Dr. Craig Robert Roach is a nationally recognized expert on the electricity business. Over the course of his forty-year career, Dr. Roach has been vetted and accepted officially as an expert in regulatory courts and courts of law across North America. He has served in cases involving one of the biggest bankruptcies ever, a first-of-a-kind clean coal investment, a federal preemption case resolved ultimately by the Supreme Court, and the design and implementation of electricity auctions worth billions of dollars.

What sets Dr. Roach apart is that he brings both top academic credentials and hard-won, hands-on practical knowledge of the electricity business to Simply Electrifying. He earned his Ph.D. in Economics from the University of Wisconsin, consistently ranked among the top ten research institutions in economics in America. He is the founder and President of Boston Pacific Company, Inc., a consultancy specialized in the electricity business. He and his firm have become trusted advisors to regulators as well as electric utilities and investors. Dr. Roach brings to Simply Electrifying a reputation for an objective and unbiased eye for the evidence—and a commitment to honestly balance the evidence from all sides.