Escondido, CA – Better Business Bureau has named Freedom Solar as a finalist for the 2026 BBB Torch Awards for Ethics, recognizing businesses that exemplify integrity, trust, and ethical leadership in the marketplace.
The BBB Torch Awards for Ethics program celebrates organizations that demonstrate an unwavering commitment to doing the right thing—for their customers, employees, and communities. Being named a finalist is a testament to the values that guide Freedom Solar every day.
Reflecting on the honor, Founder and CEO, Jesus R. Martinez said:
“I’ve always believed that a business is only as good as its word. From the day I started Freedom Solar, the goal has been simple: treat people honestly, do quality work, and stand behind everything we do. Being recognized by the Better Business Bureau is an incredible honor because it reflects the trust we’ve worked hard to earn from our customers and the communities we serve. It inspires us to keep raising the bar every day.
Our Culture
At Freedom Solar, every voice matters. We encourage our team to share ideas, keep learning, and never stop looking for ways to improve. Through ongoing training and a culture of collaboration, we invest in our people and empower them to grow professionally. We don’t settle for “good enough” – we want every project to be one we’re proud to put our name on. We believe our best work comes from people who are committed to excellence, take pride in their work, and focused on delivering results customers can trust for years to come.
Our Team
We are incredibly grateful for the people who make Freedom Solar what it is. Whether they’re in the field or in the office, all of our employees play an important role in our success. Many have been with us for years, reflecting the strong culture we have built together. To every member of our team, thank you for your dedication, professionalism, and the pride you bring to your work each day.
What Sets Us Apart
Freedom Solar was built on a simple belief: every customer should be in a better position because they chose us. We believe solar is about more than installing panels – it’s an opportunity to help families and businesses gain greater control over their energy costs, reduce long-term savings, and build a more secure future. We measure our success not just by the systems we install, but by the positive impact we make with the people we serve. That’s the purpose that continues to drive us every day.
The BBB Torch Awards for Ethics represent one of the highest honors bestowed by BBB and are designed to spotlight businesses that consistently uphold the principles of trust and ethical conduct. Finalists are selected by an independent panel of volunteer community leaders using criteria established by the International Association of Better Business Bureaus.
Each finalist completed a comprehensive evaluation demonstrating a commitment to ethics and trust across four key areas: Character, Culture, Customers, and Community. These organizations showcased the integrity of their leadership, the authenticity of their workplace culture, the value they place on customer relationships, and the positive impact they make in the communities they serve.
“We’re thrilled to give this year’s finalists the recognition they’ve achieved. These business owners remind us that trust is earned through daily actions, not just words. They’re showing the rest of the marketplace that running an ethical business isn’t just the right thing to do—it’s the best way to build a lasting company,” said Vicky Lockett, Associate Vice President of Stakeholder Engagement.
One winner from each category will be announced at the signature event on Wednesday, September 9 at La Jolla Marriott. For a complete list of this year’s BBB Torch Awards for Ethics Finalists, visit torchawards.bbbcommunity.org.
About Freedom Solar
Freedom Solar was founded by CEO Jesus R. Martinez, who came to Escondido from Mexico with his family as a young child. They came with hope, determination, and a dream of building a successful life. Those early experiences shaped the values of hard work, honesty, and perseverence—values that would later become the foundation of Freedom Solar. More than a decade after founding the company, those same principles continue to guide every customer relationship, every job, and every decision.
We are proud to be a locally owned, Hispanic-owned company providing reliable solar and energy solutions for residential and commercial customers throughout Southern California. Our services include solar installations, battery storage, and electrical services. We are also expanding into general contracting, bringing the same commitment to quality workmanship, honest guidance, and lasting results to even more projects.
Freedom Solar believes a stronger community is built by investing in people at every stage of life—from encouraging the next generation to caring for those who paved the way. That’s why we proudly donate our time and resources to youth sports programs that matter to our team and the communities we serve. We support local classrooms through donations and creating age-appropriate educational activities that introduce children to renewable energy in a fun and engaging way. We also volunteer our expertise by providing electrical safety assessments for independent living communities. We help create safer environments for residents and greater peace of mind for their families. Whether serving customers or the community, Freedom Solar believes success is measured by the positive difference we leave behind
About BBB Mountain West & Pacific Southwest Better Business Bureau (BBB) has empowered people to find businesses, brands, and charities they can trust for more than 110 years. In 2024, people turned to BBB.org more than 220 million times for BBB Business Profiles on 5.5 million businesses, and 725,000 times for BBB charity reports on 12,000 local and national charities. The International Association of Better Business Bureaus is the umbrella organization for the local, independent BBBs in the United States, Canada and Mexico. Incorporated locally in 1938, BBB Pacific Southwest, Central & Inland California serves Greater Arizona and Southern, Central and Inland California, providing critical tools to ignite success including mentorship, online products, event and meeting spaces. Our objective expertise/
