The head of Saint John Energy has been appointed chair of the Canadian Electricity

Ray Robinson has been part of the association for five years, including the last two years as vice-chair.

Robinson says the industry is going through a significant transformation, which includes the switch to greener energy.

But he says one of the tricky balances is avoiding rate shock for consumers while also giving them more choices.

Robinson says as more consumers turn to solar and wind energy, utilities will have to change their business models and their relationship with consumers.