We’re Committed to Balancing Efficiency with Environmental Impact and Overall Costs, Making Sustainability a Cornerstone of our Business Philosophy: Luc Eric KRIEF of New World Wind

“Today, New World Wind offers a variety of solutions ranging from 300 to 36,000 watts, catering to diverse needs and requests.”

New World Wind is a leader in the renewable energy sector, specializing in cutting-edge power generation solutions. Established in 2017, the company has quickly become a global leader by offering unique products that harness wind and solar technologies.

New World Wind offers smart wind turbines, designed for individual, community and industrial use. These turbines are engineered to seamlessly integrate into urban environments, representing a significant advancement in sustainable energy solutions. The company’s product line includes innovative designs such as WindBush, WindTree and WindPalm, each inspired by natural forms and optimized for efficiency and aesthetic appeal.

A standout feature of its portfolio is Aeroleafs, which operate quietly like leaves on a tree, generating energy while safeguarding bird populations. Available in a range of customizable colors, Aeroleafs blend harmoniously into urban landscapes worldwide. 

Put simply, New World Wind is dedicated to pushing the boundaries of energy innovation, catering to local energy needs without the disruption of major civil works. With a presence on five continents, the company is committed to delivering effective, environmentally conscious solutions that empower communities and businesses alike to embrace sustainable energy practices.

New World Wind is based in Deuil la Barre, France and in NYC, USA.

SME Business Review recently sat down with Luc Eric KRIEF, owner, Chairman, and CEO of New World Wind, to discuss his perspectives and insights. Here’s what he had to say.

Interview Excerpts

Could you share the backstory or pivotal moments that led to the establishment of New World Wind?

The creation of New World Wind began under unique circumstances. The company that originally conceived the idea went bankrupt, and since I was a supplier to them, I faced a decision. Either I could absorb a loss of €30,000 for works we had already done, or explore the possibility of acquiring the company through the commercial court. Intrigued by their flagship product, which focused on sustainability, I chose to purchase all assets of the defunct company. Over the course of a year, I dedicated time and resources to improving the product, expanding our range of solutions, and reducing costs. Today, New World Wind offers a variety of solutions ranging from 300 to 36,000 watts, catering to diverse needs and requests, including solar solutions.

What role does New World Wind’s Aeroleaf® play in reducing carbon emissions, and how does its biomorphic design facilitate seamless integration into various environments?

Our primary goal was to offer products that are widely accepted by citizens, as acceptance drives business growth. Our Aeroleafs function akin to leaves on a tree—they spin silently to generate energy while ensuring the safety of birds. Their customizable design, available in various colors, seamlessly integrates them into urban landscapes wherever they are installed. By harnessing wind energy through Aeroleafs, we effectively eliminate the need for fossil fuels in energy production, thereby significantly reducing CO2 emissions. This creates a virtuous cycle: the more energy our Aeroleafs produce, the greater the reduction in CO2 emissions.

In what ways does New World Wind’s mission reflect a commitment to sustainability, and how does the company differentiate itself in the energy sector?

We advocate for a philosophy where small-scale solutions are preferred over large-scale ones. Our emphasis on proximity and minimal civil works aligns with sustainable practices. Unlike companies focused on high-energy outputs requiring extensive infrastructure, our approach prioritizes efficiency through smaller, yet effective solutions. This strategy not only reduces carbon footprints but also simplifies installation processes and lowers costs without sacrificing efficiency. We are committed to balancing efficiency with environmental impact and overall costs, making sustainability a cornerstone of our business philosophy.

How does New World Wind plan to expand its product line and market reach to meet the rising demand for sustainable energy solutions?

We adopt a global perspective and collaborate with top partners to develop, manufacture, innovate, promote, and distribute our solutions. Our focus is on providing versatile products that meet diverse needs, driven by customer input, market dynamics, and our own innovations. With the ability to manufacture and distribute worldwide, we aim to deliver optimal solutions tailored to specific uses and markets. Our products can suit to plants, warehouses, telecom towers, petrol stations, community or individual use

What strategies is New World Wind implementing to adapt to changing customer needs and address the growing energy demand?

Our strategies focus on adapting to customer needs and increasing energy demands through proximity, ease of installation, performance and efficiency, adaptability, and ensuring the best performance-to-price ratio. These pillars guide our approach to meeting market demands effectively. We try to adjust our offers in accordance with the customer’s needs.

How does New World Wind aim to establish itself as the leading provider of sustainable energy solutions in this new era of heightened demand?

We are not striving to replicate the scale of companies like General Electric. Instead, we champion our solutions as proof that alternative energy generation methods can succeed. Our “smart grids” represent the ideal means for customers to meet their energy needs efficiently and independently. While the phrase “small is beautiful” resonates, we emphasize “small is more efficient” to highlight our commitment to effective, sustainable solutions.

Before we conclude, is there any additional information or insights you would like to share?

We are at the outset of our journey and confident that we are on the right path to offer a remarkable solution. Having already deployed numerous products globally, our growth is steady year after year. We eagerly invite investors to join us in accelerating our expansion. New World Wind is poised to lead the charge with an innovative and sustainable solution.

Luc Eric KRIEF: Owner, Chairman, & CEO

Luc Eric KRIEF serves as the owner, Chairman, and CEO of New World Wind, bringing with him over 30 years of extensive leadership experience spanning both the construction and service industries. With a solid educational foundation in aeronautics and management from ESSEC and IEP Paris, he has leveraged his expertise across diverse sectors. Luc’s career journey includes significant roles in re-engineering, logistics, finance, commercial development, and human resources, reflecting his versatile skill set and strategic acumen. 

Since 2004, Luc has owned a small group that offers diverse industrial solutions, underscoring his commitment to innovation and operational excellence.

“Our Aeroleafs function akin to leaves on a tree—they spin silently to generate energy while ensuring the safety of birds. Their customizable design, available in various colors, seamlessly integrates them into urban landscapes wherever they are installed.”

“By harnessing wind energy through Aeroleafs, we effectively eliminate the need for fossil fuels in energy production, thereby significantly reducing CO2 emissions.”