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Lego, Deutsche Bank, Motorola Pledging to Obtain 25% Wind Power

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Nov. 18 (Bloomberg) -- Deutsche Bank AG, Lego A/S and Motorola Mobility Holdings Inc. are among 15 companies from 15 industries are getting at least 25 percent of their electricity from wind, or have pledged to do so.

They are the first companies certified to use the WindMade label, according to a statement today from WindMade ASBL, the Brussels-based organization that oversees the consumer brand.

Certified companies may use the WindMade logo in their marketing, just as consumer electronics display Underwriters Laboratories Inc.’s UL and cotton clothing bears the Seal of Cotton. Promoting the use of renewable energy may appeal to customers and may prompt other companies to use more wind power, said WindMade’s Chief Executive Officer Henrik Kuffner.

“Many others will follow suit in the coming weeks and months,” Kuffner said in the statement.

The group expects to have “10 times as many members a year from now,” Morten Albaek, senior vice president of global marketing and customer insight for Vestas Wind Systems A/S, said today at press conference in New York. “We are in talks with more companies today and are looking toward Asia, especially China. This is not a Europe-America-centric label.”

Vestas, the biggest turbine maker, is one of the companies backing the WindMade initiative. It was also certified to display the logo, along with Bloomberg LP, which owns Bloomberg News.

About two-thirds of consumers would be willing to pay a premium for products with the WindMade label, Albaek said. “Hopefully it will be an inspiration for other renewable energy sources.”

To qualify, a company “must source a minimum of 25 percent of its electricity demand from wind power,” according to a WindMade presentation. That can come from company-owned turbines, a long-term power-purchase agreement, the purchase of renewable energy certificates equivalent to a certain portion of electricity produced by wind or a combination of the three.

Motorola Mobility is being acquired by Google Inc., which has invested at least $850 million in renewable energy.

To contact the reporter on this story: Ehren Goossens in New York at egoossens1@bloomberg.net

To contact the editor responsible for this story: Reed Landberg at landberg@bloomberg.net

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