Nov 1 - McClatchy-Tribune Business News Formerly Knight Ridder/Tribune Business News - Alicia Wallace Daily Camera, Boulder, Colo.

Milk? Check.

Bread? Check.

Wind power? Check.

Starting today, wind power credits could join grocery staples in some shopping carts.

Boulder-based Renewable Choice Energy Inc. is launching Wind Power Cards -- products that allow consumers to purchase wind energy credits -- at about 80 Whole Foods Market stores.

"It looks like a gift card and is fitting in with what's out there in the retail sector," said Ted Rose, Renewable Choice's director of business development. "While there are some parallels, it's also a completely new concept."

The cards represent the equivalent to a month's worth of electricity consumption for either an individual or a family -- at 250 kilowatt hours and 750 kilowatt hours, respectively. When a card is purchased, the same number of kilowatt hours are added by wind energy producers to the national power grid, Rose said.

The cost is $5 for the "individual" card and $15 for the "family" card.

The cards also serve as a magnet after being purchased -- becoming a visible reminder of the wind power movement, Rose said.

"I think it's huge. I think it's the beginning of a whole different phase of renewable energy purchasing," he said. "I feel like this is the beginning of a much more significant way" to boost the amount of wind power.

The program comes just two months after the Broomfield-based Vail Resorts contracted with Renewable Choice to purchase wind energy credits to offset the electricity it uses. Whole Foods made a similar contract with Renewable Choice earlier this year.

Whole Foods considers the latest partnership to be another extension of its environmental stewardship, said Scott Simons, associate marketing director for Whole Foods' Southwest and Rocky Mountain regions. It's also an easier route for the natural products grocer's shoppers to buy wind energy credits, Simons said.

"We just consider it a service to our customers that they can grab a card, throw it in their carts and check out and have one less step in the process," Simons said.

The cards slowly are being adopted in additional Whole Foods locations, Simons said.

Renewable Choice is in conversations with other retailers about the cards, Rose said.

Since Renewable Choice was founded five years ago, wind power has become an easier sell, he said.

"Customers, I think there's a lower barrier. I think the education barrier is actually lower on the corporate side than it used to be," Rose said. "It's not necessarily, 'What is wind power and why should I buy it?' It's 'How does it work and how do I buy it?' "