The Caribbean is not a small market. It is a collection of island economies with some of the highest electricity costs in the world, some of the most unreliable grid infrastructure in the Western Hemisphere, and a growing population of commercial and industrial customers who cannot afford to depend on the utility for their power needs.
And yet most energy companies treat it as an afterthought.
I have spent years building in this market, and I can tell you with confidence: the companies that take the Caribbean seriously right now will own it for the next decade. The ones that do not will spend that decade trying to catch up.
Why the Caribbean is different.
Island markets do not behave like continental markets. Supply chains are more complex. Logistics are more expensive. Regulatory environments vary by island and by jurisdiction. Cultural dynamics matter more than they do in markets where you can simply outspend the competition.
In Puerto Rico, you are operating in a U.S. territory with its own regulatory framework — including DACO Law 107-2019, which governs generator warranty and service obligations in ways that most mainland companies are not prepared for. In the Bahamas and the U.S. Virgin Islands, you are dealing with different utility structures, different import dynamics, and different customer expectations.
The companies that succeed here are the ones that do the work to understand these differences — not the ones that assume the mainland playbook will translate directly.
The opportunity that most companies are missing.
The Caribbean is in the middle of an energy transition. Puerto Rico, in particular, is a market that is uniquely positioned for the adoption of battery energy storage systems, microgrids, and hybrid energy solutions. The grid instability that has plagued the island for decades — and that was made dramatically worse by Hurricane Maria — has created a customer base that is actively looking for energy independence.
Most companies are still selling generators. The real opportunity is selling energy resilience — a complete solution that combines backup power, battery storage, solar integration, and microgrid capability. The customers are ready. The technology is available. The market is waiting for someone to lead.
"The Caribbean is a trust-based market. Deals move through relationships, not RFPs. The distributors and dealers who control access to the end customer have long memories."
What it takes to win here.
Winning in the Caribbean requires three things that most companies are not willing to invest in: deep local relationships, a serious after-sales service infrastructure, and a long-term commitment to the market.
The Caribbean is a trust-based market. Deals move through relationships, not RFPs. The distributors and dealers who control access to the end customer have long memories — they remember who showed up when things were hard and who disappeared when margins got tight. Building those relationships takes time and consistency.
The companies that are willing to make that investment will find a market that rewards loyalty with loyalty. The ones that are not will find a market that is harder to crack than they expected.
I have made that investment. And I am just getting started.