The hearing industry has been at the forefront of a number of advanced technologies, most of which involve tiny electronic transistors, receivers, and button-cell batteries. However, the industry is now known for pioneering something large —330 feet large.

Widex was named one of 15 global companies at the forefront of harnessing and using wind technology as a primary energy source for its headquarters, including production, by the United Nations (UN), the wind energy industry, and several influential organizations in late November in New York City. Widex Manager Richard Tpholm was part of a panel of experts who explained why clean, renewable wind energy not only makes sense from an environmental standpoint, but is also an effective way for medium-to-large manufacturers around the world to reduce operational costs at the press conference that officially launched the new WindMade standard and labelling program.

Motorola, Deutsche Bank, Lego, and global medical supplier BD were also named "WindMade pioneers." The 15 Windmade pioneers generate enough energy to power 60,000 households when combined.

How to Get Off the Grid

It is not entirely accurate to say that Widex's new manufacturing headquarters near Lynge, Denmark, is "off the grid"; in fact, the Widex facility is expected to generate more power than the company requires each year, and will therefore transmit energy back onto the grid for the benefit of the local community. The 330-foot windmill, which generates 3.4 million kWh of power and reduces the company's CO2 emissions by 2,000 tonnes per year, is prominent among its many energy-saving features, which include an advanced geothermal heating/cooling system and solar panels. (For more information on Widex's "green" headquarters, see the April 2011 HR.1)

What Makes WindMade Unique?

We've all seen labels and advertisements claiming that a product is organic, eco-friendly, fair trade, and so on. But what exactly do these terms mean, and who defines them?
The WindMade Standard for Companies and Organizations is intended to impose strict stipulations and definitions on the term "WindMade," and then to allow companies that meet the standard to use the new branding label in their marketing. A company must source a minimum of 25% of its electricity consumption from wind energy, as well as other renewable energy sources such as solar and geothermal, to qualify for the WindMade label.

Global Leaders Offer Thoughts on the WindMade Initiative and Pioneers

The United Nations and other major organizations emphasized Widex's significant commitment to clean energy, which the company claims was made possible by its global customer base of hearing care professionals. The World Wildlife Fund (WWF), the Global Wind Energy Council, and the Wind Energy Foundation were among the other organizations represented at the media event.

"WindMade is an incredible opportunity for forward-thinking sustainable brands to drive change on behalf of consumers," Karbassi said. "We truly believe it has the potential to go a long way." It has the potential to capitalize on change and contribute to the global expansion of renewable energy use."

Steve Sawyer, secretary general of the Global Wind Energy Council, a trade association representing the wind industry, provided historical context for global efforts to put a price on carbon and "help level the playing field and allow renewable energy to compete directly with fossil fuel and other conventional energy." Sawyer describes the global debate on carbon emissions as a "nexus between science and politics" that is currently failing both business and the general public.

"WindMade provides us with the ideal opportunity not only to change the practices of companies, but also of countries,"

This is really about the pioneering companies and their leadership," Marty Spritzer, director of US Climate Policy for the World Wildlife Federation, said. And, while we're celebrating the new WindMade label and its launch, we're also honoring the pioneers who are paving the way for others."

"It turns out that consumers want to be a part of the solution," Spritzer added. "Surveys show that people want to buy products made with renewable energy, and [the WindMade label] can help them do so." We know that consumers have a lot of power, especially when we make it easy for them [to effect change].

The Best Option

Widex was honored as a pioneer because it is an exceptional company that uses wind energy, according to Wind Energy Foundation Executive Director Darlene Snow in an interview with HR. "They're one-of-a-kind," Snow says. "They've made a significant investment—literally—in the ground and with the turbine." They are a long-standing family business, and while they are not a small company, they are also not a behemoth.

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