And here's a close-up of the card in the display:
Finally, here's the graphic at the bottom of the display poster:
The language above this graphic reads:
Since it is physically impossible to deliver electricity from a wind farm directly to your house, certified wind energy credits make purchasing wind power possible. The Wind Power Card™ buys these credits, which represent the additional cost and value of wind energy. It ensures that the electricity you use is replaced onto the national power grid with wind energy. It does not replace or reduce your conventional electric bill.It seems to me that RCE and Whole Foods have done their duediligencee in terms of explaining the concept of the wind card and renewable energy credits. I'm sure there will be people who still misunderstand -- it took me a little time and reading to figure out the concept of offsets. At the same time, I don't think there's deception involved, as some have claimed. Rather, they've produced a product that requires some understanding on the part of the consumer. That may prove the wind cards' downfall -- perhaps WF shoppers won't take the time to understand them -- but I'm guessing they've done their duediligencee there, too. Regardless, I do think the products are being presented as what they are: an opportunity to offset power consumption from dirty plants by supporting the development of cleaner ones. I'm glad Whole Foods and RCE are offering consumers this option, but won't try to predict how those same consumers will respond.
Categories: wholefoods, renewablechoiceenergy, offsets, windcards