WindMade: Leading Businesses and Non-Profit Organisations Will Develop First Global Consumer Label for Companies Using Wind Energy

By Windmade, PRNE
Monday, January 17, 2011

ABU DHABI, United Arab Emirates, January 18, 2011 - The Global Wind Energy Council, WWF, the LEGO Group, the UN Global
Compact, Vestas Wind Systems, PricewaterhouseCoopers (the Official WindMade
Verification Partner) and Bloomberg (the Official Data Provider to WindMade)
today announced their support for the development of the first global
consumer label identifying corporations and products made with wind energy.

The WindMade initiative is a direct response to increasing consumer
demand for sustainable products, some of the world's leading corporations and
non-profit organisations announced today.

"Governments are dragging their feet, but consumers want to see change
now. The private sector needs to step up to provide the solutions we need to
respond to the global energy and climate crises. With WindMade, we want to
facilitate the change that the public demands," said Steve Sawyer, Secretary
General of the Global Wind Energy Council, and interim CEO of WindMade.

A global survey(1) of more than 25,000 consumers across 20 markets shows
that 92 percent of respondents believe that renewable energy is a good
solution to mitigating climate change, and that if presented with a choice,
most of them would prefer products made with wind energy, even at a premium.

However, while many companies have already made bold statements about
their commitment to renewable energy, consumers have to date no way of
verifying the source of the energy used. WindMade will offer them the
transparency they require for making informed choices.

"We want to build a bridge between consumers and companies committed to
clean energy, and give consumers the option to choose more sustainable
products. We hope that this will create a strong element of consumer pull
which will accelerate the pace of wind energy development globally," said
Ditlev Engel, CEO and President for Vestas Wind Systems who pioneered the
WindMade initiative. "We strongly encourage forward-looking companies to join
us in this effort."

The WindMade consortium hopes to attract leading consumer brands as
members. To use the WindMade label for their communications or products,
WindMade members will undergo a certification process to verify their wind
energy procurement. The standard for certification is currently being
developed by a technical expert group. The aim will be to drive the
development of new wind power plants, over and above what would be developed

"It is crucial that the WindMade criteria live up to the high standards
necessary for the label to serve consumers' desire to make tangible impact
and boost clean renewables. We believe that voluntary certification is one
key to raising the bar for mainstream performance. We hope to see WindMade
develop into a good example of a standard for corporations to close the gap
between ambition and reality in the important area of renewable energy," said
James Leape, Director General of WWF.

"This is the first time we can connect to consumers, something we've
wanted to do for a long time," said Georg Kell, Executive Director of UN
Global Compact. "As a market-based solution supportive of the Global
Compact's mission, WindMade has the potential to be a strong force in
advancing the use of renewable energy by business everywhere."

The WindMade initiative will be presented in more detail at a high-level
gathering of the founding partners during the World Economic Forum in Davos
on 28 February. This event will be attended by senior executives of leading
brands, as well as other interested parties. A public consultation will be
held from March 2011 to inform the development of the certification standard.

For more information visit

Notes to the Editor:

About WindMade

The WindMade label will be managed through a non-profit organization
dedicated to accelerating the adoption of renewable energy by improving
corporations' ability to communicate their wind energy investments to their
stakeholders. WindMade will strive to achieve this by increasing transparency
of corporate investments in wind energy, by educating citizens on the
implications of using different energy sources, and by empowering consumers
to favour corporations who make a real contribution to delivering new wind

About the founding partners:

The Global Wind Energy Council

GWEC is the global wind industry trade association, providing a credible
and representative forum for the entire wind energy sector at the
international level. GWEC's mission is to ensure that wind power establishes
itself as one of the world's leading energy sources, providing substantial
environmental and economic benefits.


WWF is one of the world's largest and most respected independent
conservation organizations. It is an independent foundation registered under
Swiss law. WWF's mission is to stop the degradation of the planet's natural
environment and to build a future in which humans live in harmony with
nature, by conserving the world's biological diversity, ensuring that the use
of renewable natural resources is sustainable and promoting the reduction of
pollution and wasteful consumption.

