First Wind Power Consumer Label Launched

The world’s first wind power consumer label, WindMade was launched on November 18th at an event hosted by WindMade and the UN Global Compact in New York. WindMade allows participating companies, which includes include Bloomberg, LEGO Group, and Motorola Mobility, to let consumers know how much wind power is used overall as part of their operations. WindMade was first introduced at this past year’s World Economic Forum in Davos.

Companies using WindMade label must source a minimum of 25 percent of the electricity used from wind power. The wind power can be procured through a company-owned wind power generation facility, a long-term power purchase agreement for wind power, or by purchasing renewable energy certificates (RECs).

The exact percentage of wind power used will be stated on the label. Companies can choose to certify global, regional or facility level operations, which will be stated on the label. A separate label for products is in development and will be released sometime next year.

Other founding companies are: Deutsche Bank, Becton, Dickinson and Co., Method, Better Place, Widex, Droga5, G24 Innovation, Engraw, RenewAire, TTTech, Vestas Wind Systems and PwC DK

“These companies are at the forefront of the global sustainability movement,” said Henrik Kuffner, WindMade’s CEO. “We are delighted to have them on board the unique WindMade initiative, and are confident that many others will follow suit in the coming weeks and months.”

According to Morten Albaek, SVP Global Marketing and Customer Insight at Vestas, 67 percent of 31,000 consumers globally said they would favor WindMade products, “even at a premium.”

Deutsche Bank has increased its use of clean electricity from seven percent to 65 percent over the last four years, said Sabine Miltner, Group Sustainability Officer for Deutsche Bank. “WindMade is an important step toward more market transparency and we are pleased to join this new partnership,” Miltner added.

Conservation group, World Wildlife Federation (WWF) not only supports WindMade, but was closely involved in its development. Samantha Smith, Director of the WWF Global Energy and Climate Initiative Network, said “The criteria set out by the standard will ensure that companies using the WindMade label will contribute to more investment in renewables over and above what would be built anyway and hence boost clean power.”

Kuffner said that the interest in WindMade “has been considerable.” WindMade, according to Kuffner fills the gap that existed for companies that are already committed to using renewable energy, but lacked “an independent global certification for their power procurement.” Kuffner added that WindMade provides “consumers with the transparency they require to make informed choices.”

Photo: Flick user, http://www.uhi.ac.uk/ruralstudies