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Natura World Mattresses Will Carry SSA Seals & Play Major Role

in Specialty Sleep Association’s Environmental Program


Rossdeutscher Becomes Chairman of "Green Initiative" Board

to Lead Development of New Higher Level Environmental Seal

October 3, 2010 - Ralph Rossdeutscher, founder and owner of Natura World, Inc., a respected visionary in the environmentally friendly and organic mattresses and bedding category, has agreed to serve as chairman of the Specialty Sleep Association’s Green Initiative Board (GI). He will spearhead the group’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. Rossdeutscher is a contributing founder of the GI Board.

“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,” said Rossdeutscher. “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.”

According to SSA President Dale Read, 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 noted that Rossdeutscher and Natura were pioneers in developing content labeling and branding for green marketing, saying, "Ralph brings a respected leadership and experience in this area to help us advance the cause of truth in ‘green’ marketing.”

As part of the feedback and evolution of the program since the Las Vegas Furniture Market where the seals were introduced, the SSA has placed Environmental issues as priority number one. 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.

Natura World is a family-owned business with a unique approach to sleep.  They develop innovative products for all areas of sleep, not just a mattress or a pillow.  Natura World’s goal is to eliminate common sleep disturbances and help people sleep well in order to live better.

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 natural and organic bedding, latex, memory foam, air, gel, water, adjustable, new spring technologies and related products. SSA membership includes more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

For more information regarding the SSA, please contact Executive Director Tambra Jones at 559-868-4187 or 559-676-8639, or


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