Ikeuchi Towel, based in Ehime in the province of Shikoku, was founded in 1953, and has since established a reputation for being ahead of the curve when it comes to embracing sustainable practices.
All of its products are made from fair-trade organic cotton, and, since 2002, all the power used in the manufacturing process is generated from wind energy.
"At Ikeuchi, we believe in sustainable production, and using the WindMade label is a logical step. In this way, we can communicate our commitment to wind power to our customers and stakeholders," said Keishi Ikeuchi, President of Ikeuchi Towel. "We are proud to be the first Japanese company to have been awarded the WindMade label; as a global program, this will speak to both our consumers in Japan and abroad."
Yosuke Ikehara, Climate and Energy Project Leader of WWF Japan, described Ikeuchi Towel as a true champion when it comes to the environment, and therefore, the perfect company to serve asJapan's pioneer in the WindMade programme.
"We hope that many others will follow suit." Ikehara said "We believe that a WindMade label will help make a noticeable difference for products and services by such ambitious companies in appealing to an increasing number of ethical consumers."
In order to secure its wind-generated power, Ikeuchi Towel partnered with the Japan Natural Energy Company Ltd., which had established a program called “Green Power Certification System” to connect wind power stations nationwide with its customers (mainly companies and organizations) that are willing to use wind-generated electric power.
Customers request wind-generated power via JNEC. The subcontracted wind-power generation company reports the record of generated power to JNEC and a neutral third party (the Green Power Certification Council, Japan (GPCCJ)), certifies the record. Based on this certificate, JNEC issues to its customers a “Certification of Green Power” according to the amount generated.
The company has also completed “Wind Angel,” the product that brought public attention to Ikeuchi Towel’s efforts for wind-powered manufacturing. Today, it is sold at the famous department store Isetan – a long-cherished dream of the company's president. The label features the catch line “The Earth is protected by the wind.”
“Naturally, it is very important that products reflect the policy of our company, but there are voices that say that such an approach sounds too much like preaching and is full of religious innuendo," Ikeuchi said at the "Wind Angel" launch. "From now on, I would like to remove as much as possible the sense of pushiness from our company image. The perfect approach will be one of unobtrusive casualness where customers would pick up our products thinking how wonderful they are, and would find out that in fact they are made of organic materials using green power.”
WindMade is a global consumer label for companies that use wind energy and other renewables.
The label, which is backed by the UN Global Compact and conservation group WWF, requires participating companies to obtain at least 25 percent of their electricity from wind power.
Ikeuchi Towel, however, achieve a much higher share, with 100 percent of its operations' power consumption covered by wind power, sourced under Japan's Green Power Certification System from Noshiro Wind Farm in Akita in the north of the country. A front-runner in the sustainability sphere, the company has been sourcing renewable energy since 2002 already.
"WindMade is a global program, and it clearly appeals to sustainable brands around the world," said Henrik Kuffner, WindMade's CEO. "Carrying the WindMade label is fully aligned with Ikeuchi Towel's philosophy as a truly green company. We are delighted to partner with a manufacturer that is completely dedicated to sustainable production processes, and committed to using wind power to minimize its environmental impact."
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