New Jersey-based brand Avocado Green Mattress recently launched a vegan line of mattresses that are comparable to its core product line but made from organic cotton instead of wool. According to animal-rights organization People for the Ethical Treatment of Animals (PETA), the mattress company designed its vegan option after learning about the inherent cruelty of the wool industry from recent PETA exposés. “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.” To thank the company for creating a wool-free option, PETA sent Avocado executives a box of vegan sheep-shaped chocolates. Competing brand Casper recently launched a campaign to highlight its wool-free mattresses, urging its customers to “wake up every morning with a vegan.”

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