Natura World's Rossdeutcher to Lead SSA "Green Initiative"

September 30, 2010  by in UnCategorized   

By Home Furnishings Business in Bedding on October 1, 2010

Ralph Rossdeutcher has been named chairman of the Specialty Sleep Association's Green Initiative Board.

Anatomic Global CEO David Farley had chaired the GI board since last October.

Rossdeutcher, founder and owner of organic bedding manufacturer Natura World Inc., will spearhead SSA's move to develop a materials content label guide and a new Level III seal that will have a greater focus on more stringent environmental standards. Rossdeutcher is a contributing founder of the GI Board. Natura World mattresses will carry the SSA environment-friendly content seals introduced at the Las Vegas Furniture Furniture Market.

"The GI Board is taking an important step for our industry, aligning manufacturers to simplify what has become a very complicated shopping experience for consumers interested in organic and more environmentally friendly bedding," Rossdeutcher said. "Within our industry, we need to do more to address a higher environmental standard. I wanted to play a role in the evolution of the seal program, which I think will become a very important part of the decision making process for consumers in the future."

SSA President Dale Read said Natura helped finalize designs for the labels, and Rossdeutscher will lead the GI Board in further development of the program.
            
"We recognized after launching the program a few months ago that there was a need for a third level of information for an even higher environmental standard, which is what Ralph and the GI Board will focus on over the next few months," he said. "However, we are also very happy to see a number of manufacturers embracing and promoting our Level I and Level II seals as we address adding new levels of consumer education to the process in the future."

Read added that Rossdeutscher and Natura were pioneers in developing content labeling and branding for green marketing.

"Ralph brings a respected leadership and experience in this area to help us advance the cause of truth in 'green' marketing," he said.

As part of the feedback and evolution of the program since the Las Vegas Furniture Furniture, the SSA has placed top priority on environmental issues. Many manufacturers were specifically interested in the environmental benefits of the program. There was also widespread desire in the industry for a higher environmental standard, hence the creation of a new Level III.