British consumers will soon be able to buy "green" electricity following the launch on Thursday of a new tariff generated principally by renewable energy power stations. The company offering the service Ecotricity, a joint venture between the Renewable Energy Company and utility Thames Water plc, was formed as part of the government's Non-Fossil Fuel Obligation (NFFO) scheme. Energy minister John Battle, speaking at the launch, said the initiative showed that renewable energy could compete in the open market.