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Specialty Sleep Assn. hosts Vegas seminar on ‘green'

LAS VEGAS - The Specialty Sleep Assn. is presenting a seminar for bedding retailers at the Las Vegas Market designed to help them win conscientious consumers with accurate product claims.
     "Making Green on ‘Green'" will be presented Tuesday, Jan. 31, from 11 a.m. to noon in the SSA showroom (World Market Center C-1350). The event is open to all market attendees.
     "Information can pave the way for stores to reach new customers," said Vicki Worden, president of Worden Associates, who is leading the seminar. "A recent consumer study indicated that around 30% of consumers are aware of green mattress options, which represents a big opportunity to reach an even wider audience. Better communication to drive awareness can result in improved sales of these products that may also deliver high margins to retailers."
     The seminar will explore best practices for promoting green sleep products in ways that eliminate consumer confusion and solidify a purchase decision with documented claims, Worden said. The SSA has developed information on terminology and definitions to help marketers substantiate environmental claims and avoid Federal Trade Commission scrutiny and fines, she said.
     Worden will also discuss proposed new limits on claims released by the FTC in 2010. These new guidelines to its Green Guides for product marketing, termed "the FTC Proposed Revisions," are expected to be released as final in 2012 with few changes expected from the version published in 2010. The new guidance discusses terms like "natural," "organic," "recyclable" and also addresses the use of product identifications and seals of approval by marketers, she said.

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