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Whole Health: Leading the Charge

Battery charging may soon be another service offered by supermarkets, if the electric car market develops as expected. The Department of Energy estimates that nearly 56,000 electric cars are currently operating in the United States (not including gas-electric hybrids), with an average growth rate of around 27%. As more of them hit the road, they're going to need somewhere to top off their power supply.

Battery charging may soon be another service offered by supermarkets, if the electric car market develops as expected. The Department of Energy estimates that nearly 56,000 electric cars are currently operating in the United States (not including gas-electric hybrids), with an average growth rate of around 27%. As more of them hit the road, they're going to need somewhere to top off their power supply.

“I think there's a tremendous opportunity for supermarkets here,” said Colin Read, vice president of corporate development for Ecotality, a Scottsdale, Ariz.-based firm working to establish the electric vehicle power grid. “Most everyone goes to the supermarket at least once a week, so it's a natural fit.”

Ecotality, which just received $100 million in government funding to develop and test charging networks in five states, is one of a number of technology companies looking to outfit car owners and businesses with charging stations. Another firm, Shorepower Technologies, Utica, N.Y., recently installed an eight-bay station at a Kroger-owned Fred Meyer store in Portland, Ore.

“The focus of our program is to find the best way to deploy a charging infrastructure,” said Read.

Prices per charge generally don't exceed $1.60 per vehicle. Right now, the Portland Fred Meyer store offers customers free charges, though Read said a retailer's costs could be defrayed by tying free charges to loyalty card programs. Even the charging stations themselves can include space for advertising.