Meet the Santa Cruz company that decided to put a little more sunshine to work.
There are easier ways to make a living than climbing onto rooftops, navigating California building permits, and negotiating with PG&E.
James Allen and his brother Nathaniel apparently didn’t get that memo.
In 2004, the brothers founded Allterra as an environmental consulting business in Santa Cruz. Five years later, noticing that California had an astonishing abundance of sunshine but a rather disappointing number of solar panels, they expanded into the solar business.
A pretty sensible observation, really. The sun shows up for work every day, doesn’t send invoices, and rarely complains about its benefits package.
More Than Just Panels
Today, Allterra Solar designs and installs solar panels and battery storage systems for homeowners and businesses throughout Santa Cruz, Monterey, and the Central Coast.
But what caught our attention at KRML wasn’t simply the technology.
It was the company’s approach to being a local business.
Allterra emphasizes keeping its employees happy, supporting other locally owned businesses, and remaining involved in its community. Its history includes collaborating with Habitat for Humanity on housing initiatives designed to help older residents remain in their homes.
That’s a pretty nice way of thinking about your neighborhood.
What Happens After the Sale?
One of the great mysteries of modern commerce is what happens to a business after it has your money.
Does it answer the phone? Remember your name? Show up when something breaks?
Allterra’s customers have shared stories suggesting those questions matter to the company.
One Soquel customer, Stellie L., described how the team helped navigate a warranty claim when an inverter developed problems. Another customer has praised the responsiveness of the installation team and their willingness to answer what she called her million questions.
Anyone who’s ever installed solar can probably sympathize with the million questions.
Why We’re Paying Attention
At KRML, we’re fascinated by people who’ve built businesses that are more than transactions.
Because a healthy community isn’t just a collection of houses, restaurants, shops, and offices.
It’s the relationships between the people inside them.
And sometimes, improving those relationships is as simple as answering the phone when someone needs help.
Discover more: Allterra Solar
Who’s Behind Your Favorite Counter?
Have a favorite Monterey Bay business? A remarkable shopkeeper? Someone who went out of their way to help you?
Tell us their story.
We’re looking for the people who make our community feel like a community — preferably without requiring them to wear a cape.
KRML 94.7 FM — Locally owned. Human curated. Community powered.