CertiPUR-US® Program for certified flexible polyurethane foam releases

Goal is to educate customers to look for products containing CertiPUR-US®-certified flexible polyurethane foam

(Hickory, NC) Educating customers about the benefits of purchasing bedding containing CertiPUR-US®- certified flexible polyurethane foam just got a lot easier, thanks to an engaging and informative new video.

The 90-second video, designed for websites, point-of-sale displays, engages viewers with catchy whiteboard animation and is narrated by Kristen Udowitz, the voice of many Discovery Channel and National Geographic documentaries. The video explains the value of buying products with certified foam to better understand what is and is not in bedding foam. The video also conveys the confidence and comfort that comes with purchasing products that contain flexible polyurethane foam that has been tested in accredited labs to ensure they are low emission (low VOCs) and made without ozone depleters; PBDE flame retardants; formaldehyde; prohibited phthalates; and mercury, lead and heavy metals.

The video is the latest marketing tool developed by the CertiPUR-US® program which continues to expand as interest in certified foam becomes main stream.

“A growing number of consumers want answers to questions about what is in the products they buy for their home,” says Doug Sullivan, executive director of the Alliance for Flexible Polyurethane Foam which manages the certification program. “By giving manufacturers and retailers selling tools that are eyecatching, straight-forward and simple to understand, we are making it easier to use the program as a powerful  valued-added marketing advantage. This program helps answer consumers’ tough questions.”

The consumer section of the CertiPURUS ® website at www.certipur.us features a list of companies that produce and sell products containing CertiPUR-US-certified foam. There is no cost to retailers or manufacturers to be placed on this list.

Sullivan says interest in the program is growing from three groups: “Foam producers are certifying more foams, including some gel foams. Downstream customers are calling to ask how they can get on the list of companies that sell products containing certified foams. And, we are routinely getting direct calls from consumers, sometimes from the retail floor, to confirm the product they are about to purchase contains certified foam.”

A recent comparison of CertiPUR-US criteria with other certification programs found it to be the most rigorous and comprehensive certification for foam. The CertiPUR-US® program includes strict content, emissions, and performance requirements.

Companies offering products containing certified foam can access marketing tools, including hangtags, pocket-sized information cards, the new video, and other sales tools to help personnel better understand and promote the program.

The CertiPUR-US® program is planning to launch a consumer-awareness campaign in 2013, says Sullivan.

“We expect this to dramatically increase consumer demand for certified products,” he says. “From an industry standpoint, being able to offer certified foam demonstrates awareness and a commitment to environmental stewardship, giving suppliers an edge in this highly competitive market.”