Hoboken Company Makes PETA-Approved, ‘Vegan-Friendly’ Mattress

HOBOKEN, NJ — A Hoboken-based company has rolled out its first wool-free mattress after hearing of PETA’s concerns about alleged “systemic cruelty in the wool industry.”

Last week, PETA announced that Avocado Green Mattress has agreed to forgo wool for its new product, instead substituting organic cotton. It’s an effort to circumvent an industry that the animal welfare group called “systemically cruel.”

“Today's shoppers want to avoid cruelty to animals, and that includes rejecting wool from lambs who are left broken and bloody by the shearing process,” PETA Director Anne Brainard said. “PETA-approved, vegan creations such as Avocado Green Mattress' eco-friendly cotton mattresses are a dream come true for kind-hearted consumers… and for sheep.”

PETA sent Avocado Green Mattress executives a box of sheep-shaped vegan chocolates as a gesture of thanks.

Jay Decker, co-founder of Avocado Green Mattress, told Patch that when customers – and PETA – asked for a vegan version of their mattresses, the company listened.

“Because we are a mission-driven company, we largely attract conscious consumers that care deeply about the long-term repercussions of their purchases, and the types and origins of materials,” Decker said. “It only made sense that vegan consumers were drawn to our brand, but needed a wool-free solution. Veganism is also aligned with our core values of ecology and social responsibility.”

Decker said that on the whole, U.S. consumers are growing more introspective about the choices they make, including the foods they eat and how they shop.

“More than ever, there’s a movement to ‘vote with your dollar’ and support companies and products that align with your values,” Decker said. “We don’t see this trend slowing down anytime soon.”

Avocado Green Mattress has been involved in other social justice campaigns, such as a partnership with 1% for the Planet.

Through this partnership, the company contributed to twelve different national and international environmental nonprofits in 2018—selecting a new cause each month. In October, the featured nonprofit was Kula Project, a nonprofit dedicated to eradicating poverty in Rwanda through the development of entrepreneurs.

As a result of the month-long alliance, Avocado Mattress was able to fully fund the development of a Kula Women’s Center in Rwanda, spokespeople said.

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