ADRIAN FERRARETTO was jst 26 when he joined the fledging Solar Shop Austraka asa director in 2001. Formery known as The Solar Shop, the company spcilsed in seling grid-connect solar and remote-area electricity systems Eighteen months later, Ferareto mortgaged his famiy home so he coud buy the business curght Before he joined the company, Ferraretto had worked in a variety of engineering obs and as apart- time celist He sys the decision to buy the company However his knowlege and bel n the global solar industry afforded im a great deal of fathin the future, although atthe time solar electricity was perceived as an unconventional ype of energy. Many ents di not know the dflerence between solar hot water whichis ako sold by Solar Shop Austral, and solar electricity. So the company embarked on an education campaign to overcome the pubic’ lack of knowledge about is products ‘which now incde wind and solar energy generators and other enviroomentaly-iendly products such as low-energy ging and solar water pumps. “The company’ eflors paid off in 2003 the sales started roling in allowing Ferrareto to stat reerting sales and technical staff to make up what is today a ‘ocridabe array of passionate, led solar experts in 2004, a marketing consutant was aso commissioned to broaden the compary/ profile This inctuded approaching the ervronmental group Planet ‘Ack to ase ft would endorse the company - and Pe culo PMc ean bas nL to the company’s delight the approach was sucessful For Sola Shop Austral this was a defining moment, as it was the only such company to be endorsed by Planet Are Feraretto says the Panet Ark endorsement gave the company a real leg-upin terms of cre By 2005, Solar Shop Austria had become a significant player in the solar field not ony in South ‘Austra but right across the country @6 ITS TV ADVERTISING CAMPAIGN WAS BANNED BRIEFLY FOR MAKING THE STATEMENT THAT CLIMATE CHANGE ISTHE GREATEST THREAT FACING HUMANITY 99 “in a very real sense, Solar Shop Australia was largely responsibe for South Austra leading the way rationally asa solar state"says Ferrareto, In 2006, the company ‘hit the headlines when its television advertsing campaign, which featured Scientist DrTim Fannery, was banned briefly by Free TV for making the staternent that ‘climate change is the greatest treat facing humanity today ln 2007, the company furthered its growth and commitment to solar energy by opening offices in Perth Sydney and Melbourne.A Brisbane office ison track o open before the end of 2007, For Ferraretto, is an amazing dream coming true and he is understandably upbeat about the companys prospects "As we say inthe solar busines, the suis the Iimit"he says ‘Company name! Solar Shep Australia Date founded! 2001, Sector Alternative energy First located Stepney Now located St Peers Number employees! 50 ‘Claim to fame Solarised Premier Mike Ran’ home ‘Adres 155 Payneham Ra St Peters, A 5069 Phone| 088362 9992 Webriteworwsolrshopcomau