Procter & Gamble has found a new source for making Tide detergent: wind.

The global consumer products giant is teaming up with EDF Renewable Energy to build a wind farm in Texas that it says will power all of its North American plants that manufacture home care and fabric products. Those facilities make some of the company’s best-known household items, including Tide, Febreze and Mr. Clean.

It is Procter & Gamble’s biggest foray into wind power, and is the latest in a burst of partnerships between major American corporations and renewable energy companies.

The initiative also represents an opportunity for P.&G. to garner good will with environmentally conscious consumers at a time when personal care companies are under more pressure than ever to respond to their concerns.

“More and more, we find a very large number — call it two-thirds of consumers — looking to make some kind of contribution in the space, and hopefully not making trade-offs in value or performance,” said Shailesh Jejurikar, president of P.&G.’s North American fabric care division.