Imagine seeing an advertisement in the paper for a new Corvette, at the cost of a generic sedan. Pretty exciting, right? Like most people, you’d probably be tempted to go check it out. When you arrive at the car lot, however, the salesperson shows you what actually appears to be a shiny new Honda Civic. While there’s nothing wrong with a Civic, it certainly isn’t comparable to a Corvette. This particular Civic has Corvette brake lights, and is therefore being advertised as “Corvette Certified.” You, my disappointed friend, have just been a victim of carwashing.

Ok, I made that term up. Greenwashing, however, a similar concept that’s frighteningly popular in the mattress world, is very real.

As a Product Specialist, part of my job is to research and be informed about our competition so I can better assist customers who have questions about those companies and how they compare with Lifekind. I can tell you with absolute certainty that there is no one else who does what Lifekind does. There are imitators and companies that come close, along with those who blatantly lie to make themselves look like they come close, but I wouldn’t want to trust “close imitation” or “blatant lies” with my sleep.

As a consumer, it can be daunting to sift through the marketing baloney and find the real thing. There are “organic” mattress companies who post logos of trusted certifiers on their website because one of the many ingredients they use might pass that standard, even though the final product does not. Others display logos of “certifiers” that in fact do no such thing, but are merely membership organizations. (I’ve seen, for instance, companies claiming to be “National Geographic Certified,” even though National Geographic is merely the parent company for The Green Guide, a consumer organization that doesn’t certify materials, finished products, or anything else.)

I’m personally vexed by companies that make what I like to call “natural-lite” products, such as the “20% natural-core” mattress I saw advertised the other day. While it’s commendable that someone is making a product with 20% natural ingredients, what exactly is the other 80% made of?

Be cautious and ask questions. I have seen companies use a GOTS logo to infer that their manufacturing plants and products are GOTS certified, when in fact just one raw material component is able to boast GOTS certification. GOTS certification for a facility is not obtained easily; they are very, very strict about their standards, and they conduct random inspections, so there is virtually no room for error. We conduct business in accordance with their standards because we want to be able to show that we make the purest mattress, not that it’s just our opinion that we make the purest mattress.

Many companies claim to support American industry, but outsource the production of anywhere from one to all of their raw materials to other countries. This not only takes away potential green American jobs, but also risks contamination of the raw materials by fumigation when they are imported to the U.S. Add this to the uncertainty about organic standards from country to country, and there is ample room for doubt in exactly how pure outsourced materials really are.

On a similar note, beware of companies that use words like “Organic” or “Natural” in their company names to make them seem purer than they actually are. Without certification to back up the name, it’s simply the name of a company, like Bob’s Mattress Factory.

The moral of this story is to look before you leap into that new bed. Ask the tough questions of companies who want your business. Ask where their raw materials come from, who certifies them, and what has been added. Ask about their manufacturing processes and who certifies the final product.

Ask as many questions as you can, because an educated consumer base is the best defense against greenwashing.

A few weeks ago I visited the factory where the mattresses are made for both Lifekind and our sister company, OMI (Organic Mattresses Incorporated). I felt like Charlie going to the Chocolate Factory. I have to admit that the enthusiasm Walt has for the company he has built from the ground up is reminiscent of Willie Wonka. However, I would like to continue to be employed at Lifekind, and will therefore stop comparing my boss to a slightly deranged, socially awkward candy fanatic.

As a recent college graduate with a degree in marketing, I came into the workforce with a jaded view of the way business is done in the world. I’ve studied companies and business practices that would make the average consumer ill. I’ll never forget being told by a reputable professor of finance that financial calculations are “more of an art than a science,” then watching the financial collapse of companies “too big to fail” caused by their “artistic” financial practices; learning that perceived value is more important than actual value; that it pays to outsource labor to make a cheaper product. Please don’t get me wrong; I feel proud to hold a business degree because of the broadened horizons and knowledge it has given me. I also feel fortunate to work for a company that has gone against such misguided principles and been extremely successful because of it.

I thought about all I had learned about how to run a business and as I watched Walt explain each aspect of his immaculately clean factory and machinery, encouraging us to notice the purity of the raw materials and the quality of the stitching in the fabric. Walt was also a marketing professor for 13 years, and has run successful businesses for 40 years, so he’s no stranger to the principles of marketing; he’s just trying to run a business in accordance with his personal principles as well.

The resulting companies, Lifekind and OMI, are run in a way that limits our impact on the environment. In the entire factory there is only one traditionally sized trash can. Almost all waste from production is recycled. This was incredibly impressive to me. We also make a product that makes absolutely no compromise on quality or purity. Any cotton or wool that falls on the floor is not used, even though the floor is so clean it would put my kitchen counters to shame. Employees don’t smoke or wear fragrance and, even more importantly, they’re happy and respected.

Long story short, I came back from the factory wanting to purchase everything Lifekind has ever offered, because I have absolute faith that it’s the best available, and that makes me feel good about recommending those products to my customers.

Before working at Lifekind^® I was an Outdoor Science teacher. After settling in as a Product Specialist, I realized my job title may have changed, but my responsibilities are similar. As a science teacher I educated my students about where their food comes from, how it is processed, and the difference between conventional and organic produce. You would be surprised how many of the children had never seen a piece of food growing in a garden.

Living in America, we are blessed with the ability to make many of our own decisions. I encouraged my students to teach their families what they learned and to aid in the decision making process about what ingredients they put in their bodies.

Here at Lifekind^®, I am still teaching the public about environmental issues and the importance of making educated decisions. Families have the choice whether to support corrupt chemical-laden industry or to purchase U.S.-made products that use organic and natural ingredients.

It is great that more families are conscious about eating healthfully. Now let’s teach children to support healthy practices around the home as well. It takes a lot of time and energy to educate yourself about chemicals and processes in the mattress industry. At Lifekind^®, we’ve done the work for you. Our Product Specialists are extremely knowledgeable, and will assist you in making good decisions.

We would love to hear from you!

Sara, Product Specialist

We think it’s important to support American organic farmers and manufacturers – so we do! Lifekind® is dedicated to supporting America’s organics industry and to keeping jobs here in America.

We make our own mattresses right here in the U.S. Our GOTS-certified mattress Eco-Factory™ is located in Yuba City, California – the only mattress facility in North America to be awarded true third-party organic certification.

Our organic raw materials come from sources as close to home as possible. The Naturally Safer® wool and certified organic cotton we use in our mattresses and bedding are U.S. grown, and the natural rubber latex we use in our mattress cores and pillows is also manufactured here in the U.S.

Your commitment to purchasing organic products and supporting America’s environmentally-conscious farmers and businesses helps to ensure the continuing growth of the organics industry in the U.S. Also, you contribute to the reduction of your carbon footprint when you buy products made closer to home.

We are proud to support American organic farmers and to be your “go-to” company for “Made in the USA” items.

Carol Bader, Co-Founder

I’ve been thinking lately about the differences between the ways our great grandparents lived compared to how we live now. My great-grandmother used to take salt baths and rubbed oils on her hands to make them smooth. She used vinegar as hair conditioner and as a softener for clothing in the washing machine. She bought all of these ingredients at the local market. My grandparents even had a horsehair mattress that was made by a merchant in town.

Why is it so common in this day and age that we go shopping for other countries’ products when ours are time tested and proven to be effective? I say, when your health and well-being are involved, support American workers and buy U.S. manufactured mattresses. I know my great grandparents would have never imagined there was any other option.

If you aren’t supporting your neighbors, then who will be there for you when you need it?

Sara, Product Specialist