Alternative-power datacenter part of Rackspace green initiatve

New green facility, carbon offsets part of managed datacenter-hosting company’s eco-friendly initiative

Rackspace has joined the ranks of companies such as HP, IBM, Dell, and Yahoo announcing plans to become better environmental stewards by embracing carbon reduction, energy conservation, and other green initiatives.

A managed datacenter hosting company with 90,000 square feet of space worldwide, Rackspace today announced that as part of its GreenSpace campaign, it’s planning to open a new data center next year in the Slough, England region which will be powered directly by alternative energy from a utility called Slough Heat and Power.

Also, the company has teamed up with NativeEnergy, a national marketer of renewable energy credits and carbon offsets. Rackspace plans to purchase offsets through NativeEnergy for each new customer server it brings online. Specifically, the company will buy offsets through a wind farm project, which powers at Sioux Indian reservation in South Dakota, as well as a methane project that powers a dairy farm in Pennsylvania.

The practice of purchasing carbon offsets has garnered criticism from some environmentalists, arguing that companies should take direct measures to reduce CO2 pollution. But Rackspace CTO John Engates said that it’s difficult to find utilities in the U.S. offering direct alternative energy. “As power and utility companies in regions we work have alternative power available to buy directly, we’ll explore that,” he said.

In addition to reducing its carbon footprint, Rackspace has been looking at other ways to reduce its energy consumption, including choosing servers that use less power. “Primarily, we buy from HP and Dell. HP has servers that are our primary model: a dual-process, dual-core server that is many times more efficient than servers of two generations ago,” Engates says.

The ongoing chip wars between AMD and Intel have affected which hardware the company buys. “When Intel had problems with power and AMD was winning, we switched to AMD for a vast majority of our deployments,” says Engates. “Intel is back on par, perhaps in the lead, and we’re starting to offer the latest Intel processors to our customers.”

Like other IT leaders, Engates is also concerned about there being sufficient energy available in the future. “If we don’t pay attention to this and start to cut power usage, we all in for power problems down the road. We’ll still need to continue to build power plants, but hopefully, we won’t have to add as many if we can work on programs like these down the road,” he says.

Companies like Rackspace are also increasingly concerned with their image as it pertains to energy usage. “The fact that dactacenters are going to be large consumers of power means that we need to work on [conservation]. We don’t want to be the bad guys. People will eventually look for large-scale users of power and will ask them to cut their consumption,” Engates says.

Finally, in addition to being an active member of The Green Grid consortium, Rackspace is working to foster environmental awareness and education among employees. For instance, the company had a its first “Green Day” event earlier this month, inviting more than fifteen vendors and non-profit organizations to present employees with environmentally friendly tips and product alternatives.