Wind energy gets new labelFebruary 2011
The first consumer label identifying companies using products made with wind energy has been created by a group of NGOs and businesses.
Windmade will offer consumers a way to test leading brands’ commitment to renewable energy, working in a similar way to fair trade labels, by requiring corporate members to undergo a certification process to verify their use of wind energy.
The organizations behind the innovation – the Global Wind Energy Council, the World Wide Fund for Nature, the Lego Group, the United Nations Global Compact and Vestas Wind Systems – say it is in response to increasing consumer demand for sustainable products.
PricewaterhouseCoopers will be the label’s verification partner, and data will be provided by Bloomberg.
Ditlev Engel, chief executive of Vestas, said: ‘We hope that this will create a strong element of consumer pull, which will accelerate the pace of wind energy development globally.’
Other companies have been invited to help support the label, and background standards are now being drawn up.
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