Sweet Birch Herbals in Ashfield, Massachusetts shares why they chose commercial solar, what the process was like, and how long-term planning and partnership made it possible.

Why Sweet Birch Herbals Chose Commercial Solar

Nestled in the hills of Western Massachusetts, Sweet Birch Herbals is a small farm and education center rooted in herbal medicine, land stewardship, and community connection. As they expanded their offerings with a new farm apothecary shop, solar energy wasn’t just a practical consideration,  it was part of the vision from the very beginning.

For founder Hannah Morano, the decision to invest in solar was about more than energy. It was about aligning infrastructure with values and building something designed to last.

Designing with Nature in Mind

“When my husband and I started renovating an old barn for our farm store, I always imagined it would be solar powered.”

With a south-facing roof and full sun exposure throughout the day, the building was naturally suited for solar. But beyond site conditions, the motivation was deeply rooted in how Sweet Birch Herbals operates as a business.

“We try to work with nature as stewards of the land, leaving the planet greener than we found it.”

As their herbal products and education programs grew, so did their energy use. Rising electricity costs, combined with the addition of a new building, made it clear that their energy infrastructure needed to evolve alongside the business.

A Strategic Decision, Not a Quick Purchase

For small farms and businesses across Franklin County, Hampshire County, and Hampden County, investing in solar is rarely a snap decision. For Sweet Birch Herbals, it was a balance of long-term values, rising energy demand, and financial planning.

“Our electric bill was rising each year, and with adding another building to the grid, it made sense to consider solar power.”

Rather than approaching solar as a quick purchase, Hannah and her team took a measured, thoughtful approach,  exploring what it would take to make the investment viable over time.

Working alongside PV Squared Solar, they evaluated system design, long-term performance, and the broader financial landscape for commercial solar in Massachusetts.

With commercial solar tax credits still in place through at least the end of 2027, the project ultimately aligned as both a values-driven and financially grounded decision.

“I see solar as an investment in a greener future.”

Navigating the Process with Patience

Like many small businesses and farms in Western Massachusetts, Sweet Birch Herbals approached solar as a long-term investment,  one that required thoughtful planning, coordination, and timing.

“The solar process took longer than anticipated,” Hannah shared. “There were moments where I felt impatient, wanting to move things along.”

The timeline reflected the reality of building infrastructure the right way: aligning design, logistics, and long-term goals before moving into execution.

“I had to trust it would all work out if it was meant to be. Just like farming, we do what we can and leave the rest up to nature.”

Throughout that process, PV Squared worked alongside Sweet Birch Herbals to refine the plan, navigate the details, and move the project forward when the timing was right.

Today, with commercial solar incentives still available, projects like this represent a meaningful opportunity for businesses to invest in long-term energy infrastructure,  with the right planning and support in place.

From Proposal to Installation in 45 Days

Once the project was ready to move forward, the pace shifted quickly.

PV Squared had already developed a proposal for the rooftop system, and once given the green light, the team mobilized efficiently, completing the project within 45 days.

“The install itself took less than two days, which was incredible to watch after waiting almost two years for the project to begin.”

That contrast,  extended planning followed by efficient execution,  reflects the value of thoughtful design and experienced project coordination.

Why They Chose PV Squared Solar

For Hannah, the decision to work with PV Squared Solar was about more than technical capability.

“As a small business owner, I try to work with other local small businesses and worker-owned cooperatives to keep the economy in our community as much as possible.”

Throughout the process, she emphasized the team’s professionalism, communication, and patience, especially during the longer planning phase.

“I am incredibly grateful for their professionalism, efficiency, quality of the work, and friendly staff. I appreciate them for being patient with us.”

As a worker-owned cooperative based in Greenfield, PV Squared operates on a model rooted in accountability, collaboration, and long-term relationships, values that resonated strongly with Sweet Birch Herbals.

For the PV Squared team, projects like this reflect a broader approach to commercial solar.

“Our approach to commercial solar is simple: get it right, not just get it done,” said Josh Hilsdon, Worker-Owner and Commercial Sales Consultant at PV Squared Solar. “Businesses are making 25+ year decisions about their energy infrastructure, and that deserves real care and long-term thinking.

Projects like Sweet Birch Herbals are exactly why we do this work. When local businesses invest in solar, they’re not just reducing operating costs, they’re strengthening the local economy and building resilience. Our role is to make sure that investment is designed to perform for decades.”

A Real-World Comparison: DIY vs Professional Solar

Sweet Birch Herbals brings a perspective that many business owners don’t have: experience with both self-installed and professionally installed solar.

At their home, Hannah and her husband completed a 10 kW ground-mounted system largely on their own,  a process that ultimately took nearly three years.

“It was extremely challenging to work with the utility. Our home project took almost three years due to bureaucracy and paperwork.”

While they were able to save financially, the process came with significant complexity and time investment.

“I would not recommend any homeowner go solar on their own without a licensed company after our experience.”

In contrast, their commercial project with PV Squared was streamlined and fully supported.

“They handled all the paperwork, interconnection with the utility, and permitting. They were fast and kept me in the loop every step of the way.”

Built for the Long Term

For Sweet Birch Herbals, solar is not a short-term decision,  it’s part of a broader commitment to land stewardship, resilience, and future generations.

“When I look into the future, I see cleaner air and less reliance on fossil fuels as the goal. I want to do everything I can to leave the earth healthier and more vibrant than when I arrived.”

Even as a small farm, Hannah approaches decisions with a systems-level perspective.

“I try to think big picture, even though I am a small herb farm and education center.”

A Thoughtful Investment in Western Massachusetts

Across Western Massachusetts, from Greenfield to Springfield, and throughout Hampden County, Hampshire County, and Franklin County,  more businesses are beginning to view solar this way: not as a commodity, but as long-term infrastructure.

Designed for durability and aligned with operational goals, commercial solar can support:

• Greater energy cost stability
• Reduced reliance on fossil fuels
  
• Alignment with mission-driven business practices
  
• Long-term operational resilience
  

Looking Ahead

For Sweet Birch Herbals, the solar array is more than a system,  it’s an extension of their work on the land.

“I’m just doing my little part over here, planting the seeds and hoping they reap an abundant harvest without depleting our planet.”

Now, those seeds,  and the work that grows from them,  are powered by the sun.

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