United Nations Global Compact

Launched in 2000, the United Nations Global Compact is a call to
companies around the world to align their strategies and operations with ten
universal principles in the areas of human rights, labour, environment and
anti-corruption, and to take action in support of broader UN goals. Through
the development, implementation, and disclosure of responsible corporate
policies and practices, business can help ensure that markets advance in ways
that benefit economies and societies everywhere. The Global Compact is not a
regulatory body, but a voluntary leadership platform for dialogue and
learning. With more than 8,900 signatories in over 135 countries, it is the
world's largest corporate responsibility initiative.

The LEGO Group

Founded in 1932, the LEGO Group is one of the world's largest toy
manufacturers. LEGO(R) products are sold all over the globe. The LEGO Group
is committed to supporting the improvement of issues that concern its
stakeholders and has set ambitious renewable energy targets as part of its
'Environment, Social and Governance' agenda.

"A global standard will help create transparency of our and other
corporations' activities within the area of renewable energy. We are
supporting this initiative because we believe that it will contribute to
increasing the global demand of renewable energy in corporations", says
Jorgen Vig Knudstorp, CEO of the LEGO Group.


PwC is one of the world's largest providers of assurance, tax, and
business consulting services. Every day, 161,000 PwC people in 154 countries
work hard to build strong relationships with others and understand the issues
and aspirations that drive them. PwC measures success by an ability to create
the value that clients, people and the wider investing public are looking
for. PwC is the Official Verification Partner.

"Developing a global standard for corporations' investments in wind
energy is a novel and ambitious undertaking. PwC is happy to lend the
expertise of its global network to serve as the leading advisor to the
technical committee developing the WindMade standard", says Dennis M. Nally,
Chairman of PricewaterhouseCoopers International

Vestas Wind Systems

Every single day, Vestas wind turbines deliver clean energy that supports
the prevention of climate change. Wind power from Vestas' more than 40,000
wind turbines currently reduces carbon emissions by more than 40 million tons
of CO2 every year, while at the same time building energy security and

Vestas is the global market leader in the wind energy sector and operates
in 65 countries with 30 years of experience as the only global pure-play wind
power plant producer and industry pioneer. Vestas' 20,000+ employees are
relentlessly committed to wind energy and WindMade is an excellent example of
Vestas' dedication to renewable energy globally.


In 1981 Bloomberg started out with one core belief: that bringing
transparency to capital markets through access to information could increase
capital flows, produce economic growth and jobs, and significantly reduce the
cost of doing business. Today's Bloomberg builds on that foundation -
everything Bloomberg does connects decision makers in business, finance and
government to a broad and dynamic network of information, news, people and
ideas that enables faster, more effective decisions. Bloomberg is the
Official Data Provider to WindMade.

"The willingness of corporations to disclose the sources of energy going
into their products will be required by investors, who are increasingly
looking for 'extra financial' information. As the Official Data Provider to
WindMade, Bloomberg believes that consumer standards and increased
transparency of corporations' investments in wind energy will accelerate
global adoption," said Curtis Ravenel, Global Director, Sustainability

    Contact information:

                   Morten Kamp Jorgensen, Communications
    Main Press     +45-2237-1433,
    Contacts       -------------------------------
                   Angelika Pullen, Communications Director

Press kit is available at

(1) TNS Gallup June 2010

Morten Kamp Jorgensen, Communications, +45-2237-1433, mokjo at, Angelika Pullen, Communications Director, +32-473-947-966, Angelika.Pullen at; United Nations Global Compact, Matthias Stausberg, Spokesperson, +1-917-367-3423, stausberg at; The LEGO Group, Charlotte Simonsen, Head of Corporate Communications, +45-7950-6579, media at; Bloomberg, Sarah Feinberg, +1-202-654-4360, sfeinberg2 at; PricewaterhouseCoopers, Helle B. Jorgensen, Sustainability Advisory Leader, +1-914-980-2325, helle.b.jorgensen at; WWF, Stephan Singer, Director Global Energy Policy, +32-(0)-496-55-07-09, ssinger at; Vestas Wind Systems, Bragi Fjalldal, Director Emerging Segments, +45-60927438, brfja at; The Global Wind Energy Council, Angelika Pullen, Communications Director, +32-473-947-966, Angelika.Pullen at

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