WindMade launches the first global consumer label for products made with wind energy
Posted by Rick Lingle, Technical Editor -- Packaging Digest, 6/24/2013 3:55:24 PM
The WindMade organization headquartered in Brussels, Belgium, launched June 24 the first global consumer label for products made with wind energy. This label, which has been eagerly awaited by market participants and consumers alike, completes the WindMade label portfolio.
A recent global consumer study showed that 73 percent of consumers around the world would have a more positive perception of a brand if it used wind power as their primary energy source.
"The WindMade product label provides consumers with the transparency they demand, and with a credible and intuitive tool to make informed purchasing decisions," says Henrik Kuffner, WindMade's CEO. "And in addition, it gives companies an instrument to tap into this large pool of environmentally conscious consumers."
"Now it is time for consumers to speak out. We know that they care, and we know that they want to see more companies using wind power. With our campaign, we invite them to actively show their support, and to put pressure on their favorite brands to use this clean, emissions-free energy source for manufacturing our most beloved products," adds Angelika Pullen, WindMade's communications director, who is managing the campaign.
Label uses cradle-to-gate approach
The WindMade Product Label can be applied to all products using a minimum share of 75 percent of renewable energy in their total electricity consumption, with wind power representing the largest share. A cradle-to-gate approach was adopted, which means that the label will cover the entire power consumption for all product components, from the extraction of the raw materials all the way to the product leaving the factory gate.
"WWF fully supports this label as a way to recognize companies for their efforts while empowering consumer choice. The cradle-to-gate approach ensures that the label is meaningful, and it makes it robust and credible to consumers," says Susanne Fratzscher, senior advisor on renewable energy of WWF's Global Climate and Energy Initiative, and a member of WindMade's Technical Committee.
On the occasion of the label launch, WindMade is calling on consumers to show their support for wind power by participating in the "Show You Care" campaign. The aim of this campaign is to demonstrate to leading brands that consumers around the world favor products that are manufactured with renewable energy. For more information, please visit the campaign website at windmade.org/ShowYouCare.
WindMade is the world's first global consumer label for companies, events and products using wind power. The label is managed by the WindMade non-profit organization, dedicated to accelerating the adoption of renewable energy by improving companies' ability to communicate their wind energy investments to their stakeholders.
Source: WindMade www.windmade.org