London Aim-listed Voller Energy  which earlier in June achieved EU wide certification for the first mains strength portable fuel cells, which run on hydrogen, is now struggling to perform as a stock.

At the time of posting, Voller Energy was down 12.5% on the day to 42p, even reaching a new low earlier of 38p. It reached a high of 85p in March 2005, soon after going public in February.

In a very interesting article in Armed Forces International, CEO Stephen Voller, reveals his business philosophy - Voller's Law;

Consumers will not pay a premium to be environmentally friendly nor will they accept a performance premium to be environmentally friendly.

Yours truly agrees with Mr Voller, that fuel cell companies must be market rather than technology driven.

Right now though, the market is driving Voller Energy in the wrong direction.