Windmade certificate for companies using wind energy

01 Jul 2011

One of the founders of Windmade initiative, Vestas Turkey, has launched Windmade label in 15 June World Wind Day.

New Horizons - With a non-profit formation established by Vestas, Global Wind Energy Council (GWEC), Price Waterhouse Coopers (PwC), United Nations Global Compact, Worldwide Fund for Nature (WWF), Lego and Bloomberg, a Windmade label will be offered to companies which obtain at least 25% of their energy from wind power plants.

In an introductory meeting held in Turkey, Nuri Özbağdatlı from UNDP Environment and Sustainable Development Programme explained the obligations of the business world in the context of the UN Global Compact, the mode of work between UNDP and the business world and the approaches for green growth for transitioning to a low-carbon economy.

The CEO of Vestas Turkey Mr. Ali Neyzi answered the questions on Windmade for New Horizons.

N.H.: What is Windmade? How is it developed?

A.N.: Windmade is a global consumer label for companies and products which show that some ratio of their electricity consumption is sourced from wind energy. This label is the first global renewable energy label for companies and products. Windmade label, which is managed through an independent non-profit organization, helps companies to announce their wind energy investments to their stakeholders and accelerates the internalization of using renewable energy amongst companies. Windmade will achieve this through increasing the transparency in the area of companies’ wind energy investments, raising awareness amongst citizens on the effects of using different energy resources, and helping consumers to choose the products of the companies that really supports the wind energy.

N.H.: Why there is a need for this kind of a standard?

A.N.: A global survey of 25,000 consumers across 20 markets show that 76% of consumers feel Windmade would be a relevant label for sustainability. The same survey reveals that %90 of CEOs believe that sustainability is critical to future success. In this context Windmade label builds a bridge between consumers and companies which are dedicated themselves to clean energy. “Why wind “is the one of the frequently asked questions. When you compare with other renewable energy resources, wind energy consumes less water during the production of electricity and has no CO2 emissions. For this reason, wind is one of the cleanest energy sources amongst others.

N.H.: Can we call this as a certification system?

A.N.: Yes, Windmade is absolutely a certification system. In this certification system there will be two Windmade labels. One for institutional and regional level which outlines the ratio of the electricity produced from wind energy to total electricity consumption. Theother one is for products and it ensures companies to use Windmade label on their products and gives an opportunity to consumers to choose the product produced with wind energy.

N.H.: Who is behind Windmade? What is the role of Vestas?

A.N.: Wind made has brought together the pioneer institutions from different sectors. In this point of view we can say that Windmade is the first global initiative. The founding partners supporting WindMade are Vestas Wind Systems, WWF, Global Wind Energy Council (GWEC), United Nations Global Compact, Bloomberg, The LEGO Group and Pricewaterhouse-Coopers (PwC). The leader of wind energy sector, Vestas is the company who developed the idea lies behind the Windmade label and Vestas is the main sponsor of this initiation. The Global Wind Energy Council (GWEC) works to make wind energy to become one of the leading energy resources globally by ensuring environmental and economic benefits and hosts the WindMade organization and thereby represents the global wind industry. The mission of WWF, one of the most credible and independent conservation organizations, is to ensure that the WindMade criteria will have positive impacts to nature. PricewaterhouseCoopers (PwC) is the lead advisor on the standard and verification procedures for the consumer label. Bloomberg is the official data provider to WindMade. UN Global Compact’s role is to ensure that this initiation is appropriate in term s of environmental principles of Global Compact. The one of the leader toy manufacturer LEGO supports Windmade standard in terms of sustainability and global consumer brand point of view.

N.H.: Who can use Windmade labels? What are the conditions to use the logo?

A.N.: There are two certification: one for companies and one for products. Windmade standard for companies has launched in 15 June World Wind Day in İstanbul and in parallel event in New York. In order to qualify to use the WindMade label a company must source a minimum of 25% of its electricity consumption from Wind Energy.Companies will start to use this label in September 2011.Windmade label standards for products will define in October 2011 and first Windmade labeled products will launch in 2012 in Davos during World Economic Forum.

N.H.: When we look at Windmade from consumer’s point of view, do you think that the demand of consumers can change?

A.N: According to the mentioned global survey, 92% of consumers see renewable energy as a key solution to combat climate change, 82% of consumers state that consumer labels are important for guidance, and 79% of consumers indicate that they would pay more for Windmade products. The idea of Windmade is stemmed and developed from these results.

N.H.: How this standard will support the sustainable development and green growth?

A.N.: The baseline of this initiative is sustainability. The aim is to make more aware consumers and environment friendly companies and to spread the message to all level of the society. This is a supply and demand balance. More renewable energy demand will bring more investment. And this means the development of wind energy sector both in the world and in Turkey. Until today, the feedbacks I gathered from the individuals and investors show that this initiative will be successful. As Vestas I’m proud of leading this initiative and promoting this label in Turkey, one of the fast growing markets.

N.H.: Could you briefly evaluate the wind energy potential in the world and in Turkey?

A.N.: According to the Turkey Wind Energy Potential Atlas published in 2007 by the Ministry of Energy and Natural Resources, Turkey possesses a total of 48 GW wind capacity in medium and high efficiency areas. Making good use of this potential depends both on the public and private sector. The Law Pertaining to the Amendment of the Law for Using Renewable Energy Resources for the Production of Electrical Energy that went into effect in January 2011 is an important step for the sector even though the guarantee of purchase is not very appealing for investors. The licenses for transformer capacity over 8 GW were identified in the license applications made four years ago. This process is ongoing. According to the “World Market Update 2010” of BTM Consult Turkey has come a consistent way and has reached a wind power capacity of 1.512 MW by the end of 2010. Turkey is one of the few countries that has shown a consistent development when compared with other countries. In this context the target of the Ministry of Energy and Natural Resources for reaching 20,000 MW by the year 2023 does not seem difficult.