Message from CEO/General Manager - Rhett Reid

Reflecting on Progress, Planning for the Future

AS WE BEGIN another year, I want to express gratitude for you, the members of Rusk County Electric Cooperative, for your continued trust and support. Our cooperative was built on the promise of people coming together to improve the quality of life in their communities, and that promise still guides everything we do today. Each decision—whether it’s about delivering reliable electricity, innovating for the future or advocating for smart energy policies—comes back to one simple question: How will this benefit you, our member?

The past year has been marked by meaningful progress, both in strengthening our local system and in working at the national level to influence energy policies that directly affect reliability and affordability. Over the past year, electric co-ops across the country came together for advocacy efforts on the Environmental Protection Agency’s power plant rule. As originally written, the rule would have forced a rapid shift away from always-available power generation resources, threatening the accessibility of a diverse fuel supply that ensures reliability.

Renewable energy sources are an essential and growing part of our energy future, but we also know that the demand for electricity is rising rapidly, and natural gas, coal and nuclear remain essential for ensuring power is available around the clock. As we collaborated and engaged with policymakers alongside other cooperatives, we pressed for a more balanced approach to generating power—one that supports clean energy innovation while still recognizing the role of traditional resources.

Modernizing federal permitting to strengthen the grid and meet growing demand is another area we’re working on. This year, electric co-ops helped move the needle on permitting reform, advocating for policies that make the process faster, more predictable and more efficient. Achievements like these are not just wins in Austin and Washington—they’re wins for Rusk County EC members like you. In addition to advocacy efforts, we’re proactively preparing for the future by investing in new technologies and programs that improve service. With advanced monitoring systems, we’re better equipped to identify issues before they occur.

As we look ahead to a new year, I see challenges and opportunities on the horizon. The energy industry is undergoing significant change driven by rising demand for electricity, new tools and technologies, and federal energy policies. I’m confident that with the dedication of Rusk County EC employees and the continued support of our members, we are well-positioned to adapt and meet challenges head-on. Through it all, our promise to you remains steadfast: reliable power for today—and tomorrow.