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Respectful, client-side energy leadership.
Educated
Clear analysis. Financial discipline.
Positive
Respectful of capable providers.
Accountable
Close to execution and results.
Built around executive judgment and energy experience.
Benjamin Etherton, EMBA
Founder & CEO
Benjamin Etherton, EMBA
Founder & CEO
Bailey Moses, MBA
Vice President
Bailey Moses, MBA
Vice President
Benjamin Etherton, EMBA
Benjamin is an energy executive and entrepreneur with experience advising organizations on procurement strategy, operational efficiency, and long-term energy planning. He founded Spruce to bring C-suite caliber energy and strategy counsel to businesses that have historically been underserved by transactional consulting models.
Prior to Spruce, Ben spent nearly a decade helping build and scale a nationally recognized energy consulting firm. That experience sharpened a core conviction: most businesses are not getting the strategic advocacy they deserve when it comes to energy decisions. Spruce exists to change that.
Beyond his work at Spruce, Ben serves as a Gubernatorial Appointee to Maryland’s Critical Area Commission for the Chesapeake and Atlantic Coastal Bays, sits on the MD/DC Advisory Council of the Chesapeake Bay Foundation, and advises the Howell Conservation Fund. He is also a member of The Explorers Club and NEXUS Global.
Ben holds an Executive MBA and a BA in Communications and World Religions.
Outside of work, Ben resides in Easton, Maryland with his wife, Filippa, and their twin children. A passionate advocate for the Chesapeake Bay, he can often be found on the water. Through The Explorers Club, he has also developed a more adventurous palate, cockroaches and tarantulas included.
Benjamin Etherton is an energy executive and entrepreneur with over a decade of experience advising businesses on procurement strategy, efficiency, and long-term energy planning.
Prior to founding Spruce, Ben spent nine years helping build and scale a nationally recognized energy consulting firm, where he generated more than $16 million in revenue and later led sales across a portfolio managing over $2 billion in client energy spend.
His experience spans the full energy lifecycle, including procurement, efficiency services, and sustainability strategy. More importantly, it shaped his belief that most businesses are underserved when it comes to energy decisions, often receiving transactional guidance instead of true strategic advocacy.
That belief led to the creation of Spruce.
Ben founded Spruce to take a different approach. One that prioritizes alignment, long-term thinking, and a holistic view of how energy impacts overall business performance, not just cost.
Bailey Moses, MBA
Bailey Moses is a business and energy strategist who helps organizations operate more efficiently and make smarter long-term decisions.
With a decade of experience building client relationships, her background spans energy brokerage, manufacturing, and client advisory. Holding an MBA from Johns Hopkins University, she brings a people-centered approach to an industry that is often overly transactional, and a track record of driving real results for businesses.
At Spruce, Bailey plays a key role in shaping client relationships and guiding the overall experience, ensuring every engagement is thoughtful and grounded in what actually matters to the business.
Born and raised in Maryland, Bailey is a nature enthusiast who loves exploring state parks with her dog, Tucker. She is also a loyal Orioles fan, which has given her plenty of practice staying optimistic.
Bailey Moses is a business and energy advisor focused on helping organizations operate more efficiently, communicate more effectively, and make smarter long-term decisions.
With a background spanning energy consulting, business development, and client advisory, Bailey brings a people-centered approach to an industry that is often overly transactional. Her experience includes working closely with commercial clients to navigate procurement, uncover inefficiencies, and align operational decisions with broader business goals.
She is known for her ability to simplify complex conversations and create clarity where there is typically confusion, particularly within energy strategy and cost management.
At Spruce, Bailey plays a key role in shaping client relationships and guiding the overall experience. From initial conversations through execution, she ensures that every engagement is thoughtful, aligned, and grounded in what actually matters to the business.
Make the client's energy decisions clearer, calmer, more defensible, and more valuable .
We sit with the client.
Always on the buyer’s side of the table. Our incentives stay aligned with yours.
We respect the field.
Brokers, consultants, advisors, suppliers, and engineers all have their place. We coordinate them we don’t compete with them.
We sit with the client.
Client-side means staying useful after the first contract, the first project, and the first renewal.