Over the last century, Wisconsin's electric industry has evolved in response to customer demands, legislative initiatives, public policy changes and technological advances. Wisconsin, like the rest of the United States, is grappling with the need for responsible reform in our electric utility industry.

The consumers and organizations that make up the Customers First! Coalition support efforts to increase competition in the electric industry and have a strong commitment to changes that will protect all consumers, the environment, safety standards and jobs.

Who We Are
Customers First! is a broad-based coalition dedicated to ensuring that the system which traditionally has provided reliable, affordable electricity to Wisconsin customers does not suffer during the course of change in the industry.

Customers First! is an alliance of local governments, small businesses and farmers, environmental groups, labor and consumer groups, retirees and low-income families, 82 municipal electric utilities, 26 rural electric cooperatives, two wholesale suppliers and one investor-owned utility.

Customers First! members support competition that not only reduces electric costs for all utility consumers, but also retains the best elements of the current system that has promoted safe, reliable and affordable electricity. This diverse coalition represents tens of thousands of Wisconsin consumers and businesses committed to responsible reform that:

• preserves Wisconsin's low electric rates and traditionally reliable service;
• sustains Wisconsin jobs; and
• promotes environmental responsibility.