Choice Energy
601 SW 9th St., Des Moines, Iowa, United States

Choice Energy, doing business as 4 Choice Energy, is a licensed electric supplier providing electric generation services for primarily residential customers and businesses.  

Many states have passed laws on energy deregulation.  In general, deregulation attempts to use free market forces to achieve competitive pricing, ensure adequate supplies, allow greater innovations in product offerings, and promote better services.  A key aspect of retail energy deregulation is that it removes the restrictions of forcing you to purchase both electric delivery and generation services from a monopoly. In general, electricity generators/power plants are separated and independent from the distribution utilities, the utilities continue to retain sole responsibility for the natural monopoly functions of electricity transmission and distribution, while you gain the option to purchase electricity from a number of competing electric retailers other than the utilities.   in most cases you still have the convenience of receiving and paying one combined utility bill.