts’ technology-first approach ensures an intuitive user experience while maintaining the highest standards of data integrity and market compatibility.
CleanCounts will continue to be governed as a nonprofit, independently managed organization, ensuring that market participants have a trusted, mission-driven partner supporting their goals.
“CleanCounts isn’t just a name change. It’s a promise,” added Gerber. “A promise that we will continue to lead with transparency, serve with integrity, and innovate in ways that create shared value for the public and our stakeholders.”
The transition in organization name to CleanCounts will be seamless for all current users. M‑RETS will continue to be used as the name of the tracking system and in legal documents. The work would not have been possible without the considerable skill, creative insight, and generous support from Minneapolis-based design firm Replace. Looking ahead, stakeholders can expect a refreshed website in the second half of 2025, featuring an updated look and the same trusted access to the registry platform.
Headquartered in Minnesota, a state tied to musicians Prince or the Artist Formerly Known as Prince and Robert Dylan, previously Zimmerman, and Melissa Jefferson, who took her stage name Lizzo while living here, the organization took an engaging approach to renaming one of North America’s largest clean energy registries.
Like Minnesota’s annual Name A Snowplow Contest but without the voting, the organization invited its customers, partners, and the energy community at large to share new name ideas that might be better, or worse. The suggestions included:
- PRINCE: Platform for Renewable Identification and Net-zero Clean Energy
- U-BETCHA: Uniform Benchmarks for Energy Technology Credits and Honest Accounting
- 🦖T-RECs: a system for renewable ty-racking
- HOTDISH: Handling Offsets & Tracking Documented Impacts for Sustainable Holdings
- M-RETSy Mc-M-RETSface
- BEST-EST: Best Energy Tracking (and we do it best-est.)
- Watts Happening
- Bob
- M-RETS-2
About CleanCounts
CleanCounts, formerly known as Midwest Renewable Energy Tracking System (M‑RETS) Inc., is North America’s most expansive clean energy registry and a trusted gateway to environmental markets. As a nonprofit organization, CleanCounts empowers participants across the energy ecosystem to track, trade, and validate clean energy production and consumption with confidence and transparency.
