Specialty Sleep Association - The Future of Sleep

Nearly 40 bedding industry leaders from companies like Sealy, Simmons, Serta, Tempurpedic, Foamex, Hickory Springs, Cargill, Natura World, OMI and Anatomic Global agreed during a recent meeting in Bonita Springs, FL., that the industry needs a common set of definitions to reduce consumer confusion about the environmental benefits of bedding products. The meeting took place under the leadership of the Specialty Sleep Association (SSA), a national non-profit association focusing on the sale and promotion of premium sleep products.

The conference was the first time industry leaders gathered under one roof for an open dialogue about the need for standardizing the way green is defined in order to help the industry clarify the environmental benefits and impacts of bedding products.

“The meeting was an historic event for our industry. For the first time producers, suppliers and retailers gathered in one room to talk about how we can help the consumer better understand the environmental issues that may impact their choice of mattresses and other sleep products,” said SSA President Dale Read, who chaired the event.

Following a series of presentations by manufacturers and industry professionals about green marketing and certification programs, Read led an open discussion on next steps and funding for the project. A preliminary working committee and a larger board of governors is being formed to draft proposed language. The group plans a second conference during the September 2009 Las Vegas Furniture Market where next steps will be established create formal industry standards on green products.

At the SSA event, Anatomic Global President Jeff Scorziell led a discussion about what mattress manufacturers were hearing from consumers and their retailers about the importance of being “green.” Anne Kozel, specialty sleep brand director of Simmons, Ralph Rossdeutscher, president and CEO of Natura World, and Walt Bader, president of OMI/Organicpedic, each addressed the steps they were taking to satisfy their dealer needs and provide transparent information to the consumer.

Rossdeutscher, for example, explained Natura World’s own green labeling that identifies how much natural material, by weight, goes into each of his products. Bader of OMI/Organicpedic, discussed the pristine conditions under which its mattresses are produced and the green certifications its brand carries. Kozel talked about Simmons’ relationship with the charismatic Danny Seo to help give exposure to its green line and the importance of what she termed “light” green bedding for the consumer who wants to be environmentally sensitive but also budget conscious.

The second panel discussion focused on “How to Not Re-Invent the Wheel --- Green Terminology, Standards and Existing Regulations.” Scorziell moderated a discussion with Susan Inglis, executive director of the Sustainable Furnishings Council, Vicki Worden, an expert on launching products and services with green labels, and Stijn Devaere of Centexbel, one of the largest green certification organizations in Europe.

Inglis further explained how her organization’s green certification program had worked in the case goods industry. She explained the various levels of sustainability a company can go through and what is necessary to determine each milestone. Worden shared examples of other industries that have taken steps to develop rating systems and standards around the “greenness” of their products and recommended steps for the SSA to follow. Finally, Devaere discussed the proliferation of green labels in Belgium and Europe that center around the words “natural” or “organic” and which standards his organization follows to provide certification.

The SSA Green Initiative is a process designed to identify, define and standardize how mattress manufacturers and retailers label “green” and natural sleep products. The ultimate goals, while still being formalized by the participants, include the possibility of creating a standard and certification program based on establishing consensus around standards and definitions for terms such as “green,” “natural,” “all-natural” and “organic.”

Founded in 1995, the Specialty Sleep Association (SSA) is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. Its members develop and/or sell specialty sleep products, including air, flotation, latex, foam and adjustable sleep surfaces, and related merchandise. SSA membership is comprised of more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

Companies interested in learning more about the SSA Green Initiative should contact SSA Executive Director Tambra Jones, tambra@sleepinformation.org